blogher14: pathfinder day: the path to business owner

PATHFINDER DAY

The Path to Business Owner


Erica DiamondWomen on the Fence, @EricaDiamond

Jennifer EversMe, Myself and Jen, @AFewGoodJens MM&J Consulting, @MMandJConsult

PATHFINDER DAY

Agenda

1. Who we are2. Why we’re here3. 10 Guiding Principles for Successful Professional Blogging

• Am: #1- 5• PM: #6-10


Erica DiamondWomen on the Fence®, @EricaDiamond

PATHFINDER DAY

Erica Diamond

• Blogger and Editor-In-Chief WomenOnTheFence.com®

• Women’s Expert and Life & Business Coach Erica-Diamond.com

• Weekly Lifestyle & Parenting Correspondent Global TV

• Entrepreneur• Author• Speaker• Spokesperson


Jennifer EversMe, Myself and Jen, @AFewGoodJens

MM&J Consulting, @MMandJConsulting

PATHFINDER DAY

Jennifer Evers

• Blogger• Trainer• Speaker• Strategist• President, MM&J Consulting

Disclaimer

• Some of the content in this session relates to financial and legal matters.

• We are not accountants. We are not lawyers. • Nor do we play them on the Internet or at blogging

conferences. • We will share with you our perspective on certain financial and

legal topics, but the only ADVICE we will give you is to please get the appropriate credentialed professionals to advise you on financial and legal matters.

10 Guiding Principles for Successful Professional Blogging1. Begin with the end – KNOW WHAT YOUR BIG DREAM IS2. Why do you blog?3. The dreaded elevator pitch – differentiating yourself4. Business basics when going pro5. Ethics, disclosure and other best practices6. Paths to monetization7. See and be seen8. Credentials, AKA what have you done for me lately?9. “Find your Tribe”10. Do it because you love it – Action Plan

1. Begin With The End: objectives, tactics, strategy

Source: Jennifer Evers

2. Why Do You Blog??


It’s a Marathon, Not a Sprint

Photo: PeanutButterRunner

3. The Dreaded Elevator Pitch

Differentiation in a Sea of Sameness

How to you Present your Blog to a Brand?

Source: Kevin & Amanda, kevinandamanda.com

EXERCISE: Create Your Elevator Pitch

Your USP - Unique Selling Proposition __________________

Your Audience ___________________

Your Niche or Category _______________________

My blog is [what is it?] which offers [unique perspective] for [specific audience]

"Hi, I'm Erica Diamond. I write a Women’s Lifestyle blog called

WomenOnTheFence.com. I've been in the women and business space for 20 + years and am considered an expert on all things entrepreneurship, lifestyle and balance."

Examples of a Blogger Elevator PitchMOMMA CUISINE: Making Great Everyday Meals

THE BLOGGESS: I wrote for the Houston Chronicle, but I needed an uncensored space to say the f-word and talk about ninjas so I started this blog.

A GRACEFULL-LIFE: I love to write about DIY on the cheap. Basically I am Martha Stewart. Without the money. Or the fancy cars. Or the hired help. Or the intricate art projects. Ok I am nothing like Martha Stewart.

YOUR BLOG: ?


EXERCISE: Create Your Elevator Pitch

Your USP - Unique Selling Proposition __________________

Your Audience ___________________

Your Niche or Category _______________________


4. Business Basics When Going Pro

Source: hesaidteeshed poster

Tips for Going Pro• Act like a pro: Create a simple media kit and have a clear idea of your rates – but don’t

publish them. Meet deadlines, without exception.

• Look like a pro: invest in a professional logo

• Contracts: Read and don’t be afraid to negotiate.

• Understand your value: What’s the return on investment for a marketer that works with you? Understand Google Analytics (uniques, pageviews, hang time, bounce rate, referrers).

• Know how your site works: Don’t become a hostage to a web designer. You’ll also save $$.

• Don’t work for free: That’s volunteering, and you are in this to make $$.

5. Ethics, Disclosures & Best Practices

• Disclosure & the FTC Guidelines• Copyright & plagiarism

The Federal Trade Commission (FTC) Guidelines

• Help advertisers comply with Section 5 of the FTC Act, which broadly prohibits “unfair or deceptive acts or practices in commerce”

• Apply to all types of marketing, including viral, word-of-mouth, blogs, etc.

• Require disclosure of a “material connection” between a seller and an endorser

• Impose liability for false statements on both seller and endorser

Bloggers Must:Disclose compensated relationships such as:• Product reviews• Paid posts or tweets• Post about a free trip or other benefit• Consulting or employment

Follow their stated policies. Failure to do so could be considered “deceptive business practice.”• Strive for accuracy.

If you are compensated, you are liable for false statements. Protect yourself:• Tell the truth. Don’t say you used it if you didn’t, and if you don’t

like it, say so. • Get the information you need to be accurate• Read agreements carefully

The Bottom Line

• Does the audience understand the relationship between the writer/speaker and the company whose products are being discussed or reviewed?

• If it’s not clear from the context, the connection must be disclosed.

• For more information: http://www.blogher.com/must-read-ftc-clarifies-their-rules-bloggers

http://www.blogher.com/must-read-ftc-clarifies-their-rules-bloggers

Disclosure Example

Image via SuburbanScrawl.com, Erica Diamond

Copyright and Plagiarism

Copyright and Plagiarism content developed for BlogHer Pathfinder 11 by Sara Hawkins (www.savingforsomeday.com) and used with permission.*

*See how we did that? Not plagiarized!

http://www.savingforsomeday.com/

Copyright Best Practices

• Just because it’s on the internet DOES NOT mean it’s in the public domain.

