Using a Blog to Serve Strategic Business Goals

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Comprised of overflow content from a presentation on blogging for business associations, this addresses inbound vs. outbound marketing, benefits of blogging, defining quality content, using content to nurture relationships with target audience, and blog strategy to support business goals.

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Using a Blog to Serve Strategic Business Goals

  1. 1. KM Strategic USING A BLOG TO SERVE BUSINESS GOALS: January 2014 A Recipe for Success How to “cook up” online assets that work for you. Using a Blog to Serve Business Goals| January, 2014 1
  2. 2. ITEMS TO DISCUSS www.KirstenMeyer.com 01 Inbound vs. Outbound Marketing 02 Why Blog? The Benefits of Content 03 Blogging and Relationships 04 Quality Content 05 Writing a Blog Post: Title, Tone & Technical Considerations 06 Being Seen: Visibility & Promotion The presentation will be followed by a brief Q&A Using a Blog to Serve Business Goals| January, 2014 2
  3. 3. ABOUT KM STRATEGIC www.KirstenMeyer.com QUALITY CONTENT GETS RESULTS EMAIL BLOGS DOWNLOADABLE OFFERS ONSITE TEXT SOCIAL MEDIA WHITEPAPERS BRAND AWARENESS CUSTOMER LOYALTY HIGH QUALITY LEADS WEBSITE TRAFFIC THOUGHT LEADERSHIP LEAD NURTURING Using a Blog to Serve Business Goals| January, 2014 3
  4. 4. 1989: Outbound Marketing • Tradeshows • Telemarketing • Email SPAM • Door-to-Door Sales • TV Commercials • Intrusive • Captive Audience • Annoying Awesome Jedi Salesman photo credit: Brad Montgomery Using a Blog to Serve Business Goals| January, 2014 4
  5. 5. 2014: Inbound Marketing • Info on-demand • On user’s terms • Reviews/recommends + • Must be findable • Must be credible • Must have info they need • Limited bandwidth • Customer initiates sale • Quality content key Wikimedia commons photo credit 60% of sales process now done via online research before contacting sales rep. Using a Blog to Serve Business Goals| January, 2014 5
  6. 6. BLOG (that’s it for this slide; this is my “charm” segment)
  7. 7. SECTION 1: WHY BLOG? www.KirstenMeyer.com WHY BLOG? 1. UNDERSTANDING THE BENEFITS 2. HOW TO EXTRACT THE BENEFITS Graphika Using a Blog to Serve Business Goals| January, 2014 7
  8. 8. HUBSPOT.COM BLOG STATS www.KirstenMeyer.com Companies that blog get 55% more web traffic than companies that don’t. B2C companies get 88% more leads/month than those that don’t; for B2B its 67% more. Companies that blog convert 70% more than companies that don’t. Thanks for stats, Hubspot! Using a Blog to Serve Business Goals| January, 2014 8
  9. 9. BENEFITS OF BLOGGING www.KirstenMeyer.com 1. ACCOMMODATE PEOPLE’S NEED FOR INFO ON-DEMAND 2. HELP BRAND VISIBILITY 3. ESTABLISH & SUPPORT THOUGHT LEADERSHIP, EXPERTISE, AND TRUST 4. SEO BENEFIT Visitors Leads MQL SQL 5. CONTENT FEEDS THE SALES FUNNEL 6. LOWER COST PER LEAD FOR INBOUND VS. OUTBOUND MARKETING ($346 VS. $135) (HUBSPOT) Using a Blog to Serve Business Goals| January, 2014 GOAL 9
  10. 10. BENEFITS OF BLOGGING www.KirstenMeyer.com HOW DOES BLOGGING DO ALL THAT? • EACH POST IS A NEW PAGE OF CONTENT. • EACH PAGE OF CONTENT IS A NEW OPPORTUNITY TO BE FOUND. THE GREATER YOUR REPERTOIRE OF ONLINE CONTENT, THE GREATER YOUR DIGITAL FOOTPRINT. Using a Blog to Serve Business Goals| January, 2014 10
  11. 11. BENEFITS OF BLOGGING End Goal You Blog People Read More www.KirstenMeyer.com RING OF HOPE End Goals (Examples): • • • People • See It • • People Share It People Read It People Find It Valuable • • • Subscribe to Blog Explore site Visit other pages Read more blog posts Download content and leave email for ongoing messaging/relationship Have positive impression of your brand Consider using your service Remember you when they need your service Make purchase/ become client Using a Blog to Serve Business Goals| January, 2014 11
