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 ID: 782392
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Slide1
Business Blogging:Tips and Case Studies
Mike VolpeTwitter: @mvolpeCharlie KingTwitter: @CharlieKingGolfIlya MirmanTwitter: @IlyaMirman
Slide2Marketing is Changing
1950 - 2000
2000 - 2050
Slide3Outbound Marketing
Slide4Outbound Marketing is Harder
800-555-1234
Annoying
Salesperson
Slide5More Bad News…
Slide6The Good News…
www.HubSpot.com/ROI
Slide7Inbound Marketing
BlogSEO
Social Media
Slide8Inbound Gives Leverage
Slide9Budget vs. Brains
Flickr
: Refracted Moments
Flickr
:
Gaetoan
Lee
Slide10Advice for the road ahead
Slide11Stop
thinking like amarketer or advertiser.
Slide12Start
thinking like apublisher and socializer.
Slide13Some Ideas and Case Studies
Flickr
: Gaetoan
Lee
Slide14Target Content to Your Personas
Kadient photo by: David Meerman
Scott
Slide15What Gets Shared?
Rarely SharedFrequentlyShared
Product info Free trials Software documentation
New market data
Educational content
Top-notch blog posts
Slide16Content Makes You Interesting
Slide17Case Study: HubSpot Blog
Top 3 source of leads~10% visit company website~10-20% lead conversion rate
Slide18SEO and Social Help Blog Results
25-30% of visitors from SEOGoogle is 90% of our SEO traffic20-25% of visitors from social mediaStumbleuponTwitterFacebookRedditDeliciousDiggLinkedInFriendfeed
Slide19Blog Article Performance Metrics
Slide20Traffic, Leads and Sales
Slide21…By Channel or Source
VisitorsLeads
Sales
SEO
Social
Media
Slide22Case Study: Reynolds Golf Academy
Charlie KingDirector of InstructionReynolds PlantationTwitter: @CharlieKingGolf
Slide23Reynolds Golf Academy
Golf school near Atlanta / Augusta led by GOLF MAGAZINE Top 100 Instructor Charlie KingGolf lessons / schools and corporate outings on a 16-acre campus w/6,550 sq-ft indoor teaching center and state-of-the-art technologyMarketing: magazine ads and direct mailGOAL:More website traffic and leadsMore cost effective marketing & business growth
Slide24What We Did
Blog 4-6 articles a monthSEO optimized, keyword richVideo23 videos, include in blog articleseBook“New Rules of Golf Instruction”
Slide25Results
50 times more web leads
Over 600 blog subscribers
Thousands of eBook downloads
Slide26Tips 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
Slide27Case Study: Cilk Arts
Ilya MirmanVP MarketingCilk ArtsTwitter: @IlyaMirman
Slide28Cilk Arts, Inc.
Mission:
To provide the easiest, quickest, and most reliable way to optimize application performance on multicore processors.
Our Goal
:
Own
a
multicore programming standard
Cilk++ Runtime on every processor
Cilk++ used by all C/C++ multi-coders
[Update: Cilk Arts acquired by Intel in July]
Slide29Go To Market Approach
Open source business model“You share / we share” public licenseLow-touch, low-cost sales modelBroad awareness, trial, adoptionBig bet on Inbound MarketingNo sales peopleHired 1 marketer (me) 8 months before shipping product to implement Inbound Marketing approachBlog as primary marketing vehicleEntire team contributed (~1 post per week)Helped us engage with the developers we hoped to serve; understand what content they’re interested in
Slide30Results
Reached over 100,000 developersTraffic and awareness matched or exceeded competitorsAdoption at >250 universities worldwide>6,200 inbound links>3,000 leads
Blog posts
boosted search engine rankings for key terms
Slide31Don’t know ahead of time which topics will strike a chord
Get the whole team engaged
Don’t obsess over
# of comments
Links drove our search engine rank
Slide32Metrics: Visits, Sources, Links
Inbound Links
Slide33Do…
Get your whole organization engaged in contributing contentA small, dedicated team can drive some real traffic and interestIf no serious commitment, blog will failBe real, be genuineLet your personality come outBuild an editorial calendar with a broad set of interesting, valuable contentTarget the key personas you care aboutYou’ll discover which topics are worth investing more inInvite guests to contributeLeverage content in many waysBlog, e-Books, Tutorials, etc.Consumable via YouTube, SlideShare, social media sites, etc.
Slide34Don’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)
Slide35Summary
Slide36Additional Resources
Facebook Marketing eBookhttp://www.hubspot.com/facebook-for-business-marketing-hub/Twitter Marketing eBookhttp://www.hubspot.com/twitter-marketing-hub/Social Media Marketing Kithttp://www.hubspot.com/twitter-marketing-hub/Blog: http://Blog.HubSpot.com
Slide37Q&A
Free Trial of HubSpot: www.HubSpot.com/free-trialMike VolpeTwitter: @mvolpeCharlie King
Twitter: @CharlieKingGolfIlya Mirman
Twitter: @IlyaMirman
Slide38Appendix
Slide39What’s HubSpot?
Marketing software for SMBs
Over 1,800 customers in 2 years
100
+ employees, lots of MIT grads
Slide40http://www.youtube.com/watch?v=Q3yCB7AvvAk
Slide41http://www.youtube.com/watch?v=4-lGe5MnBlY
Slide42Case Study: Website Grader
Free interactive tool1.5 million URLs40,000 inbound links5,000 websites w/ badge & link4,500 Del.icio.us bookmarksGreat PR coverage (TechCrunch, RWW)50,000+ visitors from StumbleUpon100,000+ opt-in emails & leads
Slide43Case Study: HubSpot TV
Weekly video podcast80-100 live viewers1-2K views / episodeTop 10 marketing podcast in iTunes70,000 views in first yearGuests: MC Hammer, Biz Stone, David Meerman Scott, Chris Brogan