224 225
HOW SALES AND MARKETING WORKS
Inbound marketing
85.2%
of internet users
in Brazil visited
blog sites in 2011
Syndicate/share
Submit blog to syndication
sites and share with social
media networks, such as
Facebook, Twitter, Instagram.
Track and measure
Monitor key blog statistics,
such as the number of unique
visitors and the number that
sign up for RSS feed and email.
Top five statistics to track
Number of visitors Potential
customers visiting blog and their
route in—via links or direct entry
Bounce rate Share of visitors
who leave site after one page
Pages per visit Number of
pages viewed by visitor
Conversions Proportion of
visitors who subscribe to blog
Keywords Common words
visitors use to find blog site
Three blogging mistakes
Obsession with SEO Although
SEO is important, focus should
be on publishing quality content
Omitting facts Posts should
offer factual information, not just
opinion or repackaged content
Lack of legibility Poorly
designed blogs with unclear
typography will discourage
customers from reading content
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Disclosure Statement of whether
blog is sponsored, or if reviewed
products are given to blogger or
were independently bought
Splog Spam blog containing
fake articles designed to increase
the search engine rankings of
specific websites
NEED TO KNOW
2004 2009 2010 2011 2012 20132005 2006 2007 20082003 2014
AOL buys
HuffPo blog
and news
website
Weblogs Inc.
sold for $25m
“Blog” is
word of
the year
Google
launches
AdSense
Bloggers’ code
of conduct
proposed
Blogging
turns 20
Microblog
Tumblr
launches
Over 75m
WordPress
blogs
US_224-227_Blogging-Podcasting_Steve.indd 225 09/11/2016 11:02
BLOGGING
Podcasting/vidcasting
Businesses may post audio or video
files on the internet to attract and
engage website users; the goal
is to convert first-time users into
subscribers. Once consumers
engage with podcasts or vidcasts,
companies try to sell products either
through advertising on the podcast
or the podcast download page, or by
sponsoring the podcast or vidcast to
create brand reinforcement.
users subscribe to
Apple’s podcast app
Capture content
Decide on topic, and create an outline,
then film video for vidcasts or record
audio material for podcasts.
Process content
Edit video footage or audio track for
background noise, mistakes, repetitions;
test and edit further, if necessary.
Select correct format
Save podcasts in MP3 format; save video
in small-screen format; compress file size
for optimal download speed.
Publish content
Embed and publish content on new
post. Use app to generate feed address;
submit to iTunes or other platform.
Tracking
Count number of subscribers; use web
feed services to access user location, level
of interaction, and other statistics.
Podcasting/vidcasting process
In order to get commercial results from a podcast or vidcast, a company
needs to create and publish interesting and informative content.
Vodcast Alternative term for
vidcast (both short for video-
on-demand broadcasts)
Rich site summary (RSS) Format
used for frequently updating text,
audio, and video content online
Mobcast Podcast that is created
and published on a cell phone
NEED TO KNOW
1 billion+
US_224-227_Blogging-Podcasting_Steve.indd 226 21/11/2014 16:26
226 227
how sales and marketing works
Inbound marketing
Business Blogging AnD PoDCAsTing eThiCs
Independent online reviewers often collaborate with businesses, which is
beneficial to both. However, business promotion on blogs/podcasts is not regulated
like advertising, and ethical boundaries can become blurred.
Other
content
Business potentially
influences blogger
Blogger operates
independently of business
Reviewer site builds own reputation
and has its own agenda.
Reviewer site depends on revenue
that business provides.
Blog /podcast reviews include products
such as apparel, hotels and restaurants,
and technology.
Business gives free sample of product
or service to blogger/podcaster for testing
and reviewing.
Business provides support to reviewer
through paid content and advertisements.
Business provides support to reviewer by
offering further free products and services.
Blog/podcast helps generate revenue
for both parties.
KEY
NO YES
YES YESNO NO
NO YES
NO
YES
Blog generates revenue
for blogger/business
$
$
Reviewer tries
to be neutral.
Possible conflict
of interest
Possible conflict
of interest
Reviewer writes
consumer report.
