Evento The inbounder 2015

1. The Paradox of
Exceptional Marketing
Rand Fishkin | Individual Contributor | Moz

2. Why is the Night Sky So Quiet?

3. The mathematical
odds of Earth being
the only life-bearing
planet in the galaxy
are exceptionally
low.
Milky Way Galaxy:
200-400B Stars
~100B Planets
~11B Earth-like Planets
Orbiting Sun-like Stars
SOURCE:
Planetary Habitability Laboratory

4. If life can form on other planets
(or if meteors/ comets can pass
life between planets), there are
millions of life-bearing
candidates.
13.8 BILLION YRS AGO

5. Two Possibilities:
1) We’re alone (for now)
2) We’re unable to perceive whomever else is out there
(and they’ve decided to ignore us)

6. A civilization colonizing enough of the galaxy to
be perceptible to us here on Earth doesn’t take
long on a cosmic time scale.
Type III
Civilization

7. If any such civilization existed in the last 13 Billion
years (and their wave emissions lasted long
enough), we could perceive them today.

8. Something must be filtering out any
life that could colonize the galaxy

9. The Great Filter
Commonly achieved evolutionary leaps
The Great Filter
An evolutionary leap that no
civilization has passed (yet?).
Type III
Civilization
Species
Origin

10. Maybe We’re the First?

11. Maybe We’re Extremely Rare?

12. Or, Maybe, We’re F#@%d

13. Fermi’s Paradox

14. It is no good to try to
stop knowledge from
going forward.
Ignorance is never
better than
knowledge.
-Enrico Fermi (1901-1954)

15. To Learn More Read: Wait But Why – The Fermi Paradox

16. A Similar Paradox Exists in
the Web Marketing World

17. The Average New Startup Won’t Last 2 Years
source

18. The Web is Huge
200+ Million Active Websites

19. Most People Will Only Ever Visit 200-2,000 (1-10 in a Million)

20. The Millions of Search Results Beyond Page One
Are Practically Invisible

21. Recent Data Suggests Searchers Are Less Biased By
Position #1, But As Unlikely As Ever to Visit Page 2+

22. Nearly Every Web-Connected Human Adopted
Social Networking in Its First 7 Years of Existence

23. But standing out in the ever-increasing stream of social sharing is
an enormous challenge.

24. Data Via Forrester Research
Avg Brand Engagement
Rate
4.21%
0.073%
0.069%
0.035%

25. There are ~100X as many non-spam emails sent
each day as there are Facebook messages and posts

26. Data Via Mailchimp’s Benchmarks

27. 5.3 Trillion display and retargeting ads are served annually: 1,700
per Internet user per month.

28. In North America, less than 1 in 10,000 ad views result in a click

29. Being Signal, Rather Than Noise,
Is An Immense Marketing Challenge

30. INVISIBLE KNOWN & LOVED
Our Job: Take Companies
from

31. But, those immense marketing
challenges stand in our path
U
s

32. We Need to Identify, Understand, and Break Through These Filters if
We’re to Create Lasting Companies & Great Marketing

33. AUDIENCE
COMPETITIVE
ADVANTAGE
SERENDIPIT
Y
FLYWHEE
L
COS
T
MESSAG
E
Six of Marketing’s Great Filters

34. Ability to Reach the Right Audience

35. Tip #1: If You Have Great Customers Today,
Find Ways to ID & Target Their Clones
Eric couldn’t have been
more literal!

36. Tip #2: Know What Your Audience Does Before
They Search For You/Your Solution
Long before anyone
searches for this
They search for this

37. Tip #3: Even a Small Element of Virality is
Worth Repeated Investment and Testing
Even one person passionate
about the service can get it in
front of many others

38. Tip #4: Early Adoption Gives an Unfair
Advantage
Mark was among the first to create a comprehensive guide to
Ello. Timing + content = domination.

39. Crafting a Message that Resonates

40. Tip #1: My Best Content and Stories Always
Resonated Offline Before I Made Them Online.

41. Tip #2: Apply The CRO You Learn in Paid Media
to Your Inbound Efforts
If you know that this headline works better, change
your page title and social shares, too!

42. Tip #3: Consistency of Message Matters.
Consistency of Format is Boring.

43. Tip #4: Powerful Messages Are Simple

44. Tip #4: Powerful Messages Are Simple

45. Tip #4: Powerful Messages Are Simple

46. Tip #5: Promoting Your Self/Company is Hard.
Promoting a Cause/Mission is Far Easier.
Fitbit isn’t selling “what,”
they’re selling “why.”

