PAII Blogging seminar January 2011


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Updated Powerpoint for Blogging for ROI seminar from PAII's January Innkeeping Conference in South Carolina. Notes can be found at

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PAII Blogging seminar January 2011

  1. 1. This is Your Brain ©Forfeng Designs
  2. 2. This is Blogging ©Forfeng Designs
  3. 3. This is what your brain feels like every time someone mentions that you should be blogging ©Forfeng Designs
  4. 4. This is what your brain SHOULD feel like, every time someone mentions blogging ©Forfeng Designs
  5. 5. Blogging: Biggest excuse: no time Second biggest excuse: I'm a bad writer, I don't know how to write or I don’t think I write well enough to be interesting = ©Forfeng Designs
  6. 6. If you email, you can Blog A Blog can be updated by email. ©Forfeng Designs
  7. 7. <ul><li>Why Blog? </li></ul><ul><li>#1 Blogging is about branding </li></ul><ul><li>#2 Blogging is about customer </li></ul><ul><li>retention and conversion </li></ul><ul><li>#3 Blogging is about SEO </li></ul>©Forfeng Designs
  8. 8. <ul><li>Blogging is the ultimate soft sell </li></ul><ul><li>If all your doing on your blog is pitching a sale then your missing the two most important points, branding and customer retention and conversion. </li></ul><ul><li>SEO is important but should not be the primary reason you blog. </li></ul>©Forfeng Designs
  9. 9. Blogger Wordpress Wordpress ©Forfeng Designs
  10. 10. Tumblr Posterous ©Forfeng Designs
  11. 11. ©Forfeng Designs
  12. 12. ©Forfeng Designs
  13. 13. Summer is the busiest readership, for this inn, averaging about 300 plus readers in off season and 600 or more a month when the inn is busier Inn publishes an average of 2-3 posts per week, most are under 3 sentences long generally with a photo One is a sales post (about a special offer or package or a RECIPE) The other one-two posts are about whats going on in the area, a blurb about a local restaurant or shop or a comment/blurb about something in the area, like a brief post about migrating birds in the area. Since January of this year. 3965 views up to Nov. 12 th Inn shows up DAILY in Google alerts. ©Forfeng Designs
  14. 14. <ul><li>Blog was started in June 2008. </li></ul><ul><li>Blog is on the main page and all subsequent pages of website. </li></ul><ul><li>Blog autofeeds into twitter and facebook fan page. </li></ul><ul><li>Innkeeper spends about 10-20 minutes per week writing posts, stays ahead of the game by writing many of them up in advance. </li></ul><ul><li>Blog is not leveraged and is only using 20% of the options out there to leverage it. </li></ul><ul><li>85% of blog traffic is organic directly from the search engines. </li></ul>©Forfeng Designs
  15. 15. <ul><li>Current clickthroughs until Nov. 12th </li></ul><ul><li> 923 clickthroughs </li></ul><ul><li>at the pro level = $359 a year </li></ul><ul><li> 866 clickthroughs </li></ul><ul><li>At the gold level = $500 + a year </li></ul><ul><li> 775 clickthroughs </li></ul><ul><li>At max.exposure: level 1 = $299 a year </li></ul><ul><li>blog = 3965 views , resulting in 1178 clickthroughs through the post links and on the blog info tab and sidebar directly to the website </li></ul><ul><li>@ innkeepers 12-15 hours per year </li></ul>©Forfeng Designs
  16. 16. Photo Liabilities Or be cautious about what you shoot ©Forfeng Designs
  17. 17. Lovely romantic photos of guests enjoying themselves at your inn ©Forfeng Designs
  18. 18. Slight problem, not that person’s significant other ©Forfeng Designs
  19. 19. Slight problem, not that person’s spouse ©Forfeng Designs
  20. 20. <ul><li>Make sure you get permission from guests before using their photos. </li></ul><ul><li>Verbal is good, but written is better, model releases are suggested. 1 minute of time for them to sign. </li></ul>©Forfeng Designs
  21. 21. <ul><li>While the people in question may not have any legal gripe with you, they will never return </li></ul><ul><li>AND they will never say anything nice to anyone else about your property and may go out of their way to talk about it. </li></ul>©Forfeng Designs
  22. 22. <ul><li>Photo Copyright </li></ul><ul><li>© </li></ul>©Forfeng Designs
  23. 23. ©Forfeng Designs Snitching from Google Images Or stock photo sites without paying for them is illegal Note the watermarks on both photos (photos used for example purposes only)
  24. 24. ©Forfeng Designs
  25. 25. Good inexpensive sources of stock photos <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Free sites but but be cautious </li></ul><ul><li> (stock exchange) </li></ul><ul><li> </li></ul>©Forfeng Designs
