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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.
    50/50 Marketing & 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