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The past week in search marketing has given everyone a lot to talk about. 100% (not provided) for keywords. Hummingbird, the rewrite of the algorithm. It seems like it’s cool to talk about Hummingbird, Google’s latest name for their algorithm.

Here’s the unfortunate truth about Hummingbird and (not provided): none of us really know what is in Hummingbird, or what the motivations behind 100% secure search are. It could be to fight spam. It could be the NSA snooping on $GOOG’s data. It could be a seemingly evil (but smart) way to get people to buy more ads, which will probably work.

As Joel said in his post on the iAcquire blog this week, you can complain or you can get to work.

Allow me to input my perspective.

Hummingbird isn’t the end of SEO. Neither is secure search. Both of these change the game, but they don’t change what search marketers should be doing anyway – focusing on the channels that bring the most revenue to the business at the best cost.

Let’s not jump and scream about how Hummingbird will kill SEO. From my perspective, the effect is relatively small.

Hummingbird Affects Answer Sites

To start, let’s calm down for a minute and think about how people use the internet. They use it in many different ways -

  • To find basic information
  • To find real time information
  • To learn
  • To go indepth into a topic
  • To buy stuff

Hummingbird affects the first two. It means that sites like Yahoo Answers (already not a great resource), Wikihow and eHow (whatever traffic they have left), crappy sites like the cellphone number sites, and even Quora (which I once heard referenced as Yahoo Answers plus 50 IQ points) are going to see traffic drops.

When you think about it, though, this is an extremely small number of sites on the Internet. These sites, and a few others like ESPN (for real time scores) and weather.com (for weather) will have to come up with new ways to generate traffic and make their sites stickier and more useful to keep users coming back. This is a natural progression of business, and not necessarily a bad thing in my opinion. The Internet gets more useful and google users are happier because they find their information faster.

(Not provided) Focuses Us On Pages

Let’s talk about secure search now. The marketing community has been all abuzz about this for the last week since someone noticed that Google is redirecting all search traffic through HTTPS, which means that organic search marketers now do not get any of the keywords driving traffic to their site through Google. Truth is, (not provided) has been spiking for weeks, since the Friday before Labor Day weekend. We’ve steadily been losing organic traffic and at a higher rate than usual in the past few weeks. Did people seriously not notice? I sure did.

Rand Fishkin, who I love and respect, did a wonderful emergency Whiteboard Tuesday on Moz with some awesome strategies for dealing with (not provided). I’ve embedded it below so you can watch for yourself:

I take issue with the view that has been espoused recently by the industry, though, that this is an existential crisis for SEO/marketing and that this will ultimately hurt SEO budgets.

I was an SEO consultant for almost three years, until last week actually. From my experience, the simplified version of how execs/CMOs/lead marketers think about SEO is flawed.

Most execs don’t care which keywords are driving traffic and converting best. They’re too busy to care about that. I know exactly one CEO of a company with > $10m in annual revenue who looks at individual keywords.

Most execs care about overall revenue coming from the organic, or any other, channel. They also care about their pet keywords, for better or for worse. Many of you reading this are probably very familiar with the frequent “Why are we not #1 for [keyword] yet?” question, even though that keyword may not drive great traffic or conversions.

We’ve lost keyword data. So how do we move forward? I’ve been thinking about this a lot as I’m going back inhouse. Here is my current thinking about how I would report if I was still consulting, which is similar to how i would ideally report inhouse:

  • Pages driving conversions and the channel driving them, as opposed to individual keywords;
  • Buckets of pages driving traffic (ie category or product page) and that trended over time;
  • Efforts made and the direct effects of those actions (traffic and conversions, maybe even movements in specific rankings if that is needed for more buy in from above);
  • Biggest areas of potential to focus on next;
  • Plans for the future.

Not much has changed there. Marketers can still get data (which is the same data we’ve always had, albeit a source that we don’t really trust aka Google) we’ve always had upfront. Measuring it will be a bit harder, but now we can focus on the pages that traffic and come up with new ways to direct traffic there.

The Future is Bright

Hummingbird and secure search are here. There’s nothing to do about that. Google may give us organic keyword data back through GA premium, but I’m not holding my breath.

Hummingbird has bigger consequences than we know, that’s for sure. It incorporates the Knowledge Graph more than ever before and is starting to move search towards “things not strings” as many have said. Secure search hides important data, but we’re able to now report on other things that may even be better tied to business objectives than before.

