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 Achieving Measurable Results with Advanced Business Blogging Presentation Transcript

  • 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
    View slide
  • Outbound Marketing is Harder
    800-555-1234
    Annoying
    Salesperson
    View slide
  • 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
    Intro to Inbound Marketing
    Drive SEO through Blogging
    Blogging Best Practices
    Promote Blog in Social Media
    Convert Blog Traffic to Leads
    Measure Blog Success
    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
    Source: survey of hundreds of businesses: HubSpot.com/ROI
    19
  • More Visitors
    Source: survey of hundreds of businesses: HubSpot.com/ROI
    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
    Intro to Inbound Marketing
    Drive SEO through Blogging
    Blogging Best Practices
    Promote Blog in Social Media
    Convert Blog Traffic to Leads
    Measure Blog Success
    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
    Intro to Inbound Marketing
    Drive SEO through Blogging
    Blogging Best Practices
    Promote Blog in Social Media
    Convert Blog Traffic to Leads
    Measure Blog Success
    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%
    Source: survey of hundreds of businesses: HubSpot.com/ROI
    38
  • 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
    39
  • Blogs and Social Media is for Leads and Sales
    Source: survey of hundreds of businesses: HubSpot.com/ROI
  • How Does HubSpot Convert Visitors?
    41
  • Quality Content Behind Forms
    42
  • Offer – WIIFM?
  • 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
    Intro to Inbound Marketing
    Drive SEO through Blogging
    Blogging Best Practices
    Promote Blog in Social Media
    Convert Blog Traffic to Leads
    Measure Blog Success
    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
  • More on HubSpot Product
  • Tools to Get Found: SEO
    • Keyword Grader
    • Link Grader
    • Page Grader
  • Tools to Get Found: Blog & Social Media
    • Business Blog Software
    • Blog Analytics
    • Social Media Monitoring
    • Social Media Publishing
  • Tools to Convert: Leads
    • Landing Pages
    • Lead Intelligence
    • Lead Alerts
    • Visitor Profiling
  • Tools to Analyze: Competitor Tracking
  • Tools to Analyze: Marketing Campaigns
    • Assess the effectiveness of your marketing on a campaign-by-campaign level
    • Optimize resource allocation to maximize sales
  • Other Blog Tips
  • DISCUSSION QUESTION
    What is your blog comment strategy?
  • Take Comments Seriously
    Make sure you comment back
    Find out who the people are
    Follow their links
    Subscribe to their blog, follow them on Twitter
    Use these links
  • Tips on Comments
    Increase the value of the article:
    Share an example
    Add a point
    Add a useful link
    Disagree
    Ask a question
    Use your real name (not company)
  • Why Leave Comments?
    Karma
    Get noticed by other bloggers
    Get noticed by other blog readers
    Get links back to your blog
    Thought leadership
  • Where Do You Link to Your Blog?
    Your homepage
    Press releases
    Business cards
    Email signatures
  • Great Architecture Is Elegant
    One structure, multiple functions:
    • Excellent workspace
    • Environmentally sensitive construction and design
    • Historic preservation
    • Aesthetics
    Photo: Wikipedia
    76
  • So Is a Great Business Blog
    One blog, multiple functions:
    • Search Engine Optimization
    • Social Media Optimization
    • Lead Generation
    • Education
    • Thought Leadership
    • Nurturing
    • PR
    • Brand Building
    • Recruiting
    • Internal Communication
    77
  • Key #2 Create a Mix of Posts
    Jek-a-go-go on flickr
  • Step 2: Plan a Mix of Posts
    News
    Opinion
    Feature
    Photos
    Video
  • Many Types of Posts Get Traffic
  • Raisin Bran – Basic, Everyday Posts
    How to posts
    Rich in keywords
    Get good at whipping them out
    Make sure they’re useful
    Greeneyesmilw on flickr
  • Spinach – Healthy, Thoughtful Posts
    Should establish your site a thought leader in the industry
    Put time into them
    Don’t do too many
    ulteriorepicture on flickr
  • Roasts – Big Blog Projects
    Lots of work
    Lots of links, discussion and attention
    Pick them well
  • Chocolate Cake – The Sweet Stuff
    These posts make your blog fun
    A chance to poke fun at yourself
    Lots of traffic/links
    Often video, images
    Scubadive on flickr
  • Tabasco – Posts That Start Fires
    Make a bold statement
    Be prepared to defend yourself
    Lots of comments and links
    Too many of these post could lose trust
    ANOXLOU on flickr