How and Why To Run a
Blog
In The Marketing 2.0 Era
By Russ Henneberry
www.russhenneberry.com
russ (at) russhenneberry.com
What Is Marketing 2.0?
• First, we must define Marketing 1.0…
– Marketing 1.0 is characterized by:
• Promotion – “Hey Look...
Enter Marketing 2.0
• Marketing 2.0 is characterized by:
– Timing – Marketing 2.0 provides solutions to problems when
pros...
Why is Blogging So Powerful?
• Eliminate Doubts
– Establish Professionalism
• One of your challenges is that you are an un...
Getting Started: Domain
• Domain
– A domain is similar to the address for your
home.
– When someone types your domain into...
Getting Started: Hosting
• Hosting
– Hosting can be thought of as another
computer somewhere else in the world that
stores...
Getting Started:
The Perfect Platform
• Installing The Perfect Platform
– Wordpress has become the dominant blogging
platf...
Getting Started: Design
• Themes
– Wordpress uses the word “theme” to describe different site layouts and color
schemes.
–...
Blogging Best Practices
• Blogging Best Practices
– Posting Frequency
• Pick a posting frequency and stick with it.
• The ...
The Hub & Spokes Model: The Hub
• Wordpress provides a “so simple a
caveman could do it” platform for housing
and broadcas...
The Hub & Spokes Model: The Spokes
• The spokes are “broadcasting vehicles” for your message.
• Vehicles include:
– Email ...
RSS
• Wordpress comes with RSS built in.
• RSS stands for Really Simple Syndication
• It allows others to bring your messa...
Commit to Two New Spokes
• Don’t try to learn every “spoke” at once,
you will be overwhelmed.
• Pick a couple of “spokes” ...
The Must Haves
• You must have a message
• You must create content that focuses on
that message
• You must have a valuable...
The Big Myth
• The Internet is not becoming more difficult to use.
• No longer must you know how to code to build a websit...
Contact Russ:
www.russhenneberry.com
russ (at) russhenneberry.com
Twitter: @RussHenneberry
How and Why To Run a Blog In The Marketing 2.0 Era
How and Why To Run a Blog In The Marketing 2.0 Era
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How and Why To Run a Blog In The Marketing 2.0 Era

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The "how" and "why" to run a business blog as part of your internet marketing strategy.

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How and Why To Run a Blog In The Marketing 2.0 Era

