4 super-common mistakes product marketers make when blogging

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  • 4 Super-Common Mistakes Product Marketers Make When Blogging (How to Blog Like HubSpot)

    Joshua Feinberg Co-Leader of Boca Raton HubSpot User Group

    Co-Founder and CMO of SP Home Run

    @joshua_feinberg

  • Product Management 101 What are we really selling? Why are customers buying it? Whats the right price?

    1984: The Star Ledger $1.25/week (or is it?)

  • Product Management 101 What are we really selling? Why are customers buying it? Is it the right distribution channel?

    1999: Small businesses not ready for SBS DIY

    Microsoft develops a Small Business Server suite (Sam) in 1997

  • Product Management 101 What are we really selling? Why are customers buying it? How do we use education to drive change?

    2015: Thought leadership builds trust

    Emergence of product managers and product marketers as thought leaders

  • What is HubSpot? (HubSpot Co-Founders

    Brian Halligan and Dharmesh Shah) http://www.youtube.com/watch?v=X_bqIr7pGzQ

  • Flashback to First BocaHUG Meeting

  • How to Make Your Blog Lovable

    HubSpot CMO Mike Volpe

    https://www.youtube.com/watch?v=lL_8-6juwk4

  • HubSpot Employee #5 Since Volpe joined HubSpot in 2007

    Became the gold standard for blogging and highly-prolific thought leadership

    30,000 to 50,000 Inbound leads generated monthly

    Over 2,000,000 monthly visitors

  • Who Blogs?

  • Lots of Businesses Blog

    But very few product marketers are blogging in a strategic way that drives leads, sales opportunities, and revenue

  • Blogging and Inbound Methodology

  • Before We Start Blogging We Need

    Goals

    Buyer Persona(s)

    Keyword Research

    Editorial Calendar

  • Which Goal(s) Does Blogging Help?

    a) Visitors

    b) Leads (Contacts) +marketing qualified +sales qualified

    c) Clients (Customers) (revenue)

  • What Does a Goal Need to Be?

    SMART

    Specific

    Measurable

    Attainable

    Realistic

    Time bound

  • Buyer Persona(s)

    Prerequisite: SMART Goal(s)

    Who is your ideal client?

    What problems does that client need solved?

    What are they searching for at 2am?

    What could get them promoted? Fired?

    Where do they get their information from?

  • Keyword Research

    Prerequisite: Buyer Persona(s)

    Highly specific long-tail keyword phrases

    Balance

    Monthly Searches

    Difficulty (rating: 1 to 100)

  • Editorial Calendar

    Prerequisite: Keyword Research

    Plan out 3+ months of blog topics

    Focus of todays workshop

  • Review of Prerequisites

    1. SMART Goal(s)

    2. Buyer Persona(s)

    3. Keyword Research

    4. Editorial Calendar

    Dont make the ultra-common mistake of skipping one or more of these four steps!

  • Blogging Titles

    Spend half your time writing the article and half your time writing a catchy title.

    Dharmesh Shah, Co-Founder of HubSpot

  • Title Formulas

    Ask and answer questions posed by buyer persona(s)

    Cost (prices, rates, fees, etc.)

    Problems

    Versus (comparison)

    Best

    Use their words, not what you think their words are

  • Blogging Workshop Participants Participant

    Tell us your

    Company Name

    SMART Goal

    Persona (Most Profitable)

    Most Important Keywords from Persona

    Co-Leaders and Audience

    Will brainstorm

    Remarkable Blog Titles (confirm keywords using keyword tool)

    Awareness Stage Lead Generation Offer Title (TOFU: Top of Funnel)

    Guest Blogging Partners

  • How Often Should You Blog?

    How often do you want leads?

    Track your tipping points (see HubSpot State of Inbound)

    100 remarkable indexed blog posts?

    400 remarkable indexed blog posts?

    Commitment required

  • Review of Prerequisites

    1. SMART Goal(s)

    2. Buyer Persona(s)

    3. Keyword Research

    4. Editorial Calendar

  • Blogging and Inbound Methodology

  • Get a Free Marketing Assessment http://www.sphomerun.com/fma

    Is your blog helping you reach your SMART goals for leads, clients, and ROI ?

    2015 SP Home Run Inc.

    SP Home Run is a registered trademark of SP Home Run Inc. All worldwide rights reserved.