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Business Blog Marketing: Tips and Case Studies

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

Publié dans : Business, Technologie
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Business Blog Marketing: Tips and Case Studies

  1. 1. Business Blogging:Tips and Case Studies<br />Mike Volpe<br />Twitter: @mvolpe<br />Charlie King<br />Twitter: @CharlieKingGolf<br />Ilya Mirman<br />Twitter: @IlyaMirman<br />
  2. 2. Marketing is Changing<br />1950 - 2000<br />2000 - 2050<br />
  3. 3. Outbound Marketing<br />
  4. 4. Outbound Marketing is Harder<br />800-555-1234<br />Annoying<br />Salesperson<br />
  5. 5. More Bad News…<br />
  6. 6. The Good News…<br />www.HubSpot.com/ROI<br />
  7. 7. Inbound Marketing<br />
  8. 8. Inbound Gives Leverage<br />
  9. 9. Budget vs. Brains<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
  10. 10. Advice for the road ahead<br />
  11. 11. Stop thinking like a<br />marketer or advertiser.<br />
  12. 12. Start thinking like a<br />publisher and socializer.<br />
  13. 13. Some Ideas and Case Studies<br />Flickr: Gaetoan Lee<br />
  14. 14. Target Content to Your Personas<br />Kadient photo by: David Meerman Scott<br />
  15. 15. What Gets Shared?<br />Rarely <br />Shared<br />Frequently<br />Shared<br /><ul><li> Product info
  16. 16. Free trials
  17. 17. Software documentation
  18. 18. New market data
  19. 19. Educational content
  20. 20. Top-notch blog posts</li></li></ul><li>Content Makes You Interesting<br />
  21. 21. Case Study: HubSpot Blog<br />Top 3 source of leads<br />~10% visit company website<br />~10-20% lead conversion rate<br />
  22. 22. SEO and Social Help Blog Results<br />25-30% of visitors from SEO<br />Google is 90% of our SEO traffic<br />20-25% of visitors from social media<br />Stumbleupon<br />Twitter<br />Facebook<br />Reddit<br />Delicious<br />Digg<br />LinkedIn<br />Friendfeed<br />
  23. 23. Blog Article Performance Metrics<br />
  24. 24. Traffic, Leads and Sales<br />
  25. 25. …By Channel or Source<br />Visitors<br />Leads<br />Sales<br />SEO<br />Social<br />Media<br />
  26. 26. Case Study: Reynolds Golf Academy<br />Charlie King<br />Director of Instruction<br />Reynolds Plantation<br />Twitter: @CharlieKingGolf<br />
  27. 27. Reynolds Golf Academy<br />Golf school near Atlanta / Augusta led by GOLF MAGAZINE Top 100 Instructor Charlie King<br />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<br />Marketing: magazine ads and direct mail<br />GOAL:<br />More website traffic and leads<br />More cost effective marketing & business growth<br />
  28. 28. What We Did<br />Blog <br />4-6 articles a month<br />SEO optimized, keyword rich<br />Video<br />23 videos, include in blog articles<br />eBook<br />“New Rules of Golf Instruction”<br />
  29. 29. Results<br /><ul><li>50 times more web leads
  30. 30. Over 600 blog subscribers
  31. 31. Thousands of eBook downloads</li></li></ul><li>Tips and Takeaways<br /><ul><li>Content is King - you can be your own media mogul
  32. 32. Get started before your competition to get ahead
  33. 33. Make SEO part of your blogging strategy
  34. 34. Even non-technology businesses can benefit from a blog</li></li></ul><li>Case Study: Cilk Arts<br />Ilya Mirman<br />VP Marketing<br />Cilk Arts<br />Twitter: @IlyaMirman<br />
  35. 35. Cilk Arts, Inc.<br />Mission: <br /> To provide the easiest, quickest, and most reliable way to optimize application performance on multicore processors.<br />Our Goal: <br /> Owna multicore programming standard <br />Cilk++ Runtime on every processor<br />Cilk++ used by all C/C++ multi-coders<br />[Update: Cilk Arts acquired by Intel in July]<br />
