How to Use Corporate Blogging to Drive Leads and Sales. 2011 Social Media Masters Series
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The document discusses how blogging and inbound marketing can be used to drive leads and sales. It notes that blogging is a form of content marketing and inbound marketing, which includes tactics like social media, videos, and white papers. The document provides data showing that inbound marketing costs less per lead than outbound marketing and that many companies acquire customers and leads through their blog. It emphasizes using analytics to understand website traffic and measure the success of inbound marketing strategies.
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How to Use Corporate Blogging to Drive Leads and Sales. 2011 Social Media Masters Series
- 1. Corporate Blogging How to Use Blogging to Drive Leads and Sales Shelly Kramer, V3 Integrated Marketing @ShellyKramer
- 2. Why Blog?
- 3. It’s All About Marketing Blogging is Content + Content Marketing Works
- 4. 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
- 5. 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
- 6. Really. Channel Critical or Important 44% Facebook 24% 2009 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
- 7. I Mean It! Channel Critical or Important 38% Twitter 21% 2009 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
- 8. Back to Blogging (and Inbound Marketing) It’s really all about just one thing … $
- 9. 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
- 10. Acquired a Customer Through Their Blog 78% 76% Daily 2 to 3 times a week Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
- 11. Where do leads come from?
- 12. 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
- 13. 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
- 14. % increase in website pages indexed by Google for companies that blog over companies that don't blog.! Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV!
- 15. Why Does This Matter? It’s Money, Plain and Simple More Indexed Pages = $ Companies with more indexed pages on Google, Yahoo and Bing generate more sales leads.! Every 50 to 100 incremental indexed pages can mean double-digit lead growth.! Growth in new leads accelerates significantly once websites achieve 300+ pages indexed by Google.
- 16. I’ll Say It Again: A Blog is a Marketing Tool
- 19. Let’s Talk SEO + Soc Nets
- 20. If I Had A Theme Song
- 21. Comms Majors and College Algebra? Not pretty.
- 22. Today, Data Drives Everything
- 23. Understand the Fundamental Truth: Your #1 Client Is
- 24. Let’s Talk About Google’s Voracious Appetite
- 25. Your Analytics: Why Bother? • Want • Care About • How They Found You • What They Do Once They Come • Oops, Where’d They Go?
- 26. Numbers: What’s the Big Deal? • What Brings Them + How • Predict Growth, Trends • The Competition • What’s Working? • What’s Not?
- 27. Convinced? Let’s Get This Party Started
- 28. First, Do Your Homework • Know Your Site • HubSpot’s Grader Tool • Do It. Date It. • 60 Days Later, Do It Again
- 29. Here’s Why HubSpot’s Tools Rock
- 30. June 2011
- 31. October 2011
- 32. Install Your Analytics, Then Read The #$@ Things!
- 33. Oh, the stories they tell …
- 34. Don’t Commit. Date Around. (Pssst: Stats = Influence + Credibility)
- 35. Meet Tynt. It’s Awesome.
- 36. Know Where Your Stuff Goes "#$%!&'()(!*$+)!,-+.!/$(0!
- 37. Know 1'()(20!3$)(!455! Goes Where Your Stuff
- 38. PostRank is Positively Peerless
- 40. Scribe Can Take You From Here …
- 41. Through Here …
- 42. And Help You Get to Here
- 43. Influence – A Huge Part of ROI
- 45. No One Tool is Perfect
- 46. No Matter What Anyone Says
- 47. Ways to Measure Influence • Klout • PeerIndex • Twitalyzer • TweetLevel • Facebook Insights • LinkedIn Corporate Followers
- 48. Whether for Yourself or Clients... Reporting Is Critical
- 49. Serve Clients Stats Regularly
- 51. Ways to Measure Success • LinkedIn Page Views • LinkedIn Unique Visitors • Shares of Blog Content • Blog Subscribers • Most Popular Tweets • Website Traffic • Facebook Insights
- 52. And the Biggie …. LEADS
- 53. And the Other Biggie …. SALES
- 54. Feel Free to Stalk Me >?@5ABB5ACAB! ,'(66789:;<5=$<! %%%5N:;<5=$<! D;#E(FG#! -%;I()5=$<K0'(667E)J<()! LJ=(M$$E5=$<K0'(667E)J<()! ,'(667!H(3$I(!")J<()!
- 56. Stalk Me … I don’t bite (normally) >?@5ABB5ACAB! ,'(66789:;<5=$<! %%%5N:;<5=$<! D;#E(FG#! -%;I()5=$<K0'(667E)J<()! LJ=(M$$E5=$<K0'(667E)J<()! ,'(667!H(3$I(!")J<()!