Connecting Inbound Marketing for Exceptional Return, with Rand Fishkin
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As a marketer for your organization, you’re called upon to handle the creation and promotion of content on your site, explore the various channels (social media, search, blogs, communities, etc.) for distribution, and then run analytics, reporting and optimization over your efforts. This work can seem daunting. In this talk, Rand will cover how to connect all of these in a way that builds more value than the sum of each part. The channels to pursue, the metrics to track, the optimization techniques — all will be explored with colorful examples and a repeatable process.
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Connecting Inbound Marketing for Exceptional Return, with Rand Fishkin
- 1. Connecting Inbound Marketing for Exceptional Returns How to leverage opportunities for content, blogs, search and social to work together in your marketing practice Rand Fishkin | CEO http://bit.ly/mozedsocialmedia
- 2. The Future of Marketing is Content
- 3. Content Creates Loyalty & Trust http://thisismadebyhand.com/film/the_knife_maker play 4:45 - 5:45
- 4. Content Builds Brands If this is the future, I better build a memorable brand that has positive signals of every kind. Google’s bias to brands means marketers must invest in their own branding, and content is, by far, the most cost-effective way to do that.
- 5. Content Earns Links & Traffic While You Sleep Virtually every link here is editorially-given because of content we’ve produced https://www.google.com/search?q=seomoz+-site:seomoz.org&tbs=qdr:h (qdr:h at the end of the query narrows to results from just 1hr)
- 6. Content is the Most Rewarding Work in Marketing Great content makes the Internet a better place, and gives marketers pride in their work.
- 7. Content Simultaneously Helps Every Channel More Long Higher More Brand Tail SEO Conversion Rate Visibility Higher Organic CONTENT! Stronger Social Search Rankings Following More Direct & Bigger Fanbase & More Referring Bookmarking Traffic Community Links When you invest in content, you build efficiencies and synergies in SEO, referring links, community, social media, traffic, conversion and even branding.
- 8. Search & Social Are Already Inseparable
- 10. 90mm+ Google Users See Personalized SERPs
- 11. Google+ Suggested Users The “people and pages” results appear to come from participation on G+, high circle counts, consistent contributions and brand signals
- 12. Google+ in Logged-Out Results Both “people and pages” and +1 counts show for logged-out users.
- 13. Google+ Influences Crawling Google’s New “Submit URL” Box
- 14. Tweeted URLs Earn Direct Links Google says they don’t directly count tweets in rankings, but a popular tweet containing a link earns a lot of re-publishing across the web Google does crawl, index and count.
- 15. Facebook Shares in Bing, Too Through Bing’s partnership/integration with Facebook, results are massively personalized for any logged-in Facebook user (all 900 million of them)
- 16. Google’s DEEP Social Network Whoa. Google really does know everything about you (and your friends). http://www.google.com/s2/u/0/search/social - the hardest-to-find page in Google
- 17. Second-Order Effects Social Activity Leads to Search Rankings
- 18. Social Drives Awareness & Branding Keith Urban’s tweet informed 200 million people prior to President Obama’s speech: http://blog.socialflow.com/post/5246404319/breaking-bin-laden-visualizing-the-power-of-a-single
- 19. Social Drives Queries Just after the social boom from DSC, the queries for their brand went “meteoric” in Google Trends
- 21. Social Yields Press via http://stateofthemedia.org/2012/mobile-devices-and-news-consumption-some-good-signs-for- journalism/what-facebook-and-twitter-mean-for-news/?src=prc-section
- 22. Social Yields Links Via http://www.opensiteexplorer.org/pages?site=www.seomoz.org%2Fblog
- 23. A Unified Strategy For Content, Search & Social Dominance
- 25. Create Share- Worthy Content Share Socially
- 26. Create Share- Worthy Content Share Socially Earn the Social Rankings Boost
- 27. Create Share- Worthy Content Share Socially Earn the Social Rankings Boost Get Natural Links from Content’s Visibility & Value
- 28. Create Share- Worthy Content Share Socially Earn the Social Rankings Boost Get Natural Links from Content’s Earn More Social Visibility & Value Followers
- 29. Create Share- Worthy Content Share Socially Earn the Social Rankings Boost Amplify Network Reach Get Natural Links from Content’s Earn More Social Visibility & Value Followers
- 30. Create Share- Worthy Content More Searchers Share Socially Biased to Seeing Your Stuff Earn the Social Rankings Boost Amplify Network Reach Get Natural Links from Content’s Earn More Social Visibility & Value Followers
- 31. Create Share- Worthy Content More Searchers Share Socially Biased to Seeing Your Stuff Win the Earn the Social Internet Rankings Boost Amplify Network Reach Get Natural Links from Content’s Earn More Social Visibility & Value Followers
- 32. Let’s Watch It Happen With a Real Example
- 33. Start with Great Content http://www.dollarshaveclub.com/
- 34. Add a Little PR Outreach http://techcrunch.com/2012/03/06/dollar-shave-club/
- 35. Spread Across Social Networks http://www.facebook.com/DollarShaveClub
- 36. Spread Across Social Networks https://twitter.com/#!/dollarshaveclub
- 37. Spread Across Social Networks http://www.youtube.com/watch?v=ZUG9qYTJMsI
- 38. Dominate Personalized Search https://www.google.com/search?q=shave (while logged in to my account)
- 39. Earn Links Like Crazy The links are too new to show in link tools like OSE/Majestic, but they likely have 10K+ links from high authority domains in just a few days.
