Effective blogging-2013

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  • 1. Effective Blogging WiltsWebDesign.co.uk1 1
  • 2. Effective BloggingWilts Web Design WiltsWebDesign.co.uk 2 2
  • 3. World Wide Web – Reality Effective Blogging Check WiltsWebDesign.co.uk 3 3
  • 4. Effective Blogging Marathon Web Marketing is a WiltsWebDesign.co.uk4 4
  • 5. Effective BloggingIt’s all in the numbers 7.1 Bn 1.9 Bn WiltsWebDesign.co.uk 48m 5 5
  • 6. Effective Blogging 160 Online Sales 139.7 140 121.2 120 100 88.1 80 64.3 WiltsWebDesign.co.uk£ Bn 60 46.6 40 29.8 20.4 20 0 1 2005 2 2006 3 2007 4 2008 5 2009 6 2010 7 2011 Source IMRG6 6
  • 7. Effective BloggingPCLaptopNetbookTabletSmart Phone WiltsWebDesign.co.ukWiFi3G4G 7 7
  • 8. Effective Blogging WiltsWebDesign.co.uk8 8
  • 9. Effective BloggingIs your business ready?Do you have• Phone systems in place to deal with calls?• People to deal with enquiries? WiltsWebDesign.co.uk• Stock to deal with uplift in orders?• Logistics in place to deliver on new orders?• Cashflow to meet increased demand? 9 9
  • 10. Effective Blogging WiltsWebDesign.co.uk10 10
  • 11. Effective Blogging• How many visitors does your site attract?• What do they do whilst they are there – How many pages do they look at? – How long do they spend on the site? – How does this compare against the targets set for the site? WiltsWebDesign.co.uk – How many conversions occur? • Sales • Email contact • Subscription • Calls 11 11
  • 12. Effective BloggingGoogle Analytics WiltsWebDesign.co.uk 12 12
  • 13. Effective BloggingTraffic Sources WiltsWebDesign.co.uk 13 13
  • 14. Effective BloggingKeyword Effectiveness WiltsWebDesign.co.uk 14 14
  • 15. Effective BloggingWebmaster – www.google.com/webmaster WiltsWebDesign.co.uk 15 15
  • 16. Effective BloggingLow conversion% - then let’s lookat your site WiltsWebDesign.co.uk 16 16
  • 17. Effective Blogging The right WiltsWebDesign.co.uk17 site 17
  • 18. Effective Blogging• Download quickly (2 – 4 seconds) • Keeps people happy WiltsWebDesign.co.uk • Keeps Google happy 18 18
  • 19. Effective BloggingNavigation• Simple• Logical• Intuitive WiltsWebDesign.co.uk 19 19
  • 20. Effective BloggingYour words need to be aimed directly at your site visitor- they need to be punchy and compelling• WHY? Visitors don’t read – they scan Visitors need to “get it” almost instantly WiltsWebDesign.co.uk Visitors need to know you can meet their needs Visitors need to know WHY they should use you Visitors need to TOLD what to do 20 20
  • 21. Effective BloggingImproving Conversion - GoodEnsure that your pages• Have a goal• Load Quickly WiltsWebDesign.co.uk• Provide customer focused information - Them not me - Benefits not features (W.I.I.F.M) 21 21
  • 22. Effective BloggingImproving Conversion - Good A – Grab their ATTENTION I – Generate an INTEREST WiltsWebDesign.co.uk D – Build the DESIRE A – Promote the ACTION 22 22
  • 23. Effective Blogging Research Feedback Test WiltsWebDesign.co.uk Measure23 23
  • 24. Effective BloggingImproving Conversion – Compelling Copy Above the fold WiltsWebDesign.co.uk aka -Don’t make me scroll 24 24
  • 25. Effective BloggingImproving Conversion– Usability WiltsWebDesign.co.ukView the book on Amazon 25 25
  • 26. Effective Blogging WiltsWebDesign.co.uk26 26
  • 27. Effective BloggingWhat is a Blog?Blog – contraction…Web LogA blog is a personal journal published on the World Wide Web consisting of discrete entries("posts") typically displayed in reverse chronological order so the most recent post appearsfirst. Blogs are usually the work of a single individual, occasionally of a small group, andoften are themed on a single subject…….The emergence and growth of blogs in the late 1990s coincided with the advent of web WiltsWebDesign.co.ukpublishing tools that facilitated the posting of content by non-technical users. (Previously aknowledge of such technologies as HTML and FTP had been required to publish content onthe Web.)Although not a must, most good quality blogs are interactive, allowing visitors to leavecomments and even message each otherIn that sense, blogging can be seen as a form of social networking. Indeed, bloggers do notonly produce content to post on their blogs but also build social relations with their readersand other bloggers. 27 27
