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Effective Blogging                             WiltsWebDesign.co.uk1                        1
Effective BloggingWilts Web Design                                   WiltsWebDesign.co.uk      2                        2
World Wide Web – Reality  Effective Blogging           Check                               WiltsWebDesign.co.uk 3         ...
Effective Blogging Marathon      Web Marketing is a                                      WiltsWebDesign.co.uk4            ...
Effective BloggingIt’s all in the numbers                7.1 Bn                1.9 Bn                                  Wil...
Effective Blogging   160             Online Sales                                 139.7   140                             ...
Effective BloggingPCLaptopNetbookTabletSmart Phone                                 WiltsWebDesign.co.ukWiFi3G4G    7      ...
Effective Blogging                             WiltsWebDesign.co.uk8                        8
Effective BloggingIs your business ready?Do you have• Phone systems in place to deal with calls?• People to deal with enqu...
Effective Blogging                               WiltsWebDesign.co.uk10                        10
Effective Blogging• How many visitors does your site attract?• What do they do whilst they are there  –   How many pages d...
Effective BloggingGoogle Analytics                                    WiltsWebDesign.co.uk     12                        12
Effective BloggingTraffic Sources                                    WiltsWebDesign.co.uk     13                        13
Effective BloggingKeyword Effectiveness                                    WiltsWebDesign.co.uk     14                    ...
Effective BloggingWebmaster – www.google.com/webmaster                                            WiltsWebDesign.co.uk    ...
Effective BloggingLow conversion% - then let’s lookat your site                                WiltsWebDesign.co.uk     16...
Effective Blogging            The            right                               WiltsWebDesign.co.uk17             site  ...
Effective Blogging•        Download quickly         (2 – 4 seconds)         • Keeps people happy                          ...
Effective BloggingNavigation• Simple• Logical• Intuitive                                   WiltsWebDesign.co.uk    19     ...
Effective BloggingYour words need to be aimed directly at your site visitor- they need to be punchy and compelling•     WH...
Effective BloggingImproving Conversion - GoodEnsure that your pages• Have a goal• Load Quickly                            ...
Effective BloggingImproving Conversion - Good A – Grab their ATTENTION I – Generate an INTEREST                           ...
Effective Blogging                   Research        Feedback              Test                                          W...
Effective BloggingImproving Conversion – Compelling Copy             Above the fold                                       ...
Effective BloggingImproving Conversion– Usability                                      WiltsWebDesign.co.ukView the book o...
Effective Blogging                               WiltsWebDesign.co.uk26                        26
Effective BloggingWhat is a Blog?Blog – contraction…Web LogA blog is a personal journal published on the World Wide Web co...
Effective BloggingWhat is a Blog? A blog is – •   a personal diary •   a daily pulpit. •   a collaborative space.         ...
Effective BloggingWhat is a Blog? A blog can be – •   a communication tool •   a marketing tool                           ...
Effective BloggingBlogs                                   WiltsWebDesign.co.uk    30                        30
Effective BloggingBlogs                                   WiltsWebDesign.co.uk    31                        31
Effective BloggingBlogs                                   WiltsWebDesign.co.uk    32                        32
Effective BloggingBlogs                                   WiltsWebDesign.co.uk    33                        33
Effective BloggingBlogs                                   WiltsWebDesign.co.uk    34                        34
Effective BloggingPro Blogs                                   WiltsWebDesign.co.uk    35                        35
Effective BloggingBlogs                                   WiltsWebDesign.co.uk    36                        36
Effective BloggingBlogs                                   WiltsWebDesign.co.uk    37                        37
Effective BloggingWhat is a Blog?In other words………… your blog is whatever you want it to be.In simple terms, a blog is a w...
Effective BloggingWhy Blog? •   Easier than newsletters •   Lingers longer than newsletters •   Update anytime / anywhere ...
Effective BloggingWhy Blog?• Helps with SEO  Good blog content contains Keywords and Phrases                              ...
Effective Blogging                               WiltsWebDesign.co.uk41                        41
Effective BloggingWhy Blog?• Helps with SEO  Good blog content contains Keywords and Phrases           Search Engines    K...
Effective BloggingWhere to Blog?Either – Part of your web site                                      WiltsWebDesign.co.uk  ...
Effective BloggingWhere to Blog?or – Stand Alone                                     WiltsWebDesign.co.uk      44         ...
Effective BloggingTop free blog sites                                    WiltsWebDesign.co.uk     45                      ...
Effective BloggingWhat & When to write?    Provide Answers to client questions [FAQs]    When you have something to sell  ...
