Jay Baer Convince & Convert
www.convinceandconvert.com www.nowrevolutionbook.com @jaybaer Sign me at 4:15pm!

@jaybaer
SelleckWaterfallSandwich.tumblr.com

@jaybaer
HungoverOwls.tumblr.com

@jaybaer
AwkwardStockPhotos.tumblr.com

@jaybaer Your blog plays a
serious role in your business. You make money from your blog (directly, or indirectly). You want to improve your blogging results and break through to the next level of success.

@jaybaer
ConvinceAndConvert.com

@jaybaer ConvinceAndConvert.com Blog began July
1, 2008 4 themes Design by Copyblogger Media/Studiopress Genesis platform 660 posts 75 authors (~500 posts from me) ~50,000 visitors/month

@jaybaer ConvinceAndConvert.com #1 content marketing
blog (Junta42) Top 10 social media blog (Social Media Examiner) Top 20 marketing blog (AdAge)

@jaybaer Social and Content Accelerators
Corporate and Agency Clients Involved in Dozens of Blog and Content Marketing Scenarios Each Week

@jaybaer Social Blog Sponsorship Revenue
Speaking Speaking Engagements Revenue Consulting Revenue Clients

We’re in This Together Flickr:
pitel

1

@jaybaer My Mom Read it
First

@jaybaer Exactly 3 years before
I 2008 made my first nickel 2009 2010 Direct Revenue 2011 2012 (proj) $- $20,000 $40,000 $60,000 $80,000

2

@jaybaer Blogging is an information
meritocracy Blogging is the most competitive form of communication other than word of mouth For whom are you writing? Better to be the favorite blog of fewer people than to be the “meh” blog of a larger group of people

@jaybaer

Key Question: “Because of this
blog, <specific audience or persona> will <specific benefit>.”

@jaybaer Better understand what you’re
creating, and for whom Especially useful exercise for group blogs Write 50 headlines of posts you could (and would want to create) Identify the questions you’ve answered and the topical scatter pattern Who needs those answers? That’s your audience

@jaybaer 1. Digital Marketing for
Agencies 2. Email and Social Confluence for Marketers 3. Social Media for Marketing Directors and Owners 4. Social and Content Acceleration for Social Media and Content Managers SocialPros.com

3

@jaybaer

@jaybaer Don’t value inspiration over
perspiration You always have “something to say” Every post has value to your audience, and to your business

@jaybaer 6,883 7000 6000 5000
4000 2,959 3000 2000 1000 14 25 0 Posts Visits

@jaybaer Before 2/5/12: 3 posts
per week, 2 (or 3) by me After 2/5/12: 4 posts per week, 1 by me Guest post Staff post Podcast transcript

4

@jaybaer Move beyond the word
Interviews Videos Podcasts Presentations Surveys Publish at least one non-standard post each week

@jaybaer
Kikolani.com

@jaybaer
BusinessesGrow.com/blog

@jaybaer
ConvinceAndConvert.com

@jaybaer
TheRiseToTheTop.com

@jaybaer
SocialMediaExaminer.com

@jaybaer
TomReadsHisSpam.tumblr.com

5

@jaybaer
TheSalesLion.com

@jaybaer Give away knowledge snacks
to sell information meals How far will you open the kimono?

@jaybaer
OpenviewPartners.com

@jaybaer
TheSalesLion.com

Quote to Remember: “Giving someone
a list of ingredients doesn’t make them a chef.”

6

@jaybaer Something special you can
put in your editorial calendar every week Your ONE Thing Makes content planning much easier

@jaybaer
SpinSucks.com

@jaybaer
TwistImage.com/blog

@jaybaer
Twitter20.com

7

@jaybaer Unless you’re selling ads,
traffic has very little inherent value It’s about behavior, not page views Your blog must have an overall Call-to-Action and each post should have one too

@jaybaer

Key Question: “After visiting this
blog, I want readers to do <action>. Second best is <action>. At a minimum, <action>.”

8

@jaybaer Community drives repeat visits
and sharing behaviors “The difference between an audience and a community is the direction the chairs are facing.” -- Chris Brogan

@jaybaer Welcome Facilitate Answer ConversationAgent.com
Connect Thank

@jaybaer

@jaybaer Your community isn’t your
validation, you are (and the numbers are) You want community, but you don’t need it Blog comments are not a business model – nor even a particularly sound metric

9

@jaybaer

@jaybaer 4 Years Blogging. New
Visitor % is still 70%.

@jaybaer Home page is landing
page for 14% of visits.

@jaybaer
InboundWriter.com

Key Question: “What search term
will people use to find this post in Google, realistically?”

10

@jaybaer What is your REAL
goal? Your REAL goal is something that sustains you Blog comments isn’t a real goal Blog traffic isn’t a real goal Retweets isn’t a real goal Each of these is a link in the chain toward your real goal (maybe)

@jaybaer Number that count up
from zero are usually inferior to ratios and percentages Set up Goals, Funnels, and Events tracking in Google Analytics to measure behaviors that drive sustainability and financial meaning Even if you don’t sell online, there are behaviors that matter to your business

@jaybaer % visits to newsletter
page, and conversions (subscriptions)

@jaybaer % visits to podcast
page

@jaybaer % visits to speaking
page

@jaybaer % visits to consulting
pages

@jaybaer After looking at top-level
goal completions and ratios, examine where those conversions are coming from Search? Which keywords? Which posts? Social? Which venues? Which tweets/updates? Use Google’s new Assisted Conversions to credit appropriately

11

@jaybaer

@jaybaer Slideshare!! (connect to Linkedin,
too) Scribd Comments on other blogs (huge, especially at first) YouTube Pinterest Instagram Podcasts Etc. etc.

Quote to Remember: “Think small.
You need to be a digital dandelion.”

12

@jaybaer Do More Icons =
More Shares? Scrolling or non-scrolling? Do you support the new kids on the block? Pinterest Buffer Industry-specific sharing buttons?

@jaybaer Build a well of
good will Shine the light on others, and the light will shine back on you It’s not quid pro quo, but if you want your content to be shared, be a great sharer Share down, not just up

@jaybaer It matters. A lot.
Lists still work Unexpected words Incorporate keywords

Download these slides: slideshare.net/jaybaer Convince
& Convert www.convinceandconvert.com www.nowrevolutionbook.com @jaybaer

Jay Baer Convince & Convert
www.convinceandconvert.com www.nowrevolutionbook.com @jaybaer Sign me at 4:15pm!