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This is Gillian Muessig's (SEOMOM and CEO of SEOMOZ) third presentation from her DCU LINK Techspectations seminar at Dublin City University, supported by DCU Business School. This presentation discusses inbound marketing and provides helpful tips on increasing digital marketing impact on a budget.
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Inbound Marketing Beyond the SERPs
Earning great traffic w/o spending a fortune dime
Gillian Muessig, President & Co-founder, SEOmoz
Dublin City University - March 2011
Our only marketing expense? Flights + hotels for conferences/eventsMore at http://www.seomoz.org/blog/the-history-of-seomoz
How’d You Do That?
http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing
Blogs + Blogging
Comment Marketing
News/Media/PRSEO
Social Networks
Word of Mouth
Q+A Sites
Forums
Online Video
Podcasting
Webinars
Research/White Papers
Infographics
Social Bookmarking
INBOUND MARKETING!(AKA “free” traffic sources)
Direct/Referring Links
Type-In Traffic
It all starts with
Content Marketing
A Blog We Update Every Day
“Viral” Targeted Content
http://www.seomoz.org/article/search-ranking-factors
“Viral” Targeted Content
http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
“Viral” Targeted Content
http://www.seomoz.org/seo-industry-survey
Graphics + Illustrations
Build it and they’ll come?
Nope. Build it, then market it.
Comments + Conversations
Social Networks
Data and charts of our Facebook and Twitter account performance via http://export.ly
Social News / Bookmarking
http://news.ycombinator.com, http://delicious.com, http://stumbleupon.com and http://reddit.com have historically performed best for us, but you should test results
Q+A Sites / Forums
Conferences + Events
SEO
Email Marketing
We use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)
Let’s get specific with some
Advanced Tactics
Involve a Sharing-Incented Community
The brilliant strategy by http://www.urbanspoon.com made them one of the biggest players in the local restaurant business and got them acquired by IAC
Design Like an “Award Winner”
Check out http://google.com/search?q=css+gallery for tons of great galleries and inspiration
“Skip” the Competitive SERPs
Leverage the QDF Algorithm
Watch the actual commercial at: http://www.hulu.com/adzone2011#50120562
Investigate the Competition’s Top Content
Sort of a shameless plug, but http://www.opensiteexplorer.org is the best way to do this
Examples of more startups that
Rock Inbound Marketing
OKCupid
http://blog.okcupid.com/index.php/your-looks-and-online-dating/
EngineYard
Engineyard does awesome stuff on their blog, job board + site in general –http://www.engineyard.com
Mint.com
http://blog.okcupid.com/index.php/your-looks-and-online-dating/
Adioso
Adioso’s microsite for Valentine’s Day is here – http://howmuchdoyouheartme.com
Visual Website Optimizer
http://visualwebsiteoptimizer.com/split-testing-blog/
The Inbound Marketing process
In 4 Simple Steps
Step #1: DiscoverFind inbound marketing paths that look promising and make a list.
Step #2:TestInvest a few days/hours building authentic value in that niche/sector.
Step #3: MeasureUse your web analytics to track primary + second-order impact
Step #4: RepeatThrow out low ROI projects; repeat high ROI ones.
Q+A
Gillian Muessig, President & Co-Founder SEOmoz
CEO Coach, WebmasterRadio.fm
• Twitter: @SEOmom
• Blog: www.seomoz.org/blog
• Email: [email protected]
Thank You!
Complimentary Student SEOmoz PRO AccountsEmail: [email protected]
Try SEOmoz PRO free for 45 daysUse the code: DCU2011
[email protected] | @SEOmom | www.seomoz.org