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BlogHer14: Pathfinder Day: The Path to Business Owner

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This is the presentation from Jennifer Evers & Erica Diamond from BlogHer14's Pathfinder Day - The Path to Business Owner

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BlogHer14: Pathfinder Day: The Path to Business Owner

  1. 1. PATHFINDER DAY The Path to Business Owner
  2. 2. The Path to Business Owner Erica Diamond Women on the Fence, @EricaDiamond Jennifer Evers Me, Myself and Jen, @AFewGoodJens MM&J Consulting, @MMandJConsult PATHFINDER DAY
  3. 3. Agenda 1. Who we are 2. Why we’re here 3. 10 Guiding Principles for Successful Professional Blogging • Am: #1- 5 • PM: #6-10
  4. 4. The Path to Business Owner Erica Diamond Women on the Fence®, @EricaDiamond PATHFINDER DAY
  5. 5. Erica Diamond • Blogger and Editor-In-Chief WomenOnTheFence.com® • Women’s Expert and Life & Business Coach Erica-Diamond.com • Weekly Lifestyle & Parenting Correspondent Global TV • Entrepreneur • Author • Speaker • Spokesperson
  6. 6. The Path to Business Owner Jennifer Evers Me, Myself and Jen, @AFewGoodJens MM&J Consulting, @MMandJConsulting PATHFINDER DAY
  7. 7. Jennifer Evers • Blogger • Trainer • Speaker • Strategist • President, MM&J Consulting
  8. 8. Disclaimer • Some of the content in this session relates to financial and legal matters. • We are not accountants. We are not lawyers. • Nor do we play them on the Internet or at blogging conferences. • We will share with you our perspective on certain financial and legal topics, but the only ADVICE we will give you is to please get the appropriate credentialed professionals to advise you on financial and legal matters.
  9. 9. 10 Guiding Principles for Successful Professional Blogging 1. Begin with the end – KNOW WHAT YOUR BIG DREAM IS 2. Why do you blog? 3. The dreaded elevator pitch – differentiating yourself 4. Business basics when going pro 5. Ethics, disclosure and other best practices 6. Paths to monetization 7. See and be seen 8. Credentials, AKA what have you done for me lately? 9. “Find your Tribe” 10. Do it because you love it – Action Plan
  10. 10. 1. Begin With The End: objectives, tactics, strategy Source: Jennifer Evers
  11. 11. 2. Why Do You Blog?? Source: Jennifer Evers
  12. 12. It’s a Marathon, Not a Sprint Photo: PeanutButterRunner
  13. 13. 3. The Dreaded Elevator Pitch Differentiation in a Sea of Sameness How to you Present your Blog to a Brand? Source: Kevin & Amanda, kevinandamanda.com
  14. 14. EXERCISE: Create Your Elevator Pitch Your USP - Unique Selling Proposition __________________ Your Audience ___________________ Your Niche or Category _______________________ My blog is [what is it?] which offers [unique perspective] for [specific audience]
  15. 15. "Hi, I'm Erica Diamond. I write a Women’s Lifestyle blog called WomenOnTheFence.com. I've been in the women and business space for 20 + years and am considered an expert on all things entrepreneurship, lifestyle and balance."
  16. 16. Examples of a Blogger Elevator Pitch MOMMA CUISINE: Making Great Everyday Meals THE BLOGGESS: I wrote for the Houston Chronicle, but I needed an uncensored space to say the f- word and talk about ninjas so I started this blog. A GRACEFULL-LIFE: I love to write about DIY on the cheap. Basically I am Martha Stewart. Without the money. Or the fancy cars. Or the hired help. Or the intricate art projects. Ok I am nothing like Martha Stewart. YOUR BLOG: ? My blog is [what is it?] which offers [unique perspective] for [specific audience]
  17. 17. EXERCISE: Create Your Elevator Pitch Your USP - Unique Selling Proposition __________________ Your Audience ___________________ Your Niche or Category _______________________ My blog is [what is it?] which offers [unique perspective] for [specific audience]
  18. 18. 4. Business Basics When Going Pro Source: hesaidteeshed poster
  19. 19. Tips for Going Pro • Act like a pro: Create a simple media kit and have a clear idea of your rates – but don’t publish them. Meet deadlines, without exception. • Look like a pro: invest in a professional logo • Contracts: Read and don’t be afraid to negotiate. • Understand your value: What’s the return on investment for a marketer that works with you? Understand Google Analytics (uniques, pageviews, hang time, bounce rate, referrers). • Know how your site works: Don’t become a hostage to a web designer. You’ll also save $$. • Don’t work for free: That’s volunteering, and you are in this to make $$.
