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Blogging 101 for small medium business success

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Blogging 101 for small medium business success

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As people become more and more engaged online your business blog is vital to the success of a professional practice or a small-mid sized business.
Learn from a seasoned pro on what it is and what to do.
• Basics of blogging for small business
• How to create blog posts
• Using blog content in social media
• How blogging helps SEO (search engine optimization)

Watch here: https://youtu.be/1AOamkFcLLk?t=17s

As people become more and more engaged online your business blog is vital to the success of a professional practice or a small-mid sized business.
Learn from a seasoned pro on what it is and what to do.
• Basics of blogging for small business
• How to create blog posts
• Using blog content in social media
• How blogging helps SEO (search engine optimization)

Watch here: https://youtu.be/1AOamkFcLLk?t=17s

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Blogging 101 for small medium business success

  1. 1. Presented by Doug Hay, President Blogging 101 for Small-Medium Business Success WEBINAR
  2. 2. DOUG HAY • President of KIAI Agency Inc • 30 year marketing veteran • Early adopter of Internet marketing & social media • Sought after speaker - presented at local, regional and national conferences • Lectured at two universities for the Sales & Marketing Executives program Blogging 101 for Small-Medium Business Success ABOUT US
  3. 3. BRAND STRATEGIES LOGO & STATIONERY GRAPHIC DESIGN WEB DEVELOPMENT CONTENT & BLOGGING SEO SERVICES PAY-PER-CLICK MANAGEMENT EMAIL MARKETING SOCIAL MEDIA REPUTATION MANAGEMENT
  4. 4. Blogging 101 for Small-Medium Business Success AGENDA 1. PRESENTATION 2. Q & A 3. ASK FOR SLIDES
  5. 5. DOUG HAY doug@kiaiagency.com 604-454-0316 Toll Free: 877-226-3823 Blogging 101 for Small-Medium Business Success Free Marketing Analysis More Sales? More Leads?
  6. 6. Blogging
  7. 7. BLOG LINGO A blog is a website in the form of a ‘journal’ that is available on the web • Blog. Slang for (weB LOG) on the Web. • Blogging. The action of updating a blog. • Blog post. The content of the blog entry – an article. • Blogger. Someone who maintains a blog. • Blogosphere. The information available in blogs on the Internet Blogging 101 for Small-Medium Business Success
  8. 8. BLOG ON MAIN NAVIGATION
  9. 9. Blogging Strategy
  10. 10. Blogging 101 for Small-Medium Business Success THINK LIKE A PUBLISHER WEBSITE VIDEO WHITE PAPERS AUDIO EMAILED NEWSLETTERS BLOGS PRESS RELEASES CASE STUDIES ARTICLES
  11. 11. Stop interrupting people and start engaging with them. Blogging 101 for Small-Medium Business Success ENGAGEMENT
  12. 12. Brand Brand Brand Brand Brand Brand Brand Brand Brand Blogging 101 for Small-Medium Business Success NEW MARKETING
  13. 13. Blogging 101 for Small-Medium Business Success CONTENT MARKETING “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” Source: Content Marketing Institute
  14. 14. Blogging 101 for Small-Medium Business Success
  15. 15. EFFECTIVE MARKETING Blogging 101 for Small-Medium Business Success
  16. 16. Blogging 101 for Small-Medium Business Success NOT ABOUT SELLING “More than eight out of ten companies surveyed said they were using some type of content marketing to better engage with potential and existing clients. “The future of marketing is not about selling so much as it is about engaging. This is what resonates with customers and why marketers have embraced content marketing in such large numbers." Source: Survey, conducted by HiveFire
  17. 17. Blogging 101 for Small-Medium Business Success INFLUENCE A PURCHASE Source: Digital Media Report
  18. 18. Email Integrated Marketing Strategy Social Media Blog & Content Branding Web Site Referrals
