Blog Strategy for Event Professionals


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How to use blogs to generate local leads

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Blog Strategy for Event Professionals

  1. 1. Blog Strategy Generating Leads With Free Blog Platforms
  2. 2. Blog Tech Benefits <ul><li>More Pages </li></ul><ul><li>More Text </li></ul><ul><li>Timely </li></ul><ul><li>More Keywords </li></ul><ul><li>Viral </li></ul><ul><li>Build Vendor Relationships </li></ul><ul><li>Fresh Content </li></ul><ul><li>Link Bait </li></ul>
  3. 3. More Pages <ul><li>The more pages you have on the web, the more likely you will be found by a buyer </li></ul><ul><li>Blog tech makes it easy to produce content </li></ul>
  4. 4. More Text <ul><li>Search engines can’t “read” images yet – and so a site that is mostly graphics will not be indexed effectively. </li></ul><ul><li>Blog tech lets you add text pages that can drive traffic to your “pretty pages” </li></ul>
  5. 5. Timely <ul><li>Comment on news and events that may impact your potential clients. </li></ul><ul><li>Example </li></ul><ul><ul><li>Post on new party venues – become the source in your area. </li></ul></ul><ul><ul><li>Post about travel issues – like a volcano. </li></ul></ul>
  6. 6. More Keywords <ul><li>The more text you put up the greater the chances of discovering new keywords. </li></ul><ul><li>Use Google Analytics to find the words people use – not just the ones you can think of. </li></ul>
  7. 7. Viral <ul><li>Post a picture or video of a client and they will share it with friends and family … spreading your brand. </li></ul>
  8. 8. Build Relationships <ul><li>Post a review of a business partner </li></ul><ul><ul><li>Rave reviews of a party venue = big brownie points </li></ul></ul><ul><ul><li>They’ll link to it too, boosting your SEO </li></ul></ul>
  9. 9. Fresh Content <ul><li>Updated sites are preferred to static sites. </li></ul><ul><li>A site with fresh content will outperform a static site in the search engines. </li></ul>
  10. 10. Link Bait <ul><li>Put good content up and it will passively get links to your site. </li></ul>
  11. 11. Downside of Blog <ul><li>You may not want to expose your client list and resources to the world. Doing so may help your competition, so think before you post. </li></ul><ul><li>Blogging is a waste of time … if you are doing it incorrectly, which many people are. </li></ul>
  12. 16. Typical Small Biz Blog <ul><li>Generic Looking </li></ul><ul><li>No Branding </li></ul><ul><li>Poor Navigation Back to Site </li></ul><ul><li>Not tracked </li></ul><ul><li>No “hooks” in titles </li></ul><ul><li>Self-serving crap content </li></ul><ul><li>No LEAD CAPTURE area </li></ul><ul><li>WHY? </li></ul>
  13. 17. Why Blogs FAIL <ul><li>Poor Goals </li></ul><ul><li>Lack of strategy </li></ul>
  14. 18. What Is The Goal? <ul><li>Thought Leadership </li></ul><ul><ul><li>Establish authority </li></ul></ul><ul><li>Branding </li></ul><ul><li>“ I don’t know, I just kept reading that I needed a blog so I started one. I’m not really sure what it’s supposed to do.” </li></ul><ul><li>Leads </li></ul>
  15. 19. Blog Goal - LEADS <ul><li>Requires </li></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Optimized settings </li></ul></ul><ul><ul><li>Frequent updates </li></ul></ul><ul><ul><li>Proper LAYOUT </li></ul></ul><ul><ul><li>Tracking </li></ul></ul>
  16. 20. Keywords <ul><li>Service Description in Your Client’s Words </li></ul><ul><ul><li>Don’t say “culinary visionary,” say “catering.” </li></ul></ul><ul><li>PLUS GEO Keywords: </li></ul><ul><ul><li>Long Island Catering </li></ul></ul><ul><ul><li>Garden City Catering </li></ul></ul><ul><ul><li>Eisenhower Park Wedding Catering </li></ul></ul>
  17. 21. Keywords <ul><li>Use in Title </li></ul><ul><li>Sub-title </li></ul><ul><li>Early </li></ul><ul><li>Not too often </li></ul><ul><li>In Your Images </li></ul><ul><ul><li>Alt Image Tag </li></ul></ul><ul><li>Categories </li></ul><ul><li>Tags </li></ul>
  18. 22. Optimized <ul><li>Your blog software should “ping” the indexes every time you post an article </li></ul><ul><li>You should post a link to any website page you’ve recently added or updated so that the spiders will index it quickly </li></ul><ul><li>Occasionally use social bookmarks like Diigo, StumbleUpon, Redditt and others to give your blog some inbound links – but don’t over do it </li></ul>
