0
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...
THINK STRATEGY,
NOT TACTICS.
PRESENTATION BY:
Marek Wolski
slideshare.net/marekting



PICTURE CREDIT:
WEB TRENDS MAP 4 - ...
Blogs making sales
Blogs making sales
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Blogs making sales

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An approach to blogs contribution to sales-driven objectives.

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  • Good one, Marek.
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  • A very good presentation of how blogs can be used to generate sales. A Step-by-step explanation.

    Amit
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Transcript of "Blogs making sales"

  1. 1. BLOGS MAKING SALES
  2. 2. JOINING THE DOTS BETWEEN A BLOG & SALES.
  3. 3. EVERYONE KNOWS WHAT A BLOG IS... ...RIGHT?
  4. 4. AND WHY & HOW PEOPLE USE BLOGS? ...RIGHT?
  5. 5. TO FIND INFORMATION OR CONTENT ON A TOPIC.
  6. 6. SO HOW DOES THIS BECOME RELEVANT FOR CLIENTS & BRANDS?
  7. 7. THERE IS A LOT SAID ABOUT BLOGS CONTRIBUTING TO CRM, SERVICE & BRAND AWARENESS
  8. 8. BUT WHAT ABOUT SALES? LA RAISON D’ETRE!!!
  9. 9. DO YOU HAVE SALES- DRIVEN OBJECTIVES FOR YOUR OFFLINE MARCOM PLANS?
  10. 10. SO YOU PROBABLY WANT TO IMPLEMENT DIGITAL STRATEGY TO REACH SALES- DRIVEN OBJECTIVES TOO...RIGHT?
  11. 11. JUST LIKE YOUR TRADITIONAL MARCOM PLAN, YOU NEED TO CONSIDER THE BUYER PURCHASE PROCESS
  12. 12. LET’S CONSIDER THE MODEL.
  13. 13. BUT MCKINSEY SEE THE DECISION PROCESS MORE LIKE THIS NOW:
  14. 14. THE SOCIAL NET HAS CHANGED THE NATURE OF ONLINE DECISION MAKING BEHAVIOUR
  15. 15. SO HOW DOES A BLOG FIT INTO THIS?
  16. 16. A BLOG PROVIDES AN ENVIRONMENT FOR INFORMATION.
  17. 17. INFORMATION THAT ORIGINATES FROM YOU, BUT ALSO FROM YOUR CUSTOMERS.
  18. 18. IT ALLOWS POTENTIAL CUSTOMERS TO ENTER, OBSERVE & ASK QUESTIONS
  19. 19. QUESTIONS AROUND PERFORMANCE, SERVICE, EXPERIENCE & COMPETITOR ALTERNATIVES...
  20. 20. ...ARE ALL ANSWERED THROUGH THE SELF- PERPETUATING CONTENT ON THE BLOG.
  21. 21. WHAT DO YOU MEAN SELF- PERPETUATING?
  22. 22. SOME CONTENT COMES FROM THE BRAND, WHICH STARTS THE BALL ROLLING...
  23. 23. ...WHICH IS ADDED TO, COMMENTED ON & ORGANISED BY CUSTOMERS....
  24. 24. IT ALL HAPPENS: LIVE. OPENLY. USEFULLY.
  25. 25. OK...BUT HOW DO I KNOW THAT A BLOG WILL ANSWER RELEVANT QUESTIONS FOR CONSUMERS?
  26. 26. STEP 1: TRAFFIC FUNNEL
  27. 27. LOOK AT YOUR CURRENT PURCHASE FUNNEL OR ACQUISITION GOALS.
  28. 28. WHERE ARE THEY DROPPING OUT? WHY ARE THEY DROPPING OUT?
  29. 29. IS IT BECAUSE THEY FORM QUESTIONS & MUST LEAVE THE SITE TO FIND ANSWERS?
  30. 30. A BLOG COULD KEEP THEM ON YOUR SITE!!!
  31. 31. A BLOG COULD KEEP THEM ON YOUR SITE BY QUICKLY AND EASILY ANSWERING THOSE QUESTIONS
  32. 32. IF THEY LEAVE, YOU RISK THEM BE EXPOSED TO DISTRACTIONS....
  33. 33. ...LIKE OTHER BLOGS OR SITES. ...LIKE GOOGLE ADWORDS. ...LIKE DISPLAY MEDIA.
  34. 34. REDUCE THE DISTRACTIONS BY KEEPING THEM ENGAGED & EMPOWERED WITH INFO ON YOUR BLOG.
  35. 35. STEP 2: INBOUND LINKS
  36. 36. WHAT SITES ARE REFERRING YOU TRAFFIC? DO THEY HAVE INFO THAT YOU DON’T?
  37. 37. WEIGH UP: INCORPORATE THE SAME INFO ONTO YOUR BLOG, OR PARTNER WITH THEM TO HELP THEM HELP YOUR CUSTOMERS.
  38. 38. SO TO CLARIFY: IT REDUCES PURCHASE RISK THROUGH INFO EMPOWERMENT.
  39. 39. SO TO CLARIFY: RESTRICTS COMPETITIVE FORCES ENTERING THEIR INFO SEARCH.
  40. 40. SO TO CLARIFY: CREATES AN ENVIRONMENT FOR YOUR CUSTOMERS TO BECOME PART OF YOUR SALES TEAM.
  41. 41. HOW DO YOU KNOW THAT THE BLOG ADDS-VALUE?
  42. 42. STEP 3: ANALYTICS
  43. 43. MONITOR & REPORT ON CHANGES IN YOUR TRAFFIC FUNNELS. WHERE ARE THE DROP-OUTS? HAS IT CHANGED?
  44. 44. MONITOR & REPORT ON IN-BOUND LINKS. WHAT CHANGES DO YOU SEE THERE?
  45. 45. MONITOR & REPORT SITE STICKINESS. WHAT IS THE AVERAGE TIME-ON- SITE NOW?
  46. 46. ALL THIS IS MEASUREABLE, VALUABLE & SALES DRIVEN.
  47. 47. GREAT...SO WHY SHOULD IT BE A BLOG AND NOT A WEBSITE?
  48. 48. A WEBSITE DOESN’T HAVE THE SELF- PERPETUATING BUILD QUALITIES
  49. 49. SO IT WON’T ALWAYS BE CURRENT & RELEVANT.
  50. 50. ...AND THAT IS HOW A BLOG CAN DRIVE SALES OBJECTIVES.
  51. 51. 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.
  52. 52. 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/
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