The Power of Blogging for Professionals & Small-Medium Business Success

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Content marketing draws leads to your business through the creation and publishing of meaningful and distinctive content about your industry. The goal of this content is to generate discussion, grow a following, and to develop the social presence expected by the search engines.

Blogging is the most effective way to add your voice and experience to the online conversation that surrounds your industry.

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The Power of Blogging for Professionals & Small-Medium Business Success

  1. 1. The Power of Blogging for Professionals & Small Business Presenter: Doug Hay, CEO Dead Simple Internet Marketing™ Series
  2. 2. Presenter: Doug Hay • Early adopter of Internet marketing & social media • 30 year marketing veteran • Sought after speaker - presented at local, regional and national conferences • Lectured at two universities for the Sales & Marketing Executives program
  3. 3. Dead Simple Social Media Series • Social media overview • Blogging • Google+ • Facebook • Twitter • Pinterest • LinkedIn • Using a Dashboard • Content Marketing
  4. 4. Our Services For Small/Medium Biz • Website design & programming • Social Media consulting, implementation & training • Small business SEO – Search Engine Optimization: Keywords, link building & content creation. • Press release writing, optimization and reporting • Blog set up, strategy, and training • Email programs • Online reputation management • Video production & marketing • Staff training
  5. 5. Doug Hay doug@doughayassoc.com Direct: 250-756-0306 Toll Free: 877-226-3823 Free Internet Marketing Analysis More Sales? More Leads?
  6. 6. Presentation Q & A Ask for Slides Agenda 1 2 3
  7. 7. Blog lingo A blog is a website in the form of a ‗journal‘ that is available on the web. • Blog. Slang for (weB LOG) on the Web. • Blogging. The action of updating a blog. • Blog post. The content of the blog entry – an article. • Blogger. Someone who maintains a blog. • Blogosphere. The information available in blogs on the Internet
  8. 8. Your Site Visitor VisitorVisitor Objective: Leads & Sales
  9. 9. Content marketing is the creation and publishing of quality, meaningful and distinctive content for the purpose of generating discussion, growing a following and developing a social presence now expected by the search engines.
  10. 10. More than eight out of ten companies surveyed said they were using some type of content marketing to better engage with potential and existing clients. ―The future of marketing is not about selling so much as it is about engaging. This is what resonates with customers and why marketers have embraced content marketing in such large numbers." Source: Survey, conducted by HiveFire
  11. 11. Sales Funnel Prospects Sales Readers Social Media Leads Content Marketing Blogs Newsletters
  12. 12. Technorati Media - 2013 Digital Influence Report
  13. 13. Blogs Outrank Social Networks for Consumer Influence: New Research Social Media Examiner: http://www.socialmediaexaminer.com/blogs-outrank-social- networks-for-consumer-influence-new-research/
  14. 14. Internet Marketing You Are Not Alone Out There
  15. 15. Your Web Site How can our site get found?
  16. 16. Integrated Marketing Strategy
  17. 17. Integrated Marketing Strategy Offline Marketing
  18. 18. Email Integrated Marketing Strategy Offline Marketing
  19. 19. Email Integrated Marketing Strategy Offline Marketing Referrals
  20. 20. Email Integrated Marketing Strategy Offline Marketing Web Site Referrals
  21. 21. Email Integrated Marketing Strategy Blog Offline Marketing Web Site Referrals
  22. 22. Email Integrated Marketing Strategy Social Media Blog Offline Marketing Web Site Referrals
  23. 23. Think Like a Publisher Web site Video White Papers Audio Emailed Newsletters Blogs Press Releases Case Studies Articles
  24. 24. Universal SearchGoogle Universal
  25. 25. Brand Brand Brand New Marketing Brand Brand Brand Brand Brand Brand
  26. 26. Blogging
  27. 27. Benefits of Blogging • Get connected with prospects • Helps make your website show up in Google • Generates leads • Key part of content marketing • Use in Social Media • Helps your reputation management • Allows you to connect with influencers • Tool to grow a following • Low cost marketing
  28. 28. [Image by JosephGilbert.org.]
  29. 29. SuccessBlogging
  30. 30. Blog Success • Wegman‘s - family-owned supermarket chain with less than 100 stores • Accolades from customers and media • Named them the top US grocery chain in 2009 – Consumer Reports • Founder's simple mantra that ―it is essential to treat customers and employees right.‖ • Blogged about behind-the-scenes stories from their organic farm. • Posts from both top executives and individual store employees (chefs, deli workers, etc.). Source: Inc. Magazine
  31. 31. Source: http://www.socialmediaexaminer.com/how-alaskan-mom-brings-millions-to-her-carpentry-blog/ (2012) Social Media Stats: • Website: Ana White Homemaker • Facebook: (Under ―Knock-off Wood‖): 50,000 (2012) fans • Twitter: 2,550 followers • YouTube: 30 videos Highlights: • Ana White‘s blog draws nearly three million unique page views every month. • 90-95% of her Facebook content comes from fans, and she leaves it all public. • Pinterest is the #1 referring site to her blog, bringing 6,000 unique visitors a day. • In year two, the blog began bringing in enough advertising revenue to support her family.
