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Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
Achieving Measurable Results with Advanced Business Blogging
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Achieving Measurable Results with Advanced Business Blogging

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  • 1. Achieving Measurable Results with Advanced Business Blogging<br />Social Media Optimization Summit #optsum<br />March 23rd, 2010<br />Mark Roberge<br />HubSpot<br />@markroberge<br />
  • 2. Agenda<br />Intro to Inbound Marketing<br />Drive SEO through Blogging<br />Blogging Best Practices<br />Promote Blog in Social Media<br />Convert Blog Traffic to Leads<br />Measure Blog Success<br />2<br />
  • 3. Outbound Marketing<br />
  • 4. Outbound Marketing is Harder<br />800-555-1234<br />Annoying<br />Salesperson<br />
  • 5. Inbound Marketing<br />
  • 6. Inbound Leads Cost 60% Less Than Outbound Leads<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
  • 7. Why Inbound Is Cheaper<br />
  • 8. Reading List Suggestion<br />Inbound Marketing:<br />Get Found using Google, Social Media and Blogs<br />Top 5 Web Marketing Book on Amazon<br />InboundBook.com<br />
  • 9. Agenda<br />Intro to Inbound Marketing<br />Drive SEO through Blogging<br />Blogging Best Practices<br />Promote Blog in Social Media<br />Convert Blog Traffic to Leads<br />Measure Blog Success<br />9<br />
  • 10. How Do You Get to the Top? History of SEO<br />
  • 11. SEO = Context and Authority<br />Ranking Algorithm:f(n): Context + Authority<br />
  • 12. Inbound Marketing – One Strategy not Three<br />
  • 13. Two Sides of Optimization<br />13<br />On-Page<br />(Context)<br />Off-Page<br />(Authority)<br />
  • 14. On-Page SEO (Context)<br /><ul><li> Page Title
  • 15. Clean URL
  • 16. Headers
  • 17. Description</li></li></ul><li>Off-Page SEO (Authority)<br /><ul><li> Recommendations from friends</li></ul>“I know Mark Roberge”<br />“Mark Roberge is a blogging expert”<br />Seth Godin: Mark Roberge is a blogging expert<br /><ul><li> Links are online recommendations</li></ul>A link: www.HubSpot.com<br />Anchor text: Internet Marketing<br />Link is from a trusted website<br />
  • 18. The Long Tail<br />The New Marketplace<br />Head<br />Popularity<br />Long Tail<br />Keywords<br />
  • 19. SEO Tips from Website Grader<br />Lessons from 2,084,563 websites<br />
  • 20. More Content, Better Content = Links<br />Source: Data from selected websites using www.WebsiteGrader.com<br />
  • 21. Blogging Means More Inbound Links<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />19<br />
  • 22. More Visitors<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />20<br />
  • 23. DISCUSSION QUESTION<br />What are the best ways to incorporate the rules of SEO into your blogging strategy?<br />
  • 24. Accounting for SEO in Your Blogging Strategy<br />Use keyword tool to drive blog topic selection<br />Configure blog with On-Page SEO in mind<br />Include target long tail keywords in blog article titles<br />Think of blog articles as link bait<br />Think of blog articles as an army of sales people working for you forever<br />
  • 25. Where is Search Going?<br />PERSONALIZATION<br />REAL-TIME<br />BEYOND SEARCH ENGINES<br />
  • 26. DISCUSSION QUESTION<br />What do the future trends of search mean for your blogging strategy?<br />
  • 27. Agenda<br />Intro to Inbound Marketing<br />Drive SEO through Blogging<br />Blogging Best Practices<br />Promote Blog in Social Media<br />Convert Blog Traffic to Leads<br />Measure Blog Success<br />25<br />
  • 28. DISCUSSION QUESTION<br />What is the best human resource strategy for blogging?<br /><ul><li>Outsource?
