Blogging basics for pet retailers   Superzoo 2012
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Blogging basics for pet retailers Superzoo 2012

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Pet Retailers- Learn how to use blogging to market your business and engage with customers and potential customers

Pet Retailers- Learn how to use blogging to market your business and engage with customers and potential customers

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Blogging basics for pet retailers   Superzoo 2012 Blogging basics for pet retailers Superzoo 2012 Document Transcript

  • Blogging Basics for Pet Retailers September 12, 2012The Word Is Out – What You Need To KnowAbout Blogging • Consumers Are Increasingly Researching Or Discovering Information About Brands On The Internet Via Blogs • Blogs Have Become A Primary Source For Information And Recommendations As Well As A Way For You To Expose Your Brand • Blogging Is A Platform That Is Actively Used By Over 181 Million People (Nielsen Data For October 2011) • 53% Of Total Internet Users Went To A Blog As A Source For Information And Education About Products And Services Offered. Creative Business Consulting Group www.cbc-group.net 1
  • Seminar Overview • Why Does Blogging Matter For Your Pet Business? • How To Start A Blog • How To Create Effective Blogging Strategies And Policies For Your Business • Next Generation Blogging Techniques That Your Business Can Utilize Today • Case Studies Of Successful Retailers And Brands Use Effective Blogging Creative Business Consulting Group www.cbc-group.netCompanies Use Blogs To Showcase ThoughtLeadership And Expertise Why Blogging Matters For Your Company: • Participation In Blog Writing Can Help Improve Team Spirit And Company Morale • Writing A Blog Makes One Stay Up To Date On Important Industry Ideas And Initiatives • Blog Writing Makes Businesses Pay Attention From the Consumer Point Of View – Not A Personal Point Of View • Blog Comments Means Readers Are Engaged With Your Business Creative Business Consulting Group www.cbc-group.net 2
  • What Is A Blog?Definition: Communication Software That Permits Anyone WhoCan Type To Post Content To A Web Site Or Blog Home Page • A Type Of Web Site • The Content Is Displayed Like A Journal • Type Of Informal 2-way Conversations • Content Can Be Anything The Author Chooses To Write Or Post, As It Is Referred To In Blogging Terms • Easy To Update • All Entries Are Stored In Chronological Order • Blogs Use Lots Of Links To And From Other Blogs, Websites And Web Links Making It A Robust Form Of Search Engine Optimization Creative Business Consulting Group www.cbc-group.netThere Are Numerous Benefits To Blogging OnBehalf Of Your Retail Organization• Blogging Is A Timely Marketing Activity • Companies Can Post And Respond Quickly• Low Barrier To Entry & Cost• Retailers That Blog Are Seen As A Leader In The Industry And Have A Strong Brand Affiliation• Consumers That Engage Socially With Brands Are 50% More Likely To Buy• Companies That Blog Regularly Have Improved Search Engine Rankings• Blog Content Can Enhance Newsletter Content Creative Business Consulting Group www.cbc-group.net 3 View slide
  • The Best Ways To Start Blogging; Start Slow Monitor A Group Of Relevant Blogs • Use A Blog Search Engine And RSS Reader To Locate And Subscribe To A Dozen Or So Relevant Blogs • Evaluate Blogs On Your Industry, Competitors, Experts, Etc. To Learn How People Blog, What They Write About, And How They Engage Their Readers Comment On A Group Of Relevant Blogs • Visit Some Of Your Chosen Blogs, Add Relevant Comments, And Engage In The Conversation Going On Inside These Blogs - This Is An Important Part Of Online Networking And May Help Get Your Blog Noticed Down The Road Create Your Own Blog And Start Posting Content • Only After You’ve Engaged In Steps 1 And 2 For A Reasonable Time Period Do I Advise Entering The Deep End Of The Blogging Pool Creative Business Consulting Group www.cbc-group.netChoose Your Blog Software Based On TheCapability You Need Many Blog Software Programs Are Free • Blogger (Owned By Google) Is Free Www.Blogger.Com/Start • Wordpress Is Free, But You May Have To Pay For Some Features. Www.Wordpress.Com • Typepad Micro -Not Free, But Has Great Features. Www.Typepad.Com/Micro Creative Business Consulting Group www.cbc-group.net 4 View slide
  • Six Steps To Achieve Blogging Success• Have A Strategy And A Plan• Provide Valuable Content• Be Transparent• Utilize Your Employees And Fans• Listen And Respond• Measure Your Results Creative Business Consulting Group www.cbc-group.netStep 1: Make A Plan; Create Goals And Utilize AStrategy To Help You Achieve Those Goals What Are Your Stores’ Goals For Using A Blog?• Enter The Conversation• Use An Additional Platform To Amplify Messages• Transition To A Digital Company• Create More Loyal Followers• Engage Current Customers More Effectively• Showcase Knowledge Base Of Company• Drive Sales To Website Or Brick And Mortar Location Creative Business Consulting Group www.cbc-group.net 5
  • Step 2: Provide Valuable Content; Always • Share Tips & Tricks • Answer Questions • Tell A Story • Peek Behind The Scenes • Cover Events For Those Who Can’t Attend • Be Timely • Create Regular Features • Maintain An Internal & External Event Calendar To Help You Plan Creative Business Consulting Group www.cbc-group.netStep 3: Be Transparent About Who You Are OnYour Blog • Clearly Indicate Who You Are On Your Accounts And When Commenting On Other Sites • Do Not Delete Negative Comments • Be Yourself, Be Real • Avoid Ghost Writing • Don’t Force Anyone • Have An Employee Social Media Policy • Be Sure Bloggers You Work With Adhere To FTC Policy Creative Business Consulting Group www.cbc-group.net 6
