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How does Moz do marketing? What do we invest in and why? What are some of the unique stats around our efforts? This presentation walks through many of the unique aspects of Moz's marketing efforts.
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The 8 Rules of Moz Marketing
by Rand FishkinDownload: http://bit.ly/8rulesofmozmarketing
Over the past 5 years, Moz has grown both traffic and customers by more than 10X. Learn the weird and wonderful ways Moz leverages marketing strategies, tactics, and channels to build an inbound software business.
Why Have Marketing “Rules?”
Gives structure to marketing discussions & decisions
Provides an easy reference point for new Mozzers
Gives us standards against which we compare our work
Ensures TAGFEE (our core values) is part of marketing
Helps tell us what NOT to do (a critical part of strategy)
Empowers every Mozzer to be a marketer
#1: Help Marketers Succeed
We Start with Empathy
Helping Marketers Across Many Mediums
Empathy Applied to Content Creation
http://moz.com/blog/the-web-developers-seo-cheat-sheet-2013-edition
Our Approach to Design & UX
No lead capture forms
No interstitials
No registration required
Anyone can share, use, modify or visuals
No barriers to access
Go Above & Beyond to Help 1:1
#2: Education Before Conversion
The Path to Conversion is Long & Winding
It Might Start by Exposure through Media
The Path to Conversion is Long & Winding
Which Triggers an Informational Query
The Path to Conversion is Long & Winding
That Leads to a Follow on a Social Media
The Path to Conversion is Long & Winding
And Consumption of Content from the Brand
The Path to Conversion is Long & Winding
Then You Check Out Some Free Tools
The Path to Conversion is Long & Winding
And Finally Decide to Give the Product a Spin
We Seek to Be Relevant at Every Stage
Different Tactics to Reach Different Stages
We Bias Against “Pushy” Marketing
Sigh… This does not make me love your brand.
Educational Content Earns Far More Amplification
#3: Quality Over Quantity
We Invest Heavily in “Big” Content
http://moz.com/blog/why-big-content-is-worth-the-risk
1-2 Posts/Day Maximum
Or try to be everything to everyone
We maintain a unique focus on helping marketers succeed
We don’t cover the news
Strong Filters on UGC
Google Seems to Be Rewarding Better > More
http://moz.com/blog/google-is-changing-long-tail-search-with-efforts-like-hummingbird-whiteboard-friday
#4: Mend Broken Windowsin Comments & Community
Broken Windows Lead to Bad Communities
e.g. YouTube comments, which are the best way I know of to lose faith in humanity’s future.
Comments Need Careful Moderation
Our community team watches threads like hawks
Off-Site Content Gets Attention Too
We keep an eye out on dozens of sites on the web where our brand gets mentioned or our community participates.
#5: Measure Everything Possible
Marketing Metrics Dashboard
Measuring from Top to Bottom
Consolidate to Three Numbers
Set Targets & Measure Against Them
#6: Invest 20% in Unmeasurable, Serendipitous
Marketing
We Know We Can’t Measure Some Things
http://moz.com/rand/the-paradox-of-easy-vs-hard-to-measure-marketing-channels/
But We’ve Seen the Positive Impact of Serendipity
http://moz.com/rand/manufacturing-serendipity/
#7: Promote Great People, Content, & Tools Regardless of Source
Our Competition Gets Lots of Links & Mentions
The Moz Top 10 Newsletter
#8: Embrace Authenticity,Fun, and Delight
Work is Only Work If You Make it So
https://www.facebook.com/moz
We Maintain Our Individual Voices
We Try to Have Fun in Everything We Do
http://moz.com/beginners-guide-to-seo/how-usability-experience-and-content-affect-search-engine-rankings
We Want Everyone Who Interacts with Moz to Experience Delight
Roger Mozbot’s toggle is permanently set to “Hugs”
Rules of Moz marketing:#1: Help marketers succeed
#2: Education before conversion
#3: Quality over quantity
#4: Mend “broken windows” in comments & community
#5: Measure everything possible
#6: Invest 20% in unmeasurable, serendipitous marketing
#7: Promote great people, content, & tools, regardless of
source
#8: Embrace authenticity, fun, & delight
Here’s to Better Marketing!Find Rand on the Web: Blog, Twitter, Facebook, Google+
Download: http://bit.ly/8rulesofmozmarketing
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