  19. 23. Structure <ul><li>Good Header Graphic </li></ul><ul><ul><li>Brand </li></ul></ul><ul><ul><li>Phone Number </li></ul></ul><ul><li>Sidebars … post your own banner ads on the side columns so that every page sells your service without having to sell in the post. </li></ul>
  20. 27. What to blog? <ul><li>Don’t get hung up on perfect posts </li></ul><ul><li>Goal is to get eyeballs on the page and let the sidebars do the selling </li></ul><ul><li>Get local buyers by blogging about local relevant things </li></ul>
  21. 28. Examples <ul><li>BAD </li></ul><ul><ul><li>“Catering Trends for 2010” </li></ul></ul><ul><ul><li>“Mary and Tommy’s Wedding” </li></ul></ul><ul><ul><li>“My Favorite Dance Songs” </li></ul></ul>
  22. 29. Examples <ul><li>Better </li></ul><ul><ul><li>Catering Your Wedding </li></ul></ul><ul><ul><li>Choosing a Videographer </li></ul></ul>
  23. 30. Examples <ul><li>BETTER STILL! </li></ul><ul><ul><li>“ Catering Outdoor Weddings on Long Island.” </li></ul></ul><ul><ul><li>“ Planning A Wedding at Eisenhower Park on Long Island, NY. </li></ul></ul><ul><ul><li>“ Garden City Wedding Venues: Where to Get Married on Long Island.” </li></ul></ul><ul><ul><li>“ 10 Best Event Spaces in The Hamptons” </li></ul></ul><ul><ul><li>“ Bar Mitzvahs: 7 Top Party Locations in Nassau County, NY” </li></ul></ul>
  24. 31. Steps <ul><li>Decide on hosted or self-hosted blog </li></ul><ul><ul><li>Hosted </li></ul></ul><ul><ul><ul><li>Free </li></ul></ul></ul><ul><ul><ul><li>Easy to get started </li></ul></ul></ul><ul><ul><ul><li>But you don’t own the property and it could go away. You don’t control it. </li></ul></ul></ul><ul><ul><li>Self-Hosted </li></ul></ul><ul><ul><ul><li>Requires a domain </li></ul></ul></ul><ul><ul><ul><li>Some time to set-up and maintain </li></ul></ul></ul><ul><ul><ul><li>Customizable </li></ul></ul></ul>
  25. 33. Platforms – Which One? <ul><li>Blogger </li></ul><ul><li> (hosted) </li></ul><ul><li> (self-hosted) </li></ul><ul><li>Tumblr </li></ul><ul><li>Typepad </li></ul><ul><li>Multiply </li></ul><ul><li> </li></ul><ul><li>Weebly </li></ul><ul><li> </li></ul>
  26. 34. Why Not All of Them? <ul><li>Example </li></ul><ul><ul><li>Weddings – </li></ul></ul><ul><ul><li>Sweet-16’s – </li></ul></ul><ul><ul><li>New York City – Tumblr </li></ul></ul><ul><ul><li>New Jersey – Xanga </li></ul></ul><ul><li>More domains pointing back to your site! </li></ul><ul><li>Each blog has a theme – elegant to one market, fun to another. </li></ul>
  27. 35. Post Often <ul><li>400 words </li></ul><ul><li>Keyword rich </li></ul><ul><li>Use “post by email” feature and when you get a minute, post! </li></ul>
  28. 36. Customize <ul><li>Add header </li></ul><ul><li>Add sidebars that link to your main site </li></ul><ul><ul><li>Use Adobe or other image editor to create simple banner ads … or outsource to eLance for $20 </li></ul></ul><ul><li>Add contact us to side bar when possible, or create a sidebar that takes them to your own site’s contact fields. </li></ul>
  29. 39. Tips <ul><li>Post and link to your landing pages with a variety of anchor text; </li></ul><ul><li>Wedding catering in St. Louis has never been easier. </li></ul>
  30. 40. Thank You Blog <ul><li>Post positive but honest reviews of businesses that can support you via referrals. </li></ul><ul><li>Include photo of the owner </li></ul><ul><li>Print it, laminate it, frame it and send it. </li></ul><ul><li>It will attract the right customers to your blog </li></ul><ul><li>The vendors and venues you support will go out of their way to reciprocate! </li></ul>
  31. 41. Today <ul><li>Start a new blog! </li></ul><ul><ul><li>Plan it by theme </li></ul></ul><ul><ul><li>Think about sidebars and headers … but don’t wait until they’re done .. Start now! </li></ul></ul>
  32. 42. Analytics <ul><li>Install Google Analytics so that it is on every post of your blog. </li></ul><ul><li>Post like crazy! </li></ul><ul><li>Read your keyword reports and you’ll discover keywords worth promoting. </li></ul><ul><li>The more published words you have describing your services, the greater your traffic. </li></ul>
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