How to Use Corporate Blogging to Drive Leads and Sales. 2011 Social Media Masters Series
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Corporate Blogging How to Use Blogging to Drive Leads and Sales Shelly Kramer, V3 Integrated Marketing @ShellyKramer
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This was a presentation I did for the Social Media Masters 2011 Conference Series in Kansas City, entitled Corporate Blogging: How to Use Blogging to Drive Leads and Sales. The presentation provides an overview of the importance of Inbound Marketing, and stats that speak to today's marketers using content marketing strategies to drive brand awareness, traffic, impact SEO and, ultimately attract leads that can be converted to sales. I also featured in this presentation some of the tools we use at V3 to help analyze data, show us which social media channels are the most effective, and to show us where our traffic is coming from and a host of other data. Some of our favorite tools are Google Analytics (of course), Get Clicky, Tynt, and Scribe. When it comes to measuring (or attemptintg to measure) influence, we like to use a combination of PeerIndex, Klout, Twitalyzer and Edelman's TweetLevel to help measure influence and reach.
Transcript of How to Use Corporate Blogging to Drive Leads and Sales. 2011 Social Media Masters Series
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$)(!455!
PostRank is Positively Peerless
Want Better Results?
Scribe Can Take You From Here …
Through Here …
And Help You Get to Here
Influence – A Huge Part of ROI
Understand Influence
No One Tool is Perfect
No Matter What Anyone Says
• Klout • PeerIndex • Twitalyzer • TweetLevel • Facebook Insights • LinkedIn Corporate Followers
Ways to Measure Influence
Reporting Is
Critical
Whether for Yourself or Clients...
Serve Clients Stats Regularly
Show Regular Progress
• LinkedIn Page Views • LinkedIn Unique Visitors • Shares of Blog Content • Blog Subscribers • Most Popular Tweets • Website Traffic • Facebook Insights
Ways to Measure Success
LEADS And the Biggie ….
SALES And the Other Biggie ….
Feel Free to Stalk Me
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Stalk Me … I don’t bite (normally)
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D;#E(FG#!,'(667!H(3$I(!")J<()!-%;I()5=$<K0'(667E)J<()! LJ=(M$$E5=$<K0'(667E)J<()!
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