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Better Business Blogging


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  • Podcasts a powerful medium through which to reach new audiences you could even turn your videos into Podcastsadvantages for visually-impaired visitors to your website increasingly used in schools, universities and businesses - usefulness for lectures, slide shows, video clips, etc., Vlogsparticularly recommended as YouTube 2nd biggest search engine in the world and owned by Google70% of communication is non-verbal and a video tantalises the senses in a whole different way to the written wordMichelle Dale uses video to introduce her blogs posts which is a really smart tactic – it doubles her presence
  • Twitter is also a useful tool for finding relevant blogs as so many use it as a portal to their latest blog posts
  • News is cyclical - Sept 2011 blog post on 01202 code in Bournemouth – radio ads - Nov 12 goes live
  • A Call to action introduces the reader to the buying process and further engages them with your content and website:serves the reader who is ready to learn more about the topicgauges interest and captures leadshigher click through rate and to landing page as more appealing
  • Transcript

    • 1. Soci@lite Better Business Blogging by Katherine Hanson Soci@lite The only thing worse than being talked about is not being talked about (Oscar Wilde)A presentation by © Katherine Hanson – Soci@lite September 2012
    • 2. Soci@lite What is a Blog? Weblog - a journal written online and accessible to users of the internet. A website featuring a writers experiences, observations and opinions, often with images & links to other sites Text blogs Audio blogs (Podcasts) Video blogs (Vlogs) MP3 blogs (music) Blogging isn’t all about the text – video, audio, images and other media also play a vital roleA presentation by © Katherine Hanson – Soci@lite September 2012
    • 3. Soci@lite Some statistics about Businesses who Blog 55% more website visitors more leads per month (B2C) more leads per month (B2B) 50% more traffic for blogging 1-2 per week of people say Blogs influence their purchasing decisionsA presentation by © Katherine Hanson – Soci@lite September 2012 Source: HubSpot eBook: Introduction to Business Blogging
    • 4. Soci@lite WHY? Your website is a mostly information about your company, your blog is a way to give your business a face & a personality Communicate directly with those interested in what you have to say Increased website visibility Be seen as a ‘trusted adviser’ and an authority in your industry (thought leadership) Reach markets you may not otherwise have access to at virtually no cost, other than in time & effort The more active your business appears to be online, the more you will be perceived as an open and honest business Ask questions and obtain instant feedback from customers, peers & prospects Create an audit trail of online activity, providing a permanent reference pointA presentation by © Katherine Hanson – Soci@lite September 2012
    • 5. Soci@lite HOW? Sync Social Media channels to maximise your audience, e.g. Facebook, Twitter, LinkedIn Think about your customers and what sort of information would be helpful to them Treat every post as a webpage in its own right and an opportunity for a Google listing under a new unique keyword or phrase Use titles that are easy to understand so people want to click on them to read more Repackage content from company literature and your website – news is cyclical If you are a small business, seek out support forums or groups of likeminded individuals – test out blogs to gauge interest and engagement Build relationships with industry experts/influencers and share their content Delegate to a ghost writer or encourage colleagues to blog or brainstorm ideas for content Subscribe to other blogs – read what is being talked about and join the conversation Plan your posts for the month with an Editorial Calendar – decide on dates and timesA presentation by © Katherine Hanson – Soci@lite September 2012
    • 6. Soci@lite WHAT? Like all Social Media, Blogging is ultimately about solving readers problems Blogging wins when it’s full of passion and helpful information Make personal stories into lessons - People do business with People Resources your customers find helpful, such as reviews and links Tutorials or ‘How To’ articles Calls to Action/Ethical Bribes, e.g. Download free e-book or attend a webinar Contextual hyperlinks to further information, supporting video clips, photos or screenshots Frequently asked questions Reviews of industry trends Products/Service price comparisonsA presentation by © Katherine Hanson – Soci@lite September 2012
    • 7. Soci@lite WHERE? Your Website WordPress or other blogging software Email Marketing Other Social Networks - Facebook/Twitter/LinkedIn, etc. Other people’s blogs as a guest Comment on other Blogs and include a link back to your own Blog Directories & Article Submission sites – widen your audienceA presentation by © Katherine Hanson – Soci@lite September 2012