During the fall of 2011 and the first half of 2012, I did a lot of freelance consulting. I did it because I was saving for trips abroad and knew that by doing consulting on the side of my day job at Distilled NYC I could save for it faster. So I took on some clients, some that I did penalty drop analysis for, and others where I built links and produced content for their sites. It was fun, but it was tiring as I worked an extra 10-15 hours per week in addition to 50-60 hours at Distilled plus blogging on this site twice weekly as well as Distilled and SEOmoz’s blogs almost once a month each.

It was a lot. So late last year, I stopped accepting new freelance clients and slowly phased out my old ones. While I had less money in my pocket, I also had a lot more free time to explore other projects that I was interested in.

Challenges of Freelance

Freelance consulting was a challenge for me because of the time factor. When I spent 50-60 hours a week at my day job, I then needed to relax on the weekends. I tried to only do freelance work every other weekend, but then that inevitably meant that I had to spend the two freelance weekends just doing work, or at least the afternoons and evenings of Saturday and Sunday. That was no fun and I missed out on a lot of opportunities in New York City. I also found that it took up a lot of my brain space on the weekends I was not working.

Freelancing can be very challenging for indisciplined folks. In order to succeed as a freelancer, I realized that you need to have the following in line:

  • Driven by money, or driven to make money for a certain larger goal
  • High enough of an hourly rate to make it worth your time
  • A non-demanding day job

I quite simply wasn’t driven by money enough to spend my extra time that I had outside of work doing more work. I needed some free time to stay active and sane after getting off work.

What Instead?

I’m a bad programmer (which is why I don’t do it for a living), but I can get around PHP, CSS, and JavaScript. But my talents come in identifying business models that work and then applying them to new problems.

A few months ago, I launched a service called HireGun. It’s a simple site now, but would you believe that it’s doing some decent revenue with about 10 hours worth of work per month? It’s a simple idea that I’ve launched and am working every day to improve the process and increase deal flow. I bet a number of you who read this, if you work in the inbound marketing industry in SEO, content marketing, or social media marketing, and especially if you run an agency, will be hearing from me soon enough.

So, I’m focusing on more scalable ventures that allow me to put what I know more into practice, make some money, and ultimately stop chasing the elusive algorithm and Google dance, and instead build something that I am proud of and that will provide me certain freedoms I desire.

I Have Availability from Sept 28-Oct 10

While I’m at it, I’m also offering people the opportunity to do pay-by-the-minute phone call consulting with me. The issue with a lot of agencies is that they work on retainer models (great for revenue, not so great for those in need of a bit of consulting) and therefore those who need an hour or two are left begging a few hours from someone in exchange for coffee or food. And if you’re dealing with people who have read posts like this, this will be hard to do.

So, I’ve become an expert on Dan Martell’s Clarity.fm. Through that service, you can request a phone call with me. As you can tell through my writings on this site, I hold nothing back and will seek to give as much valuable as possible in the time that you are paying for. It’ll be fun, so why not give me a call and we can chat some marketing?


Newsflash: a blog is not a content strategy.

Brands in 2013 and beyond are increasingly moving away from blogs to content on other parts of their website that will better drive conversions and traffic. In a phenomenal read over on Hubspot, the author talks about how marketers these days are increasingly buying into the age of context and realizing that content needs to be outside of just one section of the website (aka the blog) to drive longtail traffic and convert users. While B2B blogs are getting better at producing whitepapers, case studies, and more in-depth reports by mining their own data for inspiration, ideas, and support for these ideas, marketers such as myself (who started in SEO) are still stuck on simply putting content on the website alone to drive initial visitors. Once that’s accomplished, though, what do we do next? And, shouldn’t we look at other channels as potentially driving new traffic as well?

In this post, we’ll examine types of content to produce to not only drive new traffic, but also to generate awareness of your brand and to keep customers coming back to visit and buy again and again and again.