  19. 19. Blogging 101 for Small-Medium Business Success BENEFITS OF BLOGGING • Get connected with prospects • Helps make your website show up in Google • Generates leads • Key part of content marketing • Use in Social Media • Helps your reputation management • Allows you to connect with influencers • Tool to grow a following • Low cost marketing
  20. 20. [Image by JosephGilbert.org.]
  21. 21. Blogging Success
  22. 22. http://www.ana-white.com/2011/04/about-ana-white NOT QUITE SURE WHAT A BLOG WAS
  23. 23. Source: http://www.socialmediaexaminer.com/how-alaskan-mom-brings-millions-to-her-carpentry-blog/ (2012) Social Media Stats: • Website: Ana White Homemaker • Facebook: (Under “Knock-off Wood”): 50,000 (2012) fans • Twitter: 2,550 followers • YouTube: 30 videos Highlights: • Ana White’s blog draws nearly three million unique page views every month. • 90-95% of her Facebook content comes from fans, and she leaves it all public. • Pinterest is the #1 referring site to her blog, bringing 6,000 unique visitors a day. • In year two, the blog began bringing in enough advertising revenue to support her family.
  24. 24. “Do you have advice for other women who might aspire to a blog-to-book career like yours? “I put 90% of my time into creating content and 10% into other stuff like answering emails, social media, and promoting posts. If I had started with the opposite, just 10% on content and 90% on promotion, I don’t think I would be here today. “Try to create content that’s so valuable it shares itself, and then you can focus on doing what you love.” Read more: http://www.thegrindstone.com/2012/10/17/mentors/homemaker-ana- white-i-would-love-to-be-the-rachael-ray-of-diy-719/#ixzz2YT6TWQVQ
  25. 25. Homework
  26. 26. Set up business blog Homework & goals Write posts Link to website Blogger relations Promote your blog Click thru to website
  27. 27. • Set goals • What audiences should you be communicating with? • Set up metrics to track the results WHAT GOALS?
  28. 28. • Choose a platform e.g. WordPress • Build the blog • Add features – called plug ins GETTING STARTED
  29. 29. • Download from WordPress • Hosted by WordPress • Doesn’t give you search visibility FREE BLOG
  30. 30. 1. Find URL e.g. www.yourname.com 2. Arrange hosting e.g. Media Temple, GoDaddy, etc 3. Purchase theme (design) 4. Upload theme to your hosting (needs a programmer) 5. Add content – text, images, video YOUR BLOGYOUR BLOG
  31. 31. • System for building a website/blog • Automatically resizes for monitors, tablets and smart phones Image credit: GraphicStock: monitor-tablets-n-phone-vectors_zyOFz1Fu_L.jpg RESPONSIVE DESIGN
  32. 32. Keywords
  33. 33. KEYWORDS Keywords: are words or phrases that content such as webpages, blogs, pages, photographs, audio files or files.
  34. 34. SEARCH ENGINES Search Engines index content using keywords it easy for users to quickly find that they are looking for
  35. 35. • Keyword research1 • Write web pages with your keywords2 • Add fresh content: blogs, video, pix3 SEO STEPS
  36. 36. Look for words and phrases that potential customers are searching for, so you get the most traffic to your website/blog. KEYWORD RESEARCH
  37. 37. LONG-TAIL KEYWORD RESEARCH
  38. 38. 4+ Billion Results!
  39. 39. Does the keyword show the intent that could lead the searcher to searcher to become a customer? e.g. used cars for sale Miami (good) e.g. colors of the rainbow (bad) COMMERCIAL INTENT
  40. 40. Semantics are now at the core of every search query on Google. Semantics describes the differences or similarities in perceived meanings of words, phrases, or sentences, relative to context. MEMO
  41. 41. Image credit: MOZ
  42. 42. Writing
  43. 43. Your audience
  44. 44. Image credit: http://www.gapingvoid.com
  45. 45. • Know the product or service your client is selling • Write compelling content about that sector or industry WRITE FOR THE USER
  46. 46. What’s in it for the reader?