  • 29. CEO vs. Marketing vs. Interns?</li></li></ul><li>Blog Human Resource Strategy<br />Domain<br />Knowledge<br />Blog<br />Success<br />Writing Skills<br />Bandwidth<br />
  • 30. Tips for Post Structure<br />Use Headings<br />500-800 words (or shorter!)<br />Lists are OK (just not too many)<br />1 idea per post<br />
  • 31. Get Into the Content Mindset<br />Make emails into blog posts<br />Turn forum posts into blog posts<br />Shoot videos at events<br />Interview customers for your blog<br />Repurpose company data for public reports<br />Share lessons you learn<br />Flick Photo: Cindiann<br />
  • 32. DISCUSSION QUESTION<br />How often should you blog?<br />
  • 33. Frequency of Blog Articles on HubSpot Blog<br />31<br />
  • 34. DISCUSSION QUESTION<br />Should you have a branded corporate blog or a non-branded industry blog?<br />
  • 35. Agenda<br />Intro to Inbound Marketing<br />Drive SEO through Blogging<br />Blogging Best Practices<br />Promote Blog in Social Media<br />Convert Blog Traffic to Leads<br />Measure Blog Success<br />33<br />
  • 36. DISCUSSION QUESTION<br />How do you think about your blog and social media strategy working together?<br />
  • 37. Distribute Your Content<br />35<br />
  • 38. How to Participate<br />WHAT NOTTO DO<br /><ul><li>Give your company elevator pitch
  • 39. Talk about your product features
  • 40. Bash your competition</li></ul>WHAT TO DO<br /><ul><li>Educate / answer their question
  • 41. Promote other good content
  • 42. Get your subject matter experts involved</li></ul>36<br />
  • 43. Focus Participation on Digital Influencers<br />37<br />
  • 44. Blogging Increases Twitter Reach >75%<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />38<br />
  • 45. Agenda<br />Intro to Inbound Marketing<br />Drive SEO through Blogging<br />Blogging Best Practices<br />Promote Blog in Social Media<br />Convert Blog Traffic to Leads<br />Measure Blog Success<br />39<br />
  • 46. Blogs and Social Media is for Leads and Sales<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
  • 47. How Does HubSpot Convert Visitors?<br />41<br />
  • 48. Quality Content Behind Forms<br />42<br />
  • 49. Offer – WIIFM?<br />
  • 50. Offer – WIIFM?<br />
  • 51. Offer – WIIFM?<br />Whitepapers / eBooks<br />Research / Studies<br />Free Tools<br />Trials & Samples<br />NOT “Contact Us”<br />Value must be greater than the cost…<br />
  • 52. Landing Pages<br />
  • 53. Limited Navigation<br />
  • 54. Keep It Short<br />53% Conversion<br />32% Conversion<br />
  • 55. Don’t Put Form Below the Fold<br />
  • 56. Agenda<br />Intro to Inbound Marketing<br />Drive SEO through Blogging<br />Blogging Best Practices<br />Promote Blog in Social Media<br />Convert Blog Traffic to Leads<br />Measure Blog Success<br />50<br />
  • 57. DISCUSSION QUESTION<br />How do you measure the success of your blog?<br />
  • 58. Metric #1: Conversions from Traffic to Leads and Sales<br />
  • 59. Metric #2: Subscriptions<br />A measure of you blog’s total reach<br />A “sticky” number<br />
  • 60. Metric #3: Pageviews<br />Great for media sites selling display advertising<br />Potential problems for your business:<br />Doesn’t measure RSS<br />Weak measure of engagement<br />What’s the business value of a “view”?<br />
  • 61. Metric #4: Comments<br />Quantitatively, a good indicator of engagement<br />Qualitatively, a great way to listen to market<br />
  • 62. Metric #5: Inbound Links<br />Measure the SEO impact of your blog<br />An indicator of your blog’s role in outside conversations<br />
  • 63. Beyond the Blog, Measure Total Reach<br />57<br />
  • 64. 58<br />Track the Whole Funnel for Each Channel<br />Social Media <br />Visitors<br />SEO Visitors<br />Blog Visitors<br />PPC Visitors<br />Leads<br />SEO Customers<br />Blog Customers<br />PPC Customers<br />Social Media <br />Customers<br />
  • 65. Final Thoughts …<br />59<br />
