Building Blog or Website Traffic With Persistence but Little Cash

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

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

5 Facebook

Faux Pas to Avoid

Risky Business Or Manageable

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