Blogging For Business


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The PowerPoint presentation is designed for use by small real estate brokerage and individual agents to develop and use a real estate oriented blog for developing or generating leads and marketing and selling real estate.

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Blogging For Business

  1. 1. BLOGGING FOR BUSINESS<br />Presented by:<br />Ryan Shaughnessy, Principal<br />PREA SIGNATURE REALTY<br /><br /><br /><br />314-971-4381<br />
  2. 2. WHY BLOGGING IS GOOD FOR BUSINESS?<br />Generate and capture new leads.<br />Enhance one’s credibility with potential clients.<br />Establish one’s expertise.<br />Provide information and knowledge about the real estate industry and the local area.<br />Networkwith other real estate professionals and develop a referral base.<br />
  3. 3. 6 DEADLY SINS OF BLOGGING<br />Sending Mixed Messages – Failing to Stay on Message<br />Making It Hard to Subscribe to Your Blog<br />Inconsistent Blog Posting – Irregular Posting Schedule<br />Failure to Interact with Readers - Lack of Replies to Comments<br />Using the Wrong Platform<br />Poor Keyword Selection and Failing to Use Sound SEO Practices<br />
  4. 4. DEVELOP A BLOGGING STRATEGY<br />Understand the Purpose and Benefits of Blogging<br />Clearly Define Your Goals for Blogging<br />Identify Your Target Audience<br />Identify Blog Posts and Themes Relevant to Your Target Audience<br />Always Include a Call to Action<br />
  5. 5. DEVELOP A BLOGGING SCHEDULE<br />Post Blog Articles on a Regular Scheduled Basis<br />Inform Your Readers of Your Post Schedule<br />Understand that Blogging Takes Time and Effort to Develop a Base and Generate Lease and Referrals<br />Consider Using a Team or Group Blog or Use Guest Bloggers from Related Fields such as Lenders, Title Agents, Building Inspectors and Others<br />
  6. 6. JUST DO IT – COMMON FEARS<br />Acceptance, Criticism, Approval<br />Not Enough Readers to Justify Effort<br />Not Enough Business Leads to Justify Effort<br />Focus on the Mechanics of Blogging<br />Develop Your Owner Style<br />Develop Your Own Voice<br />
  7. 7. DEVELOP GOOD CONTENT<br />Produce Quality over Quantity<br />Stay Focused on Your Target Audience<br />Develop Your Own Style and Message<br />Offer Solutions and Optimism<br />Share Your True Personality – Don’t Mimic Other’s Style<br />Be Honest and Transparent<br />Don’t Be Afraid to Express Contrarian Views<br />
  8. 8. STOP SELLING – START SHARING<br />Don’t Use Your Blog Solely to Advertise Your Listings<br />Educate and Provide Assistance<br />Use a Conversational Tone<br />Share Personal Insights<br />
  9. 9. CONTENT IDEAS<br />Report Industry and Local News<br />Comment on Current Events from Newspapers and Blogs<br />Discuss Trends using Market Reports and MLS Statistics<br />Focus on Localism – Neighborhoods and Local Businesses<br />Differentiate Your Services from Competitors such as Emphasizing Your Use of Technology to Market and Sell Real Estate<br />Use a Series of Posts and Group together to Encourage Additional Reading<br />Show your Personality with Humorous Stories<br />Provide Real Estate Training, Tips and Advice to Other Real Estate Professionals<br />Advertise Real Estate Listings<br />Mix Controversy or Contrarian View<br />Use Comments to Your Blog for Future Blog Posts<br />Use to Respond to Frequently Asked Questions from Customers<br />
  10. 10. MAKE IT VISUALLY APPEALING<br />Create a Professional Banner (BannerFans)<br />Use Widgets and Search Engines (RealBird)<br />Avoid Long Text Only Paragraphs<br />Avoid Long Multi-Page Posts – Break into Multiple Posts as a Series<br />Use Photographs, Video, Slideshows, and Charts to Support Your Main Points<br />Use Bullet Points to Outline or Organize the Post<br />Bold Important Points<br />Use Outside Services such as:<br />Document Hosting (<br />Slideshows (<br />Photo Editing (<br />Graphics (<br />Lead Generation Forms ( <br />Personalized Signatures (<br />View Your Blogs in Multiple Browsers and Formats to Insure that is Readable and in the Intended Format<br />