  • Step 4: Use Your Best Assets To Help Write YourBlog; Employees & Fans• Tap Into Your Best Assets .Your Employees • Employees Know Your Business The Best – Customers Want To Hear From Them• Let Your Fans Tell And Share In The Story • Give Them The Scoop • Share The Experience • Invite Guest Bloggers• Feature Customer Testimonials To: • Highlight Experiences With Your Store • Recognize Creative Uses Of Your Products Creative Business Consulting Group www.cbc-group.netStep 5: Listen And Respond To Blog CommentsAnd Questions Every Day • Enter The Conversation On Behalf Of Your Company • Answer Questions That Customers May Have • Listen To Customer Feedback To Improve Your Business • Crowdsource – Share Responsibility Of Posts With Other Stakeholders Creative Business Consulting Group www.cbc-group.net 7
  • Step 6: Measure The Results Of Your Time AndEffort What Should You Measure?• Customer Interaction• Inbound Traffic• Outbound Traffic• Web Links• Social Media Links• Direct Customer Calls• Business Referrals Creative Business Consulting Group www.cbc-group.netThe Do’s And Don’ts Of Blogging Do: • Get A Professional To Help Design Your Blog; First Impressions Matter • Post 1 To 2 Times/Week • Identify Yourself By Name In All Blog Posts • Use Photos To Create Connections With Readers • Remember That What You’re Producing Needs To Have An Impact And Have Real, Shareable Power To It • Use Industry Keywords Creative Business Consulting Group www.cbc-group.net 8
  • The Do’s And Don’ts Of Blogging Don’t: • Don’t Try To Be Google News • Don’t Oversell On Your Blog • Don’t Overlook Creating A Company Policy For All Bloggers To Follow • Don’t Hesitate To Improve Blog Exposure By Using Facebook for WordPress plugin • Don’t Forget To Link! Creative Business Consulting Group www.cbc-group.netWhat Can You Do Today To Draw Attention ToYour Blog Tomorrow?• Packaging Will Provide Inspiration To Readers Blogs Will Focus on Packaging Content In Different Formats Like Podcasts, Video And Infographics To Reach A Wider Audience• Generating Traffic To Your Blog From Alternative Sources • RSS Feeds, Email Marketing Campaigns, Company Website And Social Networks • Key To Developing An Established Readership Of Subscribers To Your Blog Rather Than Those Who Happen To Land On It By Way Of A Search Engine• Blogs Will Help Define And Build Brands • Laser-focused on a very narrow niche • Offer original content at the same time as curated content with commentary• Mundane is out; Marvelous is in. Be prepared to dazzle your readers. Creative Business Consulting Group www.cbc-group.net 9
  • Who/What Else Is Out There For You To Use?Tumblr:Tumblr Is A Micro-blogging Service If YouAre Looking To Provide Content In AllTypes Of Media Formats• Text, Audio, Video, Photo, Chat, Etc.• Has Good Customizing FeaturesInstagram:Instagram Is A Free Photo-SharingProgram And Social Network• Allows Users To Take A Photo, Apply A Digital Filter And Share It With Other Instagram Users They Are Connected To On The Social Network• Integrates (And Owned By Facebook) Creative Business Consulting Group www.cbc-group.netWho/What Else Is Out There For You To Use?Pinterest:Another Photo Sharing Site. Create Pinterest BoardsTo Generate Shares• Pinterest Provides More Referral Traffic To Other Sites Than Google+, Youtube And Linkedin Combined• Users Spend 16 Minutes On SiteGoogle +:Amalgamation Of Existing GoogleServices Including:•Multiple Video Chats•Contact Groups•Find Content Based On Interests•Group Text Messaging•Photo Uploads Creative Business Consulting Group www.cbc-group.net 10
  • Case Study: Daily Mail Newspaper - London, UK• The Daily Mail’s Website Covers All Things News, Gossip And Viral Online• Daily Mail Automatically Rearranges The Content On Their Homepage Based On How Many People Are Clicking On Which Articles.• Expanded Concept Of Article Clustering’. It’s A Tactic That Allows Them To Create Viral, Meaty Content Faster Than Ever Before • Clustering Is To Write A Huge Piece On A Hot News Item, And Constantly Use That Same Information Whenever They Cover The Story Again. Creative Business Consulting Group www.cbc-group.netCase Study: Tory Burch• Tory Burchs Blog Is One Of The Most Fully Developed Retail Blogs• Full Of Linkable Interesting Content• Rotating Photos/Videos• Up To Date Fashion News• Behind-the-scenes (Insider Information)• Fashion Inspirations• Interviews And Spotlights With Key Fashion/Celebrities Creative Business Consulting Group www.cbc-group.net 11
  • Case Study: Pet Blogs United• Compiles Popular Pet Blogs• Create Community Around Pets• Utilize Google Connect To Engage Followers• Utilizes Other Blog Content Regularly• Encourages Members To Visit Other Members Blogs And Leave Comments• Monetizes Blog With Paid Advertising Creative Business Consulting Group www.cbc-group.netCBCG Can Help You Engage With Your OnlineCustomers • Help You Identify the Long-Term Business Opportunities Created By Using Social Media • Teach You How to Create Social Media Marketing Programs That Engage Customers • Show You The Cost Saving Benefits Of Using Social Media • Share How to Create An Engaging Social Media Strategy for Your Retail Business Call Today: (617) 437-9191 Creative Business Consulting Group www.cbc-group.net 12