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Business Blogging: Tips and Case Studies

Business Blogging: Tips and Case Studies. Mike Volpe Twitter: @ mvolpe Charlie King Twitter: @ CharlieKingGolf Ilya Mirman Twitter: @ IlyaMirman. Marketing is Changing. 1950 - 2000. 2000 - 2050. Outbound Marketing. Outbound Marketing is Harder. 800-555-1234 Annoying Salesperson.

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Business Blogging: Tips and Case Studies

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  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

  15. What Gets Shared? Rarely Shared Frequently Shared • Product info • Free trials • Software documentation • New market data • Educational content • Top-notch blog posts

  16. Content Makes You Interesting

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

  18. 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

  19. Blog Article Performance Metrics

  20. Traffic, Leads and Sales

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

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

  23. 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

  24. 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”

  25. Results • 50 times more web leads • Over 600 blog subscribers • Thousands of eBook downloads

  26. Tips and Takeaways • Content is King - you can be your own media mogul • Get started before your competition to get ahead • Make SEO part of your blogging strategy • Even non-technology businesses can benefit from a blog

  27. Case Study: Cilk Arts Ilya Mirman VP Marketing Cilk Arts Twitter: @IlyaMirman

  28. Cilk Arts, Inc. [Update: Cilk Arts acquired by Intel in July] 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

  29. 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

  30. Results • Blog posts boosted search engine rankings for key terms Reached over 100,000 developers Traffic and awareness matched or exceeded competitors Adoption at >250 universities worldwide >6,200 inbound links >3,000 leads

  31. Get the whole team engaged Don’t obsess over # of comments Don’t know ahead of time which topics will strike a chord Links drove our search engine rank

  32. Metrics: Visits, Sources, Links Inbound Links

  33. 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.

  34. 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)

  35. Summary

  36. 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

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

  38. Appendix

  39. What’s HubSpot? • Marketing software for SMBs • Over 1,800 customers in 2 years • 100+ employees, lots of MIT grads

  40. http://www.youtube.com/watch?v=Q3yCB7AvvAk

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

  42. 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

  43. 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

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