Bridget Randolph - Shocking: Get Traffic Fast With This One Weird Trick Discovered By Rand Fishkin!

SHOCKING: GET MORE TRAFFIC FAST WITH THIS ONE WEIRD TRICK
DISCOVERED BY RAND FISHKIN Bridget Randolph SearchLove Boston 2015 @Bridget Randolph

RAND’S SECRET TO SUCCESS

THE SECRET Be the CEO of a globally recognized industry
leader brand with a loyal community of followers worldwide

THANK YOU. Bridget Randolph SearchLove Boston 2015 @Bridget Randolph

@BridgetRandolph

@BridgetRandolph COOK COUNTY HOSPITAL, CHICAGO

@BridgetRandolph

THE THREE TYPES OF PROBLEMS MARKETERS COMMONLY FACE… AND WHAT
TO DO ABOUT THEM. Bridget Randolph SearchLove Boston 2015 @Bridget Randolph

@BridgetRandolph THESE USUALLY BREAK DOWN AS FOLLOWS: - The Giant
Dandelion problem - The Broken Windows problem - The David and Goliath problem

@BridgetRandolph STEP 1. Identifying the Problem

@BridgetRandolph THE ‘GIANT DANDELION’ PROBLEM

@BridgetRandolph NOT URGENT URGENT IMPORTANT NOT IMPORTANT

@BridgetRandolph NOT URGENT URGENT IMPORTANT NOT IMPORTANT 1 3 2
4 WRONG

@BridgetRandolph NOT URGENT URGENT IMPORTANT NOT IMPORTANT 1 2 3
4 RIGHT

@BridgetRandolph in your yard - case study global publisher brand

@BridgetRandolph Distilled begins work SEO Visibility = 5,029 SEO Visibility
= 10,841

@BridgetRandolph When you lack the resource and not in your
yard - Photoworld SOLUTION UPROOT THE DANDELION

@BridgetRandolph Challenge: Problem is big.

@BridgetRandolph Resource: Getting Things Done by David Allen

@BridgetRandolph Most important question: Is the dandelion in your yard?

@BridgetRandolph not in your yard - case study B2B SaaS
brand

@BridgetRandolph THE ‘BROKEN WINDOWS’ PROBLEM

@BridgetRandolph case study ecommerce client

@BridgetRandolph ecommerc Results increased organic traffic and search visibility YOY

@BridgetRandolph Challenge: Knowing where to start.

@BridgetRandolph EFFORT/IMPACT The framework

@BridgetRandolph example my B2B SaaS brand client

@BridgetRandolph SaaS business (B2B) Goal: obtain more qualified leads through
the website - run paid advertising on LinkedIn - - EFFORT: 1 - IMPACT: 2 - build a social media community for brand awareness - EFFORT: 3 - IMPACT: 1 - use existing offline efforts for online leverage - EFFORT: 2 - IMPACT: 3

@BridgetRandolph IMPACT EFFORT 1 2 3 1 2 3

@BridgetRandolph SaaS business (B2B) Goal: obtain more qualified leads through
the website - run paid advertising on LinkedIn - - EFFORT: 2 - IMPACT: 2 - build a social media community for brand awareness - EFFORT: 3 - IMPACT: 1 - use existing offline efforts for online leverage - EFFORT: 2 - IMPACT: 3

@BridgetRandolph OTHER FACTORS: - risk - cost - expertise

@BridgetRandolph CREATE A TIMELINE based on the EFFORT/IMPACT scores

@BridgetRandolph SOLUTION FIX THE BROKEN WINDOWS

@BridgetRandolph Challenge What if your windows aren’t broken, just drafty?

@BridgetRandolph Resource: One Small Step Can Change Your Life: The
Kaizen Way by Robert Maurer

@BridgetRandolph THE ‘DAVID & GOLIATH’ PROBLEM

@BridgetRandolph PIVOT! PIVOT!

