how things used to be sold
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The Power of Inbound Marketing How changes in human behavior and the web landscape have led to a revolution in customer acquisition (and how marketers can take advantage!). How Things Used to Be Sold. 1921. 1955. 1983. 1998. 2011. 2011. The Process of Selling Hasn’t Changed…. - PowerPoint PPT PresentationTRANSCRIPT
The Power of Inbound MarketingHow changes in human behavior and the web landscape have led to a
revolution in customer acquisition (and how marketers can take advantage!)
How Things Used to Be Sold
1921
1955
1983
1998
2011
2011
The Process of Selling Hasn’t Changed…
The Process of Buying Has…
How People Buy Today
Realize a Need
Research Options
Ask Peers and Experts
Seek Out Experts
Leverage Q+A Sites & Forums
Dig Into Every Detail Available
Convert, Buy, Trial
Inbound vs. Outbound Marketing
Inbound Marketing Outbound Marketing
Social Networks (Facebook, Twitter)
Blogs + News Sites
Links from Partners + Friends
Forums + Discussion Sites
Q+A Answers w/ a Link
User Profiles + Comments
Opt-In Email Newsletters
Organic Search Rankings
Inclusion in Universal Search Results
Viral Content
Viral Content
Display Advertising
Buying Email Lists
Site Sponsorships
Demographic Targeting
Affiliate Marketing
Video Ads
Paid Search Ads
Contextual Ad Networks (AdSense)
Facebook Ads
You Must Become a Go-To Resource Expert
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlSometimes, a single piece of content or just a few, can yield these results but, more often, it takes dozens to hundreds of attempts to become a resource hub.
Site that offers:• Unique Research• Informed Opinions• News/Trend Analysis• Multimedia Content• Authentic Expert Contributors• Quality Discussion/Interaction
Referenced by industry
blogs
Mentioned in news
publications
Cited at conferences + events
Liked/Shared on Facebook
Links are Tweeted
Answers on Q+A sites reference its resources
Forum discussions link to its pages
People email links to each
other
Tips, Strategies & Channels for Effective Marketing
Discover What People Want By Asking Them!
Polls
Q&A
Surveys
Contests
Maturate & Engage in Dialogues Pre Sales Process
For some great Facebook-focused marketing tactics, check out http://www.seomoz.org/blog/4-facebook-marketing-tactics-you-might-not-know-about
Facebook More fans = more people potentially exposed to
your content.
But… You also need to create posts that will
show up in “top news” on your fans’ walls. That’s
more challenging.
I highly recommend http://www.slideshare.net/danzarrella/the-science-of-re-tweets which helps show the correlation between activities on Twitter and your ability to have the message spread.
TwitterIt’s not just about the follower count. Your
tweets have to count for something and drive actions/awareness.
Good advice on LinkedIn profiles here - http://www.seomoz.org/ugc/optimize-your-linkedin-profile-for-best-results-howto (also, don’t miss the comments which discuss how the links work).
Like Facebook, LinkedIn now has a wall that drives “likes” and
comments (as well as traffic).
LinkedIn’s “Groups” are a powerful way
to grow your network and spread
a message.
Every two years, we put out http://www.seomoz.org/article/search-ranking-factors but leave the URL the same, so it continues to accrue great link/social/sharing signals.
Evergreen Content
After producing what is, admittedly, an awesome graphic - http://www.paralegal.net/judge-judy/ - Paralegal.net rose to page one in Google (and got bjillions of drive-by visits, too).
Infographics
The genius game-like badges, points and progress at http://stackoverflow.com has helped make it one of the most successful sites in the Q+A world.
Gamification
Feeds aren’t just useful for subscribers. They “ping” search engines, enable easy syndication and can be used by lots of content aggregators that send traffic, too.
Blog Content Feeds
On average, this many people actually read a
post via feed
Fostering Community
These (http://www.seomoz.org/users/profile/) emulate the success of places like LinkedIn, Quora, Stackoverflow and others. They’ve increased participation and traffic to the profiles dramatically.
User Profiles
Progress Bar
Highly customizable profile details
Custom Photo
Links to other web profiles
Guest blogging (or contributing content to any type of publisher) is a great way to build your brand and earn links. Tools like http://myblogguest.com/ can help make the process easier.
Partner Blogging + Writing
Partner Generated Content
HARO (http://www.helpareporter.com/) is a popular service that lets you get contacted when relevant reporters/journalists need sources. Hrmarketer (http://www.hrmarketer.com ).
Direct Connections to Journalists
Presentations = Engagement
I did a brief, 4-minute presentation at the Seattle 2.0 Awards - http://www.geekwire.com/2011/seomoz-ceo-rand-fishkin-googles-panda-update that promoted our hiring + growth (focused on that audience’s values rather than trying to sell to them)
Live Events
Our webinars http://www.seomoz.org/webinars attract 500-1,000 attendees and earn lots of tweets, blog posts and links. Hubspot’s get 10K+ attendees http://www.hubspot.com/marketing-webinars/
Webinars
I put many of my presentation on http://slideshare.net where they earn thousands of additional views.
Online Presentations
Video
YouTube actually ranks as the second largest “search property” in the US, behind only Google: http://thenextweb.com/google/2011/05/25/youtube-hits-3-billion-views-per-day-2-days-worth-of-video-uploaded-every-minute/
YouTube
Don’t be a honey badger. Care about
YouTube’s potential!
The “Long Tail” of Video Sites
http://techcrunch.com/2010/02/08/long-tail-video-half-viewing-minutes/
Long tail of video sites get 50% of all
online video traffic/views!
At SEOmoz, we use http://www.wistia.com who submits our video XML sitemaps to Google for us - http://www.google.com/support/webmasters/bin/answer.py?answer=80472
Self-Hosted Video Content
Step #1: Promote
Step #2:Test
Step #3: Repeat
Find marketing communities that look promising.
Invest a few days/hours building authentic value in that niche/sector.
Throw out low ROI programs; repeat high ROI programs.