  11. 11. FOCUS ON SEO – USE KEYWORD RICH BLOG TITLES<br />How to Title a Blog Post<br />Use keywords in the title that a consumer would type use to conduct a Google search. Example: Open Houses in Lafayette Square.<br />Use geographic restrictions. Avoid common terms. Example: Vacant Land in Lafayette Square.<br />Don’t use generic or overbroad titles. Example: Vacant Land for Sale.<br />Develop a Big Fish in Little Pond Approach <br />
  12. 12. FOCUS ON SEO – REPEAT KEYWORDS FROM TITLE IN FIRST SENTENCE<br />Use this Indexing Technique<br />Repeat the blog post title in the first sentence of the body of the blog post. <br />Bold the keywords from the title in the body of the post.<br />Example of Title: Vacant Land for Sale in Lafayette Square.<br />Example of First Sentence: The has never been a better time to purchase Vacant Land For Sale in Lafayette Square. <br />The first sentence is often shown in the Google search result and assists with indexing and encourages customers to click through to post based on relevant content.<br />
  13. 13. FOCUS ON SEO – REPEAT KEYORDS IN BODY OF TEXT AND LINKS<br />Repeat Keywords<br />Repeat keywords 4-5 times throughout post matching keywords in title.<br />Bold keywords in body of post.<br />Write body of post to match keywords.<br />Use links with keywords matching the title of the post.<br />Tag your post with relevant keywords from Google.<br />
  14. 14. FIND THE RIGHT PLATFORM FOR YOUR BLOG AND BLOG STRATEGY<br />Before Selecting a Blogging Platforms, Determine its Suitability and SEO Value<br />My Preferred Platform: ActiveRain<br />Resources – Tutorials to Assist and Teach You How to Blog to Generate Leads and Referrals<br />SEO Value – Focus on Google Indexing Power<br />Use a Real Estate Oriented or Local Platform<br />ActiveRain Cares – Direct Interaction and Feedback with ActiveRain Staffers who Use Comments to Make Improvement to Blog Platform<br />
  15. 15. DEVELOP A LINK STRATEGY <br />Use Links to Promote Your Internet Presence from Websites to Social Networks<br />Use Links from Your Website, E-Mail and Social Network Profiles to Promote Your Blog<br />Great Content Doesn’t Have to Be Original Content - Link to Related Topics and Add Your Own Commentary as an Introduction<br />Link to Related Your Relevant Prior Blog Posts to Encourage Additional Page Views within Your Blog<br />Link to Local Businesses and Community Resource – Encourage Repeat Visits to Your Blog<br />Don’t Recreate the Wheel – Create Introduction with Your Personal Commentary and Use the ActiveRain Re-Blog Feature to Develop Regular Content<br />
  16. 16. INTEGRATE INTO YOUR BLOG INTO YOUR MARKETING PLAN<br />Include a profile on your blog setting forth your training, experience, service areas and geographical preferences.<br />Use links on e-mail, website, marketing materials, etc. to your blog.<br />Use links on your blog to your website, listings, MLS search engine, etc.<br />Post blog articles to social networks – Twitter, Facebook, LinkedIn, etc.<br />Use blog posts for print newsletters, e-blasts, customer guides, etc.<br />
  17. 17. BUILD YOUR READERSHIP<br />Include the URL for Your Blog on All Marketing Materials from Business Cards to Personal Website to Your Profiles on Social Network and Other Sites<br />Encourage Subscription via E-Mail or RSS Feeds (FeedBurner)<br />Provide Alternate Formats such as Podcasts (Odgio)<br />Use Other Mediums such as Photographs (Flickr) or Videos (YouTube)<br />
  18. 18. PROMOTE YOUR BLOG<br />Register with Blog Directories<br />Submit Blog Posts for Article Submission Services<br />Use PR Wire Services<br />Leverage Your Presence on Social Networking Sites with Links to Blog and Links to Specific Posts<br />
  19. 19. MONITOR YOUR BLOG<br />Track Blog Readership Statistics Using Google Analytics<br />Use Internet Search Monitoring Services such as Google Alerts or to See How Your Blog is Received and Where Your Blog Posts Appear on the Internet<br />Use a Copyright Monitoring Service such as Copyscape.comto Identify the Misuse of Your Blog Content<br />