writing a great blog - webcast by leading results and erpvar

Write a Great Blog (and get results from it)

My CV

•  25 year sales & marke7ng veteran –  9+ years with Great Plains So@ware (‘89-‐’98) –  6+ years with SAP (‘03-‐’09) –  Allaire – Macromedia –  Infinium So@ware –  ADP, Con7nental Cable (Comcast)

•  Founded 3 companies •  University of MassachuseWs, Marke7ng

Leading Results

•  Marke7ng services agency – coaching, consul7ng and doing »  Outsourced BizDev Strategy & Execu7on »  1:1 Coaching & Consul7ng, Group Coaching »  Frac7onal VP Marke7ng Services »  Bite Sized Business Development

•  Hubspot Gold Partner •  Authorized Duct Tape Marke7ng Consultants •  Headquartered in CharloWe, NC •  Clients through 14 7me zones •  We help you generate new business without was7ng money

on marke7ng that doesn’t get results

Leading Results Core Marke7ng Mantra

•  Don't talk about the products you sell; talk about the problems you solve.

•  Then talk about the remarkably different way that I will experience working with you as you solve those problems.

•  Be sure you tell me what I get; NOT what you do. Because I don't have 7me to figure out if what I need is what you do.

Defini7on of Marke7ng

Know Like Trust Buy Repeat Refer TRY

Marke7ng is a System 1.  Strategy before tac7cs 2.  Fill your marke7ng hourglass 3.   Publish educa/onal content 4.  Create a Total Online Presence 5.  Use a lead genera7on trio 6.  Integrate Sales & Marke7ng 7.  Live by the calendar

Blogging is the center of your publishing plamorm. Start here.

The most private place on the internet is your blog, when you first start it

Blogging

•  Add Depth to Your Web Site •  Show Exper7se •  Display Personality •  Repurpose Your Work •  Feeds the Spiders •  Thought Leadership Plamorm

It’s not about being followed, it’s about being

found!

Time

Marke7n

g Va

lue Direct Mail, Adver7sing or

any periodic tac7c Marke7n

g Va

lue

Time

content content

content content

content content

Content Marke7ng

Time-‐Value of Marke/ng Tac/cs

Solve a Problem

Customer Needs & Problems

Company Exper7se, Insights & Value

What to write about

Other Content Ideas & Sources

•  Customer Comment Cards & Feedback Forms

•  Customer Surveys •  Non-‐customer surveys ( eg Linked

IN Q &A or Contest Surveys) •  Inbound Call Center/Help Desk •  Ques7ons from Sales Mee7ngs •  Ques7ons from Consul7ng

Engagements / service calls •  Alliance partner feedback, issues or

ini7a7ves

•  Vendor Announcements •  Vendor Offers •  Governmental or Regulatory

rule changes •  Industry expert comments •  Compe7tor ac7ons or

announcements •  Social media posts by industry

experts, compe7tors or target market suspects

Is It Relevant?

•  Write to be helpful. •  Be brief. •  Tell a story. •  Don’t be mean •  Connect others, if appropriate. •  Who are you wri7ng for?

Is It Entertaining?

•  Images •  Video/Audio •  Tangents •  Pop Culture Reference •  Trends

Are You an Expert?

•  Show Your Stuff »  Full Bio on LinkedIN and G+

•  Reference Your Experience (in the post) •  Cite Your Outside Sources

First Moves •  Think up a topic •  Translate that into a good title •  Find a suitable photo •  Don’t overthink it! Lead Paragraph •  Conversational •  From my point of view.

Is It Readable?

Structure •  Use headlines or bold (strong

tag) •  Use bullets when appropriate. •  Keep paragraph length short.. Lead With the Best Stuff •  Best stuff up front •  “say what you’re going to say,

say it, tell them what you just said”

End With a Question

Spread the “Burden”

•  2 Authors = ½ the work volume, etc •  Get Others Involved

§  8 people X 1 post per month X 50% non-‐ performance = 1/week published

§  Give topical guidelines

•  Expect to Edit/Let them know •  Designate a pos7ng owner

CALL TO ACTION = NEW NAME CONVERSION

Get Leverage

Monthly Summary

Call to Ac7on!

Create a Rou7ne – A Content Calendar

•  Daily •  Weekly •  Monthly •  Quarterly

Results:

30,320 visits X $.25 per click = $7,581 in Equivalent Paid Traffic

Results:

ERPVAR search results a@er pos7ng one blog per day for one year

Summary

•  It’s not about gexng followed – Get Found •  Show Personality •  Leverage your work •  Share the effort •  Manage with calendar •  Have calls to ac7on!

Here’s the standard services ERP VAR offers to VARs for 1 year of participation for $1,000

•  DIRECTORY LISTING: Search engine optimized local directory listing. Product listing on local VAR listing map

will include your product information, contact information and link back to your company with a call to action form to collect inquiries. We can include success stories, videos, whitepapers, etc.

•  INBOUND LEADS: Receive inbound leads through page listings - All inquiries collected on our form will be automatically e-mailed to you.

•  SOCIAL MEDIA: Benefit from collective Social Media efforts of other ERP participants – the more members we have the more we build up our traffic.

•  SEO: Increase SEO from collective efforts of all participants. •  INBOUND LINKS: Use ERP VAR site as a microsite promoting your solution to build Inbound traffic to your site. •  GUEST BLOG: Submit guest blogs which will be auto-published through all ERP VAR social media profiles (other

members share your blog through their Twitter, LinkedIn and Facebook). ERP VAR will rewrite existing blogs on your site and send for your approval.

•  OPTIONAL EXTRA SERVICES with Help from Dan Kraus and Leading Results team: •  ORIGINAL BLOGS and guest posts on ERPVAR: •  WEBSITE OPTIMIZATION: •  Much more….

Offer

•  Fill out the evalua7on by email, get the slides

Thank You

We help businesses stop was7ng money on marke7ng

Contact Us Web: www.leadingresults.com Email: [email protected] Phone: +1 704-‐875-‐1188 Skype: LeadingResults TwiWer: @LeadingResults facebook.com\leadingresults Web: www.erpvar.com Email: [email protected] Phone: 949-‐600-‐6527 TwiWer: @erpvar