marketing strategy for blogging

How to Utilize Blogs in your Inbound Marketing Strategy

Douglas KarrCo-founder and VP, Blogging EvangelismCompendium Blogware

Chris BaggottCo-founder and CEO

Compendium Blogware

WELCOME

SEARCH

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SEARCH AND BLOGGING

Enquisite: For every 1 click on a paid search result, the organic results generate 8.5 clicks (this is on a keyword parity basis, not counting those search results that have no paid ads)

•Getting found in search #1 factor driving demand.•Your prospects search and click on organic results.•Blogs are great organic search tools.•Marketers need to leverage blogs to intercept eyeballs and turn visits into new customers.

WHY BLOGGING?

Razorfish Consumer Experience Report 2008

Content Will Drive Awareness, Not Advertising

Content, in our view, will become advertising—both for brands looking to reach and engage consumers and for publishers who will look at content as an acquisition vehicle for a broader audience... This is forcing online retailers to rethink their strategies—optimizing for search activity……. creating engaging, valuable digital experiences to differentiate their brand.

BLOGGING IS HUMAN

“People Buy From People” Zig Ziglar 1970

“The most successful sales tactic in history is the “Similar Situation.”

Tom Hopkins 1972

“People want to affiliate with people who are like themselves”MicroTrends Author Mark Penn 2008

BLOGGING INFLUENCE

Buzzlogic-sponsored study by JupiterResearch

•Decide on product or service : 21%•Refine choices : 19%•Get support and answers : 19%•Discover product and services : 17%•Assure : 14%•Inspire a purchase : 13%•Execute a purchase : 7%

One-half of US blog readers surveyed thought blogs were useful for getting information about purchases, according to a BuzzLogic-sponsored study conducted by JupiterResearch.

BLOG READERSHIP

Buzzlogic-sponsored study by JupiterResearch

One-half of US blog readers surveyed thought blogs were useful for getting information about purchases, according to a BuzzLogic-sponsored study conducted by JupiterResearch.

BUSINESS BLOG1. Talk about your Customer2. Empower Employee Blogging3. Include Testimonials4. State the problem5. Recency and Frequency6. Why are you the authority7. Provide a path of engagement

LANDING PAGE STRATEGY

Marketo:

Leveraging search engine marketing so customers who are seeking your information can find you, and

Creating compelling landing pages for each topic that prospects will want to research.

POSTS ARE PAGESEvery blog post is a landing page and complies with best practices for Landing page strategies.

No additional design, no additional SEO, no additional cost… blogging provides a new landing page with every post.

INCREASE CONVERSIONS

•Relevant Content•Compelling Offer•Remove extraneous navigation•Use graphics that draw, not distract•Use whitespace effectively•Capture important info•Provide reasons for valid info•Confirm with a thanks!

Hat Tip: http://blog.marketo.com – Ten tips for Lead Generation Pages

BIG PICTURE

BIG PICTURE

BIG PICTURE

RETAIL BLOGGING

RETAIL BLOGGING

RETAIL BLOGGING

COMPENDIUM BLOGWARE

TOPIC DRIVEN BLOGGING

QUESTIONSChris Baggottchris@compendiumblogware.com

Douglas Karrdkarr@compendiumblogware.com