Blogging for New Business: Forward Progress - Dean DeLisle - WABC - Worldwide Asociation of Business Coaches - 2014


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This Forward Progress slidedeck by Dean DeLisle supplemented the webinar described below:

In our one-hour session, Dean DeLisle and the Forward Progress team will show you how to generate content, blog efficiently, and get your blog found by targeted prospects. In today’s online marketing environment, companies that blog accrue 97% more inbound leads and develop 434% more indexed pages on their websites. Take advantage of this opportunity to learn about how your business can grow from the benefits of blogging.

During this webinar, you will learn how to:
- Use your existing resources and content for blogs
- Generate blog content quickly
- Create a system to blog in your busy week
- Create a strategy to get the most out of your blogs

All registrants will receive the webinar’s recording and materials by email following this webinar.

Forward Progress’s services team creates and delivers over 10,000 blogs and posts per month for clients, and has trained over 85,000 people in over 40 countries on effective online marketing and conversion

About Dean DeLisle:
For over 30 years, Dean has demonstrated his ability to expand social reach for companies and professionals, stimulate business development through increasing credibility, engagement, and convert connections to powerful results.

A special Thank You to our sponsor, the Worldwide Association of Business Coaches, for promotion of this webinar.

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  • 1. Invite Comments - I notice that when I specifically invite comments that people leave them in higher numbers than when I don’t. To some degree this confuses me as most of my readers know that they can leave comments on any post - but I guess inviting a comment triggers a response to some extent. Also keep in mind that new readers that are unfamiliar with blogging don’t always know about comments or how to use them - invitations to participate in well laid out and easy to use comments systems are good for helping them participate.
    2. Ask Questions - Including specific questions in posts definitely helps get higher numbers of comments. I find that when I include questions in my headings that it is a particularly effective way of getting a response from readers as you set a question in their mind from the first moments of your post.
    3. Be Open Ended - If you say everything there is to say on a topic you’re less likely to get others adding their opinions because you’ll have covered what they might have added. While you don’t want to purposely leave too many things unsaid there is an art to writing open ended posts that leaves room for your readers to be experts also.
    4. Interact with comments left - If you’re not willing to use your own comments section why would your readers? If someone leaves a comment interact with them. This gets harder as your blog grows but it’s particularly important in the early days of your blog as it shows your readers that their comments are valued, it creates a culture of interactivity and gives the impression to other readers that your comments section is an active place that you as the blogger value. As the activity in your comments section grows you may find you need to be slightly less active in it as readers will start to take over on answering questions and creating community - however don’t completely ignore your comment threads.
    6. Be humble - I find that readers respond very well to posts that show your own weaknesses, failings and the gaps in your own knowledge rather than those posts where you come across as knowing everything there is to know on a topic. People are attracted to humility and are more likely to respond to it than a post written in a tone of someone who might harshly respond to their comments.
    7. Be gracious - Related to humility is grace. There are times where you as the blogger will get something wrong in your posts. It might be spelling or grammar, it could be the crux of your argument or some other aspect of your blogging. When a someone leaves a comment that shows your failing it’s very easy to respond harshly in a defensive manner. We’ve all seen the flaming that can ensue. While it’s not easy - a graceful approach to comments where you admit where you are wrong and others is right can bring out the lurkers and make them feel a little safer in leaving comments.
    9. ‘Reward’ Comments - There are many ways of acknowledging and ‘rewarding’ good comments that range from simply including a ‘good comment’ remark through to highlighting them in other posts that you write. Drawing attention to your readers who use comments well affirms them but also draws attention of other readers to good use of your comments section.
    10. Make it Easy to Comment - I leave a lot of comments on a lot of blogs each week - but there is one situation where I rarely leave a comment - even if the post deserves it - blogs that require me to login before making a comment. Maybe I’m lazy (actually there’s no maybe about it) or maybe there’s something inside me that worries about giving out my personal details - but when I see a comments section that requires registration I almost always (95% or more of the time) leave the blog without leaving the comment that I want to make. While I totally understand the temptation to require registration for comments (combating spam in most cases) something inside me resists participating in such comments sections. Registration is a hurdle you put in front of your readers that some will be willing to leap but that others will balk at (the same is often said about other comments section requirements that go beyond the basics). Keep your comments section as simple and as easy to use as possible.
  • One cardinal snafu that can bring down even the best intentioned of blogs is stale content. Nothing is more discouraging to prospective readers than returning to a blog site to find old or outdated material. So, be prepared to work at keeping your blog as fresh and current as possible. That doesn't necessarily mean regular entries as lengthy as a Michener novel — indeed, many engaging blogs are built of short, concise messages. But make a commitment to update your blog on as regular basis as your schedule reasonably permits. “You need to develop what I describe as a ruthless persistence toward posting, particularly if you disseminate the blog's address, and customers or suppliers come to depend on the information," says Rich Hanley, director of graduate programs in the School of Communications at Quinnipiac University in Hamden, Conn. "People view blogs as daily information vehicles, not once in a while musings on a stray issue. Think of blogs as a conversation, and that will help with the daily focus."
  • Don't make the mistake of feeling locked into your blog's initial topic. Monitor the amount and quality of the traffic you receive. If things seem slow or stagnant, don't be gun-shy about varying your themes or subjects to boost interest. But don't stray too far from your business or expertise. Also, advises Falkow, "Investigate how effective the [publishing] platform you choose to blog in is. I have tried several that did nothing for my search visibility."
  • This might mean tackling a slightly different topic (perhaps a sub-niche) but could also mean writing in a distinct voice It might also mean writing in a different genre of posts (ie if everyone else is writing ‘newsy’ posts you might like to write more ‘opinion’ type posts).
    Bring together the elements of both Useful and Unique content and you will be one step closer to a successful blog.
  • Blogging for New Business: Forward Progress - Dean DeLisle - WABC - Worldwide Asociation of Business Coaches - 2014