Email as Content

Email is the channel that interests me most these days. It’s a powerful channel because you’re putting content directly into the inboxes of people who have said that they want it (unless you bought an email list, in which case you’re going to face high unsubscribe rates and spam reports). While email is a powerful medium, a recent study by Mailchimp shows that open rates for email marketing messages have decreased from over 13% (except around big holidays when the noise-to-signal ratio is very high) to 12-12.5% on weekdays and as low as about 9.5% on weekends:

Gmail-open-drop

As with any channel of marketing, you have vanity metrics and actionable metrics. Email open rates are the former – they tell you nothing about whether or not people are actually buying from you. At best, they are an indicator that you’ve written a headline that gets people to click, but you have to go beyond this metric to see if people are actually buying anything from you.

The goal of email marketing, of course, is to get people to come back to your site. Opens matter a ton, though, because people will never click through to your site without opening it. With the new tabbed inbox in Gmail (and mobile, where half of opens occur), the goal is to make your emails so interesting to your user base that they feel compelled to open them.

Here are a few ideas for content to produce to make this happen:

Curation

One of the best ways to provide value to your users, and the flesh to many drip-marketing campaigns, is content curation. If you’re a large platform site like Pinterest, Houzz, or Zillow Digs, you can send your own content to people by curating it into interesting workflows and collections of good imagery or useful tips. For example, a Houzz email:

houzz-email

Grovo is also doing a phenomenal job of this with their lifecycle emails and subsequent dedicated landing pages of learning tracks (full disclosure: I’m an advisor):

grovo-email

Special content

Another type of content that can lead to people opening your emails even within the Promotions tab is special content that you deliver straight to their inbox from you personally. I rarely open an Orbitz email, because they send me the same thing every day, but I always open emails from Andrew Chen and Patrick McKenzie:

andrew-chen-emails

From Patrick:

patio11-email

You see, Patrick and Andrew send emails that they know will add value to their readers. They’re not just an RSS feed of content, but rather it’s curated special content that they’ve produced because they know who their audience is. They both target marketers. I’m a marketer. Therefore, I open their content, digest it all, and often share it with others.

Opt-In Information

Another way to guarantee that your emails will be opened is to ask permission to email people with updates to information they’re seeking. This works the following:

  • Have a product that people need to visit multiple times before they make a decision;
  • If their selection is not yet available, let them ask to be notified when it is;
  • Email them only when there are updates.

This can work especially well for sites like apartment rentals or outdoor clothing.

On BackCountry, for example, if I want the Stoic Stash Shell jacket but I’m not an extra large (I’m a medium usually), I should have the option to select my size from the dropdown or selection menu and input my email address to find out when my size is available. BackCountry doesn’t have this currently (sad face):

stoic-stash-shell

A product like HotPads (where I will be doing marketing starting mid-October) should give you options to be alerted via email when new options become available. Right now you can be alerted hourly, daily, monthly, or never. I’d add an option called “When it happens” to be alerted straight away. Time is money in renting an apartment in a competitive market:

hotpads-alerts

Special Offers

A final great piece of content to email to your subscribers is free stuff. Everyone loves free stuff, and this is a way to build brand advocates and prove to them the value of what you do. Eventually, if you’re emailing your own stuff to them for free, they’ll probably move towards purchasing something you offer.

Distilled (my current company) does a phenomenal job of this. Distilled runs conferences, and every month the marketing team sends a free video to everyone on the email list. It gets Distilled exposure, helps to sell conference tickets, and provides a ton of value to the community.

free-video-content

 

Conclusion

This is the first in a series of blog posts about non-SEO content marketing. Stay tuned for Social Media and PR to come.

Becoming A Better Marketer

John Doherty —  September 9, 2013

I’ve been in search for a few years now. I just realized recently that I graduated high school and started university a decade ago. While this seems like forever in some ways, in the perspective of life it’s not. After all, I don’t think people really figure out who they are and what they want out of life until they are in their mid to late 20s.

This has a parallel to professional life as well. When you start in an industry, you’re trying to prove yourself. You’re hustling. In the Internet marketing industry this might mean:

  • Building a personal brand
  • Blogging all the time
  • Guest blogging
  • Tweeting everything
  • Going to as many conferences as possible
  • Learning how to set up sites and optimize for traffic
  • (Insert hustle here)

Start

My first job in SEO and online marketing full time was building links for an online education website owned by a marketing agency in Philadelphia. During this time, I was bottom of the heap, the new guy, doing what I was told. I was very fortunate to have a manager, who is still a trusted industry peer, who saw things similarly to myself and our other coworker.