47. Cost of Customer Acquisition

48. Tip #1: Break Out Costs of Marketing vs. Sales
Paid Marketing Spend
All Marketing Salaries
All Marketing T&E
All Brand-Focused Spend
+
+
+
Sales Spend
All Marketing Tech Costs
+
All Sales Salaries
All Sales T&E
Deal-Closing Spend
All Sales Tech Costs
+
+
+
+

49. Tip #2: Spend Early in Unpaid Marketing
Channels
Trying to build
competence here early
is far easier than
building it after your
paid marketing
machine is running.

50. Tip #3: Measure Acquisition Channels by CLTV
(not just conversion rate)

51. Tip #4: If Possible, Enable Customer
Qualification
A free trial may initially show worse converting
customers than a demo, but if you follow up w/
right-looking trialers, you can drastically improve
close rates & CLTV

52. Enabling Serendipity

53. Tip #1: Increase the Potential Vectors of
Exposure
Conference
Dinner
Phone Call
Coffee
Volunteering
Email Reply
Things You “Really Don’t Have Time For”

54. Tip #2: Things You Hate Probably Won’t Bring
Serendipity
And that’s probably why the
Batman won’t show up

55. Tip #3: Know Something About People Before You
Interact
Fullcontact FTW!

56. A Story: Some Recent Serendipity

57. Find Your Competitive Advantage

58. Tip #1:

59. Tip #2: Consistently Ask “Could We Do That 10X
Better?”
“We could make a better
version of that”
“We can do something 10X
better than any of these”

60. Tip #3: Don’t Get Bogged Down By Your Weaknesses
SEO PPC
Content Community
Email
Display
Retargeting
Twitter
Social AdsVideo LinkedInFacebook
Google+
Partnerships
Affiliate
Trade Show Booths
Whitepapers
Content/Native Ads
Strengths Weaknesses
Spending time
getting up to speed
on these may be a
net loss.

61. Tip #4: Don’t Get Complacent About Your Strengths
SEO PPC
Content Community
Email
Display
Retargeting
Twitter
Social AdsVideo LinkedInFacebook
Google+
Partnerships
Affiliate
Trade Show Booths
Whitepapers
Content/Native Ads
Strengths Weaknesses
Hitting cruise control on
these, rather than
pressing an advantage
could seriously hurt, too.

62. A Flywheel That Scales Without Friction

63. Publish
Amplify
Grow network Rank for slightly
more competitive
terms & phrases
Get links Grow authority
Earn search
traffic

64. Tip #1: Anticipate the First Few Revolutions of Any
Marketing Flywheel to Be Insanely Challenging
Plan for a traffic graph like this
and you’re doomed.

65. Tip #1: Anticipate the First Few Revolutions of Any
Marketing Flywheel to Be Insanely Challenging
This is much more realistic.
(via Crain’s Detroit)

66. Tip #2: Relentlessly Search for Your Flywheel’s Friction
Publish
Amplify
Grow network Rank for slightly
more competitive
terms & phrases
Get links Grow authority
Earn search
traffic
Our social efforts never grow our
audience… that’s what’s missing.

67. Tip #3: Once a Flywheel is Moving, Any Additional Force
Pushes it Faster – Leverage Those Forces!
Because Moz has had a lot of
success driving organic traffic,
re-targeting is a huge
additional force on our
flywheel

68. There’s
Another
Possibility

69. There is a Type III Civilization,
But They’re Not Friendly.
The Great Culling
To prevent competition, a civilization may be
killing off any who make it too far.
Type III
Civilization
Species
Origin

70. “(Messaging extraterrestrials is)
deeply unwise and immature…
The newest children in a strange
and uncertain cosmos should listen
quietly for a long time, patiently
learning about the universe and
comparing notes, before shouting
into an unknown jungle that we do
not understand.”
- Carl Sagan (source), 1934-1996

71. The 800lb gorilla competitors do not, however,
appear to be the great filters in our world.
Source
Competitors: 19%
Competitors beating you in your own
marketing channels: <19%

72. Marketing (especially
through inbound
channels) appears to
be a rarely contested
and, thus, uniquely
powerful way to build a
competitive advantage
and barrier to entry.

73. The Paradox of
Exceptional Marketing
Rand Fishkin | Individual Contributor | Moz