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How to Build Your Brand by Blogging
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How to Build Your Brand by Blogging


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This class was sponsored by the Valley Community Development Corporation and held at The Jones Library in Amherst, MA on October 1, 2009.

This class was sponsored by the Valley Community Development Corporation and held at The Jones Library in Amherst, MA on October 1, 2009.

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  • 1. 10/01/09 Building Your Brand by Blogging Christine Pilch 413.537.2474 © 2009, Christine Pilch, Grow My Company What’s the difference between a blog and a website? • Content o Regular & frequent blog updates o Most recent info on top • Syndication o People can subscribe via software that automatically p y pulls in new posts • Conversational 1
  • 2. 10/01/09 Website Blog Informative but static Regularly updated Why do people blog? • Demonstrate knowledge g • Position yourself as an expert • Increase visibility & credibility • Build network • They have a passion for the topic • E t t i & inform Entertain i f • Sell products & services 2
  • 3. 10/01/09 Selling on a blog Link to Esty Shop Building your brand through blogging • Generate buzz about your product or service y p • Use blog as customer service extension • Establish an additional communication channel • Address negative press • Deliver information efficiently •LLaunch new products h d t •Add a human component to your business 3
  • 4. 10/01/09 Popular blogging platforms • Blogger – free, do-it-yourself with templates & plugins • – free with templates • – open source & free with many plugins, but you must build your blog and decide on hosting • TypePad – paid service with do-it-yourself templated design and expert customer support The anatomy of a blog • Title • Posts • Company information • Archives • Subscription option(s) • Li k t other blogs Links to th bl • Search 4
  • 5. 10/01/09 Making a commitment to blog • What is involved? • Writing posts • Adding photos • How often should you post? • Shared authorship Identifying your audience • What are their demographics? • What do they want/need? • What do they like? Believe? • What are their ambitions? • What inspires them? • What pleasures/pain do they have? • How can you satisfy the above? 5
  • 6. 10/01/09 Writing your posts • Proper grammar, spelling and punctuation are a must t • Try to draft them within the blog editing environment for easiest formatting • Write in a casual style • Think before you post • Use white space and be as brief as your audience demands Overcoming the topic hurdle • Coming up with ideas • Keep your content fresh, timely and relevant • What are others doing? • Remember that people only read something that adds value to their lives 6
  • 7. 10/01/09 Promoting your blog • Add your blog URL to your email signature and l tt h d d letterhead • Comment on other blogs with a link back to yours • Post links to your blog posts on your social media sites • Start a fan page on Facebook Tracking your blog’s statistics • Review your site stats regularly • WordPress has a plugin • Typepad has limited statistics available in the admin • Watch frequency, where visitors come from, from what they look at how long they at, stay, browser info, repeat visitors • Google Analytics is a great tool 7
  • 8. 10/01/09 Sample of Google Analytics Info Statistics glossary • Hits • Page views / impressions • Unique visitors vs repeat visitors • Subscribers: email vs RSS 8
  • 9. 10/01/09 Stay within your niche to • Brand your company • Earn loyal readers • Develop a community • Keep advertising relevant • Optimize blog for search engines Handling comments • Moderated or not? • Use them to promote conversation • Handling bad ones • Dealing with spam • Dealing with criticism on other blogs 9
  • 10. 10/01/09 Monitoring your competition • What do they do well? • What do they write about? • What do they neglect? • What questions come up in comments? • Who are they writing for? • How often do they post? • How many comments do they get? Jazzing up your blog with podcasts • Injects some personality • Adding your voice and/or image helps build a relationship with your readers • Upload to a hosting service p g 10
  • 11. 10/01/09 Jazzing up your blog with photos • Blogs without photos are boring • Break up text & monotony • Add visual interest • Where to find royalty free photos • Editing images Editing photos • Better to upload at the size & resolution you want to display • Google Picasa is free, robust image editing software 11
  • 12. 10/01/09 Google Picasa Making money from your blog with advertising • Paid advertising • Text based ads Text-based • Banner & button ads • Contextual advertising keeps ads relevant to your readership • Beware cluttering your blog with too much advertising 12
  • 13. 10/01/09 More ways to making money by blogging • Sponsorships • Paid P id postst • Sponsored reviews • Beware cluttering your blog with too much advertising • Professional blog content writer • Affiliate marketing thru Tips • See who links to your blog in Google via li k i link:yourdomain d i • Use Google Alerts to monitor yourself & the competition • Read your posts out loud • Remember that your blog is about your reader not yourself 13
  • 14. 10/01/09 Resources • One Cool Site: Blogging Tips - • 250 free photo sites - stock-photography-sites/ Introduction to Microblogging 14
  • 15. 10/01/09 Use to • Meet new people • Offer & solicit assistance • Build relationships based on trust • Monitor your brand • Position yourself as an expert • Remind contacts that you’re here Home Page • This is your home page Set up Twitter here Custom background can be created, but Post your update here < 140 characters start with a default Tweets by those you follow 15
  • 16. 10/01/09 Using as a business tool • Tweet under personal name • Refrain from unprofessional conduct • Be helpful • Monitor your brand • Utilize it as a customer service function • Always strive to offer value • Engage, don’t preach or push Using TweetDeck 16
  • 17. 10/01/09 Christine Pilch Social media speaking & training 413.537.2474 © 2009, Christine Pilch, Grow My Company 17