I was very fortunate to have experience as a blogger and writer, and I could send a mean email and connect with bloggers in order to get links back to our site, which ended up working very well. Eventually, though, I realized that what I was being told to do and what was actually possible, and what didn’t violate my morals, was in constant tension and I needed to get out.

I was lucky enough to go to Distilled’s Linklove conference in London, which changed the course of my career. Within four weeks of returning from London, I had moved our main keyword, a 33k exact searches a month term, from 16 to 4. I had also accepted a job with Distilled in NYC and was preparing to move.

Embrace Changes in Yourself

Let me tell you – the first few years in an industry are FUN. I’ve had a blast with what I have been able to do in the past few years, including sharing the stage with some of the biggest names in our industry (Danny Sullivan, Michael Gray, Mike King, Rand Fishkin, Will Critchlow, and more).

I have to be honest with myself though – I’m the kind of person who has to constantly be moving forward. If I’m not deriving value from what I’m doing, I’m not happy. This is why I launched HireGun (besides the fact that I saw an opportunity) and why I constantly tinker with sites. It’s why I read everything I can and share it, so that I remember it.

This is also why I’m tired of the same old SEO games and industry drama. The figures debating it change from time to time, but the topics never change. Marketers asking me to prove that content is worthwhile? Asking me why you should stop buying links? I’d show you graphs of sites that have been rocked because of this, but that wouldn’t do any good. I get frustrated by people who just want a quick win and a silver bullet, and quite honestly I don’t want to fight those battles anymore.

The funny thing is that I used to enjoy all this. I used to enjoy the debates and the drama. I spent way too much time on it, expending my mental energy on it when I had bigger issues to tackle.

That’s brought me to where I am now.

Priorities change

I was recently chatting, at separate times, with Tom Critchlow and Ross Hudgens. Our paths have been very similar:

  • Hustle hustle
  • Write write
  • Burn out
  • Recover
  • Launch products instead of blog posts

Much like many things in life, the law of diminishing returns happens in professional lives. I used to get a lot out of publishing blog posts and driving traffic to this site. It was fun (and still is) to write a post that caused a stir and hit the front page of Hacker News. I enjoyed the rush, and the period served a purpose and I made a lot of awesome friends through it.

It also has taken me to where I am now. A few years of down-in-the-trenches hustling on my own site and for clients taught me a ton about marketing. I used to consider going back to school to get an MBA, but honestly the Internet has been my MBA. I have learned way more by working with actual businesses than I could ever learn in a business theory class, and I’ve made a lot of friends in the process.

Point blank – I’ve become bored and stagnated a bit. Some of you may have noticed this.

I could fill up my time again with freelance clients, but for what? An extra bit of money in my pocket each month that the government will take 1/3 of anyway? Nah. There are better ways to spend time.

But I cannot forget what I’ve learned up to this point:

  • How to drive traffic to a site
  • How to identify who wants which content
  • How to convert increasing numbers of the visitors you have
  • How to write good content
  • What types of marketing work when
  • Where risk is acceptable and where it is not

Where Things Go Now

Once you reach the point of saying “I’m bored with blogging” or “I’m bored with SEO” then comes the question “what next?” It’s a great question and one I’ve been thinking through a lot.

First, let me say that I’ll never completely stop blogging. I have cut back, like many before me have and many in the future will, but I will never fully quit. Writing is simply too fun for me. However, people like myself, Ross, and Tom have all cut back because of something else – a desire to do something bigger. I think of the shift this way.

tactics-strategy-ownership

Tactics are what you learn first. Tactics are how a strategy gets implemented. Without tactics, and tacticians, strategies fail. The best laid strategies fail without tacticians, and every great strategist or visionary starts with being a tactician first. Steve Jobs co-built the first Apple computer. Rand Fishkin used to hands-on build links for clients. Danny Sullivan built Search Engine Watch and Search Engine Land off his own writing. Jack Dorsey coded Twitter.

Keeping with the metaphor, this is the blogger writing posts to get noticed and to teach (that’s incredibly important).

Sometimes, a tactician moves beyond tactics and begins to build strategies. They realize that they can leverage different areas of marketing, or whatever their skills of choice are, to get to something further such as money. This is the stage where you are able to see when different parts come into play and how to string them together, and measure the results, to achieve what you want to accomplish.

