BEERS, BLOGS & BUSINESSHome Builders Association of Southeastern MichiganAndrea Pecoraro | identitypr.com | @andrea_pecs
CreativeSocialMediaMediaRelations &MarketingBrandStrategyStrategicCommunicationsPrograms• Client Counsel• Graphic Design• Creative Concepts• Web Development• e-Marketing• Media Relations• Marketing• Community Relations• Crisis Communications• Media Training & PublicSpeaking• Copywriting & EditorialContent Development• Client Counsel• Blogger Relations• CommunityManagement• SM Training• Monitoring,Reporting,Analytics• SEO• Client Counsel• Brand Discovery• Unique Brand Voice• Brand Image• Focus Grouping• IdeationIDENTITY:AN INTEGRATED PUBLIC RELATIONS FIRMWe have extensive experience in developing and driving internal andexternal strategic communications programs. We leverage our integratedoperational model to build and execute programs that drive results.
OUR PROCESSIn everything we do we employ our proven process continuum ofDiscovery, Strategy, Planning, Execution and Measurement. Throughunderstanding what success looks like, the long-term goal, the way toget there, and the best way to achieve it, we are able to track andmeasure results at every step along the way. Our teams are comprisedof experts in their fields, all working in concert to provide the very bestexperience for our client to address their unique challenges andcapitalize on their great opportunities.
SOCIAL MEDIA TEAM SPECIALTIESo Strategy developmento Content creationo Monitoringo Channel managemento Blogger relationso Creative programso Customer serviceo Recruitingo Analytics and reportingo Education and counselingo Social advertisingo Crisis management
WHAT WE’LL DISCUSSo Blogging basicso Content ideaso Blog must haveso Growing your business through bloggingo How to spread your contento Beer?
WHAT IS A BLOG?A blog is a website where an individual orgroup can provide commentary on aparticular subject or journal their thoughts.
WHY GET SERIOUS ABOUT BLOGGING?o Showcase expertiseo Your own publishing hubo To promote yourself or your companyo Generate new business leadso Advertising/sponsorship opso Media/guest post opso Presentation/speaking ops
BELIEVE IT OR NOT, PEOPLEWANT TO HEAR FROM YOU (ASLONG AS YOU PROVIDE VALUE)
FIRST STEPS: ESTABLISHGOALS, SELF-HOSTED WPBLOG, PURCHASE DOMAINNAME & HOSTING
BENEFITS OF SELF HOSTINGo Access to more customization/themes/pluginsthrough WordPresso Unique URLo Custom analyticso Site support through your domain and hostingcompanieso You own it – WordPress doesn’t
IMPORTANT: INSTALL GOOGLEANALYTICS BEFORE YOU RAMP UPPOSTING
KNOW YOUR AUDIENCE!
CRANKING OUT CONTENT –WHERE DO I FIND INSPIRATION?
CONTENT IDEASo Your customers/clients – What questions are theyasking? What do they care about?o Your employeeso Keywords that bring people to your site (look in youranalytics program) and AdWords Keyword Toolo Company newso Events/philanthropic effortso Your culture
CONTENT IDEAS (CONT.)o Customer stories/testimonialso LinkedIn Answers, Quorao News and blogs related to your industry – build offtheir content (don’t copy – add something new)o Book reviews, recaps ofconferences/events/Webinars/seminarso Good old Google
WHAT DO YOU DOIF YOU RUN OUTOF CONTENT IDEAS?
TIP: CREATE A CONTENTCALENDAR, ASSIGNDEADLINES & AUTHORS
ESSENTIAL ELEMENTS OF AKICK A** BLOG
BLOG MUST-HAVESo Updated and consistent contento Multimedia – at least one image for each posto Subscription options (RSS & email) – FeedBlitz is bestavailableo Commenting plugin – Disqus or Livefyreo Sharing plugin – Digg Digg is my favoriteo Contact information
BLOG MUST-HAVES (CONT.)o Optimized for mobile and tablets – WP Touch plugino SEO elements – WordPress SEO or All in One SEOplugino Fast loading site – W3 Total Cache plugino Suggest related content to keep readers on the site– nRelate plugino Information about you/your companyo Clean design
CALLS TO ACTION – WHAT DOYOU WANT READERS TO DO?
IF YOU BUILD IT, THEYWILL NOT COME!
PROMOTING YOUR BLOG& POSTS
PROMOTING YOUR CONTENTo Share on social networks – personal and companyo StumbleUpono Email signature – WiseStamp for Gmailo URL in online profiles and business cardso Comment on other blogso Submit to directories like Alltop
o Paid ops: AdWords, LinkedIn/Facebook adso Guest bloggingo Share with relevant groups/people online – beselective!o Link to previous posts within your contento Use for new business follow ups/customer retentiono Include in e-marketing campaignsPROMOTING YOUR CONTENT (CONT.)