Business Blog Marketing

Slides: SlideShare.net/HubSpot

Twitter: @mvolpeTwitter: @mvolpe

Blogging for Business

Mike VolpeVP MarketingVP MarketingHubSpot

Agenda

1 Wh is blogging important?1. Why is blogging important?

2. The 3 Keys to Success

3. Measuring Results

Outbound Marketing

800-555-1234AnnoyingSalesperson

Inbound Marketing

Blog SEO Social Mediag

Rethinking MarketingOutbound Marketing• Telemarketing

Inbound Marketing• SEO / SEM

• Trade shows• Direct mail• Email blasts

• Blogging• Social Media• RSS• Email blasts

• Print ads• TV/radio ads

• RSS• Free tools/trials• Public Relations

Interruption Permission

Blogging is Inbound Marketing

Blogging helps ith SEO• Blogging helps with SEO

• Blogging helps with Social News Sites

• Blogging helps with Social Networking Sites

• Blogging is Permission Centric

FlickrFlickr: Annie Mole: Annie Mole

Agenda

1 Wh is blogging important?1. Why is blogging important?

2. The 3 Keys to Success

3. Measuring Results

3 Keys to Blog Success

ReadingCommenting

W itiWriting

Reading Other Blogs

1. Get an RSS Reader (google.com/reader)2 Set reader as homepage2. Set reader as homepage3. Search for relevant blogs

• Blogsearch.Google.com• Technorati.com• Icerocket.com

4. Subscribe to blogsg

RSS Simplifies Reading

Your Industry Blogs

RSS = Distributed Content

RSS Reall Simple S ndication• RSS = Really Simple Syndication

• Users consume content how they want

• Unlocks content from a URL

• Anonymous subscription

3 Keys to Blog Success

ReadingCommenting

W itiWriting

Tips on Comments

Increase the value of the article:

• Share an example• Add a point• Add a useful linkAdd a useful link• Disagree

Ask a question• Ask a question• Use your real name (not company)

Example (Not Great)http://blog.hubspot.com/blog/tabid/6307/bid/4206/Andrew-McAfee-Answers-The-Proust-Questionnaire.aspx

I am also a huge fan of my espresso machine, it is by far my favorite wedding gift weit is by far my favorite wedding gift we received. Mine is a fully automatic machine, so you just dump water and whole coffeeso you just dump water and whole coffee beans in the top and it does the rest.

Why Leave Comments?

• Karma

• Get noticed by other bloggers

• Get noticed by other blog readers

• Get links back to your blog

• Thought leadership• Thought leadership

3 Keys to Blog Success

ReadingCommenting

W itiWriting

Key Blog Software Features

Blog Functionality:Uses o r b siness URL not a s bdomain of• Uses your business URL, not a subdomain of someone else's URL

• Allows subscriptions by RSS and email• Automatically integrates with social media• Automatically sends new blog posts to your

subscribers by emailsubscribers by email

HubSpot does it allHubSpot does it all

Key Blog Software Features

Analytics functionality:Reports email and RSS s bscribers o er time• Reports email and RSS subscribers over time

• Tracks each article (links, comments, views)• Measures visitors and leads from your blog• Tracks rank for keywords in search enginesTracks rank for keywords in search engines • Tracks your competition as compared to you

HubSpot does it all

Key Blog Software Features

Support and expertise:S pport people that ans er technical /• Support people that answer technical / support questions

• People, articles and videos that provide marketing expertise on how to succeed with your blog

HubSpot does it allHubSpot does it all

When to Blog

Start before o ha e a prod ct• Start before you have a product• Start before you have a website• Start before you have anything

• All you need: a rough market and some ideas

• A blog can launch a company

Biggest Blogging Mistake

Using a “free” URL from Blogspot or Typepad

• HubSpot.blogspot.com – NO!• HubSpot.typepad.com – NO!

• Blog.HubSpot.com – YesHubSpot com/Blog Yes• HubSpot.com/Blog – Yes

• SmallBusinessHub.com – Yes

Blog Article Titles

F nn “GoDadd 's 16 Step Checko t• Funny: “GoDaddy's 16-Step Checkout: Brainless Marketing At Its Finest?”

• Enticing: “12 Quick Tips To Search Google Like An Expert”

• SEO: “Free Advertising on Google”6th Most Popular HubSpot

Blog lArticle

Blog Frequency

Stead readership?• Steady readership?• At least weekly, more is better.

• SEO focused?• Frequency is less important.

Blog Topic Ideas

• List of 5 ideas, trends or thoughtsP blish a list of links• Publish a list of links

• Take a recent experience and share it• Answer questions you received recently• Comment on other blog articlesComment on other blog articles• Turn a press release into a blog article

Check your email outbox• Check your email outbox

Bonus Section – Promote Your Blog

FlickrFlickr: : ClintJCLClintJCL

Blog Promotion

• Email friends and familyReplace email ne sletter ith blog• Replace email newsletter with blog

• Trade guest articles with similar blogger• Digg, Reddit, StumbleUpon• Facebook & LinkedInFacebook & LinkedIn• Twitter (automatic with Twitterfeed)

Social Media Blog Article Promotion

Agenda

1 Wh is blogging important?1. Why is blogging important?

2. The 3 Keys to Success

3. Measuring Results

Measurement

O erall Blog Performance• Overall Blog Performance

• Individual Article Performance

SEO & Blog Ranks

Subscribers & Visitors

Blog Article Performance

Blog Article Analysis

Blog Article Analysis

Blog Article Analysis

HubSpot Blog Stats

• 4,200 RSS Subscribers1 000’s Email S bscribers• 1,000’s Email Subscribers

• Top 0.4% of websites (Alexa Traffic)• Top 0.02% of blogs (Technorati Rank)• 6 Front Page Digg Articles6 Front Page Digg Articles• Nominated for 2 SEMMY Awards

We want to help you with your blog.

Thank You!

HubSpot makes everything thatwe just talked about a lot easier to do,so check out www.HubSpot.com/Demo

Mike VolpeMike VolpeVP MarketingHubSpotp

Facebook: www.facebook.com/people/Mike_Volpe/709797LinkedIn: www linkedin com/in/mikevolpeLinkedIn: www.linkedin.com/in/mikevolpeTwitter: www.twitter.com/mvolpe

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