Achieving Measurable Results with Advanced Business BloggingPresentation 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 is Harder 800-555-1234 Annoying Salesperson
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)
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?
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
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…
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
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
Tools to Get Found: Blog & Social Media
Business Blog Software
Social Media Monitoring
Social Media Publishing
Tools to Convert: Leads
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:
Environmentally sensitive construction and design
Photo: Wikipedia 76
So Is a Great Business Blog One blog, multiple functions:
Search Engine Optimization
Social Media Optimization
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