Blogging for Business - How a Blog Makes Your Phone Ring
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Panel discussion on business blogging by Martha Spelman - Marketing Musings Blog, Jeff Gotro CMC - Polymer Innovation Blog, Jennifer Beever CMC - B2B Marketing Traction Blog. Takeaways include what technology to use for your blog, how much time it will take, what to write about, how to promote your blog, whether or not to create a separate URL or domain for the blog or include it in your website. Sponsored by the Institute of Management Consultants.
![Blogging For Business
Bill Swanson – [Moderator] – CEO Decisions
Jeff Gotro – Polymer Innovations Blog
Jennifer Beever – B2B Marketing Traction
Martha Spelman – Marketing Musings Blog](https://image.slidesharecdn.com/bloggingforbusiness2-120508234016-phpapp01/85/Blogging-for-Business-How-a-Blog-Makes-Your-Phone-Ring-1-320.jpg)
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Blogging for Business - How a Blog Makes Your Phone Ring
- 1. Blogging For Business Bill Swanson – [Moderator] – CEO Decisions Jeff Gotro – Polymer Innovations Blog Jennifer Beever – B2B Marketing Traction Martha Spelman – Marketing Musings Blog
- 2. Consistent branding with my website • Turn 8 blog posts into a White Paper • Free give-away to build your list B l o g g i n g Fo r B u s i n e s s 1
- 3. B l o5/8/2012g Fo r B u s i n e s s ggin 2
- 4. • Catchy title • Keyword rich • Ask a question • Reinforce with image • Use bold to highlight B l o5/8/2012g Fo r B u s i n e s s ggin 3
- 5. Benefits 1. Get more business 2. Enhance your reputation as a subject matter expert 3. Provides value to readers and establish your brand 4. Get traffic (about 800 visitors/ month) 5. Build a list 6. Links to websites – InnoCentrix – PolymerWebinars.com B l o g g i n g Fo r B u s i n e s s 4
- 6. B l o g g i n g Fo r B u s i n e s s 5
- 7. B2B Marketing Traction Blog 168 169 Top March 904 Landing 2009 Pages 1→3 2 100s →1000s 4 27 B l o g g i n g Fo r B u s i n e s s 6
- 8. Blog Strategy Find your voice 3 Find a style and tone that fits both Friday your marketing persona and your Marketing audience Soapbox Find your “pace” Have fun with your blog, be 2 Wednesday Strategy 1 engaging and stimulating Monday How-To’s B l o g g i n g Fo r B u s i n e s s 7
- 9. B l o g g i n g Fo r B u s i n e s s 8
- 10. Key Things to Leverage (accessible-eu.org) B l o g g i n g Fo r B u s i n e s s 9
- 11. Building the Blog Keep it Simple Structure Visuals Skimmable Shareable B l o g g i n g Fo r B u s i n e s s
- 12. Search Engine Optimization (SEO) Keywords Anchor Text (Links) Alt Text (Images) Tags Excerpts Video B l o g g i n g Fo r B u s i n e s s
- 13. Guest Blogging “Get Your Feet Wet” Research Influential Blogs Optimize Your Posts Expand Your Reach Build Your Audience Repurpose Existing Content B l o g g i n g Fo r B u s i n e s s
- 14. Marketing Musings Blog B l o g g i n g Fo r B u s i n e s s
- 15. Results Content > Google Search > Pitch Google Places > Client Blog > Referral > Client Newsletter > Subscription Website B l o g g i n g Fo r B u s i n e s s
- 16. Bill Swanson, President CEO Decisions www.CEOdecisions.com EM: bill@CEOdecisions.com Jeff Gotro, Innocentrix www.innocentrix.com Blog: PolymerInnovationBlog.com EM: jgotro@innocentrix.com LinkedIn: http://www.linkedin.com/in/jeffgotro Jennifer Beever, New Incite www.newincite.com Blog: http://www.newincite.com/blog/ EM: jenb@newincite.com Martha Spelman, Marketing Consultant www.marthaspelman.com Blog: http://www.marthaspelman.com/blog-2/ EM: martha@marthaspelman.com B l o5/8/2012g Fo r B u s i n e s s ggin 15
Editor's Notes
- Building the BlogKISS – Keep it simple 300-500 words (some even less)One idea per blog – make a promise and deliverGet to the point! Don’t ramble.Focus on Structure: Beginning, middle, endGrabber Headline with Keywords (David Ogilvy said that “5x as many people read the headline as read the body copy)Sub-headsShort sentences and paragraphs: 1-2 sentences eachKeywords and links in body copyBulletsBold wordsVisuals – photos, illustrations, charts, graphsSkimmable – short paragraphs, bullets, visuals, bold Shareable – add RSS, Share buttons, add email opt-in (for permission marketing later)Call to Action
- Search Engine Optimization:SEO gets you higher SE rankings (SEO:not only so new clients can find you, existing clients can find out more about you)Use keywords in headline and throughout body copy – and in titles and descriptionsInclude links to sources of information and interestAlt text on imagesTag all postsCategorizeWrite excerpts!Video increases ranking by 50%
- Guest Blogging:Good way to get a feel for blogging without committing to your own siteResearch blogs in your industry to find out those that your audience would followBe sure to optimize your posts (links, keywords, alt text, etc.)Guest blogs often have a larger audience than your blog = readers Tweet, post, comment and go to your site/blog and sign upExpands your reach and audienceGuest blogs are a good place to use existing content
- Blog 2x per week – one longer piece, one shorter (tips – identifying visual)A recent personal blog (Marathon training) had 3x the reach of usual post + comments/emails/etc.
- Results: Martha Spelman: Blog Content w/keywords = getting found on Google = PitchSherwood Group: For the last 5 years he got all of his work from the internet. Best tip: Google PlacesMartha Spelman: Sending blog to client list > client referralGil Morales: gilmoreport.com – turned a subscription website ($50. per month x 2000 subscribers)And SelfishInvesting.com (also subscription) uses blog and social media to promote site, books, etc. “Better than TV” Can see how “blasting” works