How to increase traffic and grow business. Case study.

1. Blog for Business Tor Egil Ellingsen www.inboundwave.com tor.ellingsen@inboundwave.com

2. Agenda What is a blog Inbound Marketing vsOutbound Marketing BlogEffects Case Five Keys to succesfulblog How to measureblog

3. Blog ”read, write, or edit a shared on-line journal” Princeton University

4. What is a blog? Articles Educational & Informative Solve a problem,how to Product Guides Video Images Contest Industry News EventCoverage Promote Yourcontent In Social Media

5. Outbound Marketing

6. Inbound Marketing

7. Rethinking Marketing

8. WhyBlog

9. Blogeffect

10. CaseLaurens Hope Ecommerce Industry: Ecommerce 15 employees Resultsafter 6 monthsusingHubspotblog and marketing plattform Increasesonlinesaleswith 40%

11. Laurens Hope Since 2001 Laurens Hope Medical ID has providingmedical ID wristbands to Identifyvariousmedicalconditions. 2009 –Laurens Hope decided to focusononlinesales and launch an Internet marketing strategy. Theirwebsite is supportedwithHubspotbloggingsoftware and Marketing Analytics.

12. Laurens Hope Challenge Transitioning From Traditional Marketing to Internet Marketing From tradeshows, directmailcampaigns, public relationagenciesdoingtraditional media coverages, localexhibitionsetc

13. Lauren Hope Challenge Startedwithblogging and establishsocial media presence Needed to find a Internet Marketing Solution SolutionHubspotbloggingsoftware, CMS and Marketing Analytics

14. Lauren Hope Solution Bloggingtoolincludes On Page SEO Blogoptimizertool to identifykeyword goals and optimizecontent during creation and beforepublishing BlogAnalytics, helps to trackblog`ssubscribergrowht and performance Sourcestool, to dailytracksourcessuch as social media, blogging and referrals.

15. Laurens Hope Results Increasedonlinesales, websitetraffic and reach. Increasedonlinesales by 40% in 6 months 600% increase in websitetrafficusingHubspot Increased Social Media reach by 153% Attracted 1300 blogsubsribers in 5 months

16. Laurens Hope Results

17. OverviewQ`s

18. 5 keys to succesfulblog Pickyour Target Personas Create a Mixof Posts WriteGreate Posts (remarkablecontent) Sustain It (stick to it) Spread It

19. 1 Marketing Personas ”Createthe kind ofcontentthatyourbuyersnaturallygravitate to” David Meerman Scott Focusoncreatinguniqueremarkablecontent. 50/50 Marketing & Publishing Publishers withknowledge and passion

20. 1 Marketing Personas Keywords WhatkeywordswillattractyourPersonas Usethem to optimizeyourcontent Build an archiveofcontent full ofthem Tools to definekeywords Keywordgrader (hubspot) Wordstream.com

21. 1 Marketing Personas A Word ofCaution Do notwrite to muchabouttheproducts and services yousellthem Writeaboutthethingstheywant to learnabout

22. 2 Plan a mixof Posts News Opinions Video Usephotos

23. 3 Writegreat posts Use headings, great ones Usekeywords, usespelling Surprisepeople 5-800 words or shorter 1 idea pr post AlwaysAdd a Photo Flickr iStockphoto Shootyourown

24. 3 Writegreat posts Where to getIdeas Everywhere Keep a list When youlearnsomethingnew, publish it Ask youreaders

25. 4 Sustain It Publishing Schedule Once or twice a week Stick to it More keyword-richcontent is better

26. DifferentWays Emailinterviews Video Interviews (conferences, officevisitors, clients) Guest posts or blogaffiliates Best of list Howwe do it”

27. 5 Spread it Publish to all yoursocialmedia profiles Linked in company page(b2b) Twitter publish link to blogpost Let readerstweetyourgreatblogpost ShareonFacebook Slideshare, youtube and others Followyouraudiencesubscribe to theirblog MAKE sure youcomment back = Listen and Engage

28. Link to yourblog Yourhomepage Press releases Business Cards EmailSignatures Business cards Link yourblogposts Social Media profiles Attach link to yourblogpostifyoucommenton relevant topicsonothersites Email

29. Engagepeople Write posts that link to or follow up onbiggerbloggers` - ex SethGodin, Brian Solis Peoplegoogle or technocratisearch for wellknownnames, theywillseyour post.

30. MeasureyourBlogUsetools like hubspots to Metric 1 # Subscription Metric 2 # Pageviews Metric 3 # Comments Metric 4 # Inbound Links Metric 5 # Conversation Visitors Leads Opportunities Customers

31. Catch dataUse CTA- Call to action and Landing pages PublishCall to actionbuttonswith link to landingpages Customised landing pageswithvalueproposition and sign up form. Freegiveaways Webinars, ebooks, whitepapers, presentations, contest Connectthis data givesyouleads to start nurthuring and prepareyourprospects for CRM and sales.

32. Hubspot

33. ThankYou Tor Egil Ellingsen tor.ellingsen@inboundwave.com http://www.inboundwave.com http://www.hubspot.com