  1. 1. How and Why To Run a Blog In The Marketing 2.0 Era By Russ Henneberry www.russhenneberry.com russ (at) russhenneberry.com
  2. 2. What Is Marketing 2.0? • First, we must define Marketing 1.0… – Marketing 1.0 is characterized by: • Promotion – “Hey Look At Me! I have a great product!” • Interruption – “Hey, I know you are trying to read that paper, watch that television show, listen to that radio program or enjoy the scenery on this highway but seriously, I have a great product!” • Repetition – “If you don’t think my product is for you today, maybe you will think it is after seeing this ad 15 million times.” • Marketing 1.0 channels are dying because we have created technologies that allow us to filter out Marketing 1.0 messages. – Ipods filter radio ads – Tivo, Netflix, Hulu, etc filters Television ads – Online Newspapers and blogs allow us to filter print ads
  3. 3. Enter Marketing 2.0 • Marketing 2.0 is characterized by: – Timing – Marketing 2.0 provides solutions to problems when prospects are looking for those solutions. Marketing 2.0 channels are not interruptive are no place for cold calls. – Value – Marketing 2.0 channels require that the marketer provides something valuable (usually much of it for free) or it will be filtered. • Entertain Me • Protect Me • Inform Me • Make Me More Money • Save Me Time – Relationships – By providing value at the correct time, 2.0 marketers develop deep relationships with customers and prospects.
  4. 4. Why is Blogging So Powerful? • Eliminate Doubts – Establish Professionalism • One of your challenges is that you are an unknown and a risk. – Your blog will show that you are a serious professional. – Your blog will give you a history – Establish an Experts Reputation • Create articles, images, video, audio, etc that showcases your expertise. • You have expertise but you must PROVE IT. • Get Discovered – A blog is the most powerful marketing tool available on the Internet • You will receive search engine traffic from keyword searches • You will receive traffic from people returning again and again to read your updates • You will be able to “broadcast” your message from your blog to your target audience on the Internet. – More on this later
  5. 5. Getting Started: Domain • Domain – A domain is similar to the address for your home. – When someone types your domain into their address bar they are taken directly to your website. – A domain costs between $8 and $25 per year. – Example: google.com, russhenneberry.com, kathrynmae.com
  6. 6. Getting Started: Hosting • Hosting – Hosting can be thought of as another computer somewhere else in the world that stores the files for your website. – Hosting costs about $8.00 per month. – Watch the step-by-step video that shows you how to buy your domain and hosting here http://bit.ly/voYaU
  7. 7. Getting Started: The Perfect Platform • Installing The Perfect Platform – Wordpress has become the dominant blogging platform in the world – There are thousands of people spending their free time developing great applications for Wordpress – It is simple, search engine friendly and free. – Watch the step-by-step video that shows you how to Install Wordpress here http://bit.ly/1aqkZU .
  8. 8. Getting Started: Design • Themes – Wordpress uses the word “theme” to describe different site layouts and color schemes. – There are thousands of free Wordpress themes available both within Wordpress and on other websites on the Internet. Try doing a Google search for ‘free wordpress themes’ and see for yourself. – Blog Themes • A blog layout will display your posts, one on top of the other. • It can be added to a standard website or used as a stand alone website. • Example: russhenneberry.com – Standard Website Themes • You can use Wordpress to design a standard website layout rather than a blog layout. • These are generally paid themes. • Buy a theme from www.ithemes.com or www.woothemes.com. • Examples: dalefogarasi.com, john-gifford.com, kathrynmae.com – Watch the step-by-step video that show you how to install a blog theme here http://bit.ly/X0ORX.
  9. 9. Blogging Best Practices • Blogging Best Practices – Posting Frequency • Pick a posting frequency and stick with it. • The frequency of your posts will be an expectation of your readers and the search engines. – Sharing the love • Your blog can be used to get others attention by giving them some love: – Link to other websites when appropriate – Review other people’s businesses, work and events – When you hear your target audience asking questions answer them on your blog and send them a link – Comment on other people’s blogs – Mention other people’s blogs in forums and in social media channels like Facebook and Twitter. – Read other blogs like russhenneberry.com, problogger.net and copyblogger.com.
  10. 10. The Hub & Spokes Model: The Hub • Wordpress provides a “so simple a caveman could do it” platform for housing and broadcasting your message. – House and Broadcast: • Text • Images • Video • Audio
  11. 11. The Hub & Spokes Model: The Spokes • The spokes are “broadcasting vehicles” for your message. • Vehicles include: – Email Marketing – Facebook, Twitter, Linked In – E-Books – RSS of Your Blog Posts – YouTube, Daily Motion, etc – Podcasting, Vodcasting – DVD Video at Meet Ups – White Papers – PowerPoint Presentations – Embedded Video
  12. 12. RSS • Wordpress comes with RSS built in. • RSS stands for Really Simple Syndication • It allows others to bring your message to them instead of them having to go to you. • Watch the step-by-step video showing you how to set up your own RSS reader here http://bit.ly/xuG28
  13. 13. Commit to Two New Spokes • Don’t try to learn every “spoke” at once, you will be overwhelmed. • Pick a couple of “spokes” and commit to learning them. • Concentrate on one at a time. • Master one “spoke” and move on to the next.
  14. 14. The Must Haves • You must have a message • You must create content that focuses on that message • You must have a valuable message • You must broadcast that valuable message • You must concentrate on building relationships
  15. 15. The Big Myth • The Internet is not becoming more difficult to use. • No longer must you know how to code to build a website. • No longer do you need to be Steven Spielberg to make video. • No longer do you need to be a celebrated author or journalist to create great articles. • You can do this! The web is a place where each of us can find a target audience and meet a need by creating and broadcasting a valuable message.
  16. 16. Contact Russ: www.russhenneberry.com russ (at) russhenneberry.com Twitter: @RussHenneberry

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