  32. 32. “Do you have advice for other women who might aspire to a blog-to-book career like yours? I put 90% of my time into creating content and 10% into other stuff like answering emails, social media, and promoting posts. If I had started with the opposite, just 10% on content and 90% on promotion, I don‘t think I would be here today. Try to create content that’s so valuable it shares itself, and then you can focus on doing what you love.‖ Read more: http://www.thegrindstone.com/2012/10/17/mentors/homemaker-ana- white-i-would-love-to-be-the-rachael-ray-of-diy-719/#ixzz2YT6TWQVQ
  33. 33. Set up business blog Homework & goals Write posts Link to website Blogger relations Promote your blog Click thru to website
  34. 34. Homework
  35. 35. What Do You Want To Achieve? • Set goals • What audiences should you be communicating with? • Set up metrics to track the results
  36. 36. • Choose a platform e.g. WordPress • Build a blog • Add features – called plug ins Starting Your Blog
  37. 37. • Download from WordPress • Hosted by WordPress • Doesn‘t give you search visibility Free Blogs
  38. 38. 1. Find URL e.g. www.yourname.com 2. Arrange hosting e.g. GoDaddy, HostGator, etc 3. Purchase theme (design) 4. Upload theme to your hosting (needs a programmer) 5. Add content – text, images, video Your Blog
  39. 39. • System for building a website/blog • Automatically resizes for monitors, tablets and smart phones • Custom for each – viewing, navigation and load time Responsive Themes (Designs)
  40. 40. Keywords
  41. 41. Keywords are words or phrases that describe content such as webpages, blogs, text pages, photographs, audio files or video files.
  42. 42. Search Engines index content using keywords to make it easy for users to quickly find things that they are looking for
  43. 43. Key Word Research • Do your Keyword Research • Look for words and phrases that people are searching for, so you get the most traffic to your blog Keyword Research
  44. 44. Source: http://www.ampyourstrat.com/
  45. 45. The Long Tail Keywords Long tail keywords are keyword phrases that: • Have lower search volume • Competing pages are smaller • Can generate quality search results • Likely more sales
  46. 46. https://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=1000 000000&ideaRequestType=KEYWORD_IDEAS
  47. 47. Exact match:
  48. 48. Commercial Intent Does the keyword show the intent that could lead the searcher to become a customer e.g. used cars for sale Miami (good) e.g. colors of the rainbow (bad)
  49. 49. Writing
  50. 50. Your audience
  51. 51. Content is king Search Engines • Search engines will crawl your website more often if you have a blog which is updated regularly
  52. 52. What’s in it for the reader?
  53. 53. A Blog is Not… Blogs Are Not • A blog is not objective—they have informed and biased opinions • People write blogs— not the corporate communications department using ‗Corporate Speak‘
  54. 54. Write For The User Know the product or service and write compelling content about that sector or industry. Is It Compelling?
  55. 55. Tell Your Story • Use blogs to help tell your story • Brings a face to your organization • Search engines love them • Cross link to your site What a Blog Is
  56. 56. One Topic Per Post If possible stick to one topic per post.
  57. 57. Format • Use short sentences and short paragraphs • Lots of sub- headlines • Bullet points
  58. 58. Update Frequency A blog is best updated regularly— daily if possible but at least 2 to 3 times per week.
  59. 59. Become An Opinion Leader • Your peers respect opinion leaders • Position yourself as a thought leader by writing blog posts that are factual, timely and interesting • Be realistic and write to be understood • Be persistent—fame in your niche is not an overnight activity
  60. 60. Length Of A Blog Post • Typically not less than 500 words • Eliminate any unnecessary words— keep it simple and easy to understand • Keep sentences short • Keep paragraphs short • Short = easy to read Yes I will read it, no I won’t…
  61. 61. Stay on message
  62. 62. Be unique
  63. 63. Understanding? To Be Understood • Write clearly: would someone who knows nothing about this subject understand the post? • One idea per sentence • No jargon that they won‘t understand • Define acronyms with the first use
  64. 64. Keep It Upbeat
  65. 65. Data Hook • Provide information others will want • E.g. 10 secrets to ….
  66. 66. The Humor Hook
  67. 67. Quiz Hook Create an interesting quiz or puzzle
  68. 68. “How To” Information • ―How to‖ information is the number one selling product on the web • Write a unique tutorial
  69. 69. Ask Questions • At the end of a post • The whole post
  70. 70. Pictures & Video • Include pix with your blog posts • Video can be embedded or included by linking to it A picture is worth …
  71. 71. Track Your Keywords, Competitors, News, etc
  72. 72. Proof Reading • Respect your readers • Check for typos • Informal writing style is fine but use good grammar to make it a professional and understandable communication • Find your style and stick to it
  73. 73. Image credit: http://www.gapingvoid.com
  74. 74. Blogs are informal
  75. 75. 35 comments
  76. 76. Headlines 1. Get What You Want (In Health, Wealth, Relationships, Time and Lifestyle) Example: ―The Secret To Getting More Money For Your Property!‖ 2. Crystal Ball and History Example: ―10 Predictions on the Future of Social Media‖ 3. Problems and Fears Example ―Get Rid of Your Debt Once and For All‖ 4. Fact, Fiction, Truth and Lies Example: ―Little Known Ways To Make Money On The Stock Exchange‖ 5. How To, Tricks Of The Trade Example: ―How To Plan The Ultimate Holiday‖ 6. Best and Worst Example: ―The 10 Worst Mistakes Made by Bloggers - From Authority Blogger