Finally, you grow into wanting to own something end to end. One marketing campaign after another is fun, sure. You learn with each campaign and keep moving. But for some of us, it’s not enough and you begin to stagnate. This is where I’ve come to, at least with clients where I cannot really control implementation and prioritisation. Now, I want to build something.

For more of my thoughts on managers, strategists, and contributers, read this post over on Medium.

Full Stack Marketing?

I’m both fond and not fond of the term “full stack marketer” but I don’t have a better way to explain it. It’s probably just a trendy word for a generalist, which is what I am. A full stack marketer understands:

  • Organic search
  • Paid search
  • Social
  • Content
  • Email marketing
  • Blogging
  • PR

Of course, you’re not a master of all of these but you’re able to talk about them intelligently, identify when someone doesn’t really know what they are talking about, and are able to incorporate each into a much larger strategy.

That’s the basis. Once you move into ownership, you start to understand product, positioning, branding, customer feedback loops, the psychology behind why people do what they do, revenue streams, and more.

Who knows where all this will end up. I’m working on HireGun pretty seriously and trying to learn product and market positioning. I’m learning more about lead generation and optimization and how to weigh priorities and ship features that I think will have the highest impact.

hiregun1

I’ve also written on Medium about Why I’m Not Coding Yet , yet I am also realizing the importance of UI and UX, removing roadblocks for both the service users and for myself. In the future some of this will be smart automation for trusted people while the rest will stay manual for a bit. I’m realizing, though, that scale necessitates automation, so automation it shall be.

Once again, these are the lessons I’m learning, and it feels good to learn once again.

Up and to the right.

Added after this post was finished: I’ve decided that joining HotPads is a way for me to keep moving forward. I’m stoked to contribute over there.

In 2011, I created a playlist called “Brooklyn” in Spotify. This was because I had just moved to Brooklyn to join Distilled and songs like “No Sleep Till Brooklyn”, “Brooklyn Bound” by The Black Keys, and “Brooklyn Go Hard” by Jay Z felt like they defined my life. On my first day of work at Distilled, I listened to “Empire State of Mind” as I walked into the building. And yesterday, September 3rd, I created a playlist called “SF”.

You see, I didn’t think I’d be writing this post for quite a while. Since I moved to New York two years ago and joined Distilled, I’ve been very vocal about my love for Distilled, for New York, and for the life that I’ve been able to have here. It’s been an amazing adventure, but at some point all great things come to an end and we realize that it’s time to let some things go in order to embrace the future. Therefore, I have to announce that:

I’m leaving Distilled in New York City at the end of September and have accepted the position of Online Marketing Manager for HotPads, the fully owned rentals subsidiary of Zillow based in San Francisco, California.

This is a big announcement, and let me tell you that no one is more surprised than myself. Let me explain why I’ve made this decision. Continue Reading…

Marketers produce content. We produce a metric ton of content every day, actually. We’re told to create great content and to keep producing great content.

*cue the parody “Great content is killing me”*

Not only do we produce content on our own sites, we also produce content and put it on other sites (which some deem pretty insane). Let me get this straight – We’re creating high-quality content, that takes up our own creative energy and time, so that someone else can put it on their site. And we’re doing it for a freaking link??

If you’re just doing content for the sake of a link, let me say that you’re doing it wrong. Yes, I’ve worked in SEO for a while now. Yes, I know the value of a link. Yes, I can put the monetary value on a link, and I have. Yes, I still think about links first when I scan a piece of content.

BUT. What if I told you that you can still get all of this and more? Continue Reading…

I don’t often write blog posts blasting Google, nor do I often reference local SEO, but I am going to do both in this post. In fact, I’ve been blogging a lot less this year (for many different reasons), but I felt compelled to write this post. In my work at Distilled, I am lucky to work with thought leaders and brands in their spaces. Because of this, we’re able to target competitive terms.

The reality of the situation, though, is that Google has slowly, for the past 6-9 months especially, been slowly making changes to their SERP layout that are effectively (very effectively, mind you) stealing non-branded searches (which as we all know have a higher cost per click, or CPC, than branded searches) from everyone, small businesses and big brands alike.

What I want to do is lay out the landscape for you, specifically in the travel niche, of what we are seeing and then make some recommendations for how specifically to target organic traffic for your website, both small business and large brand.

