Blogs&sales2
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Blogs&sales2

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Blogs&sales2 Blogs&sales2 Presentation Transcript

  • BLOGS MAKING SALES
  • JOINING THE DOTS BETWEEN A BLOG & SALES.
  • EVERYONE KNOWS WHAT A BLOG IS... ...RIGHT?
  • AND WHY & HOW PEOPLE USE BLOGS? ...RIGHT?
  • TO FIND INFORMATION OR CONTENT ON A TOPIC.
  • SO HOW DOES THIS BECOME RELEVANT FOR CLIENTS & BRANDS?
  • THERE IS A LOT SAID ABOUT BLOGS CONTRIBUTING TO CRM, SERVICE & BRAND AWARENESS
  • BUT WHAT ABOUT SALES? LA RAISON D’ETRE!!!
  • DO YOU HAVE SALES- DRIVEN OBJECTIVES FOR YOUR OFFLINE MARCOM PLANS?
  • SO YOU PROBABLY WANT TO IMPLEMENT DIGITAL STRATEGY TO REACH SALES- DRIVEN OBJECTIVES TOO...RIGHT?
  • JUST LIKE YOUR TRADITIONAL MARCOM PLAN, YOU NEED TO CONSIDER THE BUYER PURCHASE PROCESS
  • LET’S CONSIDER THE MODEL.
  • BUT MCKINSEY SEE THE DECISION PROCESS MORE LIKE THIS NOW:
  • THE SOCIAL NET HAS CHANGED THE NATURE OF ONLINE DECISION MAKING BEHAVIOUR
  • SO HOW DOES A BLOG FIT INTO THIS?
  • A BLOG PROVIDES AN ENVIRONMENT FOR INFORMATION.
  • INFORMATION THAT ORIGINATES FROM YOU, BUT ALSO FROM YOUR CUSTOMERS.
  • IT ALLOWS POTENTIAL CUSTOMERS TO ENTER, OBSERVE & ASK QUESTIONS
  • QUESTIONS AROUND PERFORMANCE, SERVICE, EXPERIENCE & COMPETITOR ALTERNATIVES...
  • ...ARE ALL ANSWERED THROUGH THE SELF- PERPETUATING CONTENT ON THE BLOG.
  • WHAT DO YOU MEAN SELF- PERPETUATING?
  • SOME CONTENT COMES FROM THE BRAND, WHICH STARTS THE BALL ROLLING...
  • ...WHICH IS ADDED TO, COMMENTED ON & ORGANISED BY CUSTOMERS....
  • IT ALL HAPPENS: LIVE. OPENLY. USEFULLY.
  • OK...BUT HOW DO I KNOW THAT A BLOG WILL ANSWER RELEVANT QUESTIONS FOR CONSUMERS?
  • STEP 1: TRAFFIC FUNNEL
  • LOOK AT YOUR CURRENT PURCHASE FUNNEL OR ACQUISITION GOALS.
  • WHERE ARE THEY DROPPING OUT? WHY ARE THEY DROPPING OUT?
  • IS IT BECAUSE THEY FORM QUESTIONS & MUST LEAVE THE SITE TO FIND ANSWERS?
  • A BLOG COULD KEEP THEM ON YOUR SITE!!!
  • A BLOG COULD KEEP THEM ON YOUR SITE BY QUICKLY AND EASILY ANSWERING THOSE QUESTIONS
  • IF THEY LEAVE, YOU RISK THEM BE EXPOSED TO DISTRACTIONS....
  • ...LIKE OTHER BLOGS OR SITES. ...LIKE GOOGLE ADWORDS. ...LIKE DISPLAY MEDIA.
  • REDUCE THE DISTRACTIONS BY KEEPING THEM ENGAGED & EMPOWERED WITH INFO ON YOUR BLOG.
  • STEP 2: INBOUND LINKS
  • WHAT SITES ARE REFERRING YOU TRAFFIC? DO THEY HAVE INFO THAT YOU DON’T?
  • WEIGH UP: INCORPORATE THE SAME INFO ONTO YOUR BLOG, OR PARTNER WITH THEM TO HELP THEM HELP YOUR CUSTOMERS.
  • SO TO CLARIFY: IT REDUCES PURCHASE RISK THROUGH INFO EMPOWERMENT.
  • SO TO CLARIFY: RESTRICTS COMPETITIVE FORCES ENTERING THEIR INFO SEARCH.
  • SO TO CLARIFY: CREATES AN ENVIRONMENT FOR YOUR CUSTOMERS TO BECOME PART OF YOUR SALES TEAM.
  • HOW DO YOU KNOW THAT THE BLOG ADDS-VALUE?
  • STEP 3: ANALYTICS
  • MONITOR & REPORT ON CHANGES IN YOUR TRAFFIC FUNNELS. WHERE ARE THE DROP-OUTS? HAS IT CHANGED?
  • MONITOR & REPORT ON IN-BOUND LINKS. WHAT CHANGES DO YOU SEE THERE?
  • MONITOR & REPORT SITE STICKINESS. WHAT IS THE AVERAGE TIME-ON- SITE NOW?
  • ALL THIS IS MEASUREABLE, VALUABLE & SALES DRIVEN.
  • GREAT...SO WHY SHOULD IT BE A BLOG AND NOT A WEBSITE?
  • A WEBSITE DOESN’T HAVE THE SELF- PERPETUATING BUILD QUALITIES
  • SO IT WON’T ALWAYS BE CURRENT & RELEVANT.
  • ...AND THAT IS HOW A BLOG CAN DRIVE SALES OBJECTIVES.
  • 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.
  • 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/