  77. 77. News Items Find a news item or statistics that can be used in the blog post
  78. 78. Optimization
  79. 79. Spamming Don‘t use any keyword excessively, as search engines may perceive this as spamming.
  80. 80. How Often To Use Keywords Keywords? ―Keyword Density [is] not really a factor. Yes keyword should be present but density is not important. Include the keyword but make writing sound natural.‖ - Matt Cutts, senior engineer at Google
  81. 81. Blog Optimization • Title tag • Description tag • Headline (H1 Tag) • Sub-headlines (H2 Tags) • Body of the text page – write with keywords
  82. 82. Tags Information (code) in a web page/blog not intended for users to see but provides information to search engine crawlers.
  83. 83. Title Tag • Tag used to define the text in the top line of a Web browser • Utilized by search engines as the title of search listings • Make them short - around 65 characters with spaces • Include at least one targeted keyword (phrase) • Never duplicate a title tag
  84. 84. Unique Title Tags • Title tag (label) for each page must be unique • Just like each child needs their own name
  85. 85. Title Tags Show Up in Search Results
  86. 86. Description Tag • An tag to provide a description for search engine listings. • Descriptions should include very specific, keyword-rich writing. • 130 to 150 characters
  87. 87. Description Tags Show Up in Search Results
  88. 88. Write The Headline • Use the keywords as close to the beginning of the headline as possible. • The headline should not be longer than 65 characters (with spaces) for Google or 85 for Yahoo. 65
  89. 89. Write The First Paragraph • Use main keyword in the first paragraph. • Put a link to your website at the end of the first paragraph, using a keyword as anchor text for the link.
  90. 90. Write The Body Of The Blog • Use your main keyword a few more times in the blog and once in the last paragraph. • Link to your website at the end of the blog
  91. 91. Key Word Repetition • Start the text of the page with that phrase or word. i.e. beginning of headline • Use it few times, in context, so that you have around 2% of the word count. • Make each page/blog 500 words long.
  92. 92. Make Links Informative Don‘t use ―click here‖. Rather than click here for more information, use descriptive key words: • E.g. Top stock picks for savvy investors (key word: stock picks) • E.g. Compare widget prices with 5 other suppliers (key word: widget prices)
  93. 93. Links
  94. 94. Linking Strategy Write Post • Research, write & optimize a blog post Insert Link • Blog post has one or more links to web page To Selected Web Page • Helps create inbound links to website Linking
  95. 95. Write The Body Of The Blog • Use your main keyword a few more times in the blog and once in the last paragraph. • Link to your website from the blog Love those links
  96. 96. RelationsBlogger
  97. 97. People Know Other People
  98. 98. Blog Search Engines Bloggers • Search on the Blog Search Engines • Find the influencers
  99. 99. Comments • You commenting on other blog posts • Others commenting on your blog posts
  100. 100. Engage
  101. 101. Promote
  102. 102. Blog Directories • Bloglines is a popular blog-collection service • Best Blog Directory And RSS Submission Sites From Robin Good http://www.masternewmedia.org/rss/top55 • Words In A Row List http://www.wordsinarow.com/blog-registration.html
  103. 103. Metrics
  104. 104. Track Results • Search ranking for blog • # of bloggers allied • # of positive blog posts written about your business • Inbound links to your site and blog Keeping Score
  105. 105. Better Financial Performance • Significant positive financial results for the companies who have the greatest breadth and depth of social media engagement. Source: The ENGAGEMENTdb study (www.engagementdb.com)
  106. 106. Create Great Content by Blogging Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  107. 107. Blogging Attracts More Links Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  108. 108. Blogging Attracts More Visitors
  109. 109. Blogging Generates Leads
  110. 110. Social Media is for Leads and Sales Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  111. 111. Social Media Marketing… Givers Get
  112. 112. Takeaways Set up your blog properly Do your homework & have a plan Blogs are informal writing Engage not just publish Network with other bloggers Cross promote on social sites, email, etc
  113. 113. Doug Hay doug@doughayassoc.com Direct: 250-756-0306 Toll Free: 877-226-3823 Free Internet Marketing Analysis More Sales? More Leads?
  114. 114. Contact Doug Hay doug@doughayassoc.com Direct: 250-756-0306 877-226-3823 Website: www.doughayassoc.com Twitter: www.twitter.com/doughay Facebook: http://www.facebook.com/doug.hay LinkedIn: www.linkedin.com/in/doughay
  115. 115. Copyright Notice All materials contained in these presentations are protected by Canadian and United States copyright law and may not be reproduced, distributed, transmitted, displayed, published or broadcast without the prior written permission of Doug Hay. The names of actual companies, products or images mentioned herein may be the copyright or trademarks of their respective owners.

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