The Situation

First, let’s take a look at what you can really see on a 15″ laptop screen, which for now is a relatively normal screen size (I use a Samsung Series 7 15″ screen), though according to this:

High resolution 21 to 24-inch widescreen monitors are now both commonplace and relatively cheap to pick up. Laptop displays range from 10 to 17-inches, and tablets 7 to 10-inches for the most part.

london-hotels-nonbranded-search

Other than an OLED TV, LCD TV, and Desktop monitor, a laptop is a typical size that most people use, with over 60% using a laptop or PC at home:

npd-display-search-display-size

As you can see (I’ve highlighted in pink what is Google and in yellow what is organic), everything about the fold is links to Google or a click that makes Google money on my laptop:

london-hotels-nonbranded-search-google

When I click on the Premier Inn link, it takes me to a branded search for Premier Inn that has 1 (count them), 1 organic link above the fold (which is PremierInn.com, luckily for them):

premier-inn-branded-london-search

With the pink and yellow again, we see this:

premier-inn-branded-london-search-google

Even without the organic listings being above the fold, this study recently came out with a CTR study on the local carousel showing where people are clicking, which is predominately on the local carousel and the map:

Screen-Shot-2013-06-25-at-9.53.57-AM-580x619

Of course, this isn’t a surprise since a study that came out recently (thanks Dennis)says that the first position gets 33% of clicks, while the Slingshot study from 2011 said 18%. So we can imagine that if Google puts a box up higher on the page, it’s going to be clicked more (and hence they’ll make more money).

And finally, AutoRevo came out with a post yesterday showing that the local carousel is actually further obfuscating non-branded search traffic, and essentially that sites in niches where the carousel is showing need to kiss a lot of their non-branded organic traffic goodbye:

impression-data

What’s A Company To Do?

Hopefully you are seeing now that this is a big deal for sites in niches where the carousel appears (mostly travel and restaurants right now). In fact, Conductor came out with a study recently (at the time of writing this post) that shows that while organic traffic accounts for anywhere between 53-56% of total visits, for travel it’s only 31% of total traffic (and that’s going to tank soon):

web-visit-channel-distribution-2

So what do you do? Google’s taking away non-branded organic traffic and making you pay for more traffic to make up for the difference (at a higher CPC than needed), so what can you do to gain back some traffic?

Well, here are some ideas:

  • Content to gain longtail traffic that converts to microtransactions that converts later;
  • Ensure that you rank for all your branded terms;
  • Drive branded searches through paid search, offline advertising, and social

At the end of the day, Google became tired of ranking crap affiliate websites for non-branded searches. It seems like now they are targeting spam from a couple of different directions:

  • Encouraging branded searches
  • Moving towards authorship
  • Ranking sites more off domain authority rather than individual page authority

In verticals like travel, especially hotels, your choice now is to go for longtail traffic or accept that your overall natural search traffic will be down. Google’s squeezing you out, so act accordingly.

I’d love to hear your thoughts.

*Note from John: Today’s guest post comes from Ryan McLaughlin, who is the Director of Marketing at Clarity Ventures. He lives in Austin, TX and can be found on Twitter @recalibrate.

Back in the spring of 2011 I decided to step away from the boutique internet marketing agency that I co-founded, move to Austin, and join the core team of a growing software company named Clarity Ventures to lead its marketing initiatives. That time represented a lot of changes for me professionally, but one of the biggest adjustments I had to make was moving from a book of small business clients to one full of Fortune 500s, funded startups, and prominent mid-sized businesses.

I quickly realized that client relationships as I knew them were going to be much different, and I was playing an entirely different ballgame. Continue Reading…

Who or what is the most recognizable face in your company or startup? This is an important question to ask yourself because often it can betray how others view your company.

I talk with many early stage startups (everyone in New York City is building an app) who tell me “If I just create a great product, users will come and love it.” Sound familiar? If you’re in marketing it should, because it’s the old “Build it and they will come” fallacy which we all know is not true. Dan Martell talked about this in my interview with him

While building a great product is incredibly important (and you should read Zach Holman’s take on it here), it’s not enough. Great marketing is the key to a great product taking off, but not necessarily typical marketing. For a great product, often marketing like influencer marketing is the best way to go, where you connect with influential users of your product and make them feel special, therefore endearing them to your brand so that they became a brand advocate and will talk about, link, and refer more users, sometimes in droves, to your product.

