Slidedeck of 1st Session of Online Marketing & Social media Track by Birgit Pauli-Haack, Relevanza, Inc. 4th Annual Turning Passion to Profit hosted by Southwest Florida Business Today and Small Business Development Center at Florida Gulf Coast University.

1. “It starts with a blog”
or “Get Your Website Ready for the Social Web!"
Birgit Pauli-Haack, October 2012

2. Business Reasons to Blog
1. Establish trust & thought leadership by providing
relevant content
2. Be a resource for your current customer
3. Connect to new customers/Lead Generation
4. Visibility & Find-ability on Search Engines
5. Central Hub for Inbound Marketing using RSS
6. Create share-able content for your
cheerleaders/strategic partners/members of your
business network on social networks

3. Blog & Traffic

4. A little math
 Current static website.
 5 to 20 pages
 Once set-up, never changed.
 Blog-Site
 3 post per week – 150 per year
 450 pages in 3 years.
 20 vs. 450 incl.
 With constant updates

5. Search Engine Ranking
 Update more often - 3 time a week vs once a year
 Interlinking on pages & posts (more links into the site
from front page.
 URLs with higher keyword density
 More focused content = more relevant
 Easier to use linking back.
 Blog engines come with better built-in SEO

6. Example: First 4 Months of Blogging
 Over 4 ½ times More Organic Search Engine Traffic

7. Example: 4 Months of Blogging
 Over 3-times more Visits to Lead Generation page.

8. Inbound Marketing through Blog:
 One blog post per week (minimum, optimal 2 –
3/week)
 You can post from your desktop, phone, iPad or
tablet. One place to go to post. Your website.
 Blog software/3rd party Apps will Auto-posted to FB (RSS
Graffiti, SproutSocial etc.)
 Auto-posted to LinkedIn (TypePad,
 Auto-posted to Twitter (Twitterfeed, RSS Graffiti, )
 Auto-assembly of e-News (RSS to Email – Mailchimp,
 Set-up once, ongoing posting to the social web and other
channels.
 “Feed the Beast”

9. Sharing economy

10. Go Viral via Sharing
 Post relevant content FOR your target audience.
 Find your champions!
 Write for your chearleaders!

12. Engage w/ your Followers/Friends
 Allow for comments on blog
 Allow Fans to post on your page
 Reply & Retweet on Twitter
 Post on FB Brand Pages AND Personal Profiles
 Post on Google+ Page & Personal Profiles
 Post photos mobile to Instragram or Flickr
 Reciprocate / Pay it Forward on the Social Nets..
 Most importantly #BeRelevant

13. Measure everything!
 Define goals to set benchmarks
 Measure online interactions
 Open/ clicks e-mail
 Shared Links stats
 Web stats Referrers
 Bit.ly, clicks rates
 # of meaningful interaction
Rinse, Repeat

14. Blogging Tools
 To start out, for practicing & Personal Blogs
 WordPress.com
 Blogger.com
 Tumblr.com
 For Business ( WordPress self-hosted)
 Page.ly
 www.Wordpress.org/hosting
 BlueHost or Dreamhost

15. Links: Better Blogging
 Links:
 George Orwell’s 5 Rules of effective writing
PickTheBrain.com
 Ernest Hemingsways’ Top 5 Tips for Writing Well
copyblogger.com
 5Tips to Write Blog Posts
About.com: Blogging
 Chris Brogan’s Best Advice About Blogging
ChrisBrogan.com

16. Connect Online
My Personal Profile Company Profile
 Email w/ ideas and questions  Blog on Tumblr
 bph@relevanza.com  Blog on Relevanza
 Follow me on Twitter  www.relevanza.com
 @bph  Follow Us on Twitter
 On Facebook:  @Relevanza
www.facebook.com/birgitpauli-haack Facebook.com/Relevanz

 On Google+ a
www.google.com/+BirgitPauli-Haack
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