  20. 20. 5. Ethics, Disclosures & Best Practices • Disclosure & the FTC Guidelines • Copyright & plagiarism
  21. 21. The Federal Trade Commission (FTC) Guidelines • Help advertisers comply with Section 5 of the FTC Act, which broadly prohibits “unfair or deceptive acts or practices in commerce” • Apply to all types of marketing, including viral, word-of-mouth, blogs, etc. • Require disclosure of a “material connection” between a seller and an endorser • Impose liability for false statements on both seller and endorser
  22. 22. Bloggers Must: Disclose compensated relationships such as: • Product reviews • Paid posts or tweets • Post about a free trip or other benefit • Consulting or employment Follow their stated policies. Failure to do so could be considered “deceptive business practice.” • Strive for accuracy. If you are compensated, you are liable for false statements. Protect yourself: • Tell the truth. Don’t say you used it if you didn’t, and if you don’t like it, say so. • Get the information you need to be accurate • Read agreements carefully
  23. 23. The Bottom Line • Does the audience understand the relationship between the writer/speaker and the company whose products are being discussed or reviewed? • If it’s not clear from the context, the connection must be disclosed. • For more information: http://www.blogher.com/must-read-ftc-clarifies- their-rules-bloggers
  24. 24. Disclosure Example Image via SuburbanScrawl.com, Erica Diamond
  25. 25. Copyright and Plagiarism Copyright and Plagiarism content developed for BlogHer Pathfinder 11 by Sara Hawkins (www.savingforsomeday.com) and used with permission.* *See how we did that? Not plagiarized!
  26. 26. Copyright Best Practices • Just because it’s on the internet DOES NOT mean it’s in the public domain. • Citing your source, giving a link back or mentioning the author’s name or blog in YOUR post does not mean you can use their copyrighted material! • Obtain permission before using someone else’s copyrighted work. Always. Every Time! Copyright and Plagiarism content developed for Pathfinder 11 by Sara Hawkins, Saving for Someday (www.savingforsomeday.com) and used with permission.
  27. 27. Protecting Your Copyright • Put a copyright statement on your blog • Creative Commons • Watermarks on photos • Create your own: PicMonkey.com, Canva.com • Subscription service: depositphotos.com, istockphotos.com • Free: morguefile.com Used with permission from InTheKitchenWithKP.com
  28. 28. 10 Guiding Principles for Successful Professional Blogging 1. Begin with the end – KNOW WHAT YOUR BIG DREAM IS 2. Why do you blog? 3. The dreaded elevator pitch – differentiating yourself 4. Business basics when going pro 5. Ethics, disclosure and other best practices 6. Paths to monetization 7. See and be seen 8. Credentials, AKA what have you done for me lately? 9. “Find your Tribe” 10. Do it because you love it – Action Plan
  29. 29. 10 Guiding Principles for Successful Professional Blogging 1. Begin with the end – KNOW WHAT YOUR BIG DREAM IS 2. Why do you blog? 3. The dreaded elevator pitch – differentiating yourself 4. Business basics when going pro 5. Ethics, disclosure and other best practices 6. Paths to monetization 7. See and be seen 8. Credentials, AKA what have you done for me lately? 9. “Find your Tribe” 10. Do it because you love it – Action Plan
  30. 30. The Path to Business Owner Afternoon Session Erica Diamond Women on the Fence®, @EricaDiamond Jennifer Evers Me, Myself and Jen, @AFewGoodJens MM&J Consulting, @MMandJConsult PATHFINDER DAY
  31. 31. 10 Guiding Principles for Successful Professional Blogging 1. Begin with the end – KNOW WHAT YOUR BIG DREAM IS 2. Why do you blog? 3. The dreaded elevator pitch – differentiating yourself 4. Business basics when going pro 5. Ethics, disclosure and other best practices 6. Paths to monetization 7. See and be seen 8. Credentials, AKA what have you done for me lately? 9. “Find your Tribe” 10. Do it because you love it – Action Plan
  32. 32. Source: Jennifer Evers
  33. 33. 6. The Paths to Monetization (there’s more than one!) • Advertising (banner ads…) • Affiliate • Sponsored • Hired (coach, speaker, spokesperson, writer, reviews) • E-Content (Webinars, Tele-seminars, E-books,…) Source: Ilva Beretta, Lucullian Delight
