building blog or website traffic with persistence but little cash
DESCRIPTION
Webinar presentation on building blog or website traffic with free or very low cost PR & social media tools. Based on a case study of a blog that reached the 100,000 reader milestone in just 12 weeks.TRANSCRIPT
Master Techniques Webinar:Building Blog or Website Traffic With
Persistence but Little Cash
A webinar from MyPRGenie, Distribion, Inc.
& The Distributed Marketing Blog – Nov. 15, 2011
Presenter: Deb McAlister-Holland
Director of Marketing, Distribion, Inc.
Distribion’s Deb McAlister-Holland
• Director of Marketing, Distribion
• The Distributed Marketing Blog• Marketing Where Technology I
ntersects Life• 26 years technology product
marketing experience. • Two marketing books due out
in 2011, 2012:• Slimed Online: How to get your
online reputation back in spite of Google
• The Customer Never Sleeps
Building traffic with limited staff, budget
• Find your niche• Pick your keywords• Schedule & plan• Market consistently
• Social media• PR• SEO/SEM• Email• Fresh content
• Link to other channels
Goals for The Distributed Marketing Blog
• Initial goals, April 2011:• Google page 1 ranking, four keywords, by end of Q3• Readership of approximately 500 per post by Dec. 31• Consistent traffic from blog to targeted landing pages
(events, white papers and content, social media)• Four spin-off opportunities from blog each quarter
• Speaking engagements• By-lined articles• Pick-ups in other media
Goals for The Distributed Marketing Blog
• Initial goals, April 2011: Google page 1 ranking, four keywords, by end of Q3 Readership of approximately 500 per post by Dec. 31 Consistent traffic from blog to targeted landing pages Four spin-off opportunities per quarter
Speaking engagements: 7
By-lined articles: 13
Pick-ups in other media: 982
• Social media engagement. # Twitter followers, Nov. 14: 268 Average # of clicks per tweet: 114 Highest # of clicks per tweet: 3,558
How do you get 3,558 Tweets with 268 followers?
• Write captivating, interesting Tweets• Tweet when the target audience is online• Use the right hashtags (#)• Ask for retweets – and retweet yourself• Tweet early & often
• A tweet will get half the clicks it will ever get in 24 hours• Keep momentum going by promoting “old” content even as
new content is added
MyPRGenie: Testing the idea
April May June0
500
1000
1500
2000
2500
3000With releaseNo release
Readership per blog post; 3X per week publishing schedule.
Social media & email campaigns were identical for the blog posts with and without MyPRGenie.
PR Impact
• Traffic from MyPRGenie• Direct traffic, 8 months: 11,750• Stays on the site 3X longer than other traffic: 12:51• Much lower bounce rate: 28.39%• Averages: 3 posts / pages per visit• Good mix of new & returning visitors: 60% new, 40% repeat
• Doesn’t include media coverage that drives traffic• CNet: 50,000+ • Fortune: 30,000+• Forbes: 100,000+• Fox: 30,000+• PC World: 100,000+• Wall Street Journal: 100,000+• ZDNet: 40,000+
1st “Viral” Post
• Who Owns Your LinkedIn Profile? (Hint: It Might Not Be You): June 10 – our 33rd Blog post
• We weren’t prepared – it wasn’t planned• 117,000 visitors in 24 hours – 177,000 in a week
How to Become a Marketing
Legend
Will Email Survive Social
Media?
Controlling A 9 Hula Hoop To-Do List
Please Don’t Feed the Trolls
Compliance Lessons from Led Zeppelin
What Employers
Want in Social Media Hiring
How Engaged Are Your
Customers?
The Hashtag that Bit
Entenmann’s
Connecting the Dots for
Marketing ROI
How Many Times Do I Have to Tell
You?
5 Facebook
Faux Pas to Avoid
Risky Business Or Manageable
Risk?
$12
Agent-X.com.au
Free
$12
Top Posts (And Why)
Title 1st Week Traffic
Main Sources
Who Owns Your LinkedIn Profile? 117,000 PC World, BNet, CNET feature
Happy 40th Birthday, Email! 102,000 Bild, ZDNet Asia, CNN
Who Owns Your LinkedIn Contacts? 84,970 Forbes.com
2012 Budget Survey Results 55,700 Twitter, 673 blogs
Basic Google+ Cheat Sheet 53,200 ZDNet, Computerworld, All Things Digital
4 Marketing Lessons from the Grateful Dead 35,200 Twitter, Scoop, Paper.li
4 Avoidable Marketing Metrics Mistakes 35,000 SEOMoz, CMO.com
Timing marketing for best results
Current thinking: Timing B2C messages
Current thinking: Timing B2B messages