  26. 26. <ul><li>Free Creative Commons pictures </li></ul><ul><ul><li>Search for a picture </li></ul></ul><ul><ul><li>Resize and position it </li></ul></ul><ul><ul><li>Copy and paste the code </li></ul></ul><ul><ul><li>Wylio automatically sizes the image, hosts the image, and builds the photo credit into the code.   </li></ul></ul>©Forfeng Designs
  27. 27. Q. Where do the photos come from? How do I know I can use them on my blog? A. When you use Wylio, you're searching through the millions upon millions of Flickr photos  that have been designated as Creative Commons works by their owners/uploaders. We don't guarantee the validity of the licenses  since we can't control what people decide to upload to Flickr. ©Forfeng Designs
  28. 28. Photo recommendations 1-3 being suggested. <ul><li>Take the photos yourself </li></ul><ul><li>Get a photographer or a friend that’s a good amateur take them (many photographers are starving artists and happy to trade a byline with a link back to their websites, it doesn’t hurt to ask. </li></ul><ul><li>Buy them from a reputable stock site. </li></ul><ul><li>Use creative commons photos (carefully) </li></ul>©Forfeng Designs
  29. 29. Group Classwork <ul><li>5 Minutes </li></ul>©Forfeng Designs
  30. 30. <ul><li>Additional uses for a blog </li></ul><ul><li>Create a custom landing page for a special, special event, special offer or anything else you want to publicize. Use this for your twitter profile url and in email mailings </li></ul>©Forfeng Designs
  31. 31. <ul><li> HubSpot found that businesses with an active blog get 55% more online traffic than those without a blog. </li></ul>©Forfeng Designs
  32. 32. Tips <ul><li>Have a page on your blog that’s a custom landing page or pages for specials, offers or events that you can use instead of your static website link or instead of paying a web developer to put up for you. </li></ul>©Forfeng Designs
  33. 33. Tips: advertising your blog <ul><li>If you on twitter, make sure you add a little socializing into the mix, results when you tweet you blog post title and link, you get much better click through results if you have engaged your audience (even a little bit) </li></ul>©Forfeng Designs
  34. 34. <ul><li>Write down the time of day once a week when you feel like you can ignore the phone for a few minutes, </li></ul><ul><li>sit down and relax and just let you mind think. </li></ul><ul><li>Write this day and time down. </li></ul>©Forfeng Designs
  35. 35. <ul><li>Write a blogging schedule for yourself. </li></ul><ul><li>Every Wednesday at 6 am while I have my coffee I will jot down 2-3 blog posts </li></ul><ul><li>OR </li></ul><ul><li>Get ahead of the game </li></ul><ul><li>and write down post titles. </li></ul>©Forfeng Designs
  36. 36. <ul><li>Keep a paid of paper or a word document or some other form of recorder, </li></ul><ul><li>or email it your self. </li></ul><ul><li>When you have an idea </li></ul><ul><li>for a blog post. </li></ul><ul><li>WRITE IT DOWN! </li></ul>©Forfeng Designs
  37. 37. <ul><li>Think about the types of guests you want to attract or do already attract. </li></ul><ul><li>What do they like to do? </li></ul><ul><li>What are some things they seem to find interesting in your area? </li></ul>©Forfeng Designs
  38. 38. http:// http:// http:// / Social Bookmarking Increasing readership and clickthroughs ©Forfeng Designs
  39. 39. <ul><li>Guest posting, think of one business locally </li></ul><ul><li>that would write a paragraph about their </li></ul><ul><li>business or service (or more) the hook </li></ul><ul><li>being free publicity, i.e. their name address </li></ul><ul><li>phone number and Weblink if available, </li></ul><ul><li>even better if they don’t have a Website. </li></ul><ul><li>Everyone loves free publicity and if </li></ul><ul><li>someone Googles their business, your blog </li></ul><ul><li>will come up as well! </li></ul>©Forfeng Designs
  40. 40. Easter egging blog posts ©Forfeng Designs
  41. 41. ©Forfeng Designs
  42. 42. <ul><li>Use the content that’s already out there: </li></ul><ul><li>Area Videos on Youtube </li></ul><ul><li>Other local bloggers </li></ul><ul><li>Local Chamber, State and Association Calendars </li></ul><ul><li>You read a great article about dietary restriction breakfast ideas, write a brief blurb about it and link to the article. </li></ul><ul><li>A local wildlife photographer tooks some local animal photos, point it out! </li></ul>©Forfeng Designs
  43. 43. 2 Essential Resources <ul><li> </li></ul><ul><li> </li></ul><ul><li>Both have free email subsciptions </li></ul>©Forfeng Designs
  44. 44. THANK YOU! Further Marketing articles for B&Bs Please email me at [email_address] If you have questions or ask me on twitter @forfeng, I’m usually online for most of the day ©Forfeng Designs