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4   blogging for success - maximise your web marketing 03.02.11

4 blogging for success - maximise your web marketing 03.02.11



Blogging for Success

Blogging for Success
03.02.11 Maximise your web marketing



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    4   blogging for success - maximise your web marketing 03.02.11 4 blogging for success - maximise your web marketing 03.02.11 Presentation Transcript

    • Blogging Build Traffic, Links, Engagement Roan Fair Web Marketing Consultant www.intergage.co.uk
    • Today’s agenda…
      • What is blogging?
      • Why is it important?
      • Why should I use it?
      • How do I use it?
      • Hints and tips
    • 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!
    • Why blogging matters
      • Build relationships, trust, brand recognition
    • Why blogging matters
      • Connect with new customers, strengthen links with existing ones
    • Why blogging matters
      • Build and cement your reputation for expertise, share best practice
      • Be a centre of authority!
      • Create unique content…
      • … and listen
    • 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
    • How do I start?
      • Free software…
      • Blogger v WordPress
      • But which is better…?
    • 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
    • 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!
    • WordPress – cons
      • Advanced features can come at a cost
      • Can become overly technical
      • Free version has limited editable areas
      • Security?
    • 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!
    • 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
    • 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
    • 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…
    • What should I post? Updates
      • The Update post:
      • Revisit past topics, celebrate/criticise new developments
      • Link to previous posts as a running story
    • 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
    • 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
    • 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
    • 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
    • Microblogs
      • Twitter – 140-character limit
      • Tumblr (without an ‘e’)
      • Traffic and links benefits
    • 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
    • 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
    • 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
    • Twitter profile
    • Twitter profile
    • 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