  • 28. Effective BloggingWhat is a Blog? A blog is – • a personal diary • a daily pulpit. • a collaborative space. WiltsWebDesign.co.uk • a political soapbox. • a breaking-news outlet. • a collection of links. • your own private thoughts. • memos to the world. 28 28
  • 29. Effective BloggingWhat is a Blog? A blog can be – • a communication tool • a marketing tool WiltsWebDesign.co.uk • a sales opportunity • a game changer 29 29
  • 30. Effective BloggingBlogs WiltsWebDesign.co.uk 30 30
  • 31. Effective BloggingBlogs WiltsWebDesign.co.uk 31 31
  • 32. Effective BloggingBlogs WiltsWebDesign.co.uk 32 32
  • 33. Effective BloggingBlogs WiltsWebDesign.co.uk 33 33
  • 34. Effective BloggingBlogs WiltsWebDesign.co.uk 34 34
  • 35. Effective BloggingPro Blogs WiltsWebDesign.co.uk 35 35
  • 36. Effective BloggingBlogs WiltsWebDesign.co.uk 36 36
  • 37. Effective BloggingBlogs WiltsWebDesign.co.uk 37 37
  • 38. Effective BloggingWhat is a Blog?In other words………… your blog is whatever you want it to be.In simple terms, a blog is a website, where you write stuff onan on-going basis.New stuff shows up at the top, so your visitors can read WiltsWebDesign.co.ukwhats new.Then they comment on it or link to it or email you. Or not.There are no real rules. 38 38
  • 39. Effective BloggingWhy Blog? • Easier than newsletters • Lingers longer than newsletters • Update anytime / anywhere • Personal / frank view points • Trust – people trust blogs more than websites WiltsWebDesign.co.uk • Demonstrate knowledge and passion • Easy to share • Helps with SEO • Low cost 39 39
  • 40. Effective BloggingWhy Blog?• Helps with SEO Good blog content contains Keywords and Phrases WiltsWebDesign.co.uk 40 40
  • 41. Effective Blogging WiltsWebDesign.co.uk41 41
  • 42. Effective BloggingWhy Blog?• Helps with SEO Good blog content contains Keywords and Phrases Search Engines Keywords and Phrases WiltsWebDesign.co.uk A good blog will ALWAYS link back to the website Google Links 42 42
  • 43. Effective BloggingWhere to Blog?Either – Part of your web site WiltsWebDesign.co.uk 43 43
  • 44. Effective BloggingWhere to Blog?or – Stand Alone WiltsWebDesign.co.uk 44 44
  • 45. Effective BloggingTop free blog sites WiltsWebDesign.co.uk 45 45
  • 46. Effective BloggingWhat & When to write? Provide Answers to client questions [FAQs] When you have something to sell When you have something new to offer When something changes WiltsWebDesign.co.uk When you have some news When you have something to say When your industry has something to say 46 46
  • 47. Effective BloggingInspiration It’s everywhere  Newspapers  Radio  Magazines WiltsWebDesign.co.uk  Trade Papers  Advertising hoardings  TV  Conversations  Clients  Suppliers 47 47
  • 48. Effective BloggingInspiration - Planning Create a topic list covering 3-6 months When inspiration strikes – bump planned WiltsWebDesign.co.uk posts down a month 48 48
  • 49. Effective BloggingPlanning Month Topic February IT Trends for 2013 March Managing your clients April Search Engine Optimisation May The importance of data back-up WiltsWebDesign.co.uk June Royalty and License free images July Social Media Update August Google Analytics 49 49
  • 50. Effective BloggingWhen inspiration strikes – post moreFebruary Pinterest ¦ IT in 2013 ¦ What your email address saysMarch The Internet of things ¦ 4G ¦ Managing Clients WiltsWebDesign.co.ukApril Can you have “too much” SEOMay Battle of the back-ups 50 50
  • 51. Effective BloggingWrite Once – Use ManyBlog Post Send as email Post on other sites - Chamber of Commerce WiltsWebDesign.co.uk - Business SceneMention elsewhere - Linkedin - Twitter - Facebook 51 51
  • 52. Effective Blogging WiltsWebDesign.co.uk How to write for your blog52 52
  • 53. Effective Blogging WiltsWebDesign.co.ukErnest Hemingway’s Top 5 Tips for Writing Well53 53