  12. 12. IT’S ABOUT RELATIONSHIPS www.KirstenMeyer.com Online Content: • It’s not about closing. • It’s about opening doors to new relationships and being seen by the right people at the right time. • Every connection, view, click, machine & device leads to a person. Using a Blog to Serve Business Goals| January, 2014 12
  13. 13. IT’S ABOUT RELATIONSHIPS Online Content: • Online relationship-building has been likened to dating. • Be considerate & respectful of your date (vs. overlyeager, self-absorbed, or awkwardly inappropriate). • People don’t care about your products and services; they care about themselves (Copyblogger). www.KirstenMeyer.com ME ME ME ME ME ME ME ME Using a Blog to Serve Business Goals| January, 2014 13
  14. 14. CONSIDERATIONS www.KirstenMeyer.com WOO! Using a Blog to Serve Business Goals| January, 2014 14
  15. 15. CONSIDERATIONS www.KirstenMeyer.com • Relationships take time to build. • Blogging also takes time: 1.5-2 hrs. per blog average on the low end. • Frequency: successful blogs publish at least 2x/week. • Despite the investment of resources, in terms of ROI, its difficult to beat blogging for value and bang for your buck. Bottom line: If you don’t make an investment, you won’t get to first base. Using a Blog to Serve Business Goals| January, 2014 15
  16. 16. DEFINING GOALS www.KirstenMeyer.com In order to deliver quality content, you must define your target. • • • • What is the goal? Who is your audience? What do they want to know? What action do you want them to take? Using a Blog to Serve Business Goals| January, 2014 16
  17. 17. DEFINING QUALITY CONTENT www.KirstenMeyer.com Quality content is: -Created with your target audience in mind. -Interesting enough to make someone want to read it. -Well written and formatted enough to be read. -Findable. -Likeable. -Useful. -Relevant. -Shareable. Using a Blog to Serve Business Goals| January, 2014 17
  18. 18. SEMANTIC SEARCH www.KirstenMeyer.com Google’s Guidelines for Content Creation: Content is key. Good content- clear, concise, informative – is better than bad content. Use plain English. Write for real people. Keep links to a reasonable number. Make your content readable. Using a Blog to Serve Business Goals| January, 2014 18
  19. 19. DELIVERING GOOD CONTENT Quality content increases the likelihood of occurrence at each step towards ranking in organic search results www.KirstenMeyer.com Being Found Being Clicked Social Shares More Time on Page Good Content Return Visits Views Other Pages More Perceived Value Builds Trust Using a Blog to Serve Business Goals| January, 2014 19
  20. 20. BLOG WRITING www.KirstenMeyer.com PROMOTIONAL POST VS. HELPFUL POST (That *happens* to be from your business) It’s the difference between an annoying commercial and a strategic product placement in something you’re watching by choice. Except if someone is on your site, they can leave rather than being forced to sit through a commercial.  Using a Blog to Serve Business Goals| January, 2014 20
  21. 21. PROMOTIONAL VS. HELPFUL www.KirstenMeyer.com 5 Reasons Why Jones Hardware Beats the Competition: Hi, I’m Joe from your friendly neighborhood hardware store: Jones Hardware. Neighborhood stores of any type are exceptional relative to your national chain retailers (not to “name names” but, ahem, for example: Home Depot & Lowe’s. Unlike Home Depot, Jones Hardware isn’t trying to be everything to everyone. Where we excel is service with a smile and custom requests for people we know by name. And Jones Hardware won’t be beat on prices. This week nails are on sale. No one but your friends will willingly continue reading this.  3 Reasons to Support Local Businesses 1. Local Character: One-of-a-kind businesses contribute to a community’s unique character. 