US_224-227_Blogging-Podcasting_Steve.indd 227 21/11/2014 16:26
226 227
how sales and marketing works
Inbound marketing
Business Blogging AnD PoDCAsTing eThiCs
Independent online reviewers often collaborate with businesses, which is
beneficial to both. However, business promotion on blogs/podcasts is not regulated
like advertising, and ethical boundaries can become blurred.
Other
content
Business potentially
influences blogger
Blogger operates
independently of business
Reviewer site builds own reputation
and has its own agenda.
Reviewer site depends on revenue
that business provides.
Blog /podcast reviews include products
such as apparel, hotels and restaurants,
and technology.
Business gives free sample of product
or service to blogger/podcaster for testing
and reviewing.
Business provides support to reviewer
through paid content and advertisements.
Business provides support to reviewer by
offering further free products and services.
Blog/podcast helps generate revenue
for both parties.
KEY
NO YES
YES YESNO NO
NO YES
NO
YES
Blog generates revenue
for blogger/business
$
$
Reviewer tries
to be neutral.
Possible conflict
of interest
Possible conflict
of interest
Reviewer writes
consumer report.
US_224-227_Blogging-Podcasting_Steve.indd 227 21/11/2014 16:26
Social media marketing in practice
The makers of a new health supplement for repairing
sun-damaged skin generate video content showing
the dramatic results of the product, and launch it across
two social media channels. Video footage, an image, or
a story that is spread quickly and widely via the internet
is said to have gone “viral.”
Social media
marketing
How it works
Social media marketers are responsible for generating
engaging content. Typically, the content provides
entertainment or offers useful information that social
media users actively look for. If the content is
Content is posted on YouTube as
“new anti-aging skin care.”
One major
beauty blogger
links to YouTube
post.
12 smaller blogs
follow the link and
post about it.
360 YouTube users
share the content.
Blog followers see
the post and blog
and visit the link.
compelling enough it will attract followers, who will
share it with their audiences. As the content continues
to be shared, liked, and commented upon, it will
eventually get picked up by Google and other search
engines, helping to generate more interest.
By posting content on social media, marketers try to attract website
traffic and draw attention to their products and services. Occasionally,
interest in the posted content can multiply rapidly across these channels.
The goal of content marketers is to
convert “seekers,” who have arrived on
a website, blog, or social media page,
into “joiners,” who subscribe and allow
two-way communication.
Stage 1 Marketers post content, such
as a video, article, or special offer, to
draw consumers (seekers and joiners).
Stage 2 They rely on “amplifiers”—social
media users who share content with their
friends—to spread their post to a wider
audience.
Stage 3 They monitor response rates
from seekers, joiners, and amplifiers,
and audit their posts.
converting seekers
to joiners
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how sales and marketing works
Inbound marketing
Content is tweeted
to 460 followers
of the company.
Content is
retweeted
to 750 other
followers.
Content is posted
on Facebook by
one Twitter user.
Content is
shared among
520 Facebook
friends.
Each social media
mention of the
content moves the
company’s website
higher up the listings
of search engine
results.
Content
created
37%
of businesses
in Germany
used social
media in 2013
Social graph Internet graph that
maps connections between user
groups, such as Facebook friends
Social media optimization
(SMO) Use of online communities
to maximize social media coverage
of product or event
Social media monitoring
Process of tracking the number
of mentions a brand or company
receives on social media sites
NEED TO KNOW
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228 229
how sales and marketing works
Inbound marketing
Content is tweeted
to 460 followers
of the company.
Content is
retweeted
to 750 other
followers.
Content is posted
on Facebook by
one Twitter user.
Content is
shared among
520 Facebook
friends.
Each social media
mention of the
content moves the
company’s website
higher up the listings
of search engine
results.
Content
created
37%
of businesses
in Germany
used social
media in 2013
Social graph Internet graph that
maps connections between user
groups, such as Facebook friends
Social media optimization
(SMO) Use of online communities
to maximize social media coverage
of product or event
Social media monitoring
Process of tracking the number
of mentions a brand or company
receives on social media sites
NEED TO KNOW
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US_228-229_Social_Media_Marketing.indd 229 21/11/2014 17:27
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