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Business Blogging
 

Business Blogging

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    Business Blogging Business Blogging Presentation Transcript

    • Blog for Business
      Tor Egil Ellingsen
      www.inboundwave.com
      tor.ellingsen@inboundwave.com
    • Agenda
      What is a blog
      Inbound Marketing vsOutbound Marketing
      BlogEffects
      Case
      Five Keys to succesfulblog
      How to measureblog
    • Blog
      ”read, write, or edit a shared
      on-line journal”
      Princeton University
    • 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
    • Outbound Marketing
    • Inbound Marketing
    • Rethinking Marketing
    • WhyBlog
    • Blogeffect
    • CaseLaurens Hope Ecommerce
      Industry: Ecommerce
      15 employees
      Resultsafter 6 monthsusingHubspotblog and marketing plattform
      Increasesonlinesaleswith 40%
    • 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.
    • Laurens Hope Challenge
      Transitioning From Traditional Marketing
      to Internet Marketing
      From tradeshows, directmailcampaigns, public relationagenciesdoingtraditional media coverages, localexhibitionsetc
    • Lauren Hope Challenge
      Startedwithblogging and establishsocial media presence
      Needed to find a Internet Marketing Solution
      SolutionHubspotbloggingsoftware,
      CMS and Marketing Analytics
    • 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.
    • 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
    • Laurens Hope Results
    • OverviewQ`s
    • 5 keys to succesfulblog
      Pickyour Target Personas
      Create a Mixof Posts
      WriteGreate Posts (remarkablecontent)
      Sustain It (stick to it)
      Spread It
    • 1 Marketing Personas
      ”Createthe kind ofcontentthatyourbuyersnaturallygravitate to” David Meerman Scott
      Focusoncreatinguniqueremarkablecontent.
      50/50 Marketing & Publishing
      Publishers withknowledge and passion
    • 1 Marketing Personas
      Keywords
      WhatkeywordswillattractyourPersonas
      Usethem to optimizeyourcontent
      Build an archiveofcontent full ofthem
      Tools to definekeywords
      Keywordgrader (hubspot)
      Wordstream.com
    • 1 Marketing Personas
      A Word ofCaution
      Do notwrite to muchabouttheproducts and services yousellthem
      Writeaboutthethingstheywant to learnabout
    • 2 Plan a mixof Posts
      News
      Opinions
      Video
      Usephotos
    • 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
    • 3 Writegreat posts
      Where to getIdeas
      Everywhere
      Keep a list
      When youlearnsomethingnew, publish it
      Ask youreaders
    • 4 Sustain It
      Publishing Schedule
      Once or twice a week
      Stick to it
      More keyword-richcontent is better
    • DifferentWays
      Emailinterviews
      Video Interviews (conferences, officevisitors, clients)
      Guest posts or blogaffiliates
      Best of list
      Howwe do it”
    • 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
    • Link to yourblog
      Yourhomepage
      Press releases
      Business Cards
      EmailSignatures
      Business cards
      Link yourblogposts
      Social Media profiles
      Attach link to yourblogpostifyoucommenton relevant topicsonothersites
      Email
    • Engagepeople
      Write posts that link to or follow up onbiggerbloggers` - ex SethGodin, Brian Solis
      Peoplegoogle or technocratisearch for wellknownnames, theywillseyour post.
    • MeasureyourBlogUsetools like hubspots to
      Metric 1 # Subscription
      Metric 2 # Pageviews
      Metric 3 # Comments
      Metric 4 # Inbound Links
      Metric 5 # Conversation
      Visitors
      Leads
      Opportunities
      Customers
    • 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.
    • Hubspot
    • ThankYou
      Tor Egil Ellingsen
      tor.ellingsen@inboundwave.com
      http://www.inboundwave.com
      http://www.hubspot.com