Turning Passion to Profit - Online Marketing - Session 1
“It starts with a blog”or “Get Your Website Ready for the Social Web!" Birgit Pauli-Haack, October 2012
Business Reasons to Blog1. Establish trust & thought leadership by providing relevant content2. Be a resource for your current customer3. Connect to new customers/Lead Generation4. Visibility & Find-ability on Search Engines5. Central Hub for Inbound Marketing using RSS6. Create share-able content for your cheerleaders/strategic partners/members of your business network on social networks
A little math Current static website. 5 to 20 pages Once set-up, never changed. Blog-Site 3 post per week – 150 per year 450 pages in 3 years. 20 vs. 450 incl. With constant updates
Search Engine Ranking Update more often - 3 time a week vs once a year Interlinking on pages & posts (more links into the site from front page. URLs with higher keyword density More focused content = more relevant Easier to use linking back. Blog engines come with better built-in SEO
Example: First 4 Months of Blogging Over 4 ½ times More Organic Search Engine Traffic
Example: 4 Months of Blogging Over 3-times more Visits to Lead Generation page.
Inbound Marketing through Blog: One blog post per week (minimum, optimal 2 – 3/week) You can post from your desktop, phone, iPad or tablet. One place to go to post. Your website. Blog software/3rd party Apps will Auto-posted to FB (RSS Graffiti, SproutSocial etc.) Auto-posted to LinkedIn (TypePad, Auto-posted to Twitter (Twitterfeed, RSS Graffiti, ) Auto-assembly of e-News (RSS to Email – Mailchimp, Set-up once, ongoing posting to the social web and other channels. “Feed the Beast”
Go Viral via Sharing Post relevant content FOR your target audience. Find your champions! Write for your chearleaders!
Engage w/ your Followers/Friends Allow for comments on blog Allow Fans to post on your page Reply & Retweet on Twitter Post on FB Brand Pages AND Personal Profiles Post on Google+ Page & Personal Profiles Post photos mobile to Instragram or Flickr Reciprocate / Pay it Forward on the Social Nets.. Most importantly #BeRelevant
Measure everything! Define goals to set benchmarks Measure online interactions Open/ clicks e-mail Shared Links stats Web stats Referrers Bit.ly, clicks rates # of meaningful interaction Rinse, Repeat
Blogging Tools To start out, for practicing & Personal Blogs WordPress.com Blogger.com Tumblr.com For Business ( WordPress self-hosted) Page.ly www.Wordpress.org/hosting BlueHost or Dreamhost
Links: Better Blogging Links: George Orwell’s 5 Rules of effective writing PickTheBrain.com Ernest Hemingsways’ Top 5 Tips for Writing Well copyblogger.com 5Tips to Write Blog Posts About.com: Blogging Chris Brogan’s Best Advice About Blogging ChrisBrogan.com
Connect OnlineMy Personal Profile Company Profile Email w/ ideas and questions Blog on Tumblr firstname.lastname@example.org Blog on Relevanza Follow me on Twitter www.relevanza.com @bph Follow Us on Twitter On Facebook: @Relevanza www.facebook.com/birgitpauli-haack Facebook.com/Relevanz On Google+ a www.google.com/+BirgitPauli-Haack Subscribe to “This Week in Social Media” eNews and Connect with us.