@BridgetRandolph case study Simply Business

PRIVATE & CONFIDENTIAL Results from January 2012 to January 2013,
a 45% increase in organic traffic

PRIVATE & CONFIDENTIAL WE SAW THE FOLLOWING RESULTS: • 30%
increase in retention • 30% more social followers • 13,000+ social media mentions • Coverage on 1100+ websites including: ◦ TechCrunch ◦ Lifehacker ◦ Google ◦ Forbes ◦ FastCompany

PRIVATE & CONFIDENTIAL We also saw the following ranking improvements
for important keywords:

@BridgetRandolph SOLUTION HIT THE GIANT’S FOREHEAD

@BridgetRandolph Challenge: Knowing when to narrow focus.

@BridgetRandolph Questions to ask Are my competitors significantly stronger in
terms of resource? Do I have a specific area in which I can be the best?

@BridgetRandolph Resource: Positioning: The Battle For Your Mind by Al
Ries and Jack Trout

@BridgetRandolph STEP 2. Executing the solution

@BridgetRandolph Break it down into ACTION POINTS

@BridgetRandolph Brainstorm + Data List of Goals (WHAT) Sense Check
(WHY) List of Activities (HOW) Brainstorm + Data Sense Check (WHY) Final List of Goals and Activities

@BridgetRandolph example B2B SaaS client

@BridgetRandolph WHAT increase the number of new contracts WHY •
increase number of new contracts • our avg contract value is $50k/year, and • customers tend to stay with a provider as long as it’s working for them HOW increase the number of qualified leads coming via the website • leverage offline marketing activities for online (e.g. use exhibition events to get email signups, etc).

@BridgetRandolph EFFORT/IMPACT The framework

@BridgetRandolph Challenge: ‘Shiny object syndrome’ (S.O.S.)

@BridgetRandolph

@BridgetRandolph THE MORAL Don’t go off the path… or you
will die.

@BridgetRandolph EFFORT/IMPACT The framework We should really have an app
for smart watches...

@BridgetRandolph AVOID THE S.O.S.

@BridgetRandolph example My ecommerce client

@BridgetRandolph ASK YOURSELF Does this new idea: - fit into
the current plan without needing to reallocate resource? - look like a more efficient way to achieve the goal(s) previously agreed? Has something changed, externally or internally, which makes the old goal(s) less relevant?

@BridgetRandolph IF THE ANSWER IS ‘NO’... S.O.S.!!

@BridgetRandolph FINAL TAKEAWAY Marketing problems can normally be broken down
into three basic templates. And now you have the tools to approach these different types of problem effectively and simply.

@BridgetRandolph Is there a single major problem (‘dandelion’)? Is it
in your ‘yard’ or someone else’s? Are there lots of small problems? (‘broken windows’) Do you have significantly fewer resources than your competitors? (‘David and Goliath’) Fix this first. (‘uproot the dandelion’) Fix these in order of effort/impact. (‘fix the broken windows’) Narrow and focus. (‘Aim for the giant’ s forehead.’) mine someone else’s yes yes no Improve across all areas in order of effort/impact. no yes no The ‘Identify The Problem’ Flowchart

@BridgetRandolph UPROOT THE DANDELION

@BridgetRandolph fix the broken windows FIX THE BROKEN WINDOWS FIX
THE BROKEN WINDOWS

@BridgetRandolph hit the giant’s forehead HIT THE GIANT’S FOREHEAD HIT
THE GIANT’S FOREHEAD

@BridgetRandolph don’t fall for the S.O.S.! AND DON’T FALL FOR
THE S.O.S.

OR, YOU KNOW… JUST BE RAND.

Bridget Randolph SearchLove Boston 2015 @Bridget Randolph Bridget Randolph SearchLove
Boston 2015 @Bridget Randolph THANK YOU. Questions?

Bridget Randolph - Shocking: Get Traffic Fast W...

Bridget Randolph - Shocking: Get Traffic Fast With This One Weird Trick Discovered By Rand Fishkin!

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