Business Blogging: Tips and Case Studies - presentation from Marketing Profs Digital Mixer #MPDM - www.MikeVolpe.com/mpdm

1. Business Blogging:Tips and Case Studies Mike Volpe Twitter: @mvolpe Charlie King Twitter: @CharlieKingGolf Ilya Mirman Twitter: @IlyaMirman

2. Marketing is Changing 1950 - 2000 2000 - 2050

3. Outbound Marketing

4. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson

5. More Bad News…

6. The Good News… www.HubSpot.com/ROI

7. Inbound Marketing

8. Inbound Gives Leverage

9. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee

10. Advice for the road ahead

11. Stop thinking like a marketer or advertiser.

12. Start thinking like a publisher and socializer.

13. Some Ideas and Case Studies Flickr: Gaetoan Lee

14. Target Content to Your Personas Kadient photo by: David Meerman Scott

16. Free trials

17. Software documentation

18. New market data

19. Educational content

21. Case Study: HubSpot Blog Top 3 source of leads ~10% visit company website ~10-20% lead conversion rate

22. SEO and Social Help Blog Results 25-30% of visitors from SEO Google is 90% of our SEO traffic 20-25% of visitors from social media Stumbleupon Twitter Facebook Reddit Delicious Digg LinkedIn Friendfeed

23. Blog Article Performance Metrics

24. Traffic, Leads and Sales

25. …By Channel or Source Visitors Leads Sales SEO Social Media

26. Case Study: Reynolds Golf Academy Charlie King Director of Instruction Reynolds Plantation Twitter: @CharlieKingGolf

27. Reynolds Golf Academy Golf school near Atlanta / Augusta led by GOLF MAGAZINE Top 100 Instructor Charlie King Golf lessons / schools and corporate outings on a 16-acre campus w/6,550 sq-ft indoor teaching center and state-of-the-art technology Marketing: magazine ads and direct mail GOAL: More website traffic and leads More cost effective marketing & business growth

28. What We Did Blog 4-6 articles a month SEO optimized, keyword rich Video 23 videos, include in blog articles eBook “New Rules of Golf Instruction”

30. Over 600 blog subscribers

32. Get started before your competition to get ahead

33. Make SEO part of your blogging strategy

35. Cilk Arts, Inc. Mission: To provide the easiest, quickest, and most reliable way to optimize application performance on multicore processors. Our Goal: Owna multicore programming standard Cilk++ Runtime on every processor Cilk++ used by all C/C++ multi-coders [Update: Cilk Arts acquired by Intel in July]

36. Go To Market Approach Open source business model “You share / we share” public license Low-touch, low-cost sales model Broad awareness, trial, adoption Big bet on Inbound Marketing No sales people Hired 1 marketer (me) 8 months before shipping product to implement Inbound Marketing approach Blog as primary marketing vehicle Entire team contributed (~1 post per week) Helped us engage with the developers we hoped to serve; understand what content they’re interested in

38. Metrics: Visits, Sources, Links Inbound Links

39. Do… Get your whole organization engaged in contributing content A small, dedicated team can drive some real traffic and interest If no serious commitment, blog will fail Be real, be genuine Let your personality come out Build an editorial calendar with a broad set of interesting, valuable content Target the key personas you care about You’ll discover which topics are worth investing more in Invite guests to contribute Leverage content in many ways Blog, e-Books, Tutorials, etc. Consumable via YouTube, SlideShare, social media sites, etc.

40. Don’t… …be a blatant, self-centered commercial …focus on just one topic …make your blog your only social media effort; instead, spend time on other blogs, community sites, and contribute …worry about # of comments …worry about slow periods (# of visitors, subscribers, comments)

41. Summary

42. Additional Resources Facebook Marketing eBook http://www.hubspot.com/facebook-for-business-marketing-hub/ Twitter Marketing eBook http://www.hubspot.com/twitter-marketing-hub/ Social Media Marketing Kit http://www.hubspot.com/twitter-marketing-hub/ Blog: http://Blog.HubSpot.com

43. Q&A Mike Volpe Twitter: @mvolpe Charlie King Twitter: @CharlieKingGolf Ilya Mirman Twitter: @IlyaMirman Free Trial of HubSpot: www.HubSpot.com/free-trial

44. Appendix

46. Over 1,800 customers in 2 years

48. http://www.youtube.com/watch?v=4-lGe5MnBlY

49. Case Study: Website Grader Free interactive tool 1.5 million URLs 40,000 inbound links 5,000 websites w/ badge & link 4,500 Del.icio.us bookmarks Great PR coverage (TechCrunch, RWW) 50,000+ visitors from StumbleUpon 100,000+ opt-in emails & leads

50. Case Study: HubSpot TV Weekly video podcast 80-100 live viewers 1-2K views / episode Top 10 marketing podcast in iTunes 70,000 views in first year Guests: MC Hammer, Biz Stone, David Meerman Scott, Chris Brogan