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The Business of Blogging: From Engagement to Leads
Jed WilliamsVP, Strategic ConsultingSenior AnalystBIA/Kelsey
The Business of Blogging: From Engagement to Leads
March 3, 2014
Today’s Mission
Examine the ROI gaps that exist for SMB bloggers
Focus on lead-building and revenue-creating best practices: Drive clear calls to action Understand “conversion journeys “ Keep SEO front & center Build focused social media distribution Create companywide buy-in
Source: BIA/Kelsey, LCM Wave 17, Q3/2013 (and prior waves, if relevant). Methodology: Online panels.
Face
book Page
Email Mktg
.
Newspapers
Direct
Sponso
rships
Linke
dIn
Video Websit
e
Giveaways
0%
10%
20%
30%
40%
50%
60%
52.1%
39.4%
32.2% 31.7% 31.2%28.0%
26.1%24.6% 24.5%
▪ 5 of the top 9 channels are Digital▪ All 5 Digital channels are “Owned Media”
▪ Blogs are 16th (19%)
Media Used for Advertising & Promotion: Strong Digital MigrationMedia Used for Advertising & Promotion: Strong Digital Migration
Source: BIA/Kelsey, LCM Wave 17, Q3/2013 (and prior waves, if relevant). Methodology: Online panels.
Frequency of Updating Online Properties
TweetsBlog
Face
book page
or Insta
gram
Mobile
websit
e
Listing or P
rofile Page
Websit
e0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
31.2%41.7%
29.7% 28.0% 29.9%22.4% 26.2% 30.3%
47.1% 29.6%
39.5% 40.6% 36.0%
32.8% 28.2% 23.0%
78.3%71.3% 69.2% 68.6% 65.9%
55.2% 54.4% 53.3%
Weekly Daily Top 2
Frequency of Updating Online Properties
Source: BIA/Kelsey, LCM Wave 17, Q3/2013 (and prior waves, if relevant). Methodology: Online panels.
ROI Assessment of Media Used For Advertising & Promotion
Mobile
Deals TV
Online D
eals
Mobile
Apps
Face
book Ad
Mobile
Banner
Cable
Dir. Assi
st
Loca
tion Aware M
obile Ads
Outdoor
Mobile
Listi
ng/Pro
file
Pay per C
lick
Online Content
Text M
sg.
BlogRadio
Direct
Home
Video You Tube
Dex Media/Su
perMedia
YP Holdings/Y
P.com
Magazin
es0%
20%
40%
60%
30.4% 29.5%
21.9%26.0% 26.1%
19.1% 21.5% 20.5%16.1%
26.0%20.7% 22.2%
16.7% 17.2% 17.6% 19.2% 18.3% 18.8%15.7% 17.1%
13.6% 12.5%
21.7%20.5%
26.6%22.0% 19.3%
25.5% 22.8% 23.1%26.8%
15.1%
19.0% 16.7%
21.2% 20.3% 19.4% 16.8% 16.5% 15.8%17.6% 15.8%
18.6%15.2%
52.1%50.0%
48.5% 48.0%45.4% 44.6% 44.3% 43.6% 42.9%
41.1%39.7% 38.9% 37.9% 37.5% 37.0% 36.0% 34.8% 34.6%
33.3% 32.9% 32.2%
27.7%
Excellent 10-19x Spend Extraordinary Over 20x Spend Top 2
▪ Blogging ranks 15th in ROI
ROI Assessment of Media Used For Advertising & Promotion
Common Traits of Successful Bloggers
Clear Call to Action (and only 1)
Never sacrifice quality, but have a clear business objective
This often varies by target “buyer persona” or product/service
Lots of possible Conversion Actions: Calls, Forms, Downloads, Subscriptions, Registrations, Purchases
Case Study: HubSpot - Clear Call to Action
Understand “Conversion Journeys” For target customer groups, build “buyer personas”
Map personas to content paths that influence conversion (ex. Visitors vs. Leads vs. Customers) (ex. specific product/service)
Requires deeper analytics & cross-channel attribution
Always Think SEO Content quantity and quality BOTH matter
Keywords: Primary & long tail
More content pages = more keywords
Tie blog content to Google Authorship (reputation & CTRs)
Case Study Example: Long Tail Keywords
Built a network of blogs connected to the brand
Each serves a dedicated audience and ranks for niche keywords
Focused Social Distribution Is Critical
Connect Blog & Social for streamlined Content Marketing strategy
Social = WOM & Traffic…but also tie to Conversions
Social Focus: The channels that match your customers Content to support your strategy
Case Study: Social Referral
The average visit time is substantially higher for referrals on Facebook than those from search engines
Companywide Buy-In
Blogging should be “cultural”…everyone should contribute
Showcase diversity of voices & expertise
This starts at the TOP
Thank You!Jed Williams [email protected] @williamsjed
Copyright © 2014 BIA/Kelsey. All Rights Reserved.
This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under federal law. BIA/Kelsey disclaims all
warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.
