Why Inbound Marketing for Online Business - EBriks Infotech

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Choose Short Men (and tall women)

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Let’s talk about dating… http://blog.okcupid.com/index.php/your-looks-and-online-dating/

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Here’s the problem

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As men’s height falls, messages drop (the opposite is true for women): http://blog.okcupid.com/index.php/the-biggest-lies-in-online-dating/ Height Is Holding You Back…

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Height Is Holding You Back… Not only is height a poor, arbitrary limitation, most lie about it: http://blog.okcupid.com/index.php/the-biggest-lies-in-online-dating/

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Remove the Irrational Bias And You Can Get Every Other Criteria You Want, Fulfilled

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Let’s Apply This Principle to the Marketing World

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8 Irrational Biases (and how your inbound marketing can benefit by rejecting them)

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Bias #1: Ranking Position is All That Matters http://www.seomoz.org/blog/mission-imposserpble-establishing-clickthrough-rates

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CTR is Influenced By More than Position

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CTR is Influenced By More than Position Star Ratings, Reviews & Price Author Photo Date of Publication Video Snippet

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Start w/ Great Titles, Meta Descriptions & URLs Terrible Excellent Snippet Testing Tool: http://www.google.com/webmasters/tools/richsnippets

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Profile Pics = CTR Boost Rel =Author Guide from AJ Kohn: http://www.blindfiveyearold.com/how-to-implement-rel-author

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Video XML Sitemaps = CTR Boost Video SEO Guide from Wistia : http://wistia.com/doc/video-seo

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Rich Snippets: High Value in the Right Niches Visual Rich Snippet Guide: http://www.seomoz.org/blog/a-visual-guide-to-rich-snippets

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Bias #2: SEO is About Ranking for the “Money” Keywords

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The Chunky Middle & Long Tail Are Amazing

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Google Wants the Head for Themselves

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Google Wants the Head for Themselves

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Google Wants the Head for Themselves

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Regular Content + UGC = Long Tail Success Tens of thousands of pages of content created by professional marketers (our writers and those who ask Q+A)

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Bias #3: AdWords is All The Keyword Research You Need

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Search Suggest Is a Great Keyword Research Tool

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Search Suggest Is a Great Keyword Research Tool Great tool for grabbing search suggest data: http://ubersuggest.org

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Google News: Research the Undiscovered Keywords In the next 1-5 days, these will all have significant search volume

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Social Media Leads to Queries

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Tools for Tracking Social: PopURLs http://search.popurls.com/

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Tools for Tracking Social: Topsy http://topsy.com/s?q=dublin

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Bias #4: My Site is the Only Place to Do SEO

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Controlling Brand SERPs Matters

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Earning Rankings on Other Sites May Be Easier

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Dominating SERPs is a Powerful Tactic

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R Users: 100mm 1B+ 200mm 120mm 20mm Users: 15mm Millions 14mm 7.5mm 18mm Consider SEO for Your Profiles & Content on these Sites, Too.

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Controlling Brand SERPs Matters You can’t let this rank on page 2!

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Bias #5: Social Sharing is Fire & Forget

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What You Say and How Matters

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Via http://followerwonk.com Timing Matters At the highest point, only ~6.5% of my followers are online, which means only 4,514 of my 69,458 followers could possibly see a tweet.

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Repetition Matters The 3.5% online at night are almost certainly not the same as the 6.7% online in the morning. Via http://followerwonk.com

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Link Placement Matters URL at the end & hash tag next to the URL URL in the center of text blocks, no usernames or hashes around it

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Hashtags & Mentions Matter Using the event hashtag will get it in front of IFBC attendees Mentioning me makes sure I see it, which might mean I RT

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Snippets Matter in Google+ Not a great image (3:4 style format works best) Comes from title & meta description

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When @ jennita ( Moz’s community manager) shares content on Facebook , she’ll often upload an individual image from the post to make it better stand out in the Facebook timeline Snippets Matter on Facebook

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Bias #6: SEO is About Best Fitting to the Perfect Algorithmic Formula

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http://www.seobythesea.com/2011/07/how-google-might-rank-pages-based-upon-usage-information/ Google SEES ALL. KNOWS ALL.