Effective BloggingInspiration It’s everywhere             Newspapers             Radio             Magazines           ...
Effective BloggingInspiration - Planning   Create a topic list covering 3-6 months   When inspiration strikes – bump plann...
Effective BloggingPlanning         Month      Topic         February   IT Trends for 2013         March      Managing your...
Effective BloggingWhen inspiration strikes – post moreFebruary        Pinterest ¦ IT in 2013 ¦ What your email address say...
Effective BloggingWrite Once – Use ManyBlog Post      Send as email             Post on other sites                   - Ch...
Effective Blogging                                             WiltsWebDesign.co.uk           How to write for your blog52...
Effective Blogging                                                      WiltsWebDesign.co.ukErnest Hemingway’s Top 5 Tips ...
Effective Blogging          Rule No. 1                                        WiltsWebDesign.co.uk      Always use short s...
Effective Blogging          Rule No. 2                                         WiltsWebDesign.co.uk         Use short 1st ...
Effective Blogging          Rule No. 3                                      WiltsWebDesign.co.uk          Use vigorous Eng...
Effective Blogging“Vigorous English is muscular, forceful. Vigorous Englishcomes from passion, focus and intention.It’s th...
Effective Blogging          Rule No. 4                                       WiltsWebDesign.co.uk      Be positive, not ne...
Effective Blogging          Rule No. 5                                     WiltsWebDesign.co.uk            Only use the go...
Effective Blogging          “I write one page of masterpiece          to ninety-one pages of shit,”          Hemingway con...
Effective BloggingGuest Blogging     Contact other bloggers and ask for a guest spot Benefits for guest bloggers:   Benefi...
Effective BloggingComments and Commenting Comment on other blogs that are relevant to you and remember                    ...
Effective BloggingComments and CommentingAllow comments on your blog  Un-moderated       No input required       No time n...
Effective BloggingWrite focussed content  Your post is as long as it has to be        140 characters to …………..  Don’t wand...
Effective BloggingImage Resources     www.sxc.hu     http://pixabay.com/     www.everystockphoto.com/     www.flickr.com/ ...
Effective BloggingVLOG[Video Blog]                                         WiltsWebDesign.co.uk        66                 ...
Effective Blogging                               WiltsWebDesign.co.uk67                        67
Effective Blogging                               WiltsWebDesign.co.uk68                        68
Effective Blogging     2ndmost searched site on the   internet                                 WiltsWebDesign.co.uk  69   ...
Effective Blogging      4bnvideos watched   every day                                 WiltsWebDesign.co.uk  70            ...
Effective Blogging   60 hoursof new contentuploaded every                                 WiltsWebDesign.co.uk    minute  ...
Effective Blogging YouTube clips     nowincorporated inGoogle Search                                  WiltsWebDesign.co.uk...
Effective BloggingSpread the Word  •   Link from your web site  •   Link from your social media  •   Add a link in your em...
Effective BloggingWhat the **** is RSS?RSS = Really Simple Syndication                                                    ...
Effective BloggingWhat the **** is RSS?                                    WiltsWebDesign.co.uk     75                    ...
Effective Blogging                               WiltsWebDesign.co.uk76                        76
Effective Blogging           •   Effective Website           •   Search Engine Optimisation           •   Pay per Click   ...
Effective BloggingAndy Poulton          •   Web Marketing                      •   Search Engine Optimisation             ...
