Blogging for Business: 5 Secrets to More Leads and Sales!
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Blogging for Business: 5 Secrets to More Leads and Sales!

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Use your blog to get more leads and drive sales. In this presentation, we walk you step-by-step through the blogging fundamentals, and we'll show you how to start reaping the benefits of this ...

Use your blog to get more leads and drive sales. In this presentation, we walk you step-by-step through the blogging fundamentals, and we'll show you how to start reaping the benefits of this important marketing channel.

You'll find out exactly why blogging is good for business, and you’ll learn how to:
- Find content to blog about.
- Optimize your blog posts.
- Promote your blog.
- Measure your blog.
- Use business blogging best practices.

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Blogging for Business: 5 Secrets to More Leads and Sales! Blogging for Business: 5 Secrets to More Leads and Sales! Presentation Transcript

  • Blogging for Business 5 Secrets to More Leads and Sales
  • Brendon Dennewill Partner & Co-Founder brendon@denamico.com @Brendon_D Kristin Dennewill Partner & Co-Founder kristin@denamico.com @KristinLD Donna Arriaga Content & Social Media Strategist donna@denamico.com @DonnaArriaga denamico We are a team of professionals specialized in Inbound Marketing. We help businesses increase the quantity and quality of leads, by creating and sharing relevant content, in order to ensure maximum ROI on marketing dollars invested. presenters
  • Agenda Intro & Opening ● Why business blogging is important. ● Start strong. Business Blogging: 5 Secrets to More Leads & Sales 1. Generate quality content your audience will love. 2. Optimize your blog posts to maximize SEO. 3. Promote your blog to drive visitors. 4. Measure and fine-tune your strategy for greater ROI. 5. Make best practices to work for you. Q&A and Additional Resources
  • Companies that blog have 55% more website visitors. B2B companies that blog get 67% more leads/month than those that don’t. B2C companies that blog get 88% more leads/month than those that don’t. Proof in Numbers... source: Hubspot
  • 5 Big-Value Benefits 1. Drive site traffic through organic search (SEO). 2. Improve visibility on social media. 3. Convert traffic into leads. 4. Establish your business as an industry thought leader. 5. Drive long-term results. Why business blogging is important...
  • Case Study River Pools and Spas About River Pools and Spas is one of the largest in-ground pool construction companies in the country, serving Virginia and Maryland. Marcus Sheridan, the company’s owner and blogger at TheSalesLion. com, has successfully used inbound marketing and blogging to attract a loyal following and generate new leads for his business. Why business blogging is important...
  • Case Study River Pools and Spas Increased Organic Traffic ● Increased organic traffic 120% in three months ● Reduced PPC spending 50% compared to 2009 ● Expanded blog readership to over 6,400 visitors and 260 subscribers Why business blogging is important...
  • Case Study River Pools and Spas Blogging Pays Off River Pools and Spas blog post called "Fiberglass Pool Prices: How Much is My Pool Really Going to Cost?", received 20,359 page views and 84 inbound links, the highest numbers for both categories in River Pools' blogging history. Even though Marcus Sheridan first wrote the blog post in 2009, the post is STILL bringing in leads and sales. To date, that 1 post has brought in near $3.0 MILLION in sales. Remember, that doesn't include other posts on his site, that's just one single post. Why business blogging is important...
  • Start Strong Identify your goals and target audience. ● Blogging Goals: What do you want to achieve through blogging? ● Target Audience: Who are you trying to reach? Your blogging goals will inform platform selection, content strategy and metrics.
  • BUSINESS BLOGGING SECRET #1 Generate Quality Content Your Audience Will Love. Think about your audience first. Then brainstorm ideas. Blog post ideas can come from: ● Customer questions and needs ● Interviews (staff or customers) ● Client success story ● Informational how-to posts ● Holidays and/or special events ● Repackaged existing content ● Guest blogging ● Curation Brainstorm content ideas that answer questions and meet the needs of your target audience.