    • 8. Soci@lite One of the most popular blog-publishing applications in the world used by millions of individuals, businesses & organisations Allows up to 10 users - enabling different people to post different blogs at different times Different privileges, e.g. publishing, editing, etc. Integrates elegantly with Facebook, Twitter, LinkedIn and other platforms Use templates, search-engine friendly links and widgets (drag-and-drop sidebars, Facebook Like boxes, etc.) Skim reads content and suggests relevant or popular keywords (as do Podcasts) Publish retrospective posts based on original date, e.g. existing testimonials/blogs Make blogs ‘sticky’ – choose what to promote regardless of publishing date Free analytics to measure the impact of your blog and traffic to your websiteA presentation by © Katherine Hanson – Soci@lite September 2012
    • 9. Soci@lite WHEN? At least once a week - Blog as often thereafter as you can Editorial Calendar – use this to schedule content and vary types of post and their length Publish around the same time each day/week to create anticipation amongst followers Choose a keyword to focus on and then measure the resultsA presentation by © Katherine Hanson – Soci@lite September 2012
    • 10. Soci@lite Schedule Content Plan your blog posts for the month and write and schedule as many as possible in advance – this frees up your time to deal with daily tasks and social networking.A presentation by © Katherine Hanson – Soci@lite September 2012
    • 11. Soci@lite Optimise your Blog Posts Be Sociable - Sharing Buttons will extend your reach & encourage readers to share your content across their Social Media channels A Picture Is Worth A Thousand Words – use compelling images to convey what the post is about, grab attention & emphasise points What’s Your Format? – use bold, CAPITALS, italics & underlining to highlight text & draw your readers’ eyes to your main points Don’t Hide Your Light Under A Bushel – begin & end with your main points - Google show the first 165 characters in search engine listings Box It In - boxes around quotes and key points can similarly get the attention of readers Bullet Your Points – posts containing bullet points tend to be linked to far more other blogs than posts of the same length that do not Give Your Blog A Heads Up – Headings/Sub-Headings draw the reader’s eyes down the page to what interests them Give Yourself Space – helps readers not to feel overwhelmed and draws their eye to what’s inside Keep Paragraphs Short – your readers will get lost in large blocks of text – break it down and they’ll stay longerA presentation by © Katherine Hanson – Soci@lite September 2012
    • 12. Soci@lite Value of Exchange The relationship between your brand, employees & consumers which is more than just a single transaction or subscription 8. You will be seen as an expert 7. Offer your products & services 6 Builds trust 5. Increases familiarity 4. Creates visibility 3. Builds new relationships 2. Increases referrals 1. Makes you credibleA presentation by © Katherine Hanson – Soci@lite September 2012
    • 13. Soci@lite Social Media success! 8. You will be seen as an expert 7. Offer your products & services 6. Builds trust 5. Increases familiarity 4. Creates visibility 3. Builds new relationships 2. Increases referrals 1. Makes you credibleA presentation by © Katherine Hanson – Soci@lite September 2012
    • 14. Soci@lite Summary Remember - you are writing for both your target audience/customers and for search engines Brainstorm ideas with colleagues, family and friends if youre not sure what to blog about Be Yourself! Let your personality shine through and write in a conversational and friendly tone Leave out the sales patter & advertising – people trust peer recommendations more Invite conversation by asking questions Add Social Media buttons so readers can share your posts on Twitter, Facebook, etc. Decide on one key phrase or word for each post and include it in the title, content & tags Link, Link & Link again! Content is King - the more you post the more you will be found Network online with other bloggers and blogging communities, not just your followers Identify & follow blogs you think will be most relevant to your business & provide you with the most information Value of Exchange not Return on Investment - doing business with people that know, like & trust you will make you money - Social Media is merely the platform!A presentation by © Katherine Hanson – Soci@lite September 2012
    • 15. Soci@lite Thank You To discuss Social Media in more detail or for or a copy of this presentation please email www.yoursocialmediator.wordpress.comA presentation by © Katherine Hanson – Soci@lite September 2012