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. ...

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

  • 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 = $Companies with more indexed pages on Google,Yahoo and Bing generate more sales leads.!Every 50 to 100 incremental indexed pages canmean double-digit lead growth.!Growth in new leads accelerates significantly oncewebsites achieve 300+ pages indexed by Google.
  • I’ll Say It Again: A Blog is a Marketing Tool
  • Let’s Talk Content
  • Let’s Talk Content
  • Let’s Talk SEO + Soc Nets
  • If I Had A Theme Song
  • Comms Majors and College Algebra? Not pretty.
  • Today, Data Drives Everything
  • Understand the Fundamental Truth: Your #1 Client Is
  • Let’s Talk About Google’s Voracious Appetite
  • Your Analytics: Why Bother?•  Want•  Care About•  How They Found You•  What They Do Once They Come•  Oops, Where’d They Go?
  • Numbers: What’s the Big Deal?•  What Brings Them + How•  Predict Growth, Trends•  The Competition•  What’s Working?•  What’s Not?
  • Convinced?Let’s GetThis Party Started
  • First, Do Your Homework•  Know Your Site•  HubSpot’s Grader Tool•  Do It. Date It.•  60 Days Later, Do It Again
  • Here’s Why HubSpot’s Tools Rock
  • June 2011
  • October 2011
  • Install Your Analytics, Then Read The #$@ 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<()!