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Small Business Blogging Tips

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Often times, small businesses have a difficult time with blogging and content. This presentation given to the St. Paul Area Chamber of Commerce #outoftheboxlunch event covers the basics of blogging …

Often times, small businesses have a difficult time with blogging and content. This presentation given to the St. Paul Area Chamber of Commerce #outoftheboxlunch event covers the basics of blogging from platform to writing to social media.

Published in: Self Improvement

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  • 1. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. Small Business Blogging Presented by: Adam Dince @adamdince Head of Organic Search & Social Media Optimization
  • 2. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. These days, everyone has a blog
  • 3. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. On average… 2,730,000 blog posts written every day 81,900,000 blog posts written every month 982,800,000 blog posts written every year http://www.quora.com/Blogging/How-many-blog-posts-are-written-every-day http://w3techs.com/technologies/details/cm-wordpress/all/all
  • 4. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. Blogs are powerful! • 81% of U.S. online consumers trust information and advice from blogs. (Source: BlogHer) • Small businesses that blog get 126% more lead growth than small businesses that do not blog. (Source: ThinkCreative) • Companies that blog have 97% more inbound links. (Source: Hubspot) • 92% of companies who blog multiple times per day have acquired a customer from their blog. (Source: HubSpot) • Once you write 21-54 blog posts, blog traffic generation increases by up to 30%. (Source:TrafficGenerationCafe) http://smallbusiness.yahoo.com/advisor/top-blogging-statistics-45-reasons-blog- 180101993.html
  • 5. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. Today, we’ll get you started • Configure • Ideate • Write • Socialize
  • 6. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. Step #1 – Select and Install Blogging Platform
  • 7. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. Start with the right address and location Recommended:www.yourwebsite.com/blog (best for SEO) Secondary: blog.yourwebsite.com
  • 8. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 60% of bloggers use WordPress and so should you! Check with your Web hosting company or visit http://wordpress.org/hosting to find the easiest way to install WordPress on your server
  • 9. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. Why WordPress?  Easy to set-up  Easy to integrate social  Easy to embed video, images, etc…  Easy to integrate Google Analytics  No coding experience needed to maintain  Thousands of free site themes to use  Great for SEO
  • 10. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. Find a free theme or hire a designer to create one for you  http://mashable.com/2010/09/07/free-wordpress- themes-small-business/  http://wordpress.org/themes/  http://www.designrazzi.com/2013/free-wordpress- themes/  Google, “free wordpress themes”
  • 11. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. What a free theme can look like Source: http://www.designrazzi.com/2013/free-wordpress-themes/
  • 12. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. Download theme
  • 13. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. Sign into WordPress admin panel
  • 14. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. Click on appearance & themes
  • 15. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. Click on Install Themes
  • 16. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. Click on Upload
  • 17. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. Click on Choose File, Install Now & Activate
  • 18. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. This is what a Free theme did for me
  • 19. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. Basic plug-in downloads A. Asynch Social Sharing: http://rachelbaker.me/download/ B. Captcha: http://bestwebsoft.com/plugin C. Google Analytics: http://wordpress.org/plugins/googleanalytics/ D. Slick Social Share Buttons: http://wordpress.org/plugins/googleanalytics/ E. Yoast SEO Plug-In: http://yoast.com/wordpress/seo/ A D B E C
  • 20. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. Installing plug-ins
  • 21. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. Configure Permalinks Not Default!
  • 22. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. Step #2 – Once you’ve set-up your blog, it’s time to get ideas! Source: http://theweddingwardrobist.blogspot.com/2011/04/excuses- excuses-miss-paige.html
  • 23. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. It first starts with an idea Content should be created based on:  The interests of your audience  Your business goals and objectives “Crowdsourcing is the process by which the power of the many can be leveraged to accomplish feats that were once the province of a specialized few”. – Jeff Howe, Wired Magazine Source: http://www.ereleases.com/
  • 24. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. A few tools to identify your audience’s interests Crowdsource Search Queries Social Listening VerticalResponse.com Soovle.com SocialMention.com Freemium Free Free Email and talk with customers and prospects and about what types of information related to your products / services they’re interested in learning more about Type in a keyword and Soovle provides you the top suggested keywords from the major search engines Input keywords and themes to see what’s buzzing about it on blogs, forums, and other social channels
  • 25. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. Let’s look at the process in action Query: “garageband for ipad” “garageband for ipad tutorial” is a suggested keyword across almost all engines SocialMention questions related to queryNow you’re ready to create your content
  • 26. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. One last tip for gathering ideas Keep track of the questions your customers and prospects ask. Write articles or helpful resource content around common themes. Source: http://www.tumblr.com/tagged/head%20tilt?before=37
  • 27. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. Finally, put together a content calendar and stick to it Source: MarketingLand.com
  • 28. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. Step #3 – It’s time to write! Source: http://rickischultz.wordpress.com/
  • 29. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. It’s got to be quality • Would you trust the information presented in this article? • Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature? • Does the article provide original content or information, original reporting, original research, or original analysis? • Does the page provide substantial value when compared to other pages in search results (competitors)? • Does this article contain insightful analysis or interesting information that is beyond obvious? • Is this the sort of page you’d want to bookmark, share with a friend, or recommend? http://googlewebmastercentral.blogspot.com/2011/05/more- guidance-on-building-high-quality.html
  • 30. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. A great example: dirtyyogaco.com
  • 31. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. And it’s so easy to write in WordPress
  • 32. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. More tag makes it easy to make the user-experience great
  • 33. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. “Fullscreen” allows you to write it freely
  • 34. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. Publish
  • 35. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. Step #4 – Let’s get social
  • 36. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. Once you write a post, share it on your networks
  • 37. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. Customize your messages
  • 38. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. Market your content to your customers
  • 39. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. Questions and Answers Source: http://www.centersquarejournal.com/wp-content/uploads/2011/09/Raise-Your-Hand-05.jpg