BLOGGINGBUSINESS
                                  HOW A BLOG CAN GROW YOUR BUSINESS
                                     ...
Business Blogging


                                    WHY BLOG?
                                      Attract an audienc...
Business Blogging


                           BLOG SIDE-EFFECTS
                  Grow Links for traffic and to improve se...
Business Blogging


                                 BLOG VERSUS ...

    • Website               - Static pages of inform...
Business Blogging


              ATTRACT, RETAIN, RECRUIT
                                SEO
                           ...
Business Blogging


      RETAIN WITH STICKY FACTOR

    • Provide              value with empathy, keep engaging, be incl...
Business Blogging


                                                  PUBLICITY+-




    2004                            ...
Business Blogging


                                SUCCESS STORIES

    • Gary Vaynerchuk

    • Family               win...
Business Blogging


                             SUCCESS STORIES

    • Woot.com/blog/

    • Launched             July 12...
Business Blogging


                                SUCCESS STORIES

    • Thomas                 Mahon

    • Bespoke Tai...
Business Blogging


        WHO SHOULD NOT BLOG?

                            Be Present, Be Interested, Be Authentic
    ...
Business Blogging


                                              PLAN

    • Must             start with a plan, or at le...
Business Blogging


                                      RESEARCH
    • Find           out what your audience is interest...
Business Blogging


               YOUR COMPETITIVE EDGE
                           Audience        Your
                 ...
Business Blogging


                           WHAT TO TALK ABOUT


                                      What
           ...
Business Blogging


                           DRIVE THEM HOME

        Don’t leave your content scattered. As
    •
     ...
Business Blogging


                    GROW YOUR AUDIENCE
    • Think                long term
    • Offer               ...
Business Blogging


                           TRAFFIC PROBLEMS

                • Attract     targeted, engaged
         ...
Business Blogging


                                   STICKINESS


            Stop the “revolving door”
        •


    ...
Business Blogging


                   SOCIAL MEDIA JOURNEY
                           • Take your audience
              ...
Business Blogging


         PERSUASION+CONVERSION


        Education, Articles - Inform, solve problems, demonstrate you...
Business Blogging


         TWEAK YOUR SALES ENGINE

    • Audience Targeting

    • Attraction Tactics

    • Persuasion...
Business Blogging


                             CONSUMPTION
    • Encourage            sampling

    • Follow-up, encoura...
Business Blogging


                             PEOPLE NOT HERD
                           • Keep    interested with enga...
Business Blogging


                           SEGMENTATION

        Create an email list just for customers, if possible ...
Business Blogging


                                   SOME DON’TS
    • Don’t                Me-Me-Me - It’s not all abou...
Business Blogging


                                        SUMMARY

    • Attract               targeted visitors who hav...
Business Blogging


                                         ACTIONS
    • Decide                agreed metrics (eg. Links...
Business Blogging


                  THANKS FOR READING ;)


    • http://chrisg.com

    • http://twitter.com/chrisgarre...
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Social Media Congres - "Blogging Business"

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Blogging for Business presentation for Social Media Congres - edited and elaborated for clarity

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Transcript of "Social Media Congres - "Blogging Business""

