Blogs&sales2
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  • 1. BLOGS MAKING SALES
  • 2. JOINING THE DOTS BETWEEN A BLOG & SALES.
  • 3. EVERYONE KNOWS WHAT A BLOG IS... ...RIGHT?
  • 4. AND WHY & HOW PEOPLE USE BLOGS? ...RIGHT?
  • 5. TO FIND INFORMATION OR CONTENT ON A TOPIC.
  • 6. SO HOW DOES THIS BECOME RELEVANT FOR CLIENTS & BRANDS?
  • 7. THERE IS A LOT SAID ABOUT BLOGS CONTRIBUTING TO CRM, SERVICE & BRAND AWARENESS
  • 8. BUT WHAT ABOUT SALES? LA RAISON D’ETRE!!!
  • 9. DO YOU HAVE SALES- DRIVEN OBJECTIVES FOR YOUR OFFLINE MARCOM PLANS?
  • 10. SO YOU PROBABLY WANT TO IMPLEMENT DIGITAL STRATEGY TO REACH SALES- DRIVEN OBJECTIVES TOO...RIGHT?
  • 11. JUST LIKE YOUR TRADITIONAL MARCOM PLAN, YOU NEED TO CONSIDER THE BUYER PURCHASE PROCESS
  • 12. LET’S CONSIDER THE MODEL.
  • 13. BUT MCKINSEY SEE THE DECISION PROCESS MORE LIKE THIS NOW:
  • 14. THE SOCIAL NET HAS CHANGED THE NATURE OF ONLINE DECISION MAKING BEHAVIOUR
  • 15. SO HOW DOES A BLOG FIT INTO THIS?
  • 16. A BLOG PROVIDES AN ENVIRONMENT FOR INFORMATION.
  • 17. INFORMATION THAT ORIGINATES FROM YOU, BUT ALSO FROM YOUR CUSTOMERS.
  • 18. IT ALLOWS POTENTIAL CUSTOMERS TO ENTER, OBSERVE & ASK QUESTIONS
  • 19. QUESTIONS AROUND PERFORMANCE, SERVICE, EXPERIENCE & COMPETITOR ALTERNATIVES...
  • 20. ...ARE ALL ANSWERED THROUGH THE SELF- PERPETUATING CONTENT ON THE BLOG.
  • 21. WHAT DO YOU MEAN SELF- PERPETUATING?
  • 22. SOME CONTENT COMES FROM THE BRAND, WHICH STARTS THE BALL ROLLING...
  • 23. ...WHICH IS ADDED TO, COMMENTED ON & ORGANISED BY CUSTOMERS....
  • 24. IT ALL HAPPENS: LIVE. OPENLY. USEFULLY.
  • 25. OK...BUT HOW DO I KNOW THAT A BLOG WILL ANSWER RELEVANT QUESTIONS FOR CONSUMERS?
  • 26. STEP 1: TRAFFIC FUNNEL
  • 27. LOOK AT YOUR CURRENT PURCHASE FUNNEL OR ACQUISITION GOALS.
  • 28. WHERE ARE THEY DROPPING OUT? WHY ARE THEY DROPPING OUT?
  • 29. IS IT BECAUSE THEY FORM QUESTIONS & MUST LEAVE THE SITE TO FIND ANSWERS?
  • 30. A BLOG COULD KEEP THEM ON YOUR SITE!!!
  • 31. A BLOG COULD KEEP THEM ON YOUR SITE BY QUICKLY AND EASILY ANSWERING THOSE QUESTIONS
  • 32. IF THEY LEAVE, YOU RISK THEM BE EXPOSED TO DISTRACTIONS....
  • 33. ...LIKE OTHER BLOGS OR SITES. ...LIKE GOOGLE ADWORDS. ...LIKE DISPLAY MEDIA.
  • 34. REDUCE THE DISTRACTIONS BY KEEPING THEM ENGAGED & EMPOWERED WITH INFO ON YOUR BLOG.
  • 35. STEP 2: INBOUND LINKS
  • 36. WHAT SITES ARE REFERRING YOU TRAFFIC? DO THEY HAVE INFO THAT YOU DON’T?
  • 37. WEIGH UP: INCORPORATE THE SAME INFO ONTO YOUR BLOG, OR PARTNER WITH THEM TO HELP THEM HELP YOUR CUSTOMERS.
  • 38. SO TO CLARIFY: IT REDUCES PURCHASE RISK THROUGH INFO EMPOWERMENT.
  • 39. SO TO CLARIFY: RESTRICTS COMPETITIVE FORCES ENTERING THEIR INFO SEARCH.
  • 40. SO TO CLARIFY: CREATES AN ENVIRONMENT FOR YOUR CUSTOMERS TO BECOME PART OF YOUR SALES TEAM.
  • 41. HOW DO YOU KNOW THAT THE BLOG ADDS-VALUE?
  • 42. STEP 3: ANALYTICS
  • 43. MONITOR & REPORT ON CHANGES IN YOUR TRAFFIC FUNNELS. WHERE ARE THE DROP-OUTS? HAS IT CHANGED?
  • 44. MONITOR & REPORT ON IN-BOUND LINKS. WHAT CHANGES DO YOU SEE THERE?
  • 45. MONITOR & REPORT SITE STICKINESS. WHAT IS THE AVERAGE TIME-ON- SITE NOW?
  • 46. ALL THIS IS MEASUREABLE, VALUABLE & SALES DRIVEN.
  • 47. GREAT...SO WHY SHOULD IT BE A BLOG AND NOT A WEBSITE?
  • 48. A WEBSITE DOESN’T HAVE THE SELF- PERPETUATING BUILD QUALITIES
  • 49. SO IT WON’T ALWAYS BE CURRENT & RELEVANT.
  • 50. ...AND THAT IS HOW A BLOG CAN DRIVE SALES OBJECTIVES.
  • 51. SUMMARY: 1. SET SALES-DRIVEN OBJECTIVES. 2. EVALUATE CURRENT TRAFFIC/ ACQUISITION FUNNELS. 3. EVALUATE TRAFFIC FLOWS. 4. BUILD A SELF-PERPETUATING INFORMATION HUB = A BLOG. 5. MONITOR & REPORT. 6. MEASURE CHANGES IN COST PER SALES ACQUISITION.
  • 52. THINK STRATEGY, NOT TACTICS. PRESENTATION BY: Marek Wolski slideshare.net/marekting PICTURE CREDIT: WEB TRENDS MAP 4 - FINAL BETA http://informationarchitects.jp/web-trend-map-4-final-beta/