• Citing your source, giving a link back or mentioning the author’s name or blog in YOUR post does not mean you can use their copyrighted material!

• Obtain permission before using someone else’s copyrighted work. Always. Every Time!

Copyright and Plagiarism content developed for Pathfinder 11 by Sara Hawkins, Saving for Someday (www.savingforsomeday.com) and used with permission.

http://www.savingforsomeday.com/

Protecting Your Copyright

• Put a copyright statement on your blog• Creative Commons• Watermarks on photos• Create your own: PicMonkey.com,

Canva.com• Subscription service:

depositphotos.com, istockphotos.com• Free: morguefile.com

Used with permission from InTheKitchenWithKP.com

The Path to Business OwnerAfternoon Session

Erica DiamondWomen on the Fence®, @EricaDiamond


PATHFINDER DAY

6. The Paths to Monetization (there’s more than one!)

• Advertising (banner ads…)• Affiliate• Sponsored • Hired (coach, speaker,

spokesperson, writer, reviews)• E-Content (Webinars,

Tele-seminars, E-books,…)

Source: Ilva Beretta, Lucullian Delight

Erica’s Path

• Banner Ads (Glam)• Sponsored Content (with Brands)• Twitter Parties• Coaching / Consult• Speaking• Book sales• Weekly paid TV• Spokesperson gigs• Paid writer for others• “Partners” – Corp.

Images courtesy of Erica Diamond

Jennifer’s Path

• Sponsored Content • Product Reviews• Brand Relationships• Twitter Parties• MM&J Consulting

Images courtesy of Jennifer Evers

Advertising

• Ad Networks (Ex: BlogHer)• Google AdSense• Corporate Sponsors / Partners• Sell your own – consider starting local!

Source: BlogHer

Affiliate• Amazon (the big Kahuna of affiliate programs), GoDaddy, iTunes (you can promote Apple

products) --many have low barrier to entry and most are free to join.• You are the middleman so you don't have to deal with customer service, taking orders,

etc. The companies you become affiliated with provide you with a tracking link to use to link to their site. That's how they track how many sales you've generated.

• The key is to choose a subject you love (hobby, passion, topic, etc.) and build a content-rich, informative blog post about it.

Source: Agbeat.com

Sponsored Content

• Creating original content in line with a campaign or message from a brand

• Two Types: - Blog Post - Touts on Social Media channels

• Leverage your social media reach: Facebook, Twitter, Pinterest, Instagram, Google+

Source: Me, Myself and Jen

Securing Opportunities

• On your own, proactively• Pitches from or for PR• Local Businesses you patron


Hired

• Freelance opportunities• On other blogs• For companies / media

properties

• Book Deal• Consulting / Coaching• Spokesperson / Speaking• Full Time Employment

Source: Twitter

What not to do: Paid Follow Links

• Google will penalize your website severely for this

• If it’s paid content, all links must include No Follow attribute

• Rel=“nofollow”• Ex: <a href="your-url.com "

rel="nofollow">Url Name</a>


7. See and Be Seen: Be Easy To Find

• SUBSCRIBE BUTTON front and center: start building your email list from day one

• BE SOCIAL: try all of the social networks but focus where your peeps are!

• GUEST BLOG on other sites whose audience you are trying to grab, Link Parties

• INVEST TIME (and $) into Search Engine Optimization

• SUBMIT TO SPEAK at appropriate conferenceImage via PSDsharing.com

7. See and Be Seen: Be Easy To Find (cont.)

• NETWORK!

• GET BOOKED in the Media! – Tricks to GETTING BOOKED: 1) Storytelling 2) Providing Value (Tips)

• IRL at Conferences

• NEWSLETTER and Emails

• CROSS PROMOTION!

Source: acsf.org

8. Credentials . . . About Me!The World Needs to Know Why You Are FABULOUS!

Source: Pinterest, pinned from H&M website

Resource for Awesome: About Me (Blog & Site)

• All Social Media Buttons Visible• About Me Page (Blog, Personal site,

About.Me)• All accolades and awards• Video! (TV appearance, YouTube…)

Images courtesy of Erica Diamond

Resource for Awesome: Linkedin / About.Me

• Don’t need to pay for it• Customize your URL• Include your best & most

popular blog posts• Complete your profile &

update it consistently

Images courtesy of Jennifer Evers

9. Find Your Tribe


10. Do It Because You Love It!

Images courtesy of Jennifer Evers & Erica Diamond

TAKE ACTION: What Is Your Plan?

• Set goals to ensure accountability• What 5 things are you going to implement from Pathfinder

Day?• Make 1 week, 2 week, 1 month, and 3 month goals.• Email us with your accomplishments!• Erica: [email protected]• Jennifer: [email protected]

mailto:[email protected]


My Pathfinder Day Action Plan

Goal One: _________________________________ Due Date: ___________

Goal Two: _________________________________ Due Date: ___________

Goal Three: ________________________________ Due Date: ___________

Goal Four: _________________________________ Due Date: ___________

Goal Five: _________________________________ Due Date: ___________

Don’t forget to email us! [email protected] and

[email protected]



The Path to Business OwnerTHANK YOU!!

Erica DiamondWomen on the Fence, @EricaDiamond


PATHFINDER DAY

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