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Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
Business Blogging
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Business Blogging

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  • 1. Blog for Business<br />Tor Egil Ellingsen<br />www.inboundwave.com<br />tor.ellingsen@inboundwave.com<br />
  • 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. Blog<br /> ”read, write, or edit a shared<br />on-line journal” <br />Princeton University<br />
  • 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. Outbound Marketing<br />
  • 6. Inbound Marketing<br />
  • 7. Rethinking Marketing<br />
  • 8. WhyBlog<br />
  • 9. Blogeffect<br />
  • 10. CaseLaurens Hope Ecommerce<br />Industry: Ecommerce<br />15 employees<br />Resultsafter 6 monthsusingHubspotblog and marketing plattform<br />Increasesonlinesaleswith 40%<br />
  • 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. Laurens Hope Challenge<br />Transitioning From Traditional Marketing <br />to Internet Marketing<br />From tradeshows, directmailcampaigns, public relationagenciesdoingtraditional media coverages, localexhibitionsetc<br />
  • 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. 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. 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. Laurens Hope Results<br />
  • 17. OverviewQ`s<br />
  • 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. 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. 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. 1 Marketing Personas<br />A Word ofCaution<br />Do notwrite to muchabouttheproducts and services yousellthem<br />Writeaboutthethingstheywant to learnabout<br />
  • 22. 2 Plan a mixof Posts<br />News<br />Opinions<br />Video<br />Usephotos<br />
  • 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. 3 Writegreat posts<br />Where to getIdeas<br />Everywhere<br />Keep a list<br />When youlearnsomethingnew, publish it<br />Ask youreaders<br />
  • 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. DifferentWays<br />Emailinterviews<br />Video Interviews (conferences, officevisitors, clients)<br />Guest posts or blogaffiliates<br />Best of list<br />Howwe do it” <br />
  • 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. 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. 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. 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. 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. Hubspot<br />
  • 33. ThankYou<br />Tor Egil Ellingsen<br />tor.ellingsen@inboundwave.com<br />http://www.inboundwave.com<br />http://www.hubspot.com<br />

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