This document discusses the Bowland Wildlife Blog, which aggregates blog posts from tourism businesses in Lancashire, England about local wildlife and sustainable activities. It began in 2009 with 14 contributing businesses and has grown steadily in user traffic. The blog benefits businesses by increasing search engine listings, opening new markets, and promoting joint activities across the region. Key factors in its success have been regular, concise posts with images and links back to individual business websites.

2. Background
•! Lancashire Green Tourism project
www.lancashiregreentourism.com
•! Tourism businesses working towards Green Tourism
Business Scheme accreditation
•! Accreditation awarded to businesses operating in a
sustainable way including monitoring/reducing energy
consumption, waste, water but also promotion of
sustainable activities to visitors - walking, cycling, bird
watching and foremost: marketing of green messages

3. Background
•! Through the project businesses develop their
websites and marketing of their green credentials
•! Wildlife –wonderful area for wildlife and visitor
opportunities – common theme for businesses
•! So emerged the Bowland Wildlife Blog…
–! An aggregate blog bringing together postings from
individual business blogs into one website:
www.bowlandwildlife.org.uk

4. Set-up
•! Each business sets up their blog, integrated or
linked from their individual website
•! Free tools - such as Google or Word Press
–! www.blogger.com
–! http://wordpress.org
•! Launched in March 2009
•! 14 businesses currently contributing

5. Example 1

6. Example 1

7. Example 2

8. Example 2

9. Bowland Wildlife Blog

10. Bowland Wildlife Blog

11. Bowland Wildlife Blog

12. Bowland Wildlife Blog

13. User statistics
•! Unique visits:
–! March 2009 493
–! April 2009 843
–! May 2009 1,441
–! June 2009 1,521
–! July 2009 1,334
–! August 2009 1,288
–! September 2009 1,468

14. Benefits to businesses
•! More opportunities for listings in search engines
•! Opening up to new and niche markets – e.g. hare watching
holidays
•! Marketing potential for new types of visitors and younger age
group
•! Talking point with visitors
•! Joint promotion between businesses = greater impact
•! A group can more effectively promote a visitor destination or
activity
•! Generates positive competitiveness – the last person to post is
listed at the top!
•! Provides a useful resource to wildlife enthusiasts – a
description of wildlife sightings across a large geographical
area. But – also offering uniqueness at different businesses

15. Business Feedback
•! Business quote:
‘Last week I had somebody from the RSPB staying
with me who was doing a fish and aquatic plant
survey. He said he was really impressed with my
Blog so perhaps I have more followers than I
think.’
Grisdale Farm B&B, Leighton Moss

16. Key to success
•! Regular postings and updates
•! Keeping posts concise and interesting
•! Including images
•! Adding a link to your website in each posting
•! Quirky/niche topics generate most interest
•! Useful to have key driver(s) – enthusiastic individuals
encouraging others to contribute and providing ideas
and guidance on good practice

17. Next steps
•! Encourage further businesses to engage
•! Develop www.lancashirewildlife.org.uk
Watch this space………
Contact: hetty.byrne@lanashire.gov.uk
Or barrie@ribblesdale.net