Blogging Lessons Learned

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Lessons learned from a self-taugh

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Blogging Lessons Learned

  1. 1. Blogging Lessons Learned From a self-taught marketer Chris Williams @topherwilliams cwilliams@heatspring.com 917 767 8204 <--preferred method Learning Management for BusinessMonday, January 21, 2013
  2. 2. Skills!? Learn Quickly, Ask Basic Questions, Collect Cash Learning Management for BusinessMonday, January 21, 2013
  3. 3. • Not a startup • Not new to the game. Around since 2007 • Sold Millions of dollars of courses and taught thousands of students • Applying best practices to all businesses Learning Management for BusinessMonday, January 21, 2013
  4. 4. My Two Goals • 1. Get better at my marketing, help people with theirs (don’t hire consultants!) • 2. Connect with businesses where information access is a major obstacle to growth Learning Management for BusinessMonday, January 21, 2013
  5. 5. Blogging Best Practices • Specific Strategies I Use and Why • No Buzz Words • Examples and Real Numbers Learning Management for BusinessMonday, January 21, 2013
  6. 6. 1. Make the Honey Pot Deep • Reader “gorge” themselves • “This is exactly what I need” • 5 Minute Read Time • Stop Making Crap Learning Management for BusinessMonday, January 21, 2013
  7. 7. 4:48 - 3000+ Words. Learning Management for BusinessMonday, January 21, 2013
  8. 8. 5:36 - 2000+ Words Learning Management for BusinessMonday, January 21, 2013
  9. 9. 4:58 - 1800+ Words Learning Management for BusinessMonday, January 21, 2013
  10. 10. 4:44 - 2000+ Words Learning Management for BusinessMonday, January 21, 2013
  11. 11. 2. Random Visitors -> Subscribers Learning Management for BusinessMonday, January 21, 2013
  12. 12. Learning Management for BusinessMonday, January 21, 2013
  13. 13. 3. Charge for your Marketing Material • Prove to yourself your marketing is awesome • Value in curation and simplicity • Charge for free materials Learning Management for BusinessMonday, January 21, 2013
  14. 14. Example Learning Management for BusinessMonday, January 21, 2013
  15. 15. Make Money from Your Marketing Source RE 101 Intro Course Cost $95 $0 Attendees 12 80 Sales 2 2 ~Margin Per Sale $500 $500 Total Profit $2140 1000 Profit Per Student $178 $12.50 Learning Management for BusinessMonday, January 21, 2013
  16. 16. 4. Free Course > Webinar • Webinars are lame. • Always have technical issues. • No meaningful interaction • Drinking from a fire house. Can’t go in- depth and confirm learning • All execution risk of live event, none of the benefits Learning Management for BusinessMonday, January 21, 2013
  17. 17. Free Course • No technical risk. Can prepare everything before hand • Can still have a live portion • Direct Interaction on the course wall • Do in-depth and test knowledge; videos, PDFs, quizzes, tools, assignments. Learning Management for BusinessMonday, January 21, 2013
  18. 18. 5. Link Management = Real Relationships • Forget all the tricks --> It’s about real relationships • Trying to get such specific anchor texts. Impossible it will happen naturally • Conversation you’re looking for “can you change/put a link on XX page that says XX” --> Must have a real relationship Learning Management for BusinessMonday, January 21, 2013
  19. 19. 6. Know Your Sales Funnel Intro PV Whitepaper - Lead Source RE 101 PV - Organic Course Popup Page Visits 458 1297 11294 753 Leads 12 80 565 420 Visit Con % 2.6% 6% 5% 55% Sales 2 2 10 9 Sales Conversion 16% 2.5% 1.7% 2.1% Profit Per Sale $500 $500 $500 $500 Total Value $2,140** $1000 $5000 $4500 Profit Per Lead $178 $12.50 $9 $11 Learning Management for BusinessMonday, January 21, 2013
  20. 20. Lessons • Gross Profit Per Lead Drives Top of the Funnel --> This drives specific campaigns • Build it from bottom, then test each conversion Learning Management for BusinessMonday, January 21, 2013
  21. 21. 7. Less Followers not More • Do Less • Stop using buzzwords, ask what do you actually want? • “engagement” • “conversation” • “brand building” • “more traffic” Learning Management for BusinessMonday, January 21, 2013
  22. 22. Tools I Like • Wistia • Weebly • Unbounce • Mailchimp • SnapEngage Learning Management for BusinessMonday, January 21, 2013
  23. 23. Questions Learning Management for BusinessMonday, January 21, 2013
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