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CorporateBlogging How to Use Blogging to Drive Leads and Sales Shelly Kramer, V3 Integrated Marketing            @ShellyKr...
Why Blog?
It’s All About MarketingBlogging is Content        +Content Marketing      Works
What the #$% is Content            Marketing?                Blogging           Video + Podcasting            Email Market...
Don’t Take My Word For It                                 Channel                        44%                              ...
Really.                                  Channel                                 Critical or                              ...
I Mean It!                                  Channel                                 Critical or                           ...
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 ...
Acquired a Customer Through Their Blog                                       78%                    76% Daily             ...
Where do leads come from?
Whaddya know, this crap really works!    Heck yeah, we’re blogging.                                                       ...
Inbound Marketing Budgets – They’re GROWING   (or “Holy Moly, this works - let’s do more of it!”)                      201...
%  increase in website pages indexed by Google forcompanies that blog over companies that dont blog.!        Source: Data ...
Why Does This Matter?It’s Money, Plain and SimpleMore Indexed Pages = $Companies with more indexed pages on Google,Yahoo a...
I’ll Say It Again: A Blog is a Marketing Tool
Let’s Talk Content
Let’s Talk Content
Let’s Talk SEO + Soc Nets
If I Had A Theme Song
Comms Majors and College Algebra?          Not pretty.
Today, Data Drives Everything
Understand the Fundamental Truth:        Your #1 Client Is
Let’s Talk About Google’s   Voracious Appetite
Your Analytics: Why Bother?•  Want•  Care About•  How They Found You•  What They Do Once They Come•  Oops, Where’d They Go?
Numbers: What’s the Big Deal?•  What Brings Them + How•  Predict Growth, Trends•  The Competition•  What’s Working?•  What...
Convinced?Let’s GetThis Party Started
First, Do Your Homework•  Know Your Site•  HubSpot’s Grader Tool•  Do It. Date It.•  60 Days Later, Do It Again
Here’s Why HubSpot’s Tools Rock
June 2011
October 2011
Install Your Analytics, Then  Read The #$@ 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•  Mos...
And the Biggie ….LEADS
And the Other Biggie ….SALES
Feel Free to Stalk Me   >?@5ABB5ACAB!                ,(66789:;<5=$<!          %%%5N:;<5=$<!                               ...
Stalk Me … I don’t bite (normally)   >?@5ABB5ACAB!                ,(66789:;<5=$<!          %%%5N:;<5=$<!                  ...
How to Use Corporate Blogging to Drive Leads and Sales. 2011 Social Media Masters Series
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How to Use Corporate Blogging to Drive Leads and Sales. 2011 Social Media Masters Series

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This was a presentation I did for the Social Media Masters 2011 Conference Series in Kansas City, entitled Corporate Blogging: How to Use Blogging to Drive Leads and Sales.

The presentation provides an overview of the importance of Inbound Marketing, and stats that speak to today's marketers using content marketing strategies to drive brand awareness, traffic, impact SEO and, ultimately attract leads that can be converted to sales.

I also featured in this presentation some of the tools we use at V3 to help analyze data, show us which social media channels are the most effective, and to show us where our traffic is coming from and a host of other data.

Some of our favorite tools are Google Analytics (of course), Get Clicky, Tynt, and Scribe.

When it comes to measuring (or attemptintg to measure) influence, we like to use a combination of PeerIndex, Klout, Twitalyzer and Edelman's TweetLevel to help measure influence and reach.