  34. 34. Erica’s Path • Banner Ads (Glam) • Sponsored Content (with Brands) • Twitter Parties • Coaching / Consult • Speaking • Book sales • Weekly paid TV • Spokesperson gigs • Paid writer for others • “Partners” – Corp. Images courtesy of Erica Diamond
  35. 35. Jennifer’s Path • Sponsored Content • Product Reviews • Brand Relationships • Twitter Parties • MM&J Consulting Images courtesy of Jennifer Evers
  36. 36. Advertising • Ad Networks (Ex: BlogHer) • Google AdSense • Corporate Sponsors / Partners • Sell your own – consider starting local! Source: BlogHer
  37. 37. Affiliate • Amazon (the big Kahuna of affiliate programs), GoDaddy, iTunes (you can promote Apple products) --many have low barrier to entry and most are free to join. • You are the middleman so you don't have to deal with customer service, taking orders, etc. The companies you become affiliated with provide you with a tracking link to use to link to their site. That's how they track how many sales you've generated. • The key is to choose a subject you love (hobby, passion, topic, etc.) and build a content-rich, informative blog post about it. Source: Agbeat.com
  38. 38. Sponsored Content • Creating original content in line with a campaign or message from a brand • Two Types: - Blog Post - Touts on Social Media channels • Leverage your social media reach: Facebook, Twitter, Pinterest, Instagram, Google+ Source: Me, Myself and Jen
  39. 39. Securing Opportunities • On your own, proactively • Pitches from or for PR • Local Businesses you patron Source: Jennifer Evers
  40. 40. Hired • Freelance opportunities • On other blogs • For companies / media properties • Book Deal • Consulting / Coaching • Spokesperson / Speaking • Full Time Employment Source: Twitter
  41. 41. What not to do: Paid Follow Links • Google will penalize your website severely for this • If it’s paid content, all links must include No Follow attribute • Rel=“nofollow” • Ex: <a href="your-url.com " rel="nofollow">Url Name</a> Source: Jennifer Evers
  42. 42. 7. See and Be Seen: Be Easy To Find • SUBSCRIBE BUTTON front and center: start building your email list from day one • BE SOCIAL: try all of the social networks but focus where your peeps are! • GUEST BLOG on other sites whose audience you are trying to grab, Link Parties • INVEST TIME (and $) into Search Engine Optimization • SUBMIT TO SPEAK at appropriate conference Image via PSDsharing.com
  43. 43. 7. See and Be Seen: Be Easy To Find (cont.) • NETWORK! • GET BOOKED in the Media! – Tricks to GETTING BOOKED: 1) Storytelling 2) Providing Value (Tips) • IRL at Conferences • NEWSLETTER and Emails • CROSS PROMOTION! Source: acsf.org
  44. 44. 8. Credentials . . . About Me! The World Needs to Know Why You Are FABULOUS! Source: Pinterest, pinned from H&M website
  45. 45. Resource for Awesome: About Me (Blog & Site) • All Social Media Buttons Visible • About Me Page (Blog, Personal site, About.Me) • All accolades and awards • Video! (TV appearance, YouTube…) Images courtesy of Erica Diamond
  46. 46. Resource for Awesome: Linkedin / About.Me • Don’t need to pay for it • Customize your URL • Include your best & most popular blog posts • Complete your profile & update it consistently Images courtesy of Jennifer Evers
  47. 47. 9. Find Your Tribe Source: Jennifer Evers
  48. 48. 10. Do It Because You Love It! Images courtesy of Jennifer Evers & Erica Diamond
  49. 49. TAKE ACTION: What Is Your Plan? • Set goals to ensure accountability • What 5 things are you going to implement from Pathfinder Day? • Make 1 week, 2 week, 1 month, and 3 month goals. • Email us with your accomplishments! • Erica: Erica@womenonthefence.com • Jennifer: Jennifer@memyselfandjen.com
  50. 50. My Pathfinder Day Action Plan Goal One: _________________________________ Due Date: ___________ Goal Two: _________________________________ Due Date: ___________ Goal Three: ________________________________ Due Date: ___________ Goal Four: _________________________________ Due Date: ___________ Goal Five: _________________________________ Due Date: ___________ Don’t forget to email us! Erica@womenonthefence.com and Jennifer@memyselfandjen.com
  51. 51. The Path to Business Owner THANK YOU!! Erica Diamond Women on the Fence, @EricaDiamond Jennifer Evers Me, Myself and Jen, @AFewGoodJens MM&J Consulting, @MMandJConsult PATHFINDER DAY

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