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4 blogging for success - maximise your web marketing 03.02.11

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Blogging for Success …

Blogging for Success
03.02.11 Maximise your web marketing


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  • 1. Blogging Build Traffic, Links, Engagement Roan Fair Web Marketing Consultant www.intergage.co.uk
  • 2. Today’s agenda…
    • What is blogging?
    • Why is it important?
    • Why should I use it?
    • How do I use it?
    • Hints and tips
  • 3. What is blogging, a blog?
    • A website with an ongoing series of entries, opinions, comments…
    • An online diary of what matters most to you, your company, your followers/customers…
    • Your personality, your brand’s personality online…
    • Your site’s ‘editorial’ column
    • Your digital soul (a bit poetic perhaps)…
    • … but it’s all about passion!
  • 4. Why blogging matters
    • Build relationships, trust, brand recognition
  • 5. Why blogging matters
    • Connect with new customers, strengthen links with existing ones
  • 6. Why blogging matters
    • Build and cement your reputation for expertise, share best practice
    • Be a centre of authority!
    • Create unique content…
    • … and listen
  • 7. But will it drive sales?
    • Yes! Keep your products and services in front of your customers
    • Yes! Boost customer satisfaction and loyalty
    • Yes! Drive more traffic to your site, higher quality traffic
    • Yes! Drive word of mouth marketing
    • Yes! Learn from the feedback
  • 8. How do I start?
    • Free software…
    • Blogger v WordPress
    • But which is better…?
  • 9. Blogger – pros and cons
    • Owned by Google
    • Free
    • Quick to set up
    • No technical knowledge needed
    • Customisable html…but not much
    • You can’t host your own Blogger blog
  • 10. WordPress – pros
    • Free
    • Quick to set up
    • Can be hosted in-house
    • Great community support
    • Huge library of plug-ins for extra functionality
    • Extremely customisable!
  • 11. WordPress – cons
    • Advanced features can come at a cost
    • Can become overly technical
    • Free version has limited editable areas
    • Security?
  • 12. How do I start?
    • Define your goals – why does your blog exist?
    • Schedule your posts – post consistently, regularly
    • Develop a rhythm
    • Readers should look forward to it!
  • 13. What should I post? Reviews
    • Review post – review a product, a service, another blog
    • Don’t be afraid to have an opinion when you review. You want feedback
  • 14. What should I post? Opinions
    • The Opinions post:
    • Positions you as a specialist
    • Builds your blog/site as a centre of authority
    • Don’t be afraid to take a different tack
  • 15. What should I post? Lists
    • The List post:
    • Magnificent seven software apps…
    • Seven deadly sins of…
    • Five fabulous free ways to…
    • 10 great ways to…
  • 16. What should I post? Updates
    • The Update post:
    • Revisit past topics, celebrate/criticise new developments
    • Link to previous posts as a running story
  • 17. What should I post? Featured Reader
    • The Featured Reader post:
    • Reward one of your readers with a featured post about them
    • What do they bring to the party that is new and exciting?
    • Reader comments can inspire blog posts
    • Way to work in or link to case studies, testimonials
  • 18. What should I post? Ask A Question
    • The Question post:
    • Ask an important question about a topical issue
    • It can provoke a response
    • Deliberately controversial v sit-on-the-fence? Be yourself
  • 19. It’s demanding…
    • Your blog is the voice of your website
    • Needs to have its own style, feel
    • But it can feature guest posts (they can make it even more interesting!)
    • Or use a ghostwriter
  • 20. Will a blog help with my SEO?
    • Yes – WordPress and Blogger posts both have ‘follow’
    • Comment on others’ blogs that have ‘follow’
    • But not all blogs allow ‘follow’ on comments
  • 21. Microblogs
    • Twitter – 140-character limit
    • Tumblr (without an ‘e’)
    • Traffic and links benefits
  • 22. Twitter
    • ¾ of Fortune 500 companies had a Twitter account in July 2010
    • 2 billion tweets in June 2010; 1.76 billion tweets in April 2010, 47% up on January 2010
    • 105 million registered users
    • 48% of people who see a brand on Twitter go on to search for it
  • 23. Why use Twitter?
    • Great introduction to quick and easy blogging for very busy people
    • Converse, network, reply
    • News – Stop Press!
    • Announcements, events
    • Link building* (despite tweets = ‘no follow’)
    • Research, prospecting
  • 24. Why use Twitter?
    • Private tweets – staff updates
    • Live coverage of events
    • Acquire votes (Digg, Buzz)
    • Get feedback, monitor it
    • Respond to negative feedback
    • Answer questions, FAQs
    • Helpdesk
    • Sourcing/recruiting staff
    • Research, read news
  • 25. Twitter profile
  • 26. Twitter profile
  • 27. Using Twitter
    • Very easy to create, edit, update, customise
    • Access it via PC or mobile
    • Superb ‘listening’ tool, even if you never tweet (but you should tweet)
    • Hundreds of apps to get the best out of Twitter – bit.ly, Hootsuite, Topsy