- 40. Win the Internet Via http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382
- 41. A Great Case Study for SEO If DSC had integrated SEO into their viral and social marketing plan, they likely could have earned rankings across search terms that would continue to send them traffic long after the launch.
- 42. Tactics that Work In an Integrated, Inbound Marketing World
- 43. Content Tactics
- 44. Visuals > Pure Text Content Just by putting text statistics into visual content, you can earn massive sharing potential
- 45. Positive Mentions of Influencers Via http://www.urbanspoon.com/blogs/52/London.html
- 46. Sharing Data & Illuminating Trends Via http://blog.okcupid.com/index.php/your-looks-and-online-dating/
- 47. Good = Not Good Enough http://www.seomoz.org/blog/great-content-for-seo-simpler-than-you-ever-imagined
- 48. Google+ Tactics
- 49. Google+ Circles Google’s “extended circles” mean you influence not only your followers, but their followers, too.
- 50. FindPeopleonPlus + Targeted Outreach http://findpeopleonplus.com – great tool for G+ discovery
- 51. Requesting Feedback/Shares by Name Because a +Name becomes a notification, using them signals G+ users and often results in a follow
- 52. Study Ripples to Target Viral Users I shared this; it got lots of re-shares By viewing ripples like this one, you can see which influencers resulted in large amounts of shares. Hot on G+ is a great way to study this: https://plus.google.com/u/1/hot
- 53. G+ Also Uses Gmail… Email = Network Anyone with a Gmail account is automatically included in personalized sharing
- 54. Twitter & Facebook Tactics
- 55. Best Way to Grow Your Network: Share Links http://danzarrella.com/infographic-5-scientifically-proven-ways-to-get-more-retweets.html
- 56. Drive More Social Activity w/ Proper Timing Via http://www.tweriod.com (I know, terrible name, but cool service)
- 57. Don’t Be Shy; Ask for Social Shares The Science of Retweets (http://danzarrella.com/science-of-retweets.pdf) shows that asking for an RT does indeed earn them. Sites like http://www.bigdoor.com/features/social-media-integration/ and http://www.paywithatweet.com/ let you gamify the social sharing process.
- 58. Be Smart with Social Sharing Buttons http://wordpress.org/extend/plugins/active-share-by-orangesoda/screenshots/
- 60. Social Channels to Build Search Demand In this case, I drove searches directly using a link, but it’s also very possible
- 61. Rel Author + Author Authority Great how-to here: http://www.blindfiveyearold.com/how-to-implement-rel-author
- 62. Rich Snippets through Hosted Video Content Great tutorial: http://www.distilled.net/blog/video/getting-video-results-in-google/
- 63. Your Analytics R Will Lie to You. (unless you’re using multi-touch attribution)
- 64. Multi-Channel Attribution is Critical R http://www.seomoz.org/blog/tracking-the-roi-of-social-media
- 65. Visualizing Visits Through Various Channels http://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whiteboard-friday
- 66. Integrated Inbound Marketing Is the Future
- 67. News/Media/PR SEO Email Blogs + Blogging Research/White Papers Infographics Comment Marketing Social Networks Online Video COMBINE TO WIN Local Portals (focus on just one, and you miss out) Forums Webinars Social Bookmarking Word of Mouth Direct/Referring Links Podcasting Type-In Traffic Q+A Sites
- 68. Rand Fishkin | CEO @randfish www.seomoz.org/blog rand@seomoz.org http://bit.ly/mozedsocialmedia