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  • 1. Blog for Business
    Tor Egil Ellingsen
    www.inboundwave.com
    tor.ellingsen@inboundwave.com

2. Agenda
What is a blog
Inbound Marketing vsOutbound Marketing
BlogEffects
Case
Five Keys to succesfulblog
How to measureblog
3. Blog
read, write, or edit a shared
on-line journal
Princeton University
4. What is a blog?
Articles
Educational & Informative
Solve a problem,how to
Product Guides
Video
Images
Contest
Industry News
EventCoverage
Promote
Yourcontent
In Social Media
5. Outbound Marketing
6. Inbound Marketing
7. Rethinking Marketing
8. WhyBlog
9. Blogeffect
10. CaseLaurens Hope Ecommerce
Industry:Ecommerce
15 employees
Resultsafter 6 monthsusingHubspotblog and marketing plattform
Increasesonlinesaleswith 40%
11. Laurens Hope
Since 2001 Laurens Hope Medical ID has providingmedical ID wristbands to Identifyvariousmedicalconditions.
2009 Laurens Hope decided to focusononlinesales and launch an Internet marketing strategy.Theirwebsite is supportedwithHubspotbloggingsoftware and Marketing Analytics.
12. Laurens Hope Challenge
Transitioning From Traditional Marketing
to Internet Marketing
From tradeshows, directmailcampaigns, public relationagenciesdoingtraditional media coverages, localexhibitionsetc
13. Lauren Hope Challenge
Startedwithblogging and establishsocial media presence
Needed to find a Internet Marketing Solution
SolutionHubspotbloggingsoftware,
CMS and Marketing Analytics
14. Lauren Hope Solution
Bloggingtoolincludes
On Page SEO
Blogoptimizertool to identifykeyword goals and optimizecontent during creation and beforepublishing
BlogAnalytics, helps to trackblog`ssubscribergrowht and performance
Sourcestool, to dailytracksourcessuch as social media, blogging and referrals.
15. Laurens Hope Results
Increasedonlinesales, websitetraffic and reach.
Increasedonlinesales by 40% in 6 months
600% increase in websitetrafficusingHubspot
Increased Social Media reach by 153%
Attracted 1300 blogsubsribers in 5 months
16. Laurens Hope Results
17. OverviewQ`s
18. 5 keys to succesfulblog
Pickyour Target Personas
Create a Mixof Posts
WriteGreate Posts (remarkablecontent)
Sustain It (stick to it)
Spread It
19. 1 Marketing Personas
Createthe kind ofcontentthatyourbuyersnaturallygravitate to David Meerman Scott
Focusoncreatinguniqueremarkablecontent.
50/50Marketing & Publishing
Publishers withknowledge and passion
20. 1 Marketing Personas
Keywords
WhatkeywordswillattractyourPersonas
Usethem to optimizeyourcontent
Build an archiveofcontent full ofthem
Tools to definekeywords
Keywordgrader (hubspot)
Wordstream.com
21. 1 Marketing Personas
A Word ofCaution
Do notwrite to muchabouttheproducts and services yousellthem
Writeaboutthethingstheywant to learnabout
22. 2 Plan a mixof Posts
News
Opinions
Video
Usephotos
23. 3 Writegreat posts
Use headings, great ones
Usekeywords, usespelling
Surprisepeople
5-800 words or shorter
1 idea pr post
AlwaysAdd a Photo
Flickr
iStockphoto
Shootyourown
24. 3 Writegreat posts
Where to getIdeas
Everywhere
Keep a list
When youlearnsomethingnew, publish it
Ask youreaders
25. 4 Sustain It
Publishing Schedule
Once or twice a week
Stick to it
More keyword-richcontent is better
26. DifferentWays
Emailinterviews
Video Interviews (conferences, officevisitors, clients)
Guest posts or blogaffiliates
Best of list
Howwe do it
27. 5 Spread it
Publish to all yoursocialmedia profiles
Linked in company page(b2b)
Twitter
publish link to blogpost
Let readerstweetyourgreatblogpost
ShareonFacebook
Slideshare, youtube and others
Followyouraudiencesubscribe to theirblog
MAKE sure youcomment back = Listen and Engage
28. Link to yourblog
Yourhomepage
Press releases
Business Cards
EmailSignatures
Business cards
Link yourblogposts
Social Media profiles
Attach link to yourblogpostifyoucommenton relevant topicsonothersites
Email
29. Engagepeople
Write posts that link to or follow up onbiggerbloggers` -ex SethGodin, Brian Solis
Peoplegoogle or technocratisearch for wellknownnames, theywillseyour post.
30. MeasureyourBlogUsetools like hubspots to
Metric 1 #Subscription
Metric 2 # Pageviews
Metric 3 # Comments
Metric 4 # Inbound Links
Metric 5 # Conversation
Visitors
Leads
Opportunities
Customers
31. Catch dataUse CTA- Call to action and Landing pages
PublishCall to actionbuttonswith link to landingpages
Customised landing pageswithvalueproposition and sign up form.
Freegiveaways
Webinars, ebooks, whitepapers, presentations, contest
Connectthis data givesyouleads to start nurthuring and prepareyourprospects for CRM and sales.
32. Hubspot
33. ThankYou
Tor Egil Ellingsen
tor.ellingsen@inboundwave.com
http://www.inboundwave.com
http://www.hubspot.com