    1. 1. ForwardProgress.NET @FwdProgressInc Blogging for New Business
    2. 2. ForwardProgress.NET @FwdProgressInc
    3. 3. ForwardProgress.NET @FwdProgressInc
    4. 4. ForwardProgress.NET @FwdProgressInc Maximize Your Learning • Please turn off your mobile phone • Close your email • Remove all distractions • Tune in and you will learn quickly
    5. 5. ForwardProgress.NET @FwdProgressInc How to Engage with the Go-To-Webinar Interface • Questions area in task bar • Type us a question so we know you understand • Ask us anything throughout the session
    6. 6. ForwardProgress.NET @FwdProgressInc Dean DeLisle • Founder and CEO of Forward Progress, Inc. • Train and Coach over 2,000 people per month • Trained and Coached over 85,000 in Social Network Skills • Over 30 years in Business Coaching, Consulting and Training • Call Center, Internet, eMarketing, Event Management, Lead Generation, Web Seminars, eLearning, eSelling • Over Two Billion Dollars Sales, over 100 Million Leads, Helped Thouands of People using Internet Based Lead • Financial Services, Real Estate, Professional Services, Legal, Accounting Manufacturing, Telecommunications, Technical, Insurance, Agencies, Auto, Retail, Banking Educational and Channel Sales…..
    7. 7. ForwardProgress.NET @FwdProgressInc What is Blogging? A blog (a contraction of the term "Web log") is a Web site, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video.
    8. 8. ForwardProgress.NET @FwdProgressInc Why blog?  A blog can be an incredible tool for sharing information and expertise.  A blog can be used to directly promote products, services and events.  A blog can assist in promoting company vision and developments.  A blog can foster customer loyalty, build relationships with clients and customers.
    9. 9. ForwardProgress.NET @FwdProgressInc  A blog can garner feedback and suggestions from clients  A blog can give customers information on how to use products, services and how to buy.  A blog can develop client community around a product. Why blog?
    10. 10. ForwardProgress.NET @FwdProgressInc Why Blog? Weaving Your Own Web Dean Bob Joe Karen Beth Kim Bev Dave SamPat Dan
    11. 11. ForwardProgress.NET @FwdProgressInc A basic precept of any business is just as essential with your blog. It's critical to pinpoint your audience and, in the process, decide what you're going to say that will make them read what you write. Identify your audience. Getting Started
    12. 12. ForwardProgress.NET @FwdProgressInc Next up is determining where to locate your blog. There are numerous software packages that let you add a blog section to an existing Web site. A more automated and perhaps easier option is a blog hosting site (with a link from your Web site bringing visitors over). *SEM = Paid is a great site to set-up your blog. Decide Where Your Blog Should Live
    13. 13. ForwardProgress.NET @FwdProgressInc  Invite Comments  Ask Questions  Be Open Ended  Interact with comments left  Be humble  Be gracious  ‘Reward’ Comments  Make it Easy to Comment  Invite “Expert” Guests Increase Blog Comments
    14. 14. ForwardProgress.NET @FwdProgressInc • Search engine hits are another element of generating traffic. • One strategy to attract search engine interest is through careful use of keywords in both your headlines and blog copy. Emphasize Keywords
    15. 15. ForwardProgress.NET @FwdProgressInc • Study your website, content and target and list an effective set of keywords that are “Relevant” to your objective. • This how people would search for your target! Emphasize Keywords
    16. 16. ForwardProgress.NET @FwdProgressInc • Nothing is more discouraging to prospective readers than returning to a blog site to find old or outdated material. So, be prepared to work at keeping your blog as fresh and current as possible. • Have a system – empower the team! Keep It Fresh
    17. 17. ForwardProgress.NET @FwdProgressInc • Monitor the amount and quality of the traffic you receive. If things seem slow or stagnant, don't be afraid to vary your themes or subjects to boost interest. • But don't stray too far from your business or expertise. Watch Your Traffic Closely
    18. 18. ForwardProgress.NET @FwdProgressInc Ultimately defining what is ‘good content’ is a subjective exercise (perhaps in a similar way to defining what is a ‘good book’ or a ‘good movie’) and so a post is likely to cause a little debate as each person will define it differently depending upon their personality, their needs, the topic that they are talking about and perhaps even their ethics. Not only will bloggers themselves each have a different view on what is ‘good’ content - but readers tend to also. Writing Content
