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Clayton chamber blogging feb13-kolbeco

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Intro to B2B Blogging
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Clayton chamber blogging feb13-kolbeco

  1. 1. A Social Media Presentation by KolbeCo Blogging
  2. 2. Who are we? How can you find us? Scott Kolbe, KolbeCo Cory Sielfleisch, KolbeCo Twitter: @skolbe @corysielfleisch Facebook: facebook.com/kolbeco
  3. 3. What is blogging A blog is… • A place to collaborate • A place to share ideas • A space for thoughts
  4. 4. Why blog? • 57% of companies with a blog have acquired a customer from their blog • 77% of internet users read blogs • Blogging creates connections between people and companies. Connections bring more website traffic. •
  5. 5. Blogging for B2B: • Best way to keep content on your website fresh • Positions yourself as a thought leader • Added value for your prospects (informative posts) • Easier to be found on niche topics/products
  6. 6. Blogging for B2C: • Highlight promotions • Engage with your target • B2C companies that blog generate 88% more leads per month • Have fun! Don’t be boring!
  7. 7. SEO benefits: • Keywords in blogs drive traffic from search engines • Blog title is key • On average, companies that blog receive 434% more indexed pages • It updates your site with fresh content • SEO tools make it easy
  8. 8. WordPress: • 49% of top blogs • Design options - Standard template - Modify templates - Pure custom • Customization • Used by large entities
  9. 9. How do you drive engagement? • Interesting content • Contest • Teach people how to do things themselves • Respond to comments • Participate in social media, forums & blogs
  10. 10. B2B • Show your know! • Case studies • Don’t sell—tell! • Answer FAQ’s
  11. 11. B2C • Reviews • Industry news • Top tips • Answer: W do I care? hy • How to tips
  12. 12. Sharing posts • Share on social platforms - Facebook - Twitter - LinkedIn • Reddit • Posterous (Bought by Twitter) • StumbleUpon
  13. 13. Designing a theme • Modify template headers/ images • Custom design in Photoshop • Design for the web • W need a Developer ill
  14. 14. More features: Plugins/Licensing • Many tools (eCommerce, rotating images, contact forms, SPAM) • Free Plugins • Paid Plugins
  15. 15. Include images • Permission based • Labeling • Increase engagement • Blogs with images get 94% total views
  16. 16. Title bars • Explain what the page is about • Shows up in the top left corner of the browser • 70 character maximum • Good keywords mixed in
  17. 17. Meta tags • Like the Title Bar only geared to search engines. • Be honest with keywords.
  18. 18. Writing style • Choose a voice and stick with it! • Keep it casual • 1st person • Style should reflect the brand voice • Consistency is key (Once a week minimum)
  19. 19. Content is king • Don’t create a keyword farm • All original content, do not copy and paste • Again… don’t be boring! • Have fun and be passionate – be inspired
  20. 20. Don’t just promote yourself • Content should be informative • Not a sales pitch—give the readers what they want! • Think of it as a conversation, not shouting from the mountain top.
  21. 21. Paying for Posts • W do it? hy • Code of Ethics, Disclosing Payment • W are you having to pay (Brand or Product Issues) hy
  22. 22. Handling comments • Take a negative and turn it into a positive • Determine the misbehavior • Acknowledge mistakes—don’t hide
  23. 23. Video blogging • Video drives traffic • Embed on page • More interactive • Show your personality
  24. 24. Dealing with spam • Monitor regularly • Tools - Akismet • When to delete • When to respond
  25. 25. Google Alerts • Keep up with competitors • Find inspiration • Find out what people are saying • Market research
  26. 26. Google Analytics • See what people are doing on your site • How long they are staying • How they find your site • Free and powerful tool
  27. 27. Strategy (Where to Start) • What is your goal? • W is your target? ho • Don’t be afraid • How are you going to do it (time commitment)
  28. 28. How to engage a blogger? • Social platforms: Twitter, LinkedIn, Facebook (promote posts) • Do your research on the writer (read their stuff!) • Contact them directly
  29. 29. How to get a blogger to review a product? • Offer a sample product • Share an industry trend • Develop a relationship • Comment on their post
  30. 30. Journalism: Code of Ethics • Disclose free samples • Disclose if you got paid to write something • Don’t use intellectual property without permission
  31. 31. Bill of Rights in an interview • Know what they plan to cover • Know who they have already interviewed • You most likely will NOT be able to read the story prior
  32. 32. Questions?

Hinweis der Redaktion

  • Briefly Discuss Branding: We call it – “finding your why” Why do you exist? – no, it ’s not “to make money” What purpose are you serving, and why is it important? How do customers feel / how do you want them to feel What do you have to say that is truly unique? Strategy: Strategy is not “get more customers” – the strategy lies in what type of customers, how you’re planning to engage them, and what you want them to do (one-time customers, loyalty, brand ambassadors, etc.) Your strategy may not be about getting customers. Perhaps it ’s about establishing yourself as an expert, making yourself available to the media, or leveraging twitter as a syndication mechanism for your content.

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