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Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
Social Media Congres - "Blogging Business"
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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

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

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  • 1. BLOGGINGBUSINESS HOW A BLOG CAN GROW YOUR BUSINESS Chris Garrett http://twitter.com/chrisgarrett Friday, 27 February 2009 1
  • 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. 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. 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. Business Blogging ATTRACT, RETAIN, RECRUIT SEO Social Links PR Email RSS Twitter BLOG Referral Forwards Re-tweets Friday, 27 February 2009 5
  • 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. 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. Business Blogging SUCCESS STORIES • Gary Vaynerchuk • Family wine store • Wine Library TV • $50m business Friday, 27 February 2009 8
  • 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. 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. 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. 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. 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. 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. Business Blogging WHAT TO TALK ABOUT What What they you want know Friday, 27 February 2009 15
  • 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. 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. 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. 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. Business Blogging SOCIAL MEDIA JOURNEY • Take your audience on a journey Advocate “Converted” Subscriber Return Visitor Visitor Friday, 27 February 2009 20
  • 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. Business Blogging TWEAK YOUR SALES ENGINE • Audience Targeting • Attraction Tactics • Persuasion Content • Conversion • Consumption + Results = Proof Friday, 27 February 2009 22
  • 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. 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. 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. 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. 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. 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. Business Blogging THANKS FOR READING ;) • http://chrisg.com • http://twitter.com/chrisgarrett Friday, 27 February 2009 29

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