How does Moz do marketing? What do we invest in and why? What are some of the unique stats around our efforts? This presentation walks through many of the unique aspects of Moz's marketing efforts.

1. The 8 Rules of Moz Marketing
Over the past 5 years, Moz has grown both traffic and customers by more than
10X. Learn the weird and wonderful ways Moz leverages marketing
strategies, tactics, and channels to build an inbound software business.
by Rand Fishkin
Download: http://bit.ly/8rulesofmozmarketing

2. Why Have Marketing “Rules?”
Gives structure to marketing discussions & decisions
Provides an easy reference point for new Mozzers
Gives us standards against which we compare our work
Ensures TAGFEE (our core values) is part of marketing
Helps tell us what NOT to do (a critical part of strategy)
Empowers every Mozzer to be a marketer

3. #1: Help Marketers Succeed

4. We Start with Empathy

5. Helping Marketers Across Many Mediums

6. Empathy Applied to Content Creation
http://moz.com/blog/the-web-developers-seo-cheat-sheet-2013-edition

7. Our Approach to Design & UX
No barriers to access
No lead capture forms
No interstitials
No registration required
Anyone can
share, use, modify or
visuals

8. Go Above & Beyond to Help 1:1

9. #2: Education Before Conversion

10. The Path to Conversion is Long & Winding
It Might Start by Exposure through Media

11. The Path to Conversion is Long & Winding
Which Triggers an Informational Query

12. The Path to Conversion is Long & Winding
That Leads to a Follow on a Social Media

13. The Path to Conversion is Long & Winding
And Consumption of Content from the Brand

14. The Path to Conversion is Long & Winding
Then You Check Out Some Free Tools

15. The Path to Conversion is Long & Winding
And Finally Decide to Give the Product a Spin

16. We Seek to Be Relevant at Every Stage

17. Different Tactics to Reach Different Stages

18. We Bias Against “Pushy” Marketing
Sigh… This does not make me love your brand.

19. Educational Content Earns Far More Amplification

20. #3: Quality Over Quantity

21. We Invest Heavily in “Big” Content
http://moz.com/blog/why-big-content-is-worth-the-risk

22. 1-2 Posts/Day Maximum
We don’t cover the news
Or try to be everything to
everyone
We maintain a unique
focus on helping
marketers succeed

23. Strong Filters on UGC

24. Google Seems to Be Rewarding Better > More
http://moz.com/blog/google-is-changing-long-tail-search-with-efforts-like-hummingbirdwhiteboard-friday

25. #4: Mend Broken Windows
in Comments & Community

26. Broken Windows Lead to Bad Communities
e.g. YouTube
comments, which are
the best way I know
of to lose faith in
humanity’s future.

27. Comments Need Careful Moderation
Our community team watches
threads like hawks

28. Off-Site Content Gets Attention Too
We keep an eye
out on dozens of
sites on the web
where our brand
gets mentioned or
our community
participates.

29. #5: Measure Everything Possible

30. Marketing Metrics Dashboard

31. Measuring from Top to Bottom

32. Consolidate to Three Numbers

33. Set Targets & Measure Against Them

34. #6: Invest 20% in
Unmeasurable, Serendipitous
Marketing

35. We Know We Can’t Measure Some Things
http://moz.com/rand/the-paradox-of-easy-vs-hard-to-measure-marketing-channels/

36. But We’ve Seen the Positive Impact of Serendipity
http://moz.com/rand/manufacturing-serendipity/

37. #7: Promote Great People, Content, &
Tools Regardless of Source

38. Our Competition Gets Lots of Links & Mentions

39. The Moz Top 10 Newsletter

40. #8: Embrace Authenticity,
Fun, and Delight

41. Work is Only Work If You Make it So
https://www.facebook.com/moz

42. We Maintain Our Individual Voices

43. We Try to Have Fun in Everything We Do
http://moz.com/beginners-guide-to-seo/how-usability-experience-and-content-affect-searchengine-rankings

44. We Want Everyone Who Interacts with Moz to Experience Delight
Roger Mozbot’s toggle
is permanently set to
“Hugs” 

45. Rules of Moz marketing:
#1: Help marketers succeed
#2: Education before conversion
#3: Quality over quantity
#4: Mend “broken windows” in comments & community
#5: Measure everything possible
#6: Invest 20% in unmeasurable, serendipitous marketing
#7: Promote great people, content, & tools, regardless of source
#8: Embrace authenticity, fun, & delight

46. Here’s to Better Marketing!
Find Rand on the Web: Blog, Twitter, Facebook, Google+
Download: http://bit.ly/8rulesofmozmarketing