The document provides guidance on using a business blog for lead generation. It discusses setting up the blog on the HubSpot platform and focusing content on thought leadership, SEO optimization, sharing content on social media, interacting with the community, creating business opportunities, and measuring results. The key aspects covered are developing remarkable content, optimizing posts for search, encouraging sharing, hosting conversations, tracking conversions, and analyzing metrics like reach, engagement, and authority. The overall message is that a well-executed business blog can generate qualified leads and customers through inbound marketing tactics.

1. How to Build a Business
Blog for Lead Generation
Using HubSpot
g p
Prashant Kaw Ellie Mirman
Inbound Marketing Manager Inbound Marketing Manager
Twitter: @prashantkaw Twitter: @ellieeille

2. Who is HubSpot?
• Founded: 2006 1,400+ Customers
• Team: 90 (15 MIT)
T 90 (15 MIT)
• A: $5m General Catalyst
• B: $12m Matrix Partners
• Outside Director:
Outside Director:
Gail Goodman, CEO
Constant Contact (CTCT)
Constant Contact (CTCT)

3. Outbound Marketing

4. Outbound Marketing is Broken
800-555-1234
Annoying
p
Salesperson

5. Marketing Has Changed
1950 - 2000 2000 - 2050

6. The Good News!

7. Inbound Marketing
Blog
g SEO Social Media

8. Proven ROI of Inbound Marketing
Cilk Arts Increases Leads 500%
Makana Solutions 3x Leads, 2x Conversions
Vocio Pays for HubSpot 30x Over with New Leads
Objective Management Group Grows Leads 360%
Bridge Group Doubles Online Leads
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www.HubSpot.com/ROI

9. Proven ROI of Inbound Marketing
www.HubSpot.com/ROI

10. The Role of the Business Blog
Build thought leadership
Create content for SEO
Share your remarkable content
Interact with your community
Create business opportunities
Measure results
10

11. Build Thought
Leadership
L d hi

12. Blogging is Thought Leadership
• Become a resource
• Interact with infl encers
ith influencers
• Facilitate dialogue
• Encourage subscriptions
• Build trust

13. Start with Remarkable Content

14. Content > Sharing > Traffic/Leads
Launch “Baby Got Leads” Video
14

15. Content > Coverage > Traffic/Leads
15

16. Create Content for
SEO

17. Every Post is an SEO Opportunity
• Organic is better
• Build a long lasting asset
• More content = more visitors & power
• Pull in your personas
17

18. Organic Search is Better
Pay Per Click – 25% of Clicks
Organic Results
75% of Clicks
Source: Marketing Sherpa and Enquiro Research

19. How Does Google Decide?
On-Page Off-Page
25% 75%

20. Build a Long Lasting Asset
Flickr photo: Thomas Hawk

21. More Content = More Visitors & Power
Average Pages per Website by Page Rank
10,000,000
pages
1,000,000
Average # of Webp
100,000
10,000
1,000
1 2 3 4 5 6 7 8 9 10
Page Rank (10 is best)

22. More Content = More Visitors & Power
Average Pages per Website by Alexa
Traffic Rank
1,000,000
pages
Average # of Webp
100,000
10,000
A
1,000
> 10,000,000 5,000,001 to 1,000,001 to 500,001 to 100,001 to < 100,000
(Extremely 10,000,000 5,000,000 1,000,000 500,000 (High (Very High
)
Low Traffic) (
(Very Low
y (
(Low Traffic)
) (
(Medium Traffic)
) )
Traffic)
Traffic) Traffic)
Alexa Traffic Rank

23. Your Content Pulls in Your Personas
“Create the kind of
online content
that your buyers
naturally gravitate
to.
to ”
- David Meerman Scott
Author of The New Rules of
www.webinknow.com Marketing & PR

24. Pick Your Keyword Battles

25. Optimize Every Blog Post
25

26. Share Your
Content
C t t

27. Sharing: Give Before You Get
• Social Media = Cocktail Party
• Help your content spread
• Expand your reach
27

28. Social Media = Cocktail Party
Flickr: TECHcocktail
28

29. Publish Content to Social Media
29

30. Publish Content to Social Media
30

31. Encourage Sharing of Content
31

32. Expand Your Reach
Flickr photo: gustavog
32

33. Interact with
Community
C it

34. Direct Conversations
• Host conversations
• Answer questions
• Comment on blogs
• Moving beyond your blog
• Track your interactions
34

35. Host Conversations
35

36. Answer Questions
36

37. Comment On Blogs
37

38. Move Beyond Your Blog
38

39. Monitor & Engage in Conversations
39

40. Create Business
Opportunities
O t iti

41. Creating Opportunities
• Convert content and
conversations
ti
• Calls to action
• Landing pages
• T k conversions
Track i
41

42. Convert Conversations
Targeted calls to action at every step
42

43. Convert Conversations
Capture leads with
landing
l di pages
Landing Page Tips:
Limited
Li it d navigation
i ti
Clear & simple
p
Form above fold
43

44. Track Blog Conversions
44

45. Measure, Analyze,
&R Repeatt

46. Success Metrics
• Reach
• Stickiness
• Engagement
• Authority
• Conversions
46

47. Reach: Traffic Drawing Keywords
47

48. Reach: Traffic

49. Reach: Social Media Network
49

50. Stickiness: Subscribers
• A measure of you blog’s total reach
• A “sticky” number

51. Engagement: Comments, Tweets

52. Authority: Links
52

53. Conversion: Leads & Customers

54. Thank You!
www.HubSpot.com/Free-Trial
www HubSpot com/Free Trial
Prashant Kaw Ellie Mirman
Inbound Marketing Manager Inbound Marketing Manager
Twitter: @prashantkaw Twitter: @ellieeille