Business Blogging

Blog for Business

Tor Egil Ellingsenwww.inboundwave.com

tor.ellingsen@inboundwave.com

Agenda

• What is a blog• Inbound Marketing vs Outbound Marketing• Blog Effects• Case• Five Keys to succesful blog• How to measure blog

Blog

”read, write, or edit a shared on-line journal”

Princeton University

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

Outbound Marketing

Inbound Marketing

Rethinking Marketing

Why Blog

Blog effect

CaseLaurens Hope Ecommerce

Industry: Ecommerce• 15 employees• Results after 6 months using Hubspot blog and

marketing plattform• Increases online sales with 40%

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.

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

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

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.

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

Laurens Hope Results

Overview Q`s

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

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

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

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

2 Plan a mix of Posts

• News• Opinions• Video• Use photos

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

3 Write great posts

Where to get Ideas

• Everywhere• Keep a list• When you learn something new, publish it• Ask you readers

4 Sustain It

Publishing Schedule

• Once or twice a week• Stick to it• More keyword-rich content is better

Different Ways

• Email interviews• Video Interviews (conferences, office visitors,

clients)• Guest posts or blog affiliates• Best of list• How we do it”

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

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

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.

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

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.

Hubspot

Thank You

Tor Egil Ellingsentor.ellingsen@inboundwave.com

http://www.inboundwave.comhttp://www.hubspot.com