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

  1. 1. CorporateBlogging How to Use Blogging to Drive Leads and Sales Shelly Kramer, V3 Integrated Marketing @ShellyKramer
  2. 2. Why Blog?
  3. 3. It’s All About MarketingBlogging is Content +Content Marketing Works
  4. 4. 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
  5. 5. 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
  6. 6. Really. Channel Critical or Important 44%Facebook 24% 2009 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
  7. 7. I Mean It! Channel Critical or Important 38%Twitter 21% 2009 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
  8. 8. Back to Blogging (and Inbound Marketing)It’s really all about just one thing … $
  9. 9. 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
  10. 10. 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
  11. 11. Where do leads come from?
  12. 12. 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
  13. 13. 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
  14. 14. % 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!
  15. 15. Why Does This Matter?It’s Money, Plain and SimpleMore Indexed Pages = $Companies with more indexed pages on Google,Yahoo and Bing generate more sales leads.!Every 50 to 100 incremental indexed pages canmean double-digit lead growth.!Growth in new leads accelerates significantly oncewebsites achieve 300+ pages indexed by Google.
  16. 16. I’ll Say It Again: A Blog is a Marketing Tool
  17. 17. Let’s Talk Content
  18. 18. Let’s Talk Content
  19. 19. Let’s Talk SEO + Soc Nets
  20. 20. If I Had A Theme Song
  21. 21. Comms Majors and College Algebra? Not pretty.
  22. 22. Today, Data Drives Everything
  23. 23. Understand the Fundamental Truth: Your #1 Client Is
  24. 24. Let’s Talk About Google’s Voracious Appetite
  25. 25. Your Analytics: Why Bother?•  Want•  Care About•  How They Found You•  What They Do Once They Come•  Oops, Where’d They Go?
  26. 26. Numbers: What’s the Big Deal?•  What Brings Them + How•  Predict Growth, Trends•  The Competition•  What’s Working?•  What’s Not?
  27. 27. Convinced?Let’s GetThis Party Started
  28. 28. First, Do Your Homework•  Know Your Site•  HubSpot’s Grader Tool•  Do It. Date It.•  60 Days Later, Do It Again
  29. 29. Here’s Why HubSpot’s Tools Rock
  30. 30. June 2011
  31. 31. October 2011
  32. 32. Install Your Analytics, Then Read The #$@ Things!
  33. 33. Oh, the stories they tell …
  34. 34. Don’t Commit. Date Around. (Pssst: Stats = Influence + Credibility)
  35. 35. Meet Tynt. It’s Awesome.
  36. 36. Know Where Your Stuff Goes"#$%!&()(!*$+)!,-+.!/$(0!
  37. 37. Know 1()(20!3$)(!455! Goes Where Your Stuff
  38. 38. PostRank is Positively Peerless
  39. 39. Want Better Results?
  40. 40. Scribe Can Take You From Here …
  41. 41. Through Here …
  42. 42. And Help You Get to Here
  43. 43. Influence – A Huge Part of ROI
  44. 44. Understand Influence
  45. 45. No One Tool is Perfect
  46. 46. No Matter What Anyone Says
  47. 47. Ways to Measure Influence•  Klout•  PeerIndex•  Twitalyzer•  TweetLevel•  Facebook Insights•  LinkedIn Corporate Followers
  48. 48. Whether for Yourself or Clients... Reporting IsCritical
  49. 49. Serve Clients Stats Regularly
  50. 50. Show Regular Progress
  51. 51. Ways to Measure Success•  LinkedIn Page Views•  LinkedIn Unique Visitors•  Shares of Blog Content•  Blog Subscribers•  Most Popular Tweets•  Website Traffic•  Facebook Insights
  52. 52. And the Biggie ….LEADS
  53. 53. And the Other Biggie ….SALES
  54. 54. Feel Free to Stalk Me >?@5ABB5ACAB! ,(66789:;<5=$<! %%%5N:;<5=$<! D;#E(FG#!-%;I()5=$<K0(667E)J<()! LJ=(M$$E5=$<K0(667E)J<()! ,(667!H(3$I(!")J<()!
  55. 55. Stalk Me … I don’t bite (normally) >?@5ABB5ACAB! ,(66789:;<5=$<! %%%5N:;<5=$<! D;#E(FG#!-%;I()5=$<K0(667E)J<()! LJ=(M$$E5=$<K0(667E)J<()! ,(667!H(3$I(!")J<()!
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