Post on 09-May-2015
description
Corporate Blogging
How to Use Blogging to Drive Leads and Sales Shelly Kramer, V3 Integrated Marketing
@ShellyKramer
Why Blog?
Blogging is Content +
Content Marketing Works
It’s All About Marketing
Blogging Video + Podcasting
Email Marketing Flickr, Instagram
Social (Twitter, Facebook, LinkedIn) Case Studies, White Papers, Webinars
Tumblr, Posterous, etc.
And all of this is called Inbound Marketing
What the #$% is Content Marketing?
26%
44%
2009 2011
Don’t Take My Word For It
Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
Channel Critical or Important
24%
44%
2009 2011
Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
Really.
Channel Critical or Important
21%
38%
2009 2011
Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
I Mean It!
Channel Critical or Important
It’s really all about just one thing …
$
Back to Blogging (and Inbound Marketing)
Inbound Marketing Costs Less
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Outbound Ave. Cost Per Lead
$332 Inbound
Ave. Cost Per Lead
$134
Inbound is
60% lower per lead
Acquired a Customer Through Their Blog
Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
76% 78% Daily
2 to 3 times a week
Where do leads come from?
Whaddya know, this crap really works! Heck yeah, we’re blogging.
2009 2010 2011
48%
Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
61% 65%
Inbound Marketing Budgets – They’re GROWING (or “Holy Moly, this works - let’s do more of it!”)
Higher No Change Lower
Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
51% 54%
37% 35%
12% 11%
2010 vs. 2011
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV!
increase in website pages indexed by Google for companies that blog over companies that don't blog.!
%
Why Does This Matter?
It’s Money, Plain and Simple
More Indexed Pages = $
Companies with more indexed pages on Google, Yahoo and Bing generate more sales leads.!
Every 50 to 100 incremental indexed pages can mean double-digit lead growth.!
Growth in new leads accelerates significantly once websites achieve 300+ pages indexed by Google.
I’ll Say It Again: A Blog is a Marketing Tool
Let’s Talk Content
Let’s Talk Content
Let’s Talk SEO + Soc Nets
If I Had A Theme Song
Comms Majors and College Algebra? Not pretty.
Today, Data Drives Everything
Understand the Fundamental Truth: Your #1 Client Is
Let’s Talk About Google’s Voracious Appetite
• Want • Care About • How They Found You • What They Do Once They Come • Oops, Where’d They Go?
Your Analytics: Why Bother?
• What Brings Them + How • Predict Growth, Trends • The Competition • What’s Working? • What’s Not?
Numbers: What’s the Big Deal?
Let’s Get This Party
Started
Convinced?
• Know Your Site • HubSpot’s Grader Tool • Do It. Date It. • 60 Days Later, Do It Again
First, Do Your Homework
Here’s Why HubSpot’s Tools Rock
June 2011
October 2011
Install Your Analytics, Then Read The #$@ Things!
Oh, the stories they tell …
Don’t Commit. Date Around. (Pssst: Stats = Influence + Credibility)
Meet Tynt. It’s Awesome.
Know Where Your Stuff Goes "#$%!&'()(!*$+)!,-+.!/$(0!
Know Where Your Stuff Goes 1'()(20!3$)(!455!
PostRank is Positively Peerless
Want Better Results?
Scribe Can Take You From Here …
Through Here …
And Help You Get to Here
Influence – A Huge Part of ROI
Understand Influence
No One Tool is Perfect
No Matter What Anyone Says
• Klout • PeerIndex • Twitalyzer • TweetLevel • Facebook Insights • LinkedIn Corporate Followers
Ways to Measure Influence
Reporting Is
Critical
Whether for Yourself or Clients...
Serve Clients Stats Regularly
Show Regular Progress
• LinkedIn Page Views • LinkedIn Unique Visitors • Shares of Blog Content • Blog Subscribers • Most Popular Tweets • Website Traffic • Facebook Insights
Ways to Measure Success
LEADS And the Biggie ….
SALES And the Other Biggie ….
Feel Free to Stalk Me
,'(66789:;<5=$<!>?@5ABB5ACAB!
D;#E(FG#!,'(667!H(3$I(!")J<()!-%;I()5=$<K0'(667E)J<()! LJ=(M$$E5=$<K0'(667E)J<()!
%%%5N:;<5=$<!
Stalk Me … I don’t bite (normally)
,'(66789:;<5=$<!>?@5ABB5ACAB!
D;#E(FG#!,'(667!H(3$I(!")J<()!-%;I()5=$<K0'(667E)J<()! LJ=(M$$E5=$<K0'(667E)J<()!
%%%5N:;<5=$<!