CAN’T BUY ME LOVEHow to EARN your audience’s attention without spending a fortune.

Rand FishkinCEO, SEOmoz

http://bit.ly/cantbuylove

TRUE LOVE

TRUE LOVE

TRUE LOVE

TRUE LOVE

TWO TRUTHSABOUTTRUE LOVE

1. IT LASTS.2. IT CAN’T BE BOUGHT.

WHY CAN’T MARKETING BE MORE ABOUT LOVE?

HOW DO YOU EARN CUSTOMER LOVE? (aka traffic, attention, engagement, purchases, loyalty, referrals)

LET’S TALK ABOUT BUYING YOUR CUSTOMER’S LOVE

CLICK DISTRIBUTIONIS YOUR MONEY BUYING THE RIGHT THINGS?

WHERE DO SEARCHERS CLICK?

A bit here.

A little here.A Teensy Bit

Here.

WHERE DO SEARCHERS CLICK?

ONLY 18% OF CLICKS GO HERE

82% GO HERE

WHERE DO NEWS READERS CLICK?

Not here.

Rarely here.

Nope.

BANNER ADS ARE LUCKY TO GET 1%

CTR

WHERE DO TWEETERS CLICK?

Fuggadaboudit.

LESS THAN 1% OF CLICKS GO TO

PROMOTED

WHERE DO FACEBOOKERS CLICK?

Nyet.

Nein.

Nada.

THE BEST FACEBOOK ADS GET <2% CTR

WHERE DOES THE INTERNET CLICK?

*Via Forrester’s Interactive Marketing 2012 Report

PAID MARKETING~10% of TRAFFIC

$40 Billion of Investment in

2012*

$5 Billion of Investment in 2012*INBOUND

MARKETING~90% of TRAFFIC

COST OF ACQUISITIONSAVE ON MARKETING. INVEST IN INNOVATION.

THE TALE OF TWO MARKETERS

STEVE GREG

THE TALE OF TWO MARKETERSINTERRUPTS

YOUR DAY

SELLS YOU SHITYOU DON’T NEED

THE TALE OF TWO MARKETERS

SPENDS $500 AVG.TO ACQUIRE A CUSTOMER

BUYS TRAFFIC w/ADS & LINKS

THE TALE OF TWO MARKETERSKNOWS YOU’RE

BUSY

WAITS FOR YOU TO BE INTERESTEDSPENDS $500 AVG.

TO ACQUIRE A CUSTOMER

BUYS TRAFFIC w/ADS & LINKS

THE TALE OF TWO MARKETERSEARNS TRAFFIC

w/INBOUND CHANNELS

SPENDS $100 AVG.TO ACQUIRE A CUSTOMER

SPENDS $500 AVG.TO ACQUIRE A CUSTOMER

BUYS TRAFFIC w/ADS & LINKS

CUSTOMER LOYALTYWILL PAID LOVE STAY BY YOUR SIDE?

Short history of the challenges Harley faced: http://www.hotbikeweb.com/features/0701_hbkp_american_machine_foundry/viewall.html

Photo via Jim Skea: http://www.flickr.com/photos/jimsk/128131281/

BZWEEP**translation: “I’m really

sorry.”

SEOmoz customers remain loyal even after downtime.

1. IT LASTS.2. IT CAN’T BE BOUGHT.3. YOU’VE GOTTA EARN IT.

22 LESSONS WE’VE LEARNED AT MOZ

Search EmailCommunitySocial

“ ”“ ”

Content CRO

Beep.

CONTENT

http://www.seomoz.org/beginners-guide-to-seo

1. Empathy + creativity = great content.

2. Innovation doesn't alwaystrump improvement.

PrettyGood

Better

3. Branding may be more valuable than links & traffic.

4. Even amateur graphics perform shockingly well.

4. Even amateur graphics perform shockingly well.

45KViews on SlideShare.

5. Being transparent with success works, but failure works even better. I sucked!

But hey, it’s

interesting.

SEARCH

6. Ranking #1 isn't all it's cracked up to be.

CLICKDISTRIBUTION

ISN’T LIKEIT ONCE WAS.

7. Make others look good; they’ll make you rank well.

THEY RANK 1st

BECAUSETHEIR SUCCESS

PROMOTES OTHERS

8. Cannibalizing your own stuff sucks.

WHEN THISOUTRANKS

THIS

9. Sometimes, it's better to do SEO on someone else's site.

EVENTBRITE, SLIDESHARE &

OTHERS ARE YOUR FRIENDS

9. Sometimes, it's better to do SEO on someone else's site.

ACK!YOU CAN’T LET THIS RANK ON

PAGE 2!

10. Co-citation may be the next “anchor text”

RANKS WITHOUT THE KEYWORDS IN

THE TITLE, BODY OR INBOUND LINK ANCHOR TEXT!

11. Google has a spooky nose for quality.

From Avinash Kaushik’s post: http://www.kaushik.net/avinash/tips-for-improving-high-bounce-low-conversion-web-pages/

SOCIAL

12. What, when, and how frequently we share matters a ton.

13. Sharing format & phrasing is huge.

On Twitter, links between text seems to get the highest CTR & retweet ratio vs. links w/ other @mentions, hashtags, etc.

14. A Picture is worth 50%+ engagement

http://hackersandfounders.tv/RDmt/rand-fishkin-inbound-marketing-for-startups/

vs.

15. Only sharing your own content is a recipe for disaster

COMMUNITY

16. Real World > Virtual World.

17. Your Community is Bigger Than Your Site

18. The first interaction is often the last, unless...

EMAIL

19. Deliverability is holding you back.

http://www.returnpath.com/resource/your-path-to-the-inbox/

20. Newsletters with your own stuff? Meh. Newsletters with other people's stuff? Wow.

CRO

21. Include Only the Good Stuff, Not the Kitchen Sink.

http://blogs.hbr.org/cs/2012/10/the_presentation_mistake_you_d.html - “Presenter’s Paradox”

22. The great myth of CRO is that testing enough variants will produce optimal results.

AFTER

http://www.conversion-rate-experts.com/seomoz-case-study/

22. Changing a button color isn’t game-changing CRO.Discovering customer objections is.

BEFORE

1. IT LASTS.2. IT CAN’T BE BOUGHT.3. YOU GOTTA EARN IT.4. YOU CAN DO IT.

http://bit.ly/cantbuylove

@randfishmoz.com/randrand@seomoz.org

Rand Fishkin |