The document discusses inbound marketing and how it has become more important than search engine optimization (SEO). It explains that inbound marketing focuses on earning people's interest through great content rather than interrupting them with ads. The document provides examples of top inbound marketing tactics like creating shareable content, mining social media for engagement, and building online communities around a brand. It emphasizes that inbound channels like content, search, social media, email, and conversions work best when integrated together into a comprehensive strategy.

1. Inbound Marketing SEO Has Become More Than SEO Gillian Muessig | President ecomTIM 2012

2. Buna ziua SEOs Romanesti!

3. Interruption vs. Inbound Marketing

4. Interruption Marketing

5. Inbound Marketing

6. Interruption Marketing

7. Inbound Marketing

8. Interruption Marketing

9. Inbound Marketing

10. Some marketing

11. Interruption… stops us

12. from doing what We want to do,

13. R … so it can sell us

14. R stuff we don’t need.

15. That’s Interruption Marketing

16. R

17. R Interruption Marketers

18. R Interruption Marketers Me

19. R Interruption Marketers Me Ads

20. R That ’s Not How We roll.

21. How People Buy in 2012

22. R Realize a Need

23. R Investigate Options

24. R Ask Our Friends

25. R Seek Out Experts

26. R Find Communities

27. R Dig Into Every Detail Available

28. R Convert

29. R You don’t buy those visitors. You earn them.

31. R We’re here to help.

32. Startups disrupt markets. How about marketing?

33. Inbound Channels

34. Content

35. influences everything

36. Without great content…

37. there ’s no chance for success.

38. Content can mean…

39. “ Content.”

40. Community

41. Product

42. Or Distribution

43. No matter the form, content is the foundation of great Inbound Marketing

44. Search

45. Search is how things get found

46. Search = Discovery

47. Discovery Leads to Sharing

48. Search is Still Big

49. And Growing Currently, there are more than 3 billion searches/day on Google

50. Search often brings the most highly qualified traffic.

51. But guess where searchers click… ~20% of clicks ~80% of clicks

52. Social

53. Social lives at the top of the funnel

54. Social is discovery prior to interest

55. Social demands great content,

56. … and rewards it.

57. Today, Social has a huge influence on Search

58. And Social appears to be fragmenting into multiple large communities (and thousands of small ones) 120mm Users: 50mm 750mm 200mm 10mm Users: 14mm Millions 14mm 6.5mm

59. Email

60. Email is Social ’s “Secret Weapon” http://www.avc.com/a_vc/2011/05/social-medias-secret-weapon-email.html

61. And Email Marketing is Insanely Profitable/Powerful http://www.conversion-rate-experts.com/seomoz-case-study/

62. Conversion

63. The funnel only exists so it can convert.

64. Optimizing Conversion means measuring & testing. http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/

65. It means listening, too.

66. A lot of Conversion is wrapped in soft metrics

67. Branding

68. Messaging

69. Familiarity

70. Trust

71. CRO is a critical practice,

72. but it requires holistic marketing to succeed.

73. Building an Inbound Strategy

74. R Who is your audience? http://xrrr-slog.blogspot.com/2007/10/corporate-demographics-2007.html

75. R Where are they on the Web? http://searchengineland.com/a-portrait-of-who-uses-social-networks-in-the-u-s-and-how-social-media-affects-our-lives-81653

76. R What content works there? http://blog.echen.me/2011/03/14/hacker-news-analysis/

77. R

78. R How will you get visitors into your funnel? Multiple paths can work, so long as you segment them when tracking CR + CLTV Email Retargeting Social OAuth Phone Number Mailing Address Branding/Awareness Free Trial

79. R How will you measure & improve? http://www.seomoz.org/blog/tracking-the-roi-of-social-media Step #1: Discover Step #2:Test Step #3: Measure Step #4: Repeat Find inbound marketing paths that look promising and make a list. Invest a few days/hours building authentic value in that niche/sector. Use your web analytics to track primary + second-order impact Throw out low ROI projects; repeat high ROI ones.

80. Top 10 Inbound Marketing Tactics & Examples

81. R #1: Create Sharing Incentives http://www.paulgraham.com/good.html to link to!

82. R #1: Create Sharing Incentives Urbanspoon ’s “Spoonback” program allowed them to compete w/ Yelp and build awareness to foodies, direct traffic from relevant sites and great SEO. Founders credited the concept as being the most important part of the company’s success.

83. R #2: Mine the Social Web for Engagement Opportunities Twitter, LinkedIn, Q+A Sites, Google+, Blog Posts and Facebook can all work

84. R #3: Create & Spread Embeddable Content http://www.simplyhired.com/a/jobtrends/home is a great example

85. R #4: Make Your Data Interesting; Share It Probably the best case study around: http://blog.okcupid.com/index.php/your-looks-and-online-dating/

86. R #5: Mine Your Twitter Followers, Emails, etc. Via Wil Reynolds of SEER Interactive: http://www.seerinteractive.com/blog/using-twitter-and-backlinks-to-build-links/2011/07/28/ ; tool is here: http://simplymeasured.com/freebies/twitter-follower-analytics

87. R #6: Use Social to Connect w/Journalists + Bloggers An amazing research tool: http://followerwonk.com

88. R #7: Build Features that Require and/or Reward Sharing http://www.quora.com/How-effective-is-Dropboxs-referral-program-at-bringing-in-*paying*-users-i-e-how-many-subscribers-do-they-have

89. R #8: Give Your Community a Platform Moz has a Q+A forum, a blog and a user-generated content platform, along w/ robust user profiles and a points/gamification system. Content contributed by non-employees is ~35% of our overall traffic

90. R #9: Rel=Author & Video XML Sitemaps http://www.blindfiveyearold.com/how-to-implement-rel-author - good how-to

91. R #9: Rel=Author & Video XML Sitemaps We use http://wistia.com to post videos that automatically send video XML Sitemaps to Google

92. R #10: Create a Monthly Top X Influencers in Your Industry http://www.seattle20.com/startup-index.aspx updates monthly, but doesn ’t use badges (which I highly recommend)

93. R Blogs + Blogging Comment Marketing News/Media/PR SEO Social Networks Word of Mouth Q+A Sites Forums Online Video Podcasting Webinars Research/White Papers Infographics Social Bookmarking INBOUND MARKETING! (AKA all the “free” traffic sources) Direct/Referring Links Type-In Traffic Email Local Portals Every One of These Marketing Tactics Helps Every Other One

94. I brought you a present. Code: ecomTiM12 www.seomoz.org/signup @SEOmom www.seomoz.org/blog [email_address]