  • 54. Effective Blogging Rule No. 1 WiltsWebDesign.co.uk Always use short sentences54 54
  • 55. Effective Blogging Rule No. 2 WiltsWebDesign.co.uk Use short 1st paragraphs55 55
  • 56. Effective Blogging Rule No. 3 WiltsWebDesign.co.uk Use vigorous English56 56
  • 57. Effective Blogging“Vigorous English is muscular, forceful. Vigorous Englishcomes from passion, focus and intention.It’s the difference between putting in a good effort andTRYING to move a boulder… and actually sweating, grunting,straining your muscles to the point of exhaustion… and WiltsWebDesign.co.ukMOVING the freaking thing!”David Garfinkel 57 57
  • 58. Effective Blogging Rule No. 4 WiltsWebDesign.co.uk Be positive, not negative58 58
  • 59. Effective Blogging Rule No. 5 WiltsWebDesign.co.uk Only use the gold59 59
  • 60. Effective Blogging “I write one page of masterpiece to ninety-one pages of shit,” Hemingway confided to F. Scott Fitzgerald in 1934. WiltsWebDesign.co.uk“I try to put the shit in the wastebasket.” 60 60
  • 61. Effective BloggingGuest Blogging Contact other bloggers and ask for a guest spot Benefits for guest bloggers: Benefits for blog owner: • Reach new audience • Get free exclusive content • Build your brand • Get free targeted traffic WiltsWebDesign.co.uk • Network • Network • Build links to your site • Get new fresh perspective 61 61
  • 62. Effective BloggingComments and Commenting Comment on other blogs that are relevant to you and remember WiltsWebDesign.co.uk ALWAYS INCLUDE A LINK 62 62
  • 63. Effective BloggingComments and CommentingAllow comments on your blog Un-moderated No input required No time needed No control over comments WiltsWebDesign.co.uk Moderated Input required Time needed Total control over comments 63 63
  • 64. Effective BloggingWrite focussed content Your post is as long as it has to be 140 characters to ………….. Don’t wander off subject WiltsWebDesign.co.uk Don’t get distracted Do include photographs and graphics 64 64
  • 65. Effective BloggingImage Resources www.sxc.hu http://pixabay.com/ www.everystockphoto.com/ www.flickr.com/ www.public-domain-photos.com/ WiltsWebDesign.co.uk www.freedigitalphotos.net/ www.freestockphotos.com/ ALWAYS CHECK THE LICENSE 65 65
  • 66. Effective BloggingVLOG[Video Blog] WiltsWebDesign.co.uk 66 66
  • 67. Effective Blogging WiltsWebDesign.co.uk67 67
  • 68. Effective Blogging WiltsWebDesign.co.uk68 68
  • 69. Effective Blogging 2ndmost searched site on the internet WiltsWebDesign.co.uk 69 69
  • 70. Effective Blogging 4bnvideos watched every day WiltsWebDesign.co.uk 70 70
  • 71. Effective Blogging 60 hoursof new contentuploaded every WiltsWebDesign.co.uk minute 71 71
  • 72. Effective Blogging YouTube clips nowincorporated inGoogle Search WiltsWebDesign.co.uk results 72 72
  • 73. Effective BloggingSpread the Word • Link from your web site • Link from your social media • Add a link in your email signature • Mention your latest post on Twitter • Mention your latest post on Linkedin WiltsWebDesign.co.uk • Mention your latest post on Facebook • Send out in your email marketing • Ensure the RSS feed is obvious 73 73
  • 74. Effective BloggingWhat the **** is RSS?RSS = Really Simple Syndication WiltsWebDesign.co.uk A way for people interested in your blog to have updates sent, automatically to them 74 74
  • 75. Effective BloggingWhat the **** is RSS? WiltsWebDesign.co.uk 75 75
  • 76. Effective Blogging WiltsWebDesign.co.uk76 76
  • 77. Effective Blogging • Effective Website • Search Engine Optimisation • Pay per Click • Video Marketing • Social Media • Linkedin • Facebook • Twitter WiltsWebDesign.co.uk • Email Marketing • Viral Marketing • Location based marketing • Smartphone apps • Article Marketing77 77
  • 78. Effective BloggingAndy Poulton • Web Marketing • Search Engine Optimisation • Web DesignT: 01793 745 305 • 1 to 1 CoachingM: 07966 547 146 • 1 to many Workshops • Twitter • Facebook andypoulton • Linkedin WiltsWebDesign.co.uk • Consultancy andypoulton andy@wiltswebdesign.co.uk 78 78