Blogging to Market Your Business


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How to use blogs in your business -- presentation September 2008 at Search Made Simple

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  • Blogging to Market Your Business

    1. 1. Blogs: Today’s Marketing and Sales Tool for Business SEM Made Simple Anita Campbell – May 2007
    2. 2. Hello, My name is Anita. I’m a blogger.
    3. 3. Your Presenter <ul><li>Anita Campbell </li></ul><ul><li>20 years in Corporate world </li></ul><ul><li>Blogging since 2003 </li></ul><ul><li>Small Business Trends is flagship blog </li></ul><ul><li>Blog started as a better way to publish newsletter articles </li></ul><ul><li>Blogging transformed my business </li></ul>
    4. 4. Blogs in Business <ul><li>We Will Cover: </li></ul><ul><li>What is a blog? </li></ul><ul><li>Why have a business blog? </li></ul><ul><li>Blogging Do’s and Don’ts </li></ul><ul><li>The power of RSS </li></ul>
    5. 5. About Blogs (web + logs) <ul><li>Chronologically arranged websites </li></ul><ul><li>Lots of content </li></ul><ul><li>Easy to update / instant Web publishing </li></ul><ul><li>Attract inbound links </li></ul><ul><li>Informal two-way conversations </li></ul><ul><li>RSS feeds = more ways to be found </li></ul><ul><ul><li>develops loyal readers who subscribe </li></ul></ul><ul><ul><li>indexed in additional search engines </li></ul></ul>
    6. 6. Business Blog Example “ Me to You”
    7. 7. Business Blog Anatomy Chronological entries: most recent at top. Easy to scan.
    8. 8. Blog “ Conversations ” Comments by readers
    9. 9. More “Conversations” Conversations continued on other blogs through trackbacks
    10. 10. Links for Search Engines  Blogroll links to other sites
    11. 11. Who’s Blogging? <ul><li>Mainstream – small businesses </li></ul><ul><li> tracking 70+ million </li></ul><ul><ul><li>One third are active </li></ul></ul><ul><li>5% (over 1 million) are business blogs </li></ul><ul><li>55 million read blogs (Pew Internet study) </li></ul>“ Everybody has a blog today ” – Website Services Magazine, May 2007
    12. 12. Benefits of Biz Blogs <ul><li>Sales and Marketing </li></ul><ul><ul><li>Generate leads </li></ul></ul><ul><ul><li>Build house email list via online sign-up box </li></ul></ul><ul><ul><li>Cut through marketing-speak – communicate authentically </li></ul></ul><ul><ul><li>Develop status as an “expert” </li></ul></ul><ul><ul><li>Replace a newsletter / content does double duty </li></ul></ul><ul><li>Online Search </li></ul><ul><ul><li>Naturally high search engine rankings </li></ul></ul><ul><ul><li>Draw traffic to your main website </li></ul></ul>
    13. 13. Benefits of Biz Blogs (cont’d) <ul><li>Public Relations </li></ul><ul><ul><li>Fast / inexpensive way to publish press releases online </li></ul></ul><ul><ul><li>Back door to media interviews </li></ul></ul><ul><ul><li>Repeater effect – expands impact of other PR </li></ul></ul><ul><li>General </li></ul><ul><ul><li>Inexpensive -- levels the playing field for small biz </li></ul></ul><ul><ul><li>Recruit employees </li></ul></ul><ul><ul><li>Network with industry professionals </li></ul></ul>
    14. 14. Are Blogs for Everyone? <ul><li>Not everyone likes to write </li></ul><ul><ul><li>Possible solution: team blogs or hire writers </li></ul></ul><ul><li>“Blogging is a contact sport” </li></ul><ul><ul><li>Interaction with visitors and other bloggers is important: are you comfortable with this? </li></ul></ul><ul><li>Not a substitute for a full Web strategy </li></ul><ul><ul><li>Just one element of your Web marketing plan </li></ul></ul>
    15. 15. Biz Blog Tips: Do’s <ul><li>Get a professional design using your logo </li></ul><ul><li>Integrate blog into your overall Web presence </li></ul><ul><li>Host at your own URL </li></ul><ul><li>Post at least once a week </li></ul><ul><li>Write for customers – information they can use </li></ul><ul><li>Participate in the conversation / comments </li></ul><ul><li>Use photos (team & office) </li></ul><ul><li>Do “day in the life” posts </li></ul><ul><li>Use keywords customers are likely to search by </li></ul>
    16. 16. Biz Blog Tips: Don’ts <ul><li>Don’t try to be Google News – add value </li></ul><ul><li>Don’t forget the “Mom” rule </li></ul><ul><li>Don’t stray off theme </li></ul><ul><li>Don’t oversell </li></ul><ul><li>Be inclusive, not ex clusive – watch that lingo! </li></ul><ul><li>Don’t be boring  </li></ul><ul><li>Don’t forget to link, link, link! </li></ul>
    17. 17. A Word About RSS Feeds <ul><li>Blogs generate RSS feeds – your content is also distributed as a news feed </li></ul><ul><li>Expands reach of your message </li></ul><ul><ul><li>More search engines to be found in </li></ul></ul><ul><ul><li>Embraced by the Big 3: Google, Yahoo and Microsoft (Vista and IE 7) </li></ul></ul><ul><li>Develops community following – readers subscribe through “feedreaders” </li></ul>
    18. 18. Feedreaders are convenient, letting a person read many websites from one place at one time
    19. 19. … all it takes is one click to jump to see another site’s updated content
    20. 20. … it’s a little like reading email – except that you are reading Web site content – and no spam!
    21. 21. Look For Them… Feed chiclets Rectangular “Add” buttons
    22. 22. RSS is the Future <ul><li>Blogs automatically generate RSS feeds of your content </li></ul><ul><li>Another important reason to have a blog! </li></ul>
    23. 23. Getting Started <ul><li>Experiment with a free, hosted blog: </li></ul><ul><ul><li>Blogger - </li></ul></ul><ul><ul><li> – </li></ul></ul><ul><li>But not for long – upgrade to a professionally-designed blog at your own URL for flexibility & branding: </li></ul><ul><ul><li>WordPress -- </li></ul></ul><ul><ul><li>(notice the dot org) </li></ul></ul>
    24. 24. Website Email marketing Blog Pay-per-click ads SEO LinkedIn Twitter Affiliate program Facebook MySpace Voting sites: Digg, Mixx Squidoo, Knol Podcasts Video / YouTube Bookmarking:, Stumbleupon Online press releases Forum / Blog commenting © 2008, Small Business Trends Small Biz Online Marketing ROI Yellow Pages listings
    25. 25. Blogs in Business <ul><li>Thanks and Questions??? </li></ul><ul><li>More resources: www. </li></ul>