marketing strategy for blogging
DESCRIPTION
This presentation shows how business blogging software should be used in order to benefit your search marketing strategy. It also gives examples of how blog readership is increasing over the years, and what you can do to increase traffic to your corporate blog.TRANSCRIPT
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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Source: Pew Internet & American Life Project *Not online
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
