Achieving Measurable Results with Advanced Business Blogging

Achieving Measurable Results with Advanced Business Blogging
Social Media Optimization Summit #optsum
March 23rd, 2010
Mark Roberge
HubSpot
@markroberge

Agenda
Intro to Inbound Marketing
Drive SEO through Blogging
Blogging Best Practices
Promote Blog in Social Media
Convert Blog Traffic to Leads
Measure Blog Success
2

Outbound Marketing

Outbound Marketing is Harder
800-555-1234
Annoying
Salesperson

Inbound Marketing

Inbound Leads Cost 60% Less Than Outbound Leads
Source: survey of hundreds of businesses: HubSpot.com/ROI

Why Inbound Is Cheaper

Reading List Suggestion
Inbound Marketing:
Get Found using Google, Social Media and Blogs
Top 5 Web Marketing Book on Amazon
InboundBook.com

Agenda
9

How Do You Get to the Top? History of SEO

SEO = Context and Authority
Ranking Algorithm:f(n): Context + Authority

Inbound Marketing – One Strategy not Three

Two Sides of Optimization
13
On-Page
(Context)
Off-Page
(Authority)

On-Page SEO (Context)
Page Title
Clean URL
Headers
Description

Off-Page SEO (Authority)
Recommendations from friends
“I know Mark Roberge”
“Mark Roberge is a blogging expert”
Seth Godin: Mark Roberge is a blogging expert
Links are online recommendations
A link: www.HubSpot.com
Anchor text: Internet Marketing
Link is from a trusted website

The Long Tail
The New Marketplace
Head
Popularity
Long Tail
Keywords

SEO Tips from Website Grader
Lessons from 2,084,563 websites

More Content, Better Content = Links
Source: Data from selected websites using www.WebsiteGrader.com

Blogging Means More Inbound Links
19

More Visitors
20

DISCUSSION QUESTION
What are the best ways to incorporate the rules of SEO into your blogging strategy?

Accounting for SEO in Your Blogging Strategy
Use keyword tool to drive blog topic selection
Configure blog with On-Page SEO in mind
Include target long tail keywords in blog article titles
Think of blog articles as link bait
Think of blog articles as an army of sales people working for you forever

Where is Search Going?
PERSONALIZATION
REAL-TIME
BEYOND SEARCH ENGINES

DISCUSSION QUESTION
What do the future trends of search mean for your blogging strategy?

Agenda
25

DISCUSSION QUESTION
What is the best human resource strategy for blogging?
Outsource?
CEO vs. Marketing vs. Interns?

Blog Human Resource Strategy
Domain
Knowledge
Blog
Success
Writing Skills
Bandwidth

Tips for Post Structure
Use Headings
500-800 words (or shorter!)
Lists are OK (just not too many)
1 idea per post

Get Into the Content Mindset
Make emails into blog posts
Turn forum posts into blog posts
Shoot videos at events
Interview customers for your blog
Repurpose company data for public reports
Share lessons you learn
Flick Photo: Cindiann

DISCUSSION QUESTION
How often should you blog?

Frequency of Blog Articles on HubSpot Blog
31

DISCUSSION QUESTION
Should you have a branded corporate blog or a non-branded industry blog?

Agenda
33

DISCUSSION QUESTION
How do you think about your blog and social media strategy working together?

Distribute Your Content
35

How to Participate
WHAT NOTTO DO
Give your company elevator pitch
Talk about your product features
Bash your competition
WHAT TO DO
Educate / answer their question
Promote other good content
Get your subject matter experts involved
36

Focus Participation on Digital Influencers
37

Blogging Increases Twitter Reach >75%
38

Agenda
39

Blogs and Social Media is for Leads and Sales

How Does HubSpot Convert Visitors?
41

Quality Content Behind Forms
42

Offer – WIIFM?

Offer – WIIFM?
Whitepapers / eBooks
Research / Studies
Free Tools
Trials & Samples
NOT “Contact Us”
Value must be greater than the cost…

Landing Pages

Limited Navigation

Keep It Short
53% Conversion
32% Conversion

Don’t Put Form Below the Fold

Agenda
50

DISCUSSION QUESTION
How do you measure the success of your blog?

Metric #1: Conversions from Traffic to Leads and Sales

Metric #2: Subscriptions
A measure of you blog’s total reach
A “sticky” number

Metric #3: Pageviews
Great for media sites selling display advertising
Potential problems for your business:
Doesn’t measure RSS
Weak measure of engagement
What’s the business value of a “view”?

Metric #4: Comments
Quantitatively, a good indicator of engagement
Qualitatively, a great way to listen to market

Metric #5: Inbound Links
Measure the SEO impact of your blog
An indicator of your blog’s role in outside conversations

Beyond the Blog, Measure Total Reach
57

58
Track the Whole Funnel for Each Channel
Social Media
Visitors
SEO Visitors
Blog Visitors
PPC Visitors
Leads
SEO Customers
Blog Customers
PPC Customers
Social Media
Customers

Final Thoughts …
59

What is HubSpot?
On-Dialog
Word
Press
Drupal
Web CEO
Eloqua
Mktg
Profs
Radian6
Google
Lead Lander
Marketo
Manti-core
Web Position
Blogger
Buzz Metrics
Ektron
VTrenz
Core Metrics
Mktg Sherpa
HubSpot

What is HubSpot?
Founded in 2006 from research at MIT
Over 2,500 customers
120+ employees

Additional Resources
Grade your website at www.WebsiteGrader.com
Read the Inbound Marketing Book www.InboundBook.com
Take the free Inbound Marketing training www.InboundMarketing.com
Start your free trial of HubSpot software www.HubSpot.com/free-trial

Thank You!#optsum
Mark Roberge
HubSpot
@markroberge

Achieving Measurable Results with Advanced Business Blogging

by HubSpot All-in-one Marketing Software on Mar 23, 2010

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Achieving Measurable Results with Advanced Business Blogging — Presentation Transcript