  • BUSINESS BLOGGING SECRET #1 Generate Quality Content Your Audience Will Love. Find that sweet-spot for blog post frequency. Consider: ● Team members who can contribute content. ● Internal capacity (time, skill). ● External capacity (guest bloggers, outsourced support). ● A realistic benchmark. Blog as often as you can post quality content on a consistent, ongoing basis. How often should I blog? As often as you want people to pay attention to you.
  • BUSINESS BLOGGING SECRET #1 Generate Quality Content Your Audience Will Love. Create an editorial calendar. Include: ● Blog topic/title ● Content details or notes ● Author ● Due date/publish date ● Target audience ● Call-to-action An editorial calendar is a vital tool that will keep your content plan and blogging strategy organized and moving forward.
  • BUSINESS BLOGGING SECRET #2 Optimize Your Blog Posts to Maximize SEO. Title Optimizations ● Include one of your target keywords in the post title, and place it near the beginning. ● Keep your post title short and captivating. Having a short title can help prevent it from being cut off in search engine results pages, or SERPs.
  • BUSINESS BLOGGING SECRET #2 Optimize Your Blog Posts to Maximize SEO. Body Optimizations ● Include target keywords in your post (think long-tail keywords). ● Don’t overuse your keyword. ● Link to other related blog posts or pages on your website. ● Include a CTA to help convert readers into leads (not directly relevant to SEO, but vital to lead generation). Write content for users, not search engines. If your content flows naturally and addresses the needs of your audience, you’re on the right track.
  • BUSINESS BLOGGING SECRET #2 Optimize Your Blog Posts to Maximize SEO. Image Optimizations ● Include at least one image in your post. ● Add alt text to your images. Keep your alt text brief, clear and simple.
  • BUSINESS BLOGGING SECRET #2 Optimize Your Blog Posts to Maximize SEO. What exactly is “alt” text? HTML for alt text looks like this... <img src="seo-graphic.jpg" alt="SEO Tips, Infographic" /> You can easily add alt text using image tools in your blog. In WordPress, for example the edit image option provides an easy to use “alternative text” field.
  • BUSINESS BLOGGING SECRET #2 Optimize Your Blog Posts to Maximize SEO. Meta Optimizations ● Include at least one keyword in the URL. ● Add a meta description, and keep it between 150 to 160 characters. ● Include one or two keywords in the meta description. Meta descriptions appear in SERPs and in some social media shares like Facebook and LinkedIn.
  • BUSINESS BLOGGING SECRET #2 Optimize Your Blog Posts to Maximize SEO Title & Meta Descriptions on SERPs, Browsers and Social Media 1 2 Search Engine Results Page (SERP) 1. Title and long-tail keyword 2. Meta description 3 4 Web Browser 3. Title appears in browser tab 4. Title is in page URL
  • BUSINESS BLOGGING SECRET #2 Optimize Your Blog Posts to Maximize SEO Title & Meta Descriptions on SERPs, Browsers and Social Media 7 Social Media (Facebook) 5. Featured Image (not directly relevant to SEO, but a powerful tool to boost engagement) 6. Blog Post Title 7. Meta Description 6 5
  • BUSINESS BLOGGING SECRET #3 Promote Your Blog to Drive Visitors. Don’t just blog. Promote your content. Share through: ● Business social media channels. ● Brand advocates who are willing to promote content to their followers. ● CTAs and subscription promos on your website. “Content is king, but distribution is queen and she wears the pants.” – Jonathan Perelman, BuzzFeed
  • BUSINESS BLOGGING SECRET #4 Measure and Fine-Tune Your Strategy for Greater ROI. What gets measured gets improved. Here are metrics to track: ● Visitors ● CTA clickthrough rate ● Leads (pay attention to which posts are generating the most leads) ● Subscriptions ● Inbound links ● Social Media Shares ● Sales Metrics indicate level of goal achievement and can illuminate a need for adjustments.
  • BUSINESS BLOGGING SECRET #5 Make Best Practices Work for You. 4 Winning Practices to Use for Your Blog 1. Think like a vertically integrated publisher. 2. Focus on long-tail, non-branded keyword content. 3. Ask readers what they want. 4. Connect your blog with your website.
  • Q&A
  • Your toolkit contains: ● An 81-page ebook on business blogging fundamentals ● Blog post SEO checklist ● A reusable blog post template ● Blogging editorial calendar template on Trello (with free tutorial video) info.denamico.com/business-blogging-toolkit
  • Thank You. Brendon Dennewill brendon@denamico.com @Brendon_D Kristin Dennewill kristin@denamico.com @KristinLD Donna Arriaga donna@denamico.com @DonnaArriaga