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Blogging for B2B
- 2. MARIA TASHKOVA @mariya_tashkova Freelancer Inbound Marketing Grew tobacco with my parents for 11 years
- 3. .AGENDA WHY BLOG? PRINCIPLES OF BLOGGING WHAT ABOUT THE BOTTOM LINE? RESOURCES
- 4. .WHY BLOG
- 5. BUSINESS BLOG Published articles which provide educational, helpful and otherwise valuable content for a business’ target audience.
- 7. Every blog post gets published as an individual INDEXED PAGE on your website.
- 8. Having more VISITORS increases the opportunities for developing LEADS and gaining CUSTOMERS.
- 10. Gain TRUST
- 11. … and establish AUTHORITY
- 12. A chance to engage your prospects and customers in a CONVERSATION.
- 16. BUYER PERSONAS Semi-fictional characters that marketers use to represent the company’s ideal customer and plan marketing activities accordingly.
- 17. Study your existing CUSTOMERS. Monitor the ONLINE CONVERSATIONS. Gather INDUSTRY INSIGHTS.
- 18. Additional QUESTIONS 1. What work issues worry this person? 2. How is this person dealing with the problem today? 3. What motivates this buyer to take action? 4. What is this prospect’s decision process? 5. Does this person consult industry peers/ colleagues? 6. What sources of information does this person use? 7. What words does this person use to describe the issue? 8. What might prevent this prospect from choosing my company?
- 19. Who is involved in the BUYING PROCESS?
- 20. MAP WHAT YOU KNOW TO HOW THEY BUY
- 21. How do you ADDRESS those questions through your blog?
- 22. Align your CONTENT to the key BUSINESS OBJECTIVES you want to support.
- 23. EXAMPLE. GOALS AND SUPPORTING THEMES 1. Increase sales Raise awareness/ Educate/ Target communication 1. Promote brand differentiation Competitor comparisons/ Variety of offerings/ Quality 1. Grow customer loyalty Customer care/ Loyalty programs/ Lifestyle choice
- 24. Average modern adult ATTENT!ON SPAN 8seconds
- 27. HIGH-VALUE content competitive comparisons nuanced approach to success stories REIMAGINED CONTENT
- 29. Utilise SOCIAL LISTENING frequently asked questions conversation topics and sentiments conversation spikes by topic frequently used visuals favored social media platforms
- 30. post IDEA
- 31. AIM FOR VARIETY
- 33. Posts with videos attract 3 times more INBOUND LINKS than plain text posts attract.
- 35. Be SHARE-WORTHY
- 36. SEO
- 37. SIZE MATTERS
- 38. HOW DO SMALL COMPANIES DO IT? PUZZLEPART. Business apps for SharePoint Norway’s no. 1 Office 365 and SharePoint development company Blogging since 2011 69 blog posts 10.1K website visits for 2014-2015
- 39. Great title Subheadings Bullets Images Internal links 600+ words Authors bio
- 40. CALL-TO-ACTION (CTA) An instruction to your target audience that provokes an immediate response, which leads them down the conversion funnel.
- 41. Insert them at the TOP of your blog page or blog posts.
- 42. Don’t forget IN-LINE LINKS/ CTAs Typically referrals to other relevant to the topic blog posts.
- 43. BOTTOM of the page CTAs a very important. Webinar sign- ups Free eBook/ White paper Podcasts Demos Trials Consultation session
- 44. RELEVANT CTAs
- 46. Be STRATEGIC about the information you request from your customers at REGISTRATION.
- 47. Making use of CLEAR and SPECIFIC CTAs time after time provides an opportunity for developing QUALIFIED LEADS.
- 48. I HAVE LEADS!
- 49. PROVIDE VALUE and move them down the CONVERSION FUNNEL.
- 50. .WHAT ABOUT THEBOTTOM LINE
- 51. SET YOUR METRICS WHAT DOES SUCCESS LOOK LIKE?
- 52. article views return visitors number of subscribers/ downloads inbound links comments social validation bounce rate
- 53. LOOK FOR
- 54. TASHKOVA CONSULTING Inbound Marketing and Branding Contact. mariyatashkova@gmail.com Connect. @mariya_tashkova