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Transcript of "Effective blogging-2013"

  1. 1. Effective Blogging WiltsWebDesign.co.uk1 1
  2. 2. Effective BloggingWilts Web Design WiltsWebDesign.co.uk 2 2
  3. 3. World Wide Web – Reality Effective Blogging Check WiltsWebDesign.co.uk 3 3
  4. 4. Effective Blogging Marathon Web Marketing is a WiltsWebDesign.co.uk4 4
  5. 5. Effective BloggingIt’s all in the numbers 7.1 Bn 1.9 Bn WiltsWebDesign.co.uk 48m 5 5
  6. 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. 7. Effective BloggingPCLaptopNetbookTabletSmart Phone WiltsWebDesign.co.ukWiFi3G4G 7 7
  8. 8. Effective Blogging WiltsWebDesign.co.uk8 8
  9. 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. 10. Effective Blogging WiltsWebDesign.co.uk10 10
  11. 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. 12. Effective BloggingGoogle Analytics WiltsWebDesign.co.uk 12 12
  13. 13. Effective BloggingTraffic Sources WiltsWebDesign.co.uk 13 13
  14. 14. Effective BloggingKeyword Effectiveness WiltsWebDesign.co.uk 14 14
  15. 15. Effective BloggingWebmaster – www.google.com/webmaster WiltsWebDesign.co.uk 15 15
  16. 16. Effective BloggingLow conversion% - then let’s lookat your site WiltsWebDesign.co.uk 16 16
  17. 17. Effective Blogging The right WiltsWebDesign.co.uk17 site 17
  18. 18. Effective Blogging• Download quickly (2 – 4 seconds) • Keeps people happy WiltsWebDesign.co.uk • Keeps Google happy 18 18
  19. 19. Effective BloggingNavigation• Simple• Logical• Intuitive WiltsWebDesign.co.uk 19 19
  20. 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. 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. 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. 23. Effective Blogging Research Feedback Test WiltsWebDesign.co.uk Measure23 23
  24. 24. Effective BloggingImproving Conversion – Compelling Copy Above the fold WiltsWebDesign.co.uk aka -Don’t make me scroll 24 24
  25. 25. Effective BloggingImproving Conversion– Usability WiltsWebDesign.co.ukView the book on Amazon 25 25
  26. 26. Effective Blogging WiltsWebDesign.co.uk26 26
  27. 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. 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. 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. 30. Effective BloggingBlogs WiltsWebDesign.co.uk 30 30
  31. 31. Effective BloggingBlogs WiltsWebDesign.co.uk 31 31
  32. 32. Effective BloggingBlogs WiltsWebDesign.co.uk 32 32
  33. 33. Effective BloggingBlogs WiltsWebDesign.co.uk 33 33
  34. 34. Effective BloggingBlogs WiltsWebDesign.co.uk 34 34
  35. 35. Effective BloggingPro Blogs WiltsWebDesign.co.uk 35 35
  36. 36. Effective BloggingBlogs WiltsWebDesign.co.uk 36 36
  37. 37. Effective BloggingBlogs WiltsWebDesign.co.uk 37 37
  38. 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. 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. 40. Effective BloggingWhy Blog?• Helps with SEO Good blog content contains Keywords and Phrases WiltsWebDesign.co.uk 40 40
  41. 41. Effective Blogging WiltsWebDesign.co.uk41 41
  42. 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. 43. Effective BloggingWhere to Blog?Either – Part of your web site WiltsWebDesign.co.uk 43 43
  44. 44. Effective BloggingWhere to Blog?or – Stand Alone WiltsWebDesign.co.uk 44 44
  45. 45. Effective BloggingTop free blog sites WiltsWebDesign.co.uk 45 45
  46. 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. 47. Effective BloggingInspiration It’s everywhere  Newspapers  Radio  Magazines WiltsWebDesign.co.uk  Trade Papers  Advertising hoardings  TV  Conversations  Clients  Suppliers 47 47
  48. 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. 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. 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. 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. 52. Effective Blogging WiltsWebDesign.co.uk How to write for your blog52 52
  53. 53. Effective Blogging WiltsWebDesign.co.ukErnest Hemingway’s Top 5 Tips for Writing Well53 53
  54. 54. Effective Blogging Rule No. 1 WiltsWebDesign.co.uk Always use short sentences54 54
  55. 55. Effective Blogging Rule No. 2 WiltsWebDesign.co.uk Use short 1st paragraphs55 55
  56. 56. Effective Blogging Rule No. 3 WiltsWebDesign.co.uk Use vigorous English56 56
  57. 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. 58. Effective Blogging Rule No. 4 WiltsWebDesign.co.uk Be positive, not negative58 58
  59. 59. Effective Blogging Rule No. 5 WiltsWebDesign.co.uk Only use the gold59 59
  60. 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. 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. 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. 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. 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. 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. 66. Effective BloggingVLOG[Video Blog] WiltsWebDesign.co.uk 66 66
  67. 67. Effective Blogging WiltsWebDesign.co.uk67 67
  68. 68. Effective Blogging WiltsWebDesign.co.uk68 68
  69. 69. Effective Blogging 2ndmost searched site on the internet WiltsWebDesign.co.uk 69 69
  70. 70. Effective Blogging 4bnvideos watched every day WiltsWebDesign.co.uk 70 70
  71. 71. Effective Blogging 60 hoursof new contentuploaded every WiltsWebDesign.co.uk minute 71 71
  72. 72. Effective Blogging YouTube clips nowincorporated inGoogle Search WiltsWebDesign.co.uk results 72 72
  73. 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. 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. 75. Effective BloggingWhat the **** is RSS? WiltsWebDesign.co.uk 75 75
  76. 76. Effective Blogging WiltsWebDesign.co.uk76 76
  77. 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. 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
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