  47. 47. • Your peers respect opinion leaders • Position yourself as a thought leader by writing blog posts that are factual, timely and interesting • Be realistic and write to be understood • Be persistent—fame in your niche is not an overnight activity OPINION LEADER
  48. 48. INFORMAL
  49. 49. 1. Get What You Want (In Health, Wealth, Relationships, Time and Lifestyle) Example: “The Secret To Getting More Money For Your Property!” 2. Crystal Ball and History Example: “10 Predictions on the Future of Social Media” 3. Problems and Fears Example “Get Rid of Your Debt Once and For All” 4. Fact, Fiction, Truth and Lies Example: “Little Known Ways To Make Money On The Stock Exchange” 5. How To, Tricks Of The Trade Example: “How To Plan The Ultimate Holiday” 6. Best and Worst Example: “The 10 Worst Mistakes Made by Bloggers” - From Authority Blogger HEADLINES
  50. 50. STAY ON MESSAGE
  51. 51. Be unique
  52. 52. • Write clearly: would someone who knows nothing about this subject understand the post? • One idea per sentence • No jargon that they won’t understand • Define acronyms with the first use UNDERSTANDING?
  53. 53. Keep It Upbeat
  54. 54. • Provide usable information others will want • E.g. 10 secrets to grow a small business DATA HOOK https://www.graphicstock.com/stock-image/business-people-and-engineers-on-meeting-28
  55. 55. The Humor Hook
  56. 56. • “How to” information is a top selling product on the web • E.g. Write a unique tutorial “HOW TO” INFORMATION www.graphicstock.com/stock-image/listen-to-me-sign-shows-notice-or-message
  57. 57. Find a news item or statistics that can be used in the blog post QUOTE NEWS SOURCES
  58. 58. Source: http://www.ebizmba.com/articles/news-websites TOP NEWS SITES
  59. 59. Tips
  60. 60. Search engines will crawl your website more often if you have a blog which is updated regularly SEARCH ENGINES
  61. 61. • A blog is not objective— they have informed and biased opinions • People write blogs—not the corporate communications department using ‘Corporate Speak’ A BLOG IS NOT…. Photo credit: graphicstock-sfk8rathiiskiczm6
  62. 62. • Use blogs to help tell your story • Brings a face to your organization • Search engines love them • Cross link to your site & social media • Use in newsletters TELL YOUR STORY Image credit: https://www.graphicstock.com/stock-image/elderly-person
  63. 63. • Is it new to your target audience? • Skip the “same old thing” UNIQUE CONTENTUNIQUE CONTENT
  64. 64. “What counts as a high- quality site? Our site quality algorithms are aimed at people find "high-quality" sites by rankings of low-quality content.” FROM GOOGLE http://googlewebmastercentral.blogspot.ca/2011/05/more-guidance-on-building-high-quality.html
  65. 65. • Use short sentences and short paragraphs • Lots of sub- headlines • Bullet points Image credit: Mike Licht FORMAT
  66. 66. A blog is best updated regularly—daily if possible but at least weekly. UPDATE FREQUENCY
  67. 67. • Typically not less than 500 words • Eliminate any unnecessary words— keep it simple and easy to understand • Keep sentences short • Keep paragraphs short • Short = easy to read BLOG LENGTH www.graphicstock.com/stock-image/portrait-of-brunette-woman-with-tablet- looking-at-her-colleague
  68. 68. ASK QUESTIONS End your blog with something like this: “Did you find some ideas to improve marketing, etc? Let us know in the below.”
  69. 69. • Include pix(s) with your blog posts • Video can be embedded or included by linking to it PIX & VIDEO
  70. 70. SEO STEPSYOUR READERS • Respect your readers • Check for typos • Informal writing style is fine but use good grammar to make it a professional and understandable communication • Find your style and stick to it
  71. 71. 7th Position – Google National Search
  72. 72. Blog Optimization
  73. 73. Create great content for your target audience and the search engines will reward you! QUALITY COUNTS
  74. 74. Don’t use any keyword excessively, as search engines may perceive this as spamming. NO SPAM
