Blog for Business<br />Tor Egil Ellingsen<br />www.inboundwave.com<br />tor.ellingsen@inboundwave.com<br />
Agenda<br />What is a blog<br />Inbound Marketing vsOutbound Marketing<br />BlogEffects<br />Case<br />Five Keys to succes...
Blog<br />   ”read, write, or edit a shared<br />on-line journal” <br />Princeton University<br />
What is a blog?<br />Articles<br />Educational & Informative<br />Solve a problem,how to<br />Product Guides<br />Video<br...
Outbound Marketing<br />
Inbound Marketing<br />
Rethinking Marketing<br />
WhyBlog<br />
Blogeffect<br />
CaseLaurens Hope Ecommerce<br />Industry:  Ecommerce<br />15 employees<br />Resultsafter 6 monthsusingHubspotblog and mark...
Laurens Hope<br />Since 2001 Laurens Hope Medical ID has providingmedical ID wristbands to Identifyvariousmedicalcondition...
Laurens Hope Challenge<br />Transitioning From Traditional Marketing <br />to Internet Marketing<br />From tradeshows, dir...
Lauren Hope Challenge<br />Startedwithblogging and establishsocial media presence<br />Needed to find a Internet Marketing...
Lauren Hope Solution<br />Bloggingtoolincludes<br />On Page SEO<br />Blogoptimizertool to identifykeyword goals and optimi...
Laurens Hope Results<br />Increasedonlinesales, websitetraffic and reach.<br />Increasedonlinesales by 40% in 6 months<br ...
Laurens Hope Results<br />
OverviewQ`s<br />
5 keys to succesfulblog<br />Pickyour Target Personas<br />Create a Mixof Posts<br />WriteGreate Posts (remarkablecontent)...
1 Marketing Personas<br />”Createthe kind ofcontentthatyourbuyersnaturallygravitate to”   David Meerman Scott<br />Focuson...
1 Marketing Personas<br />Keywords<br />WhatkeywordswillattractyourPersonas<br />Usethem to optimizeyourcontent<br />Build...
1 Marketing Personas<br />A Word ofCaution<br />Do notwrite to muchabouttheproducts and services yousellthem<br />Writeabo...
2 Plan a mixof Posts<br />News<br />Opinions<br />Video<br />Usephotos<br />
3 Writegreat posts<br />Use headings, great ones<br />Usekeywords, usespelling<br />Surprisepeople<br />5-800 words or sho...
3 Writegreat posts<br />Where to getIdeas<br />Everywhere<br />Keep a list<br />When youlearnsomethingnew, publish it<br /...
4 Sustain It<br />Publishing Schedule<br />Once or twice a week<br />Stick to it<br />More keyword-richcontent is better<b...
DifferentWays<br />Emailinterviews<br />Video Interviews (conferences, officevisitors, clients)<br />Guest posts or blogaf...
5 Spread it<br />Publish to all yoursocialmedia profiles<br />Linked in company page(b2b)<br />Twitter<br />publish link t...
Link to yourblog<br />Yourhomepage<br />Press releases<br />Business Cards<br />EmailSignatures<br />Business cards<br />L...
Engagepeople<br />Write posts that link to or follow up onbiggerbloggers` -  ex SethGodin, Brian Solis<br />Peoplegoogle o...
MeasureyourBlogUsetools like hubspots to<br />Metric 1 #  Subscription<br />Metric 2 # Pageviews<br />Metric 3 # Comments<...
Catch dataUse CTA- Call to action and Landing pages<br />PublishCall to actionbuttonswith link to landingpages<br />Custom...
Hubspot<br />
ThankYou<br />Tor Egil Ellingsen<br />tor.ellingsen@inboundwave.com<br />http://www.inboundwave.com<br />http://www.hubspo...
Upcoming SlideShare
Loading in...5
×

Business Blogging

589

Published on

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
589
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
4
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "Business Blogging"

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

    Clipping is a handy way to collect important slides you want to go back to later.

×