  • 66. What is HubSpot?<br />On-Dialog<br />Word<br />Press<br />Drupal<br />Web CEO<br />Eloqua<br />Mktg<br />Profs<br />Radian6<br />Google<br />Lead Lander<br />Marketo<br />Manti-core<br />Web Position<br />Blogger<br />Buzz Metrics<br />Ektron<br />VTrenz<br />Core Metrics<br />Mktg Sherpa<br />HubSpot<br />
  • 67. What is HubSpot?<br /><ul><li>Founded in 2006 from research at MIT
  • 68. Over 2,500 customers
  • 69. 120+ employees</li></li></ul><li>Additional Resources<br />Grade your website at www.WebsiteGrader.com<br />Read the Inbound Marketing Book www.InboundBook.com<br />Take the free Inbound Marketing training www.InboundMarketing.com<br />Start your free trial of HubSpot software www.HubSpot.com/free-trial<br />
  • 70. Thank You!#optsum<br />Mark Roberge<br />HubSpot<br />@markroberge<br />
  • 71. More on HubSpot Product<br />
  • 72. Tools to Get Found: SEO<br /><ul><li>Keyword Grader
  • 73. Link Grader
  • 74. Page Grader</li></li></ul><li>Tools to Get Found: Blog & Social Media<br /><ul><li>Business Blog Software
  • 75. Blog Analytics
  • 76. Social Media Monitoring
  • 77. Social Media Publishing</li></li></ul><li>Tools to Convert: Leads<br /><ul><li>Landing Pages
  • 78. Lead Intelligence
  • 79. Lead Alerts
  • 80. Visitor Profiling</li></li></ul><li>Tools to Analyze: Competitor Tracking<br />
  • 81. Tools to Analyze: Marketing Campaigns<br /><ul><li>Assess the effectiveness of your marketing on a campaign-by-campaign level
  • 82. Optimize resource allocation to maximize sales</li></li></ul><li>Other Blog Tips<br />
  • 83. DISCUSSION QUESTION<br />What is your blog comment strategy?<br />
  • 84. Take Comments Seriously<br />Make sure you comment back<br />Find out who the people are<br />Follow their links<br />Subscribe to their blog, follow them on Twitter<br />Use these links<br />
  • 85. Tips on Comments<br />Increase the value of the article:<br /> Share an example<br /> Add a point<br /> Add a useful link<br /> Disagree<br /> Ask a question<br /> Use your real name (not company)<br />
  • 86. Why Leave Comments?<br /> Karma<br /> Get noticed by other bloggers<br /> Get noticed by other blog readers<br /> Get links back to your blog<br /> Thought leadership<br />
  • 87. Where Do You Link to Your Blog?<br />Your homepage<br />Press releases<br />Business cards<br />Email signatures<br />
  • 88. Great Architecture Is Elegant<br />One structure, multiple functions:<br /><ul><li> Excellent workspace
  • 89. Environmentally sensitive construction and design
  • 90. Historic preservation
  • 91. Aesthetics</li></ul>Photo: Wikipedia<br />76<br />
  • 92. So Is a Great Business Blog<br />One blog, multiple functions:<br /><ul><li> Search Engine Optimization
  • 93. Social Media Optimization
  • 94. Lead Generation
  • 95. Education
  • 96. Thought Leadership
  • 97. Nurturing
  • 98. PR
  • 99. Brand Building
  • 100. Recruiting
  • 101. Internal Communication</li></ul>77<br />
  • 102. Key #2 Create a Mix of Posts<br />Jek-a-go-go on flickr<br />
  • 103. Step 2: Plan a Mix of Posts<br />News<br />Opinion<br />Feature<br />Photos<br />Video<br />
  • 104. Many Types of Posts Get Traffic<br />
  • 105. Raisin Bran – Basic, Everyday Posts<br />How to posts<br />Rich in keywords<br />Get good at whipping them out<br />Make sure they’re useful<br />Greeneyesmilw on flickr<br />
  • 106. Spinach – Healthy, Thoughtful Posts<br />Should establish your site a thought leader in the industry<br />Put time into them<br />Don’t do too many<br />ulteriorepicture on flickr<br />
  • 107. Roasts – Big Blog Projects<br />Lots of work<br />Lots of links, discussion and attention<br />Pick them well<br />
  • 108. Chocolate Cake – The Sweet Stuff<br />These posts make your blog fun<br />A chance to poke fun at yourself<br />Lots of traffic/links <br />Often video, images<br />Scubadive on flickr<br />
  • 109. Tabasco – Posts That Start Fires<br />Make a bold statement<br />Be prepared to defend yourself<br />Lots of comments and links<br />Too many of these post could lose trust<br />ANOXLOU on flickr<br />

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