blogging for business - don't waste your time, do it right - jonnie jensen - to be social

Blogging For Business Success

Jonnie JensenDigital CoachTwitter @[email protected]

For a copy of this presentation visit Linkedin.com/in/jonniejensen

http://linkedin.com/in/jonniejensen

http://linkedIn.com/in/jonniejensen

http://facebook.com/tobsocial

jonniejensen

http://twitter.com/tobsocial

Is anyone there?

Blogging – the truth

They say.…. • It’s hard work• It takes commitment• You wont know what to write about• No one else will want to write it• No one will read it• You’ve got better things to do• You will get bored of it

It can be all of these things…unless you get it right



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It’s New Marketing

Content shared and referenced by others



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Blog SEO Social Media

• Improve your search results

• Creates social media collateral

• Build your online profile and reputation

• Focuses you on your customers needs

• Pulls prospects to you

• Revitalise senior staff

• Empower junior staff

• It’s your hardest working sales person

• The marketing benefits last forever

• It’s free

Why blogging is good for business?



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Increase your search rankings

• On site SEO– Blog structure is optimised for search engines

• Fresh Content – Search engines look for fresh content.

• Keyword rich– Its topical everyday subjects that people are searching for

• Off site SEO– Creates reasons to link back to your site (back links)– Content is shared and referenced on social media– Reason to write comments and replies on blogs, forums and articles– Utilise directories and bookmark services– NOTE: always use good Anchor Text

• Click here is bad anchor text• Internet marketing tips is good anchor text



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• Why should I listen to you?• What value can you add?• Can you tell me something I don’t know?• How can you make my job easier?• Can you make my business more successful?• Can you make decisions for me?• Don’t just sell• Don’t just talk about you• Decide what type of blog you’ll be

– See The 25 Basic Styles of Blogging ... And When To Use Each One

What are you talking about?

Image ref: http://wallpaper.us.com/DesktopWallpapers/160/Discussion/1600/1200/

http://www.slideshare.net/rohitbhargava/the-25-basic-styles-of-blogging-and-when-to-use-each-one





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Blogging strategy

• Find out what your audience wants

• Find out what is already popular

• Find out what people search for and need

• Monitor social media

• Create overall theme “Your Manifesto”

• Be controversial / Challenge conventions

• Be topical

• Define set content topics (categories)– If its successful carry on, if not change it



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Getting Started

• Focus on what you do best

• Use Wordpress on your own URL – blog.yoursite.co.uk or yoursite.com/blog

• Tell people what to expect– content type, frequency, why your doing this, who it’s for

• Use the news and other peoples content for inspiration

• Use social media to promote your blog

• Use your closest contacts to comment on your blog

• Set your goals and monitor your performance

http://wordpress.org/

Know The Market

Know Yourself

Know Your Audience

Know The Goals

Industry bodiesJournali

sts

Commentators

Competitors

Candid

ates

Clients

ContactsSkills

Interests Experience

TheirsYours

Listen

What can I do?

What’s Hot?

Who do I know?

What do people need?

What’s an issue?

How does this benefit me?

How does this benefit them?

Knowledge

Content CreationStep 1

Engage

Share

Question

Validate

Discuss

Step 2

Step 3

Step 4

Content Creation Process

Get Ready

this way….The Content Sharing Why?

ShareStep 5

Repeat

Prospe

cts



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The Content Magic Trick• Aim to create at least one piece of content per week

• Use Google Reader and RSS feeds to create a news stand

• Search for popular topics on Twitter.com and socialmention.com

• Create a team, delegate and share

• Be creative: one piece of content can create many– Interview with an expert can become

• Article• Podcast• YouTube Video• Twitter discussion• Facebook news• Delicious bookmark• Flickr photo album• Slideshare document

http://google.com/reader

http://search.twitter.com/

http://socialmention.com/



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Using social media for business

...loves social media

The Content Sharing Why? • Listen and engage

• Create content for audience• Publish it on your blog

CreateStep 1

• Promote links to your blog content • Updates /replies• Discussions / in chats• Answers

• Create key influencer position

NB: Shorten URL to measure clicks

ShareStep 2

• Drives visits to website and blog• Have dialogue with your audience• Establish relationships • Generate sales

NB: Monitor site analytics to see where visitors come from

Drive Traffic & AwarenessStep 3

• Content is shared by audience• Awareness grows• Following grows• Influence and traffic increases

Audience ShareBonus



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Getting Your Blog Read

• Share your articles at every stage of production– Create desire and anticipation

• Announce new posts via social media– Twitter, LinkedIn, Facebook

• Offer your blog as response to other blog posts• Invite key influencers to comment• Share excerpts and key findings• Write guest articles for other blogs• Submit your blog to aggregators and news sites

– blogsearch.google.com/ping– http://technorati.com/



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Measuring Results• Define what content gets you results (sales)

• Use Google analytics on your blog to monitor traffic

• Check Referring Sites to see who sends you the most traffic

• Check keywords to see what content brings traffic

• Keep a list of most popular articles and update them

• Check exit pages to see what content results in a lead

• Use URL shortening to track shared links on social media

– e.g. Bit.ly

http://bit.ly/



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Keep At It• Blogging is a long term strategy• Even if no-ones reading it Google will be• Value will never be lost

Chris Brogan’s – #2 advertising/marketing blogger, average daily traffic 75,000 or more visits – inspiration?

“It took me 8 years to get 100 readers.”

http://www.chrisbrogan.com/

Blogging For Business Success

Jonnie JensenDigital CoachTwitter @[email protected]

For a copy of this presentation visit Linkedin.com/in/jonniejensen

http://linkedin.com/in/jonniejensen

blogging for business - don't waste your time, do it right - jonnie jensen - to be social

Documents

blog content

piece of content

content sharing

peoples content

content magic trickaim

inspirationuse social

social mediareason

audience wantsfind