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.

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How to Build Your Brand by Blogging

  1. 1. 10/01/09 Building Your Brand by Blogging Christine Pilch Christine@GrowMyCo.com 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. 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. 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. 4. 10/01/09 Popular blogging platforms • Blogger – free, do-it-yourself with templates & plugins • Wordpress.com – free with templates • WordPress.org – 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. 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. 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. 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. 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. 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. 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. 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. 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. 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 Amazon.com 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. 14. 10/01/09 Resources • One Cool Site: Blogging Tips - http://onecoolsite.wordpress.com/ • 250 free photo sites - http://mediamilitia.com/250-free- stock-photography-sites/ Introduction to Microblogging 14
  15. 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. 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. 17. 10/01/09 Christine Pilch Social media speaking & training Christine@GrowMyCo.com 413.537.2474 GrowMyCo.com Linkedin.com/in/ChristinePilch Twitter.com/ChristinePilch Facebook.com/GrowMyCompany © 2009, Christine Pilch, Grow My Company 17

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