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1 “Business Blogging” An effective marketing tactic George Dimitriou Communications & Marketing Director @tsakali_gr

Business Blogging @ Skroutz - An effective marketing tactic

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“Business Blogging”An effective marketing tactic

George DimitriouCommunications & Marketing Director

@tsakali_gr

#A few things about us

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4.7 mil.unique visitors

134.5 mil.pageviews

1.480+merchants

8.5 mil.products

SKROUTZ

SKROUTZSTORE SOBY

#The team

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85+ Greece

10 Turkey

Skroutz HQ

1.100m2

#Skroutz goes abroad

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2005 2013 2015

#Challenges

• We were –and still are- an SMB

• Introverts

• Not marketing oriented

• Precautious towards social Media

• “Do no touch” policy for website

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#Strategy - 5 step methodology

1. Insight – Map – Who, where, what

2. The right content – Content is king!

3. Interim destination and curation

4. Tactics & tools – Engagement

5. Community Activation

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#6+1 reasons why we blog

1. Get discovered

2. Boost traffic

3. Inbound ROI (search engines love new content)

4. Establish our authority

5. Create prospects

6. Build trust with stakeholders

7. Support other Mktg activities

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It’s a Hub!

#Blog revamp

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Multiplesections

Clean Responsive

design

Social friendly

Tags

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#Blog sections

1. News

2. Company info (projects, mission, team)

3. Press corner – Media Kit

4. E-commerce Journal

5. Guides

6. Contests

7. Job openings

8. Engineering Blog

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#Type of content

• Features (how-to)

• Inspirational (Life @ Skroutz)

• Major events & conferences

• E-commerce Journal (best practices)

• Buying guides

• Online shopping tips

• Flagship expert reviews

• Trends & verticals

• Contests

• Infographics

• Code specific (development)

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#Content creators – how & why

The usual suspects

• Marketing team

• Guest bloggers

• Team members

• Brainstorming ideas

Reason why

• Adds value to the brand

• Educates & helps users

• Engagement (motivation & community)

• Point of reference

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#These work…

• Authentic & enticing content

“We are all about E-commerce & online shopping.”

• Context

• Expanding the creativity of Skroutz identity

• Business is personal. So is a blog

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#…and these do not work!

• Technical talk

• Content that can be found elsewhere

• Whatever lacks the Skroutz DNA

• Too much product centric content

• Long complicated posts

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#Reaching our audience

• Social channels

• Organic results (Skroutz ranks high on Google)

• Integration with our website

• Discussions feature

• Push notifications (Favorites system)

• Newsletter

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#The numbers story (February 2014 – February 2015)

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67kpageviews /

month

+75,5%YoY

2’ 25’’

avg. time on page

54kunique visits

/ month

+83%YoY

CareersProjectsContests

most popular sections

65 blog posts

+30%YoY

812kpageviews

#Achievements

• Expertise and thought leadership - requests for media & speaking opportunities

• Trust - rise in registrations & visits

• Wider exposure- increase in blog comments, shares, likes & comments on social Media

• Leads- new partnerships

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#Blogging tips

• Resonate: write for your audience

• Homework: Keyword & theme research

• Schedule: Develop a content calendar

• Quality over quantity

• Link building: internally & externally (bloggers)

• Distribute: Sharing is caring

• Measure: track KPIs

Commit: you’re in it for the long run.

Stay focused. Optimize.

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#The truth about our blog…

Let’s be honest.

Writing a business blog is hard work. Damn hard work.

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Don’t be afraid to have a voice!

Thank you!Questions? Ideas? Chat? Drop me a line!

[email protected]

George Dimitriou

@tsakali_gr