Download - Blog for business
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Agenda
• What is a blog• Inbound Marketing vs Outbound Marketing• Blog Effects• Case• Five Keys to succesful blog• How to measure blog
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Blog
”read, write, or edit a shared on-line journal”
Princeton University
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What is a blog?• Articles– Educational & Informative– Solve a problem,how to
• Product Guides• Video• Images• Contest• Industry News• Event Coverage
PromoteYour
content In Social Media
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Outbound Marketing
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Inbound Marketing
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Rethinking Marketing
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Why Blog
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Blog effect
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CaseLaurens Hope Ecommerce
Industry: Ecommerce• 15 employees• Results after 6 months using Hubspot blog and
marketing plattform• Increases online sales with 40%
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Laurens Hope
• Since 2001 Laurens Hope Medical ID has providing medical ID wristbands to Identify various medical conditions.
• 2009 – Laurens Hope decided to focus on online sales and launch an Internet marketing strategy. Their website is supported with Hubspot blogging software and Marketing Analytics.
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Laurens Hope Challenge
Transitioning From Traditional Marketing to Internet Marketing
• From tradeshows, direct mail campaigns, public relation agencies doing traditional media coverages, local exhibitions etc
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Lauren Hope Challenge
• Started with blogging and establish social media presence
• Needed to find a Internet Marketing Solution
Solution Hubspot blogging software,CMS and Marketing Analytics
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Lauren Hope Solution
• Blogging tool includes– On Page SEO– Blog optimizer tool to identify keyword goals and
optimize content during creation and before publishing
– Blog Analytics, helps to track blog`s subscriber growht and performance
– Sources tool, to daily track sources such as social media, blogging and referrals.
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Laurens Hope Results
Increased online sales, website traffic and reach.
• Increased online sales by 40% in 6 months• 600% increase in website traffic using Hubspot• Increased Social Media reach by 153%• Attracted 1300 blog subsribers in 5 months
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Laurens Hope Results
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Overview Q`s
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5 keys to succesful blog
1. Pick your Target Personas2. Create a Mix of Posts3. Write Greate Posts (remarkable content)4. Sustain It (stick to it)5. Spread It
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1 Marketing Personas
• ”Create the kind of content that your buyers naturally gravitate to” David Meerman Scott
• Focus on creating unique remarkable content.
• 50/50 Marketing & Publishing
• Publishers with knowledge and passion
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1 Marketing Personas
• Keywords– What keywords will attract your Personas– Use them to optimize your content– Build an archive of content full of them
– Tools to define keywords• Keywordgrader (hubspot)• Wordstream.com
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1 Marketing Personas
A Word of Caution
• Do not write to much about the products and services you sell them
• Write about the things they want to learn about
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2 Plan a mix of Posts
• News• Opinions• Video• Use photos
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3 Write great posts
• Use headings, great ones– Use keywords, use spelling– Surprise people
• 5-800 words or shorter• 1 idea pr post
• Always Add a Photo– Flickr– iStockphoto– Shoot your own
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3 Write great posts
Where to get Ideas
• Everywhere• Keep a list• When you learn something new, publish it• Ask you readers
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4 Sustain It
Publishing Schedule
• Once or twice a week• Stick to it• More keyword-rich content is better
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Different Ways
• Email interviews• Video Interviews (conferences, office visitors,
clients)• Guest posts or blog affiliates• Best of list• How we do it”
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5 Spread it
Publish to all your social media profiles
– Linked in company page(b2b)– Twitter
• publish link to blogpost• Let readers tweet your great blogpost
– Share on Facebook – Slideshare, youtube and others– Follow your audience subscribe to their blog– MAKE sure you comment back = Listen and Engage
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Link to your blog• Your homepage• Press releases• Business Cards• Email Signatures• Business cards
• Link your blogposts– Social Media profiles– Attach link to your blogpost if you comment on relevant
topics on other sites– Email
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Engage people
• Write posts that link to or follow up on bigger bloggers` - ex Seth Godin, Brian Solis
• People google or technocrati search for well known names, they will se your post.
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Measure your BlogUse tools like hubspots to
• Metric 1 # Subscription• Metric 2 # Page views• Metric 3 # Comments• Metric 4 # Inbound Links• Metric 5 # Conversation – Visitors– Leads– Opportunities– Customers
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Catch dataUse CTA- Call to action and Landing pages
• Publish Call to action buttons with link to landingpages
• Customised landing pages with value proposition and sign up form.
• Free giveaways– Webinars, ebooks, whitepapers, presentations, contest
• Connect this data gives you leads to start nurthuring and prepare your prospects for CRM and sales.
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Hubspot