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Business Blog Marketing: Tips and Case Studies
 

Business Blog Marketing: Tips and Case Studies

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Business Blogging: Tips and Case Studies - presentation from Marketing Profs Digital Mixer #MPDM - www.MikeVolpe.com/mpdm

Business Blogging: Tips and Case Studies - presentation from Marketing Profs Digital Mixer #MPDM - www.MikeVolpe.com/mpdm

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    Business Blog Marketing: Tips and Case Studies Business Blog Marketing: Tips and Case Studies Presentation Transcript

    • Business Blogging:Tips and Case Studies
      Mike Volpe
      Twitter: @mvolpe
      Charlie King
      Twitter: @CharlieKingGolf
      Ilya Mirman
      Twitter: @IlyaMirman
    • Marketing is Changing
      1950 - 2000
      2000 - 2050
    • Outbound Marketing
    • Outbound Marketing is Harder
      800-555-1234
      Annoying
      Salesperson
    • More Bad News…
    • The Good News…
      www.HubSpot.com/ROI
    • Inbound Marketing
    • Inbound Gives Leverage
    • Budget vs. Brains
      Flickr: Refracted Moments
      Flickr: Gaetoan Lee
    • Advice for the road ahead
    • Stop thinking like a
      marketer or advertiser.
    • Start thinking like a
      publisher and socializer.
    • Some Ideas and Case Studies
      Flickr: Gaetoan Lee
    • Target Content to Your Personas
      Kadient photo by: David Meerman Scott
    • What Gets Shared?
      Rarely
      Shared
      Frequently
      Shared
      • Product info
      • Free trials
      • Software documentation
      • New market data
      • Educational content
      • Top-notch blog posts
    • Content Makes You Interesting
    • Case Study: HubSpot Blog
      Top 3 source of leads
      ~10% visit company website
      ~10-20% lead conversion rate
    • SEO and Social Help Blog Results
      25-30% of visitors from SEO
      Google is 90% of our SEO traffic
      20-25% of visitors from social media
      Stumbleupon
      Twitter
      Facebook
      Reddit
      Delicious
      Digg
      LinkedIn
      Friendfeed
    • Blog Article Performance Metrics
    • Traffic, Leads and Sales
    • …By Channel or Source
      Visitors
      Leads
      Sales
      SEO
      Social
      Media
    • Case Study: Reynolds Golf Academy
      Charlie King
      Director of Instruction
      Reynolds Plantation
      Twitter: @CharlieKingGolf
    • Reynolds Golf Academy
      Golf school near Atlanta / Augusta led by GOLF MAGAZINE Top 100 Instructor Charlie King
      Golf lessons / schools and corporate outings on a 16-acre campus w/6,550 sq-ft indoor teaching center and state-of-the-art technology
      Marketing: magazine ads and direct mail
      GOAL:
      More website traffic and leads
      More cost effective marketing & business growth
    • What We Did
      Blog
      4-6 articles a month
      SEO optimized, keyword rich
      Video
      23 videos, include in blog articles
      eBook
      “New Rules of Golf Instruction”
    • Results
      • 50 times more web leads
      • Over 600 blog subscribers
      • Thousands of eBook downloads
    • Tips and Takeaways
      • Content is King - you can be your own media mogul
      • Get started before your competition to get ahead
      • Make SEO part of your blogging strategy
      • Even non-technology businesses can benefit from a blog
    • Case Study: Cilk Arts
      Ilya Mirman
      VP Marketing
      Cilk Arts
      Twitter: @IlyaMirman
    • Cilk Arts, Inc.
      Mission:
      To provide the easiest, quickest, and most reliable way to optimize application performance on multicore processors.
      Our Goal:
      Owna multicore programming standard
      Cilk++ Runtime on every processor
      Cilk++ used by all C/C++ multi-coders
      [Update: Cilk Arts acquired by Intel in July]
    • Go To Market Approach
      Open source business model
      “You share / we share” public license
      Low-touch, low-cost sales model
      Broad awareness, trial, adoption
      Big bet on Inbound Marketing
      No sales people
      Hired 1 marketer (me) 8 months before shipping product to implement Inbound Marketing approach
      Blog as primary marketing vehicle
      Entire team contributed (~1 post per week)
      Helped us engage with the developers we hoped to serve; understand what content they’re interested in
    • Results
      Reached over 100,000 developers
      Traffic and awareness matched or exceeded competitors
      Adoption at >250 universities worldwide
      >6,200 inbound links
      >3,000 leads
      • Blog posts boosted search engine rankings for key terms
    • Get the whole team engaged
      Don’t obsess over
      # of comments
      Don’t know ahead of time which topics will strike a chord
      Links drove our search engine rank
    • Metrics: Visits, Sources, Links
      Inbound Links
    • Do…
      Get your whole organization engaged in contributing content
      A small, dedicated team can drive some real traffic and interest
      If no serious commitment, blog will fail
      Be real, be genuine
      Let your personality come out
      Build an editorial calendar with a broad set of interesting, valuable content
      Target the key personas you care about
      You’ll discover which topics are worth investing more in
      Invite guests to contribute
      Leverage content in many ways
      Blog, e-Books, Tutorials, etc.
      Consumable via YouTube, SlideShare, social media sites, etc.
    • Don’t…
      …be a blatant, self-centered commercial
      …focus on just one topic
      …make your blog your only social media effort; instead, spend time on other blogs, community sites, and contribute
      …worry about # of comments
      …worry about slow periods (# of visitors, subscribers, comments)
    • Summary
    • Additional Resources
      Facebook Marketing eBook
      http://www.hubspot.com/facebook-for-business-marketing-hub/
      Twitter Marketing eBook
      http://www.hubspot.com/twitter-marketing-hub/
      Social Media Marketing Kit
      http://www.hubspot.com/twitter-marketing-hub/
      Blog: http://Blog.HubSpot.com
    • Q&A
      Mike Volpe
      Twitter: @mvolpe
      Charlie King
      Twitter: @CharlieKingGolf
      Ilya Mirman
      Twitter: @IlyaMirman
      Free Trial of HubSpot: www.HubSpot.com/free-trial
    • Appendix
    • What’s HubSpot?
      • Marketing software for SMBs
      • Over 1,800 customers in 2 years
      • 100+ employees, lots of MIT grads
    • http://www.youtube.com/watch?v=Q3yCB7AvvAk
    • http://www.youtube.com/watch?v=4-lGe5MnBlY
    • Case Study: Website Grader
      Free interactive tool
      1.5 million URLs
      40,000 inbound links
      5,000 websites w/ badge & link
      4,500 Del.icio.us bookmarks
      Great PR coverage (TechCrunch, RWW)
      50,000+ visitors from StumbleUpon
      100,000+ opt-in emails & leads
    • Case Study: HubSpot TV
      Weekly video podcast
      80-100 live viewers
      1-2K views / episode
      Top 10 marketing podcast in iTunes
      70,000 views in first year
      Guests: MC Hammer, Biz Stone, David Meerman Scott, Chris Brogan