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Scale of ROI from SEO Activities Over Time Create content people want to consume & share Make the website’s pages accessible to engines Build links to individual URLs for higher rankings Optimize on-page keyword usage/targeting Optimize metadata, schema, rich snippets, etc Highest Value Lowest Value 2004-2009

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Scale of ROI from SEO Activities Over Time Create content people want to consume & share Make the website’s pages accessible to engines Build links to individual URLs for higher rankings Optimize on-page keyword usage/targeting Optimize metadata, schema, rich snippets, etc Highest Value Lowest Value 2004-2009 2010-present Create content people want to consume & share Make the website’s pages accessible to engines Build links to individual URLs for higher rankings Optimize on-page keyword usage/targeting Optimize metadata, schema, rich snippets, etc

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The “Algorithm” Today Has Very Few Inputs: Delightfulness to Users Accessibility & KW Targeting Ability to Reach an Audience + + = Rankings (eventually – sometimes it takes a while)

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Bias #7: There’s No Simple Way to Increase Traffic

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Site Speed Optimization: Simple . http://www.slideshare.net/jcolman/web-performance-optimization-the-silver-bullet-of-seo-and-ux Data from @ jcolman of REI

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404, 500 & 302 Fixes: Simple . http://google.com/webmasters and/or http://pro.seomoz.org can help ID these

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Re-targeting: Simple. Increases Traffic. Best retargeting providers? http://www.seomoz.org/blog/comparing-the-top-4-retargeting-companies

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Sharing New Content on Each Network. Simple.

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Bias #8: CRO is about testing variations of content and design

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From my blog: http://moz.com/rand/ I want more people who visit the site to subscribe via email

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A) More People Visiting B) Higher Conversion Rate

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Let’s Improve the Call to Action! This must be the problem!

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A/B Testing We’ll show half our visitors one and half the other, and get a winner

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Multivariate Testing We’ll show each version to a percentage of visitors and find a winner

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We Can Test Everything! Location on Page Display Width Box Color Address Verification Loading After the Page Different Versions Based on User Behavior Call-to-Action Copy Social Proof Inclusion Changing Messaging on Different Types of Pages/Posts

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That’s Not CRO

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What if this isn’t the problem?

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What if this is?

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What if this guy is?

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Trust Word of Mouth Likability Design Associations Word of Mouth Amount of Pain CTAs UX Effort Required Process Historical Experiences Social Proof Copywriting CONVERSION DECISION (it’s a complex process) Timing Discovery Path Branding Price

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Trust Word of Mouth Likability Design Associations Word of Mouth Amount of Pain CTAs UX Effort Required Process Historical Experiences Social Proof Copywriting WHICH OF THESE IS THE REAL ISSUE? Timing Discovery Path Branding Price

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Ask Smart Questions to the Right People Never Taken a Free Trial Took the Free Trial But Left Took the Free Trial and Stayed What are you seeking from SEOmoz? What’s brought you back? What made you take the free trial? What initially made you want SEOmoz? What would make you more likely to sign up? What are your biggest objections to signup? What objections did you have and how did you overcome them? What caused you to cancel subscription? What would have made you stay a subscriber? What objections did you have and how did you overcome them? What’s been most valuable to you? Had success w/ Moz ? Can we share?

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This is How the Pros Do It: From Conversion Rate Experts’ case study (which is definitely worth a read): http://www.conversion-rate-experts.com/crazy-egg-case-study/ Boom.

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This is How the Pros Do It: From Conversion Rate Experts’ case study (which is definitely worth a read): http://www.conversion-rate-experts.com/crazy-egg-case-study/ Boom. And Shakalaka .

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This process made SEOmoz $1mm in additional revenue in 2009, when we desperately needed it. CRE detailed their results with us here: http://www.conversion-rate-experts.com/seomoz-case-study/

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Remove Irrational Biases. Win at Marketing.

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Choose Short Men (and tall women) Email: rand@seomoz.org Tweet: @ randfish Blog: moz.com/rand http:// bit.ly/chooseshortmen

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