This document provides guidance on how to use blogging as an effective marketing tool for small businesses. It discusses establishing a blogging schedule, the foundations and benefits of blogging, key elements like engagement and social media, and creative aspects. The main points covered are the cost-effectiveness of blogging, using it to build credibility and trust, engage customers, and promote business expertise. Social media is emphasized as a way to expand reach and share content. Search engine optimization, guest blogging, and creative elements like videos and branding are also outlined.

1. How to Market with a Blog
Jason King BA (Hons) Cert DMP
Marketing Consultant
Jason King Consultancy

2. Today You Will Learn:
• The Foundations of Blogging
• How to Leverage Social Media to Market your
Blog
• The Importance of Engagement
• How SEO & Content Marketing can Boost
your Blog’s Visibility
• The Creative Elements of Composing a Blog

3. About Me
• Over 16 years Sales, Marketing & Business
Development Experience
JK Consultancy Specializes in:
• Social Media
• Digital Marketing
• Integrated Marketing Solutions
• Micro-Businesses & SME’s

4. Agenda
• Introduction to Blogging
• How to use Blogging as a Marketing Tool
• The 5 main Benefits of Blogging
• The 5 key Elements of Blogging

5. Blogging Schedule
Before you start Blogging, create a schedule:
Date
Topic
Objective
11/09/2013
How to guide for
baking a cake
Increase
subscriptions
18/09/2013
How to decorate
a cake
Promote new
product
ALWAYS set an Objective
Choose TOPICS in advance
Blog ONCE a week initially then at least TWICE a week

6. Introduction to Blogging
• Why Blog?
• Cost-Effective Marketing
• Build Credibility & Trust
• Differentiation Strategy
• Demonstrate Expertise
• Engage with Customers
• SELL

7. Introduction to Blogging
• Always Start by asking:
•
•
•
•
What questions do my customers ask?
What problems can I solve?
Will my blog benefit my customers?
What does my customer want to read?

8. Blogging – The Steps to Success
Sell
Forge
Relationships
Solve
Customer
Problems
Connect
& Engage
Build
Credibility &
Trust

9. How to use Blogging as a Marketing Tool
Your Small Business blog can be used as a
Marketing tool to:
•
•
•
•
Promote your company expertise
Gain credibility and trust
Forge relationships with industry leaders
Solve customer problems

10. 5 Main Benefits of Blogging
1)
2)
3)
4)
5)
Cost effective
Lead generation tool
Increase website traffic
SEO
Differentiation strategy

11. 5 Key Elements of Blogging
1)
2)
3)
4)
5)
Engagement
Social Media
Be found – SEO & Content Marketing
Guest Blogging
Creative

12. Engagement
• Subscriptions
*Provide the tools for readers to subscribe
*Build a Database
• Aim for comments
*Ask questions
*Invite feedback & constructive criticism
*Be slightly controversial – go against
industry norms
*Be Remarkable

13. Why Market via Social Media?
•
•
•
•
•
Cost-effective
Potential reach
Utilise existing network
Expand your network
Shareability

14. Shareability
• Include share buttons on your Blog for:
*Twitter
*LinkedIn
*Pinterest
*Google +
*Reddit
* *Digg
*Facebook
*Tumblr
*Stumble Upon

15. Hotsuite
•Auto-schedule your blogs
•Post at Optimum times of the day
•Post to multiple Social Media Accounts simultaneously
Alternatively use Buffer
or Social Sprout

16. Twitter
• Focus on your headings – 140 Characters
• Change the wording of headings
• Establish the optimum time of the day to
post
• Re-Tweet older blogs

17. LinkedIn
• Automate your Blog to your LinkedIn
account
• Post to multiple LinkedIn Groups
• Comment on other posts on LinkedIn
• Respond to all comments

18. Google +
• Increase your SEO on Google
• Post on Google + Communities – This
needs to be done 1 at a time
• Copy & Paste your Blog to Blogger

19. Facebook
• Use Facebook Insights to measure the
most/least effective Blogs
• Install a Tab on Facebook using Woobox
or Short Stack
• Draw attention to the tab in posts & on
your Facebook profile image

20. Search Engine Optimization
• Use relevant keywords
• Conduct Market Research to establish
Keywords
• Monitor the keywords used by your
competitors
• Enter meta data AKA Tags – Use
Wordpress or consult with your web
designer

21. Guest Blogging – The Benefits
• Position you & your small business as
independent thinkers & thought leaders
• Dramatically improve your potential reach
• Improve your credibility
• Promote your company specialist areas
• Differentiation Strategy resulting in gaining
a competitive advantage

22. Guest Blogging – Platforms to Consider
• Industry leaders in your field – Yes your
competitors! – They’ll be thankful for the
fresh material
• Industry Associations
• B2B platforms – specifically built to host
material from a range of B2B companies
• Magazines, Newspapers (local also) –
Online & Print
• Industry specific websites

23. Creative - The 5 Crucial Elements
1)
2)
3)
4)
5)
Headings
Videos & Podcasts
Branding
Share buttons
Be creative

24. Headings
•
•
•
•
Use as few words as possible
Ask a question
How to guides
Use a number – 5 top tips for.... (people
know exactly what they’ll be reading)
• Bold writing with larger text
• Pick slightly controversial topics – go
against norms

25. Videos & Podcasts
• Videos = Increased Engagement
• Market your Blog (Vlog) on You Tube
• Podcasts – Interview Industry Leaders,
Influencers & Customers

26. Branding
CONSISTENCY CONSISTENCY CONSISTENCY!
• Logo
• Colours
• Text
• Font
• Language
• Images & Graphics
• Layout & Format

27. Be Creative
• Have fun with your blog, be creative and
don’t be afraid to experiment.

28. Move The Needle

29. Homework Assignment
Conduct Market Research with Prospects &
Customers and ask:
“What would you type into a Search Engine
to find a company like ours?”
Use the findings to establish the keywords
to use in your blog
Move The Needle

30. 5 Key Takeaways
1) The Importance of Engagement
2) How to Market your blog on Social Media
3) Help your Blog be found using SEO & Content
Marketing techniques
4) Using your Blog as a Differentiation Strategy to
gain a Competitive Advantage
5) The Creative Elements of your Blog

31. Thank You!
Learn more at
www.onlinemarketinginstitute.org