Blogs making sales
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![Page 1: Blogs making sales](https://reader033.fdocuments.in/reader033/viewer/2022051322/5458b938af79594e128b4ce4/html5/thumbnails/1.jpg)
BLOGS MAKING SALES
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JOINING THE DOTS BETWEEN A BLOG & SALES.
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EVERYONE KNOWS WHAT A BLOG IS...
...RIGHT?
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AND WHY & HOW PEOPLE USE BLOGS?
...RIGHT?
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TO FIND INFORMATION OR CONTENT ON A TOPIC.
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SO HOW DOES THIS BECOME RELEVANT FOR CLIENTS & BRANDS?
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THERE IS A LOT SAID ABOUT BLOGS CONTRIBUTING TO CRM, SERVICE & BRAND AWARENESS
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BUT WHAT ABOUT SALES?
LA RAISON D’ETRE!!!
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DO YOU HAVE SALES-DRIVEN OBJECTIVES FOR YOUR OFFLINE MARCOM PLANS?
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SO YOU PROBABLY WANT TO IMPLEMENT DIGITAL STRATEGY TO REACH SALES-DRIVEN OBJECTIVES TOO...RIGHT?
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JUST LIKE YOUR TRADITIONAL MARCOM PLAN, YOU NEED TO CONSIDER THE BUYER PURCHASE PROCESS
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LET’S CONSIDER THE MODEL.
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BUT MCKINSEY SEE THE DECISION PROCESS MORE LIKE THIS NOW:
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THE SOCIAL NET HAS CHANGED THE NATURE OF ONLINE DECISION MAKING BEHAVIOUR
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SO HOW DOES A BLOG FIT INTO THIS?
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A BLOG PROVIDES AN ENVIRONMENT FOR INFORMATION.
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INFORMATION THAT ORIGINATES FROM YOU, BUT ALSO FROM YOUR CUSTOMERS.
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IT ALLOWS POTENTIAL CUSTOMERS TO ENTER, OBSERVE & ASK QUESTIONS
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QUESTIONS AROUND PERFORMANCE, SERVICE, EXPERIENCE & COMPETITOR ALTERNATIVES...
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...ARE ALL ANSWERED THROUGH THE SELF-PERPETUATING CONTENT ON THE BLOG.
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WHAT DO YOU MEAN SELF-PERPETUATING?
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SOME CONTENT COMES FROM THE BRAND, WHICH STARTS THE BALL ROLLING...
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...WHICH IS ADDED TO, COMMENTED ON & ORGANISED BY CUSTOMERS....
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IT ALL HAPPENS:
LIVE.OPENLY.USEFULLY.
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OK...BUT HOW DO I KNOW THAT A BLOG WILL ANSWER RELEVANT QUESTIONS FOR CONSUMERS?
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STEP 1:TRAFFIC FUNNEL
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LOOK AT YOUR CURRENT PURCHASE FUNNEL OR ACQUISITION GOALS.
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WHERE ARE THEY DROPPING OUT?
WHY ARE THEY DROPPING OUT?
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IS IT BECAUSE THEY FORM QUESTIONS & MUST LEAVE THE SITE TO FIND ANSWERS?
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A BLOG COULD KEEP THEM ON YOUR SITE!!!
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A BLOG COULD KEEP THEM ON YOUR SITE BY QUICKLY AND EASILY ANSWERING THOSE QUESTIONS
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IF THEY LEAVE, YOU RISK THEM BE EXPOSED TO DISTRACTIONS....
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...LIKE OTHER BLOGS OR SITES....LIKE GOOGLE ADWORDS....LIKE DISPLAY MEDIA.
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REDUCE THE DISTRACTIONS BY KEEPING THEM ENGAGED & EMPOWERED WITH INFO ON YOUR BLOG.
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STEP 2: INBOUND LINKS
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WHAT SITES ARE REFERRING YOU TRAFFIC?
DO THEY HAVE INFO THAT YOU DON’T?
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WEIGH UP:INCORPORATE THE SAME INFO ONTO YOUR BLOG, ORPARTNER WITH THEM TO HELP THEM HELP YOUR CUSTOMERS.
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SO TO CLARIFY:
IT REDUCES PURCHASE RISK THROUGH INFO EMPOWERMENT.
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SO TO CLARIFY:
RESTRICTS COMPETITIVE FORCES ENTERING THEIR INFO SEARCH.
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SO TO CLARIFY:
CREATES AN ENVIRONMENT FOR YOUR CUSTOMERS TO BECOME PART OF YOUR SALES TEAM.
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HOW DO YOU KNOW THAT THE BLOG ADDS-VALUE?
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STEP 3: ANALYTICS
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MONITOR & REPORT ON CHANGES IN YOUR TRAFFIC FUNNELS.WHERE ARE THE DROP-OUTS?HAS IT CHANGED?
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MONITOR & REPORT ON IN-BOUND LINKS.
WHAT CHANGES DO YOU SEE THERE?
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MONITOR & REPORT SITE STICKINESS.
WHAT IS THE AVERAGE TIME-ON-SITE NOW?
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ALL THIS IS MEASUREABLE, VALUABLE & SALES DRIVEN.
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GREAT...SO WHY SHOULD IT BE A BLOG AND NOT A WEBSITE?
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A WEBSITE DOESN’T HAVE THE SELF-PERPETUATING BUILD QUALITIES
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SO IT WON’T ALWAYS BE CURRENT & RELEVANT.
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...AND THAT IS HOW A BLOG CAN DRIVE SALES OBJECTIVES.
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SUMMARY:1. SET SALES-DRIVEN OBJECTIVES.
2. EVALUATE CURRENT TRAFFIC/ACQUISITION FUNNELS.
3. EVALUATE TRAFFIC FLOWS.
4. BUILD A SELF-PERPETUATING INFORMATION HUB = A BLOG.
5. MONITOR & REPORT.
6. MEASURE CHANGES IN COST PER SALES ACQUISITION.
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THINK STRATEGY, NOT TACTICS.
PRESENTATION BY:Marek Wolskislideshare.net/marekting
PICTURE CREDIT:WEB TRENDS MAP 4 - FINAL BETAhttp://informationarchitects.jp/web-trend-map-4-final-beta/