  1. 1. BLOGGINGBUSINESS HOW A BLOG CAN GROW YOUR BUSINESS Chris Garrett http://twitter.com/chrisgarrett Friday, 27 February 2009 1
  2. 2. Business Blogging WHY BLOG? Attract an audience • Inform and Interact, learn from your audience • Retain your audience • Energize your audience and motivate action • Recruit help, contacts, employees • Respond to stories and customers • Friday, 27 February 2009 2
  3. 3. Business Blogging BLOG SIDE-EFFECTS Grow Links for traffic and to improve search rankings • Build familiarity and trust • Communicate and establish your brand • Grow a sense of community • Offer better service • Initiate more sales • Friday, 27 February 2009 3
  4. 4. Business Blogging BLOG VERSUS ... • Website - Static pages of information or sales letters • Newsletter - Information sent to inbox, drive action • Forum - Conversation and interaction • Blogs combine elements of all of the above Friday, 27 February 2009 4
  5. 5. Business Blogging ATTRACT, RETAIN, RECRUIT SEO Social Links PR Email RSS Twitter BLOG Referral Forwards Re-tweets Friday, 27 February 2009 5
  6. 6. Business Blogging RETAIN WITH STICKY FACTOR • Provide value with empathy, keep engaging, be inclusive • Video/Audio - keep on site longer, more emotive, entertain • Comments/Polls/Surveys - show interested in opinion, interaction • Series/Related Posts/Categories/Tags - serialize content • Events/Competitions/Call-in - fun, rewards, excitement Friday, 27 February 2009 6
  7. 7. Business Blogging PUBLICITY+- 2004 2009 The conversation is happening with or without you Back in 2004 Kryptonite had a famous PR problem with blogs - today companies learning same lessons You have to have a place where you can put your story, state the facts and establish your position. Friday, 27 February 2009 7
  8. 8. Business Blogging SUCCESS STORIES • Gary Vaynerchuk • Family wine store • Wine Library TV • $50m business Friday, 27 February 2009 8
  9. 9. Business Blogging SUCCESS STORIES • Woot.com/blog/ • Launched July 12, 2004 • Sold its 1,000,000th item, a 4GB micro hard drive, on February 5, 2007 • Little to no advertising. Friday, 27 February 2009 9
  10. 10. Business Blogging SUCCESS STORIES • Thomas Mahon • Bespoke Tailor • Using only blog as marketing • Full order book, including celebrities inc. Prince Charles Friday, 27 February 2009 10
  11. 11. Business Blogging WHO SHOULD NOT BLOG? Be Present, Be Interested, Be Authentic • Listen, Serve, Delight • Starting a blog raises expectation of openness and interactivity • If you don’t want a conversation, • don’t start one. Friday, 27 February 2009 11
  12. 12. Business Blogging PLAN • Must start with a plan, or at least know where you want to go • Why are you building a blog? • Who do you want to attract? • What story do you have to tell? Friday, 27 February 2009 12
  13. 13. Business Blogging RESEARCH • Find out what your audience is interested in, needs, wants • Surveys, Polls • Forums, Comments, Q&A sites • Social Bookmarking sites • Search.Twitter • WordTracker, Adwords Tool Friday, 27 February 2009 13
  14. 14. Business Blogging YOUR COMPETITIVE EDGE Audience Your Needs Positioning Brand Experience • Serveyour audience needs, wants, motivations in a way that is uniquely yours Friday, 27 February 2009 14
  15. 15. Business Blogging WHAT TO TALK ABOUT What What they you want know Friday, 27 February 2009 15
  16. 16. Business Blogging DRIVE THEM HOME Don’t leave your content scattered. As • well as post on Flickr, YouTube, etc, also post in on one easy to find place - your blog. Find people where they are and bring • them to you. Drive people from their inbox or feed • reader to interact with you rather than passively read. Your Brand Here Friday, 27 February 2009 16
  17. 17. Business Blogging GROW YOUR AUDIENCE • Think long term • Offer overwhelming value • Be genuine, approachable, helpful and friendly • Raving fans are created by going extra mile • Make strong and lasting connections based on mutual respect • Ask questions, get feedback, learn as they learn Friday, 27 February 2009 17
  18. 18. Business Blogging TRAFFIC PROBLEMS • Attract targeted, engaged traffic • Attention for own sake = bad your brand • Remember photo by chadmiller Friday, 27 February 2009 18
  19. 19. Business Blogging STICKINESS Stop the “revolving door” • Harder and more expensive to attract • new visitors and customers than to retain existing. Happy, loyal visitors also much more • valuable than constant stream of strangers. Friday, 27 February 2009 19
  20. 20. Business Blogging SOCIAL MEDIA JOURNEY • Take your audience on a journey Advocate “Converted” Subscriber Return Visitor Visitor Friday, 27 February 2009 20
  21. 21. Business Blogging PERSUASION+CONVERSION Education, Articles - Inform, solve problems, demonstrate your solution works • Community - Encourage conversation, involvement and sense of belonging • Call to action - Remember to make offers that match audience wants/needs • Friday, 27 February 2009 21
  22. 22. Business Blogging TWEAK YOUR SALES ENGINE • Audience Targeting • Attraction Tactics • Persuasion Content • Conversion • Consumption + Results = Proof Friday, 27 February 2009 22
  23. 23. Business Blogging CONSUMPTION • Encourage sampling • Follow-up, encourage, enquire • Get to consume then consume more • Consumption leads to best positive “Word of Mouth” • Positive experience shared leads to powerful trust in your brand Friday, 27 February 2009 23
  24. 24. Business Blogging PEOPLE NOT HERD • Keep interested with engaging content • Personalization • Empathy ➙ Loyalty • Learn from actions • Customer Service • Segmentation We are all unique individuals! Friday, 27 February 2009 24
  25. 25. Business Blogging SEGMENTATION Create an email list just for customers, if possible split along product lines • Use highly specific topical lists to Sell / Cross-Sell / Up-sell without annoying • uninterested Discover your best customers and give them extra special treatment • Work out via email unsubscribes which content causes defection, loss of interest • Friday, 27 February 2009 25
  26. 26. Business Blogging SOME DON’TS • Don’t Me-Me-Me - It’s not all about you! • Don’t force it if it isn’t working • Don’t over-sell - Give first • Don’t use business-talk - and don’t assume • Don’t try to “control the conversation” • Don’t ignore your audience Friday, 27 February 2009 26
  27. 27. Business Blogging SUMMARY • Attract targeted visitors who have a problem you can solve. • Inform, advise, discuss, help. • Build trust with positive experience over time. • Demonstrate positive results. • Make offers that match audience wants/needs. Friday, 27 February 2009 27
  28. 28. Business Blogging ACTIONS • Decide agreed metrics (eg. Links? Sales? Traffic? PR mentions?) • Gather keywords and content research • Create valuable content that meets audience wants/needs • Promote content with social bookmarking • Retain with email, feed, and social media engagement • Learn from feedback and metrics, repeat Friday, 27 February 2009 28
  29. 29. Business Blogging THANKS FOR READING ;) • http://chrisg.com • http://twitter.com/chrisgarrett Friday, 27 February 2009 29

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