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Blogging Trade Show Seminar


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The slide show presentation from trade show presentations about blogging for the retail industry.

The slide show presentation from trade show presentations about blogging for the retail industry.

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  • 1. BloggingWhy You Should Be Blogging: And How You Can Use it to Increase Sales
    Presented by Brian Linton
    Founder Sand Shack LLC
    July, 2010
    © 2010 Brian Linton
  • 2. My Background
    Grew up in Singapore and Japan
    Founded Sand Shack while in college in 2006
    Also while in college, founded a coffee company – and failed
    Launched United By Blue May 1st 2010
    Live and work in Philadelphia
    Girlfriend’s name is Joanna and Dog’s name is Zoey
    Speak Chinese, love to travel, write, and scuba dive
  • 3. What is a Blog
    Combination of the term “Web Log” – Blog
    126 Million Blogs
    A blog is basically a collection of articles online, blogging is the act of updating it, and a blogger is someone who writes for a blog.
    Bloggingas a news source in the 21st Century
    Professional vs Personal
    Makes sharing news easy
  • 4. What is a Blog …continued
    Give normal people the power of the media
    No technical expertise required
    Easy to use and often free
    A blog is often in the form of website
    Can be added to existing website
  • 5. How are Small Businesses Using It
    Low cost, effective way to have a web presence
    static vs. dynamic websites
    Informal and easy way to communicate with
    Share news about your company
    Market products and build brand
    Build trust and authority for your business and you, the small business owner.
  • 6. Some Ways Retail Stores Use Blogs
    Announce new product lines
    Write product reviews
    Solicit customer feedback and suggestions
    Share customer product reviews
    Discuss hot industry topics
    Tie in products with topical news
    Promote special store events
    Write ‘how-to’ articles for product use
    Post open retail positions and corporate career opportunities
    Allow retail staff contributions
    Spotlight individual employees
  • 7.
  • 8. United By Blue’s Blog
  • 9. Choosing a Topic
    Is this group a viable target market online? Is it large enough?
    Are there any competing blogs?
    Relates to your business
    Is something you are passionate about
    Choose something bigger than your company
    Target potential customers
    Create residual marketing that drives traffic to your website and store
  • 10. Example: Sweet Marias Coffee
  • 11. Sweet Maria’s Blog
  • 12. Creating Blog Posts
    “Creating” Blog posts as opposed to “Writing”
    1. Text
    2. Images
    3. Video
    You don’t have to be a good writer
    Colloquial vs Formal
    • Keep most posts under 400 words
    • 13. Unique content is a must
    • 14. Give away your secrets
    • 15. Mix company related posts with non-company related posts
  • 16. Post Example
    Post Title
    Quantify what you are going to talk about
    Be specific – don’t get too fancy
    Vary text size
    Bold out main points
    Add pictures to break up text
    Link to previous posts when relevant
    Ask a question at the end to encourage comments
    “If you have a business, what have you learned recently about social media for business?”
  • 17. Finding Free Images via
    Give credit where due
  • 18. Getting Videos From YouTube
  • 20. Promoting Your Blog
    Promoting your blog = Marketing your company
    Create and build relationships online
    • Partner with other websites and bloggers who target similar audiences
    • 21. Cross-promote
    • 22. Link post content outside of your blog
    • 23. Comment on other blogs
    Comments make blogging a two way conversation
    Promote with Twitter tweets and Facebook status updates
    Host a competition on your blog
    Make your posts “sharable”
    ie: WordpressAddtoAnyplugin
  • 24. Guest Blogging
    Guest Blogging builds authority for you and your blog about a certain topic
    Finding a blog
    Google search
    Facebook search
    Twitter search search
    Follow comment links
    Tips for Guest Blogging
    -Connect with other blogs first
    -Have an established blog
    -Send them a summary or outline of what you will write about
  • 25. Become a Source for Others
    Posted article on Stop Shark Finning blog on Jan 17
    Posts with us as source by:
    And many facebook and twitter pages
    • Write useful content
    • 26. Network
    • 27. Become part of a community
    • 28. Get Lucky…
  • Setting up a Blog
    Free theme vs Custom design
    Freestanding vs Integration into existing website
    Your own domain vs Free domain
  • 29. Setting up Your Blog – Or More Than a Blog
  • 30. Plugins
  • 31. Summary
    Choose something your customers care about
    Provide free material that is not a sales-pitch
    Go above and beyond your reader’s expectations
    Encourage your readers to leave comments
    -respond to comments
    Promote your Blog to market your company
    Use plugins to better interact with your readers – Wordpress
  • 32. Contact Information
    Contact Brian: Tel: 508-292-9427 or