Achieving Measurable Results with Advanced Business Blogging
1. Achieving Measurable Results with Advanced Business Blogging Social Media Optimization Summit #optsum March 23rd, 2010 Mark Roberge HubSpot @markroberge
2. Agenda Intro to Inbound Marketing Drive SEO through Blogging Blogging Best Practices Promote Blog in Social Media Convert Blog Traffic to Leads Measure Blog Success 2
8. Reading List Suggestion Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com
9. Agenda Intro to Inbound Marketing Drive SEO through Blogging Blogging Best Practices Promote Blog in Social Media Convert Blog Traffic to Leads Measure Blog Success 9
23. DISCUSSION QUESTION What are the best ways to incorporate the rules of SEO into your blogging strategy?
24. Accounting for SEO in Your Blogging Strategy Use keyword tool to drive blog topic selection Configure blog with On-Page SEO in mind Include target long tail keywords in blog article titles Think of blog articles as link bait Think of blog articles as an army of sales people working for you forever
25. Where is Search Going? PERSONALIZATION REAL-TIME BEYOND SEARCH ENGINES
27. Agenda Intro to Inbound Marketing Drive SEO through Blogging Blogging Best Practices Promote Blog in Social Media Convert Blog Traffic to Leads Measure Blog Success 25
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30. Tips for Post Structure Use Headings 500-800 words (or shorter!) Lists are OK (just not too many) 1 idea per post
31. Get Into the Content Mindset Make emails into blog posts Turn forum posts into blog posts Shoot videos at events Interview customers for your blog Repurpose company data for public reports Share lessons you learn Flick Photo: Cindiann
35. Agenda Intro to Inbound Marketing Drive SEO through Blogging Blogging Best Practices Promote Blog in Social Media Convert Blog Traffic to Leads Measure Blog Success 33
36. DISCUSSION QUESTION How do you think about your blog and social media strategy working together?
45. Agenda Intro to Inbound Marketing Drive SEO through Blogging Blogging Best Practices Promote Blog in Social Media Convert Blog Traffic to Leads Measure Blog Success 39
46. Blogs and Social Media is for Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI
56. Agenda Intro to Inbound Marketing Drive SEO through Blogging Blogging Best Practices Promote Blog in Social Media Convert Blog Traffic to Leads Measure Blog Success 50
60. Metric #3: Pageviews Great for media sites selling display advertising Potential problems for your business: Doesn’t measure RSS Weak measure of engagement What’s the business value of a “view”?
61. Metric #4: Comments Quantitatively, a good indicator of engagement Qualitatively, a great way to listen to market
62. Metric #5: Inbound Links Measure the SEO impact of your blog An indicator of your blog’s role in outside conversations
64. 58 Track the Whole Funnel for Each Channel Social Media Visitors SEO Visitors Blog Visitors PPC Visitors Leads SEO Customers Blog Customers PPC Customers Social Media Customers
66. What is HubSpot? On-Dialog Word Press Drupal Web CEO Eloqua Mktg Profs Radian6 Google Lead Lander Marketo Manti-core Web Position Blogger Buzz Metrics Ektron VTrenz Core Metrics Mktg Sherpa HubSpot
84. Take Comments Seriously Make sure you comment back Find out who the people are Follow their links Subscribe to their blog, follow them on Twitter Use these links
85. Tips on Comments Increase the value of the article: Share an example Add a point Add a useful link Disagree Ask a question Use your real name (not company)
86. Why Leave Comments? Karma Get noticed by other bloggers Get noticed by other blog readers Get links back to your blog Thought leadership
87. Where Do You Link to Your Blog? Your homepage Press releases Business cards Email signatures
105. Raisin Bran – Basic, Everyday Posts How to posts Rich in keywords Get good at whipping them out Make sure they’re useful Greeneyesmilw on flickr
106. Spinach – Healthy, Thoughtful Posts Should establish your site a thought leader in the industry Put time into them Don’t do too many ulteriorepicture on flickr
107. Roasts – Big Blog Projects Lots of work Lots of links, discussion and attention Pick them well
108. Chocolate Cake – The Sweet Stuff These posts make your blog fun A chance to poke fun at yourself Lots of traffic/links Often video, images Scubadive on flickr
109. Tabasco – Posts That Start Fires Make a bold statement Be prepared to defend yourself Lots of comments and links Too many of these post could lose trust ANOXLOU on flickr