How to Use Corporate Blogging to Drive Leads and Sales. 2011 Social Media Masters Series

CorporateBlogging How to Use Blogging to Drive Leads and Sales Shelly Kramer, V3 Integrated Marketing @ShellyKramer

Why Blog?

It’s All About MarketingBlogging is Content +Content Marketing Works

What the #$% is Content Marketing? Blogging Video + Podcasting Email Marketing Flickr, Instagram Social (Twitter, Facebook, LinkedIn) Case Studies, White Papers, Webinars Tumblr, Posterous, etc.And all of this is called Inbound Marketing

Don’t Take My Word For It Channel 44% Critical or Important 26% 2009 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs

Really. Channel Critical or Important 44%Facebook 24% 2009 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs

I Mean It! Channel Critical or Important 38%Twitter 21% 2009 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs

Back to Blogging (and Inbound Marketing)It’s really all about just one thing … $

Inbound Marketing Costs Less Outbound Ave. Cost Per Lead Inbound is $332 60% lower per lead Inbound Ave. Cost Per Lead $134 Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

Acquired a Customer Through Their Blog 78% 76% Daily 2 to 3 times a weekSource: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs

Where do leads come from?

Whaddya know, this crap really works! Heck yeah, we’re blogging. 65% 61% 48% 2009 2010 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs

Inbound Marketing Budgets – They’re GROWING (or “Holy Moly, this works - let’s do more of it!”) 2010 vs. 2011 54% 51% 37% 35% 12% 11% Higher No Change Lower Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs

% increase in website pages indexed by Google forcompanies that blog over companies that dont blog.! Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV!

Why Does This Matter?It’s Money, Plain and SimpleMore Indexed Pages = $Companies with more indexed pages on Google,Yahoo and Bing generate more sales leads.!Every 50 to 100 incremental indexed pages canmean double-digit lead growth.!Growth in new leads accelerates significantly oncewebsites achieve 300+ pages indexed by Google.

I’ll Say It Again: A Blog is a Marketing Tool

Let’s Talk Content

Let’s Talk SEO + Soc Nets

If I Had A Theme Song

Comms Majors and College Algebra? Not pretty.

Today, Data Drives Everything

Understand the Fundamental Truth: Your #1 Client Is

Let’s Talk About Google’s Voracious Appetite

Your Analytics: Why Bother?•  Want•  Care About•  How They Found You•  What They Do Once They Come•  Oops, Where’d They Go?

Numbers: What’s the Big Deal?•  What Brings Them + How•  Predict Growth, Trends•  The Competition•  What’s Working?•  What’s Not?

Convinced?Let’s GetThis Party Started

First, Do Your Homework•  Know Your Site•  HubSpot’s Grader Tool•  Do It. Date It.•  60 Days Later, Do It Again

Here’s Why HubSpot’s Tools Rock

June 2011

October 2011

Install Your Analytics, Then Read The #$@ Things!

Oh, the stories they tell …

Don’t Commit. Date Around. (Pssst: Stats = Influence + Credibility)

Meet Tynt. It’s Awesome.

Know Where Your Stuff Goes"#$%!&()(!*$+)!,-+.!/$(0!

Know 1()(20!3$)(!455! Goes Where Your Stuff

PostRank is Positively Peerless

Want Better Results?

Scribe Can Take You From Here …

Through Here …

And Help You Get to Here

Influence – A Huge Part of ROI

Understand Influence

No One Tool is Perfect

No Matter What Anyone Says

Ways to Measure Influence•  Klout•  PeerIndex•  Twitalyzer•  TweetLevel•  Facebook Insights•  LinkedIn Corporate Followers

Whether for Yourself or Clients... Reporting IsCritical

Serve Clients Stats Regularly

Show Regular Progress

Ways to Measure Success•  LinkedIn Page Views•  LinkedIn Unique Visitors•  Shares of Blog Content•  Blog Subscribers•  Most Popular Tweets•  Website Traffic•  Facebook Insights

And the Biggie ….LEADS

And the Other Biggie ….SALES

Feel Free to Stalk Me >?@5ABB5ACAB! ,(66789:;<5=$<! %%%5N:;<5=$<! D;#E(FG#!-%;I()5=$<K0(667E)J<()! LJ=(M$$E5=$<K0(667E)J<()! ,(667!H(3$I(!")J<()!

Stalk Me … I don’t bite (normally) >?@5ABB5ACAB! ,(66789:;<5=$<! %%%5N:;<5=$<! D;#E(FG#!-%;I()5=$<K0(667E)J<()! LJ=(M$$E5=$<K0(667E)J<()! ,(667!H(3$I(!")J<()!

http://www.v3im.com	136
http://core.traackr.com	2
http://core-tracking.traackr.com	2
http://www.google.de	1

How to Use Corporate Blogging to Drive Leads and Sales. 2011 Social Media Masters Series

by Shelly Kramer on Oct 25, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

4 Embeds 141

Statistics

How to Use Corporate Blogging to Drive Leads and Sales. 2011 Social Media Masters Series — Presentation Transcript