  36. 36. Go To Market Approach<br />Open source business model<br />“You share / we share” public license<br />Low-touch, low-cost sales model<br />Broad awareness, trial, adoption<br />Big bet on Inbound Marketing<br />No sales people<br />Hired 1 marketer (me) 8 months before shipping product to implement Inbound Marketing approach<br />Blog as primary marketing vehicle<br />Entire team contributed (~1 post per week)<br />Helped us engage with the developers we hoped to serve; understand what content they’re interested in<br />
  37. 37. Results<br />Reached over 100,000 developers<br />Traffic and awareness matched or exceeded competitors<br />Adoption at &gt;250 universities worldwide<br />&gt;6,200 inbound links<br />&gt;3,000 leads<br /><ul><li>Blog posts boosted search engine rankings for key terms</li></li></ul><li>Get the whole team engaged<br />Don’t obsess over <br /># of comments<br />Don’t know ahead of time which topics will strike a chord<br />Links drove our search engine rank<br />
  38. 38. Metrics: Visits, Sources, Links<br />Inbound Links<br />
  39. 39. Do…<br />Get your whole organization engaged in contributing content<br />A small, dedicated team can drive some real traffic and interest<br />If no serious commitment, blog will fail<br />Be real, be genuine<br />Let your personality come out<br />Build an editorial calendar with a broad set of interesting, valuable content<br />Target the key personas you care about<br />You’ll discover which topics are worth investing more in<br />Invite guests to contribute<br />Leverage content in many ways<br />Blog, e-Books, Tutorials, etc.<br />Consumable via YouTube, SlideShare, social media sites, etc.<br />
  40. 40. Don’t…<br />…be a blatant, self-centered commercial<br />…focus on just one topic<br />…make your blog your only social media effort; instead, spend time on other blogs, community sites, and contribute<br />…worry about # of comments<br />…worry about slow periods (# of visitors, subscribers, comments)<br />
  41. 41. Summary<br />
  42. 42. Additional Resources<br />Facebook Marketing eBook<br />http://www.hubspot.com/facebook-for-business-marketing-hub/<br />Twitter Marketing eBook<br />http://www.hubspot.com/twitter-marketing-hub/<br />Social Media Marketing Kit<br />http://www.hubspot.com/twitter-marketing-hub/<br />Blog: http://Blog.HubSpot.com<br />
  43. 43. Q&A<br />Mike Volpe<br />Twitter: @mvolpe<br />Charlie King<br />Twitter: @CharlieKingGolf<br />Ilya Mirman<br />Twitter: @IlyaMirman<br />Free Trial of HubSpot: www.HubSpot.com/free-trial<br />
  44. 44. Appendix<br />
  45. 45. What’s HubSpot?<br /><ul><li>Marketing software for SMBs
  46. 46. Over 1,800 customers in 2 years
  47. 47. 100+ employees, lots of MIT grads</li></li></ul><li>http://www.youtube.com/watch?v=Q3yCB7AvvAk<br />
  48. 48. http://www.youtube.com/watch?v=4-lGe5MnBlY<br />
  49. 49. Case Study: Website Grader<br />Free interactive tool<br />1.5 million URLs<br />40,000 inbound links<br />5,000 websites w/ badge & link<br />4,500 Del.icio.us bookmarks<br />Great PR coverage (TechCrunch, RWW)<br />50,000+ visitors from StumbleUpon<br />100,000+ opt-in emails & leads<br />
  50. 50. Case Study: HubSpot TV<br />Weekly video podcast<br />80-100 live viewers<br />1-2K views / episode<br />Top 10 marketing podcast in iTunes<br />70,000 views in first year<br />Guests: MC Hammer, Biz Stone, David Meerman Scott, Chris Brogan<br />