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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
    • 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
      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