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How Things Used to Be Sold

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….

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How Things Used to Be Sold

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  1. 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!)

  2. How Things Used to Be Sold

  3. 1921

  4. 1955

  5. 1983

  6. 1998

  7. 2011

  8. 2011

  9. The Process of Selling Hasn’t Changed…

  10. The Process of Buying Has…

  11. How People Buy Today

  12. Realize a Need

  13. Research Options

  14. Ask Peers and Experts

  15. Seek Out Experts

  16. Leverage Q+A Sites & Forums

  17. Dig Into Every Detail Available

  18. Convert, Buy, Trial

  19. Inbound vs. Outbound Marketing

  20. Inbound Marketing Outbound Marketing Organic Search Rankings Paid Search Ads Social Networks (Facebook, Twitter) Display Advertising Inclusion in Universal Search Results Contextual Ad Networks (AdSense) Blogs + News Sites Buying Email Lists Links from Partners + Friends Site Sponsorships Opt-In Email Newsletters Video Ads Forums + Discussion Sites Demographic Targeting Viral Content Facebook Ads Q+A Answers w/ a Link Affiliate Marketing User Profiles + Comments Viral Content

  21. Answers on Q+A sites reference its resources Referenced by industry blogs You Must Become a Go-To Resource Expert • Site that offers: • Unique Research • Informed Opinions • News/Trend Analysis • Multimedia Content • Authentic Expert Contributors • Quality Discussion/Interaction Mentioned in news publications Forum discussions link to its pages People email links to each other Links are Tweeted Liked/Shared on Facebook Cited at conferences + events Sometimes, 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. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

  22. Tips, Strategies & Channels for Effective Marketing

  23. Discover What People Want By Asking Them! Polls Q&A Surveys Contests

  24. Maturate & Engage in Dialogues Pre Sales Process

  25. 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. For some great Facebook-focused marketing tactics, check out http://www.seomoz.org/blog/4-facebook-marketing-tactics-you-might-not-know-about

  26. Twitter It’s not just about the follower count. Your tweets have to count for something and drive actions/awareness. 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.

  27. LinkedIn LinkedIn’s “Groups” are a powerful way to grow your network and spread a message. Like Facebook, LinkedIn now has a wall that drives “likes” and comments (as well as traffic). 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).

  28. Evergreen Content 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.

  29. Infographics 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).

  30. Gamification 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.

  31. Blog Content Feeds On average, this many people actually read a post via feed 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.

  32. Fostering Community

  33. User Profiles Progress Bar Highly customizable profile details Custom Photo Links to other web profiles 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.

  34. Partner Blogging + Writing 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.

  35. Partner Generated Content

  36. Direct Connections to Journalists 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 ).

  37. Presentations = Engagement

  38. Live Events 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)

  39. Webinars 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/

  40. Online Presentations I put many of my presentation on http://slideshare.net where they earn thousands of additional views.

  41. Video

  42. YouTube Don’t be a honey badger. Care about YouTube’s potential! 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/

  43. The “Long Tail” of Video Sites Long tail of video sites get 50% of all online video traffic/views! http://techcrunch.com/2010/02/08/long-tail-video-half-viewing-minutes/

  44. Self-Hosted Video Content 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

  45. Step #1: Promote • Find marketing communities that look promising. • Step #2:Test • Invest a few days/hours building authentic value in that niche/sector. • Step #3: Repeat • Throw out low ROI programs; repeat high ROI programs.

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