2. Jobs & Wages: Locally owned businesses create local jobs and in certain sectors provide better wages & benefits than chains. 3. Public Benefits & Costs: Local stores require comparatively little infrastructure & make more efficient use of public services compared to big box stores. Examples and pictures include those specific to Jones Hardware (but not only). The general points made have broad applicability beyond Jones Hardware. Link to data & other sources for authority. Use author bio to promote biz. Using a Blog to Serve Business Goals| January, 2014 21
  22. 22. BLOG CONSTRUCTION www.KirstenMeyer.com Questions to Ask Before Writing Your Post: • Who would want to read this post? • Can I deliver useful, relevant content in support of this title? • Can I write this post in a way that is meaningful for the reader versus just communicating what I want to say about my business? • Have others written about this topic before? Can I offer a new spin on it or improve on the available info? • Does the subject address a need for my target audience? • Is it worth the investment of time and effort? • Which format is most conducive to communicating this message (video, graphic, Q&A)? • Who is best suited to contribute to this article? What resources (on and offline, text and multimedia) can I draw on? Using a Blog to Serve Business Goals| January, 2014 22
  23. 23. BLOG TITLE CONSTRUCTION www.KirstenMeyer.com A GOOD TITLE: • IS COMPELLING • USES A KEYWORD • HAS A SINGLE TOPIC • CLEARLY EXPRESSES THE TOPIC • 8 WORDS / 70 CHARACTERS Using a Blog to Serve Business Goals| January, 2014 23
  24. 24. BLOG TITLE CONSTRUCTION www.KirstenMeyer.com Examples of Common Title Styles: How to (or How NOT to) Controversial- Why Apple Will Implode by 2015 Urgent- Don’t Miss Friday’s Deadline for… Trendy- (To Hell in a Handbasket: Intellectual Property Rights & the Hell’s Angels) • Use Numbers (10 FAQs About XYZ Answered) • Newsworthy • The Essential Guide to… • • • • Using a Blog to Serve Business Goals| January, 2014 24
  25. 25. BLOG FORMAT www.KirstenMeyer.com FORMAT FOR CONSUMPTION • • • • • • • • • Bullets Length 400-1000 words Images Headline Font types Whitespace Subheaders Numbers Signature blurb Using a Blog to Serve Business Goals| January, 2014 25
  26. 26. BLOG TONE www.KirstenMeyer.com TONE AND STYLE • Inject personality- you are a person writing for other people. • It may be “casual Friday” professional, but it’s still professional. • Consider hijacking a style guide for reference and making it your own. (Thanks, Hubspot!) Download Hubspot’s.pdf guide Using a Blog to Serve Business Goals| January, 2014 26
  27. 27. SECTION 4: BEING SEEN www.KirstenMeyer.com GET YOUR BLOG SEEN: VISIBILITY & PROMOTION 1. KEYWORDS & META DATA 2. LINKS 3. SOCIAL MEDIA 4. EMAIL 5. PROMOTE SUBSCRIPTIONS 6. GOOGLE AUTHORSHIP Using a Blog to Serve Business Goals| January, 2014 27
  28. 28. BLOG PROMOTION www.KirstenMeyer.com WHAT DO YOU MEAN, ‘META DATA’? Using a Blog to Serve Business Goals| January, 2014 28
  29. 29. KEY POINTS www.KirstenMeyer.com RECAP of KEY POINTS Use business goals of site to inform your blog strategy. Create quality content for your target audience, and create it as often as possible. Constantly promote and share your blogs and those of others. Read others’ blogs, use comments & participate in the conversation. Using a Blog to Serve Business Goals| January, 2014 29
  30. 30. KM Strategic January 2014 THANK YOU ! FOR COMING Get in touch by phone, email, or online at: (+1) 714.454.6647 www.KirstenMeyer.com Kirsten.Marie.Meyer@gmail.com Using a Blog to Serve Business Goals| January, 2014 30

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