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. BUILD A SELF-PERPETUATING
INFORMATION HUB = A BLOG.
5. MONITOR & REPORT.
6. MEASURE CHANGES IN COST PER
SALES ACQUISITION.

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/