How and Why To Run a Blog In The Marketing 2.0 Era

How and Why To Run a Blog In The Marketing 2.0 Era By Russ Henneberry www.russhenneberry.com russ (at) russhenneberry.com

What Is Marketing 2.0?
First, we must define Marketing 1.0…
Marketing 1.0 is characterized by:
Promotion – “Hey Look At Me! I have a great product!”
Interruption – “Hey, I know you are trying to read that paper, watch that television show, listen to that radio program or enjoy the scenery on this highway but seriously, I have a great product!”
Repetition – “If you don’t think my product is for you today, maybe you will think it is after seeing this ad 15 million times.”
Marketing 1.0 channels are dying because we have created technologies that allow us to filter out Marketing 1.0 messages.
Ipods filter radio ads
Tivo, Netflix, Hulu, etc filters Television ads
Online Newspapers and blogs allow us to filter print ads

Enter Marketing 2.0
Marketing 2.0 is characterized by:
Timing – Marketing 2.0 provides solutions to problems when prospects are looking for those solutions. Marketing 2.0 channels are not interruptive are no place for cold calls.
Value – Marketing 2.0 channels require that the marketer provides something valuable (usually much of it for free) or it will be filtered.
Entertain Me
Protect Me
Inform Me
Make Me More Money
Save Me Time
Relationships – By providing value at the correct time, 2.0 marketers develop deep relationships with customers and prospects.

Why is Blogging So Powerful?
Eliminate Doubts
Establish Professionalism
One of your challenges is that you are an unknown and a risk.
Your blog will show that you are a serious professional.
Your blog will give you a history
Establish an Experts Reputation
Create articles, images, video, audio, etc that showcases your expertise.
You have expertise but you must PROVE IT.
Get Discovered
A blog is the most powerful marketing tool available on the Internet
You will receive search engine traffic from keyword searches
You will receive traffic from people returning again and again to read your updates
You will be able to “broadcast” your message from your blog to your target audience on the Internet.
More on this later

Getting Started: Domain
Domain
A domain is similar to the address for your home.
When someone types your domain into their address bar they are taken directly to your website.
A domain costs between $8 and $25 per year.
Example: google.com, russhenneberry.com, kathrynmae.com

Getting Started: Hosting
Hosting
Hosting can be thought of as another computer somewhere else in the world that stores the files for your website.
Hosting costs about $8.00 per month.
Watch the step-by-step video that shows you how to buy your domain and hosting here http://bit.ly/voYaU

Getting Started: The Perfect Platform
Installing The Perfect Platform
Wordpress has become the dominant blogging platform in the world
There are thousands of people spending their free time developing great applications for Wordpress
It is simple, search engine friendly and free.
Watch the step-by-step video that shows you how to Install Wordpress here http://bit.ly/1aqkZU
.

Getting Started: Design
Themes
Wordpress uses the word “theme” to describe different site layouts and color schemes.
There are thousands of free Wordpress themes available both within Wordpress and on other websites on the Internet. Try doing a Google search for ‘free wordpress themes’ and see for yourself.
Blog Themes
A blog layout will display your posts, one on top of the other.
It can be added to a standard website or used as a stand alone website.
Example: russhenneberry.com
Standard Website Themes
You can use Wordpress to design a standard website layout rather than a blog layout.
These are generally paid themes.
Buy a theme from www.ithemes.com or www.woothemes.com .
Examples: dalefogarasi.com, john-gifford.com, kathrynmae.com
Watch the step-by-step video that show you how to install a blog theme here http://bit.ly/X0ORX .

Blogging Best Practices
Blogging Best Practices
Posting Frequency
Pick a posting frequency and stick with it.
The frequency of your posts will be an expectation of your readers and the search engines.
Sharing the love
Your blog can be used to get others attention by giving them some love:
Link to other websites when appropriate
Review other people’s businesses, work and events
When you hear your target audience asking questions answer them on your blog and send them a link
Comment on other people’s blogs
Mention other people’s blogs in forums and in social media channels like Facebook and Twitter.
Read other blogs like russhenneberry.com, problogger.net and copyblogger.com.

The Hub & Spokes Model: The Hub
Wordpress provides a “so simple a caveman could do it” platform for housing and broadcasting your message.
House and Broadcast:
Text
Images
Video
Audio

The Hub & Spokes Model: The Spokes
The spokes are “broadcasting vehicles” for your message.
Vehicles include:
Email Marketing
Facebook, Twitter, Linked In
E-Books
RSS of Your Blog Posts
YouTube, Daily Motion, etc
Podcasting, Vodcasting
DVD Video at Meet Ups
White Papers
PowerPoint Presentations
Embedded Video

RSS
Wordpress comes with RSS built in.
RSS stands for Really Simple Syndication
It allows others to bring your message to them instead of them having to go to you.
Watch the step-by-step video showing you how to set up your own RSS reader here http://bit.ly/xuG28

Commit to Two New Spokes
Don’t try to learn every “spoke” at once, you will be overwhelmed.
Pick a couple of “spokes” and commit to learning them.
Concentrate on one at a time.
Master one “spoke” and move on to the next.

The Must Haves
You must have a message
You must create content that focuses on that message
You must have a valuable message
You must broadcast that valuable message
You must concentrate on building relationships

The Big Myth
The Internet is not becoming more difficult to use.
No longer must you know how to code to build a website.
No longer do you need to be Steven Spielberg to make video.
No longer do you need to be a celebrated author or journalist to create great articles.
You can do this! The web is a place where each of us can find a target audience and meet a need by creating and broadcasting a valuable message.

Contact Russ: www.russhenneberry.com russ (at) russhenneberry.com Twitter: @RussHenneberry

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How and Why To Run a Blog In The Marketing 2.0 Era

by Russ Henneberry on Aug 17, 2009

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How and Why To Run a Blog In The Marketing 2.0 Era — Presentation Transcript