    19. 19. ForwardProgress.NET @FwdProgressInc • For a blog to be successful your content needs to be useful and unique to your readers. • Start with the customer or prospect - find out what they want and give it to them. Perhaps the best advice on developing useful content is to research your readership (or potential readership). Be Unique and Useful
    20. 20. ForwardProgress.NET @FwdProgressInc • Writing for your target DOES NOT mean writing about the products and services you sell them • Write about the things they want to learn about They Are Hungry for Knowledge
    21. 21. ForwardProgress.NET @FwdProgressInc
    22. 22. ForwardProgress.NET @FwdProgressInc • Should establish as a thought leader • When starting put time into your plan and posts • This will reflect your reputation Be a Thought Leader
    23. 23. ForwardProgress.NET @FwdProgressInc Survey customers, look a lot at other blogs on a topic (especially the comments section to see what types of questions people are asking) and particularly look hard in forums and discussion groups on topics where there is usually a lot of question asking going on. As you do this you’ll begin to put your finger on what people are wanting and what you might be able to provide to meet these needs. Researching
    24. 24. ForwardProgress.NET @FwdProgressInc Search for Blogs
    25. 25. ForwardProgress.NET @FwdProgressInc •Everywhere •Other blogs •Keep a list •When you learn something, flesh it out •Check your email outbox •Ask your readers/friends •Great speech’s •Hot relevant news Hidden Areas
    26. 26. ForwardProgress.NET @FwdProgressInc A great way to see what other blogs are talking about in your industry is to subscribe to them using and RSS reader. There are many RSS reader tools available from Google Reader to Feed Demon. RSS Readers will update you when there is new content on a blog. Subscribe to Other Blog Feeds via RSS
    27. 27. ForwardProgress.NET @FwdProgressInc Put Effort into Your Headings 250-500 words Lists are OK (just not too many) 1 idea per post Don’t over engineer A Couple of Simple Rules
    28. 28. ForwardProgress.NET @FwdProgressInc WordPress has some great statistical data. • Check it after each post. • Measure which posts receive the highest reader count. • Check which keywords where used to find you blog. Measure Your Response
    29. 29. ForwardProgress.NET @FwdProgressInc Facebook Twitter Pinterest Go Direct – OR Hootsuite Sprout Social Let’s Get Social – Get Found
    30. 30. ForwardProgress.NET @FwdProgressInc • Post to multiple Twitter Accounts • Set feed URL • Prepend all of your tweets • Set frequency of postings With HootSuite you can: Post to Social Media
    31. 31. ForwardProgress.NET @FwdProgressInc A “Share Button” allows visitors to share your information on multiple networks and through email. gg-digg/ Use a Share Button on Each Post
    32. 32. ForwardProgress.NET @FwdProgressInc Generate Traffic and Leads
    33. 33. ForwardProgress.NET @FwdProgressInc Generate Traffic and Leads
    34. 34. ForwardProgress.NET @FwdProgressInc Generate Traffic and Leads
    35. 35. ForwardProgress.NET @FwdProgressInc  Make your opinion known  Link like crazy  Write less  250-500 Words is enough  Make Headlines snappy  Write with passion  Litter the post with keywords (1-3% density max)  Include Bullet point lists  Edit your post  Make your posts easy to scan  Be consistent with your style  Create a system  Link to Your Social Sites Best Practices
    36. 36. ForwardProgress.NET @FwdProgressInc 1. Define a target audience 2. Research competition blogs 3. Research what customers are looking for 4. Define your Blog Team 5. Categories 6. Agree on Keyword phrases 7. Get Social 8. Blog Once a Week 9. Measure your results! Assignment
    37. 37. ForwardProgress.NET @FwdProgressInc Receive coaching and training on how to use: • Email Marketing • Social Media Marketing • LinkedIn Business Development • and more What if you could…
    38. 38. ForwardProgress.NET @FwdProgressInc
    40. 40. ForwardProgress.NET @FwdProgressInc PLUS Access To Our LinkedIn Profile Building Course
    42. 42. ForwardProgress.NET @FwdProgressInc Thank You!Thank You!
    43. 43. ForwardProgress.NET @FwdProgressInc Connect WITH us! TWITTER: DEAN’S TWITTER: FACEBOOK: BUSINESS PAGE: LINKEDIN: www.ForwardProgress.NET