But a problem arises here. People don’t connect with brands. They connect with personality, which a brand in and of itself does not have. For instance, check out this stat about people interacting with businesses online (source):

16% of customers use Facebook, Twitter and the other major social networks to interact with businesses

At first glance, that seems like a strong metric, but that’s only 1 in 6! I would wager that brand engagement is even lower than that, meaning the percentage of followers that engage with a brand versus the percentage that engage with a person (not including people begging for RTs and follows from celebrities).

This is why, I believe, your brand needs a face, a person or mascot that users can connect and identify with. They say “Yes, I identify with that person or mascot’s personality/way of being.”

As a marketer, and more specifically a search marketer, leveraging a personality as a brand builder is a great way to build buzz and links, often very strong links, back to your website. Services like Onboardly, which is essentially a founder PR agency, or your SEO firm (if you allow them) can get placements for interviews and thought leadership pieces which then naturally link back to that brand face’s biography or About page.

Set Yourself Up For Success

Let’s face it – people love CEOs and want to be around CEOs. Even if you’re well known yourself, you probably still get giddy when you get to talk to someone that you respect in business or life. Therefore, I think every startup should have a founder that is amiable and outgoing, willing to be in the public eye to help build their startup’s name outside of their direct circle of contacts.

In order to do this:

  • Leverage your network for interviews (and links) with the CEO
  • Use PR to get their name out
  • Encourage them to blog, use social media, and let it be known that they are willing to talk to others
  • Have a page on your site that talks about them, including their biography. For a great example, check out Rand Fishkin’s on SEOmoz.

Examples

I could reference a few well-known SEO brands, like SEOmoz or Hubspot, who have well-known founders (Rand Fishkin and Dharmesh Shah respectively), but those examples are played out in marketing circles. Instead, let’s talk about a few different examples.

Neil Blumenthal – Warby Parker

By now, many of you have heard of Warby Parker, an eyeglasses startup that has disrupted the eyeglasses world by cutting out the middle men and making fashionable designer eyewear accessible for only $99. They also have a “Get a pair give a pair” program that gives eyeglasses to children in need. Basically, think of Warby Parker as the eyeglasses version of TOMS shoes.

Warby Parker Do Good Campaign

Neil Blumenthal, one of the founders, is in the public eye. If you check out OpenSiteExplorer for the About The Founders page, you will see that the page has 13 links back to it that have his name. David Gilboa, the other founder, has 7 domains linking with his name.

Their public facing manner has also gotten them great press:

Neil Blumenthal on NY Times
Forbes on Influencing People

Dan Martell – Clarity.fm

I interviewed Dan a few months ago here on my site because I was contacted by Onboardly. Dan’s name accounts for about 8% of the total links to Clarity at this point, and many of the experts on Clarity have come from Dan encouraging them to be on the site. He also has a popular blog and good Twitter following.

Dan Martell

Jennifer Hyman – Rent The Runway

One of my favorite examples is Jennifer Hyman, who runs the fashion rental startup Rent The Runway. Jen has attracted a good number of links to the team page (OSE page here. She has done many interviews to build the brand of Rent The Runway and tell their story, such as this interview on Grovo’s Expert Series and this mention in CNN Money.

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See more of this Expert Series

Michelle Rhee – Students First

Michelle Rhee is the Founder and CEO of StudentsFirst, which calls themselves a “movement to transform public education”. Michelle has done many interviews and her about page has attracted links from sites like Forbes, Huffington Post, NPR, and many more (OSE here).

michelle-rhee-page


I hope this post has given you some ideas of how to leverage your outgoing founders for press and links. These are some of the easiest links you will ever get and have returns well beyond just links, but also branding and word of mouth loyalty.

I’d love to hear your thoughts.

Entrepreneurs are some of the most interesting people in the world. I recently had the pleasure of interviewing David Hassell, who is the CEO and Founder of 15Five, a product built to better enable managers and employees to give and receive quality feedback in less time. Throughout this conversation we talk about not only entrepreneurship, but also productivity, the power of why, and the driving force behind what he does. Have a listen/read!

Here is David’s official biography, and you can read their blog here (including an interview with Simon Sinek on The Power of Why):


David HassellDavid Hassell is a serial entrepreneur and CEO of 15Five, a software company focused on producing transparency and alignment in organizations through structured, efficient and effective communication practices. David has also been named The Most Connected Man You Don’t Know in Silicon Valley by Forbes.



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