  75. 75. “Keyword Density [is] not really a factor. Yes keyword should be present but density is not important. Include the keyword but make writing sound natural.” - Senior engineer at Google KEYWORD DENSITY
  76. 76. • Title tag • Description tag • Headline (H1 Tag) • Sub-headlines (H2 Tags) • Body of the text page – write with keywords BLOG OPTIMIZATION
  77. 77. Information (code) in a web page/blog not intended for users to see but provides information to search engine crawlers. WHAT ARE TAGS?
  78. 78. • Tag used to define the text in the top line of a Web browser • Utilized by search engines as the title of search listings • Make them short - maximum 55 characters with spaces • Include at least one targeted keyword (phrase) • Never duplicate a title tag TITLE TAG
  79. 79. TITLE TAGS SHOW UP IN SEARCH RESULTS GOOGLE SEARCH: Custom Home Builders Chicago
  80. 80. • An tag to provide a description for search engine listings. • Descriptions should include very specific, keyword-rich writing. • 130 to 150 characters DESCRIPTION TAG
  81. 81. DESCRIPTION TAGS SHOW UP IN SEARCH RESULTS GOOGLE SEARCH: Custom Home Builders Chicago
  82. 82. • Use the keywords as close to the beginning of the headline as possible. • The headline should not be longer than 65 characters 65 HEADLINES COUNT
  83. 83. • Use main keyword in the first paragraph. • Put a link to your website at the end of the first paragraph, using a keyword as anchor text for the link. FIRST PARAGRAPH
  84. 84. • Use your main keyword a few more times in the blog and once in the last paragraph. • Use lots of synonyms BODY TEXT
  85. 85. Don’t use “click here”. Rather than click here for more information, use descriptive key words: • E.g. Top stock picks for savvy investors (key word: stock picks) • E.g. Compare widget prices with 5 other suppliers (key word: widget prices) ADD LINKS FOR READERS
  86. 86. Blogger Relations
  87. 87. YOUR CONNECTIONS Photo credit: https://www.graphicstock.com/stock-image/
  88. 88. BACK LINKS ARE VITAL 1. Find publications in your industry that have a good readership readership 2. Pitch them to publish your article 3. Repeat
  89. 89. BACK LINKS – GUEST BLOGGING
  90. 90. • You commenting on other blog posts • Others commenting on your blog posts COMMENTS COUNT Photo credit: https://www.graphicstock.com/stock-image/feedback-sign-shows- opinion-evaluation-and-surveys
  91. 91. Promote Your Blog
  92. 92. BLOG PROMOTION
  93. 93. • Promote on your social sites: Facebook, Twitter, LinkedIn, google+ • Use blogs in email newsletters. Image credit: IvanWalsh.com BLOG PROMOTION
  94. 94. 1. Do a Google search for blog directories in your business sector 2. E.g. “blog directory for mortgage brokers” 3. Register BLOG DIRECTORIES
  95. 95. Metrics
  96. 96. • Search ranking for blog • # of bloggers allied • # of positive blog posts written about your business • Inbound links to your site and blog TRACK RESULTS
  97. 97. GOOGLE ALERTS
  98. 98. Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV GOOGLE NOTICES
  99. 99. MORE LINKS
  100. 100. MORE VISITORS
  101. 101. MORE LEADS!
  102. 102. MORE SALES!
  103. 103. Social Media Marketing… Givers Get
  104. 104. Takeaways Write for your end user Do your homework & have a plan Write great content Optimize for search Write on a regular basis Promote on social sites, email, etc
  105. 105. Doug Hay doug@kiaiagency.com Direct: 604-454-0316 Toll Free: 877-226-3823 Free Internet Marketing Analysis More Sales? More Leads?
  106. 106. All materials contained in these presentations are protected by Canadian and United States copyright law and may not be reproduced, distributed, transmitted, displayed, published or broadcast without the prior written permission of KIAI Agency Inc. The names of actual companies, products or images mentioned herein may be the copyright or trademarks of their respective owners. COPYRIGHT NOTICE
  107. 107. kiaiagency.com

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