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Blogging basics for pet retailers Superzoo 2012
1. Blogging Basics for Pet Retailers
September 12, 2012
The Word Is Out – What You Need To Know
About Blogging
• Consumers Are Increasingly Researching Or Discovering
Information About Brands On The Internet Via Blogs
• Blogs Have Become A Primary Source For Information And
Recommendations As Well As A Way For You To Expose Your
Brand
• Blogging Is A Platform That Is Actively Used By Over 181
Million People (Nielsen Data For October 2011)
• 53% Of Total Internet Users Went To A Blog As A Source For
Information And Education About Products And Services
Offered.
Creative Business Consulting Group www.cbc-group.net
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2. Seminar Overview
• Why Does Blogging Matter For Your Pet
Business?
• How To Start A Blog
• How To Create Effective Blogging Strategies
And Policies For Your Business
• Next Generation Blogging Techniques That
Your Business Can Utilize Today
• Case Studies Of Successful Retailers And
Brands Use Effective Blogging
Creative Business Consulting Group www.cbc-group.net
Companies Use Blogs To Showcase Thought
Leadership And Expertise
Why Blogging Matters For Your
Company:
• Participation In Blog Writing Can
Help Improve Team Spirit And
Company Morale
• Writing A Blog Makes One Stay Up
To Date On Important Industry Ideas
And Initiatives
• Blog Writing Makes Businesses Pay
Attention From the Consumer Point
Of View – Not A Personal Point Of
View
• Blog Comments Means Readers Are
Engaged With Your Business
Creative Business Consulting Group www.cbc-group.net
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3. What Is A Blog?
Definition: Communication Software That Permits Anyone Who
Can Type To Post Content To A Web Site Or Blog Home Page
• A Type Of Web Site
• The Content Is Displayed Like A Journal
• Type Of Informal 2-way Conversations
• Content Can Be Anything The Author
Chooses To Write Or Post, As It Is Referred
To In Blogging Terms
• Easy To Update
• All Entries Are Stored In Chronological Order
• Blogs Use Lots Of Links To And From Other
Blogs, Websites And Web Links Making It A
Robust Form Of Search Engine Optimization
Creative Business Consulting Group www.cbc-group.net
There Are Numerous Benefits To Blogging On
Behalf Of Your Retail Organization
• Blogging Is A Timely Marketing Activity
• Companies Can Post And Respond
Quickly
• Low Barrier To Entry & Cost
• Retailers That Blog Are Seen As A
Leader In The Industry And Have A
Strong Brand Affiliation
• Consumers That Engage Socially With
Brands Are 50% More Likely To Buy
• Companies That Blog Regularly Have
Improved Search Engine Rankings
• Blog Content Can Enhance Newsletter
Content
Creative Business Consulting Group www.cbc-group.net
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4. The Best Ways To Start Blogging; Start Slow
Monitor A Group Of Relevant Blogs
• Use A Blog Search Engine And RSS Reader To Locate And Subscribe
To A Dozen Or So Relevant Blogs
• Evaluate Blogs On Your Industry, Competitors, Experts, Etc. To Learn
How People Blog, What They Write About, And How They Engage
Their Readers
Comment On A Group Of Relevant Blogs
• Visit Some Of Your Chosen Blogs, Add Relevant Comments, And
Engage In The Conversation Going On Inside These Blogs - This Is An
Important Part Of Online Networking And May Help Get Your Blog
Noticed Down The Road
Create Your Own Blog And Start Posting Content
• Only After You’ve Engaged In Steps 1 And 2 For A Reasonable Time
Period Do I Advise Entering The Deep End Of The Blogging Pool
Creative Business Consulting Group www.cbc-group.net
Choose Your Blog Software Based On The
Capability You Need
Many Blog Software Programs Are Free
• Blogger (Owned By Google) Is Free
Www.Blogger.Com/Start
• Wordpress Is Free, But You May Have To Pay For
Some Features. Www.Wordpress.Com
• Typepad Micro -Not Free, But Has Great Features.
Www.Typepad.Com/Micro
Creative Business Consulting Group www.cbc-group.net
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5. Six Steps To Achieve Blogging Success
• Have A Strategy And A Plan
• Provide Valuable Content
• Be Transparent
• Utilize Your Employees And
Fans
• Listen And Respond
• Measure Your Results
Creative Business Consulting Group www.cbc-group.net
Step 1: Make A Plan; Create Goals And Utilize A
Strategy To Help You Achieve Those Goals
What Are Your Stores’ Goals
For Using A Blog?
• Enter The Conversation
• Use An Additional Platform To
Amplify Messages
• Transition To A Digital Company
• Create More Loyal Followers
• Engage Current Customers
More Effectively
• Showcase Knowledge Base Of
Company
• Drive Sales To Website Or Brick
And Mortar Location
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6. Step 2: Provide Valuable Content; Always
• Share Tips & Tricks
• Answer Questions
• Tell A Story
• Peek Behind The Scenes
• Cover Events For Those Who
Can’t Attend
• Be Timely
• Create Regular Features
• Maintain An Internal &
External Event Calendar To
Help You Plan
Creative Business Consulting Group www.cbc-group.net
Step 3: Be Transparent About Who You Are On
Your Blog
• Clearly Indicate Who You Are On Your
Accounts And When Commenting On
Other Sites
• Do Not Delete Negative Comments
• Be Yourself, Be Real
• Avoid Ghost Writing
• Don’t Force Anyone
• Have An Employee Social Media
Policy
• Be Sure Bloggers You Work With
Adhere To FTC Policy
Creative Business Consulting Group www.cbc-group.net
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7. Step 4: Use Your Best Assets To Help Write Your
Blog; Employees & Fans
• Tap Into Your Best Assets .Your
Employees
• Employees Know Your Business The
Best – Customers Want To Hear From
Them
• Let Your Fans Tell And Share In The Story
• Give Them The Scoop
• Share The Experience
• Invite Guest Bloggers
• Feature Customer Testimonials To:
• Highlight Experiences With Your Store
• Recognize Creative Uses Of Your
Products
Creative Business Consulting Group www.cbc-group.net
Step 5: Listen And Respond To Blog Comments
And Questions Every Day
• Enter The Conversation
On Behalf Of Your
Company
• Answer Questions That
Customers May Have
• Listen To Customer
Feedback To Improve
Your Business
• Crowdsource – Share
Responsibility Of Posts
With Other Stakeholders
Creative Business Consulting Group www.cbc-group.net
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8. Step 6: Measure The Results Of Your Time And
Effort
What Should You Measure?
• Customer Interaction
• Inbound Traffic
• Outbound Traffic
• Web Links
• Social Media Links
• Direct Customer Calls
• Business Referrals
Creative Business Consulting Group www.cbc-group.net
The Do’s And Don’ts Of Blogging
Do:
• Get A Professional To Help Design
Your Blog; First Impressions Matter
• Post 1 To 2 Times/Week
• Identify Yourself By Name In All
Blog Posts
• Use Photos To Create Connections
With Readers
• Remember That What You’re
Producing Needs To Have An
Impact And Have Real, Shareable
Power To It
• Use Industry Keywords
Creative Business Consulting Group www.cbc-group.net
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9. The Do’s And Don’ts Of Blogging
Don’t:
• Don’t Try To Be Google News
• Don’t Oversell On Your Blog
• Don’t Overlook Creating A
Company Policy For All
Bloggers To Follow
• Don’t Hesitate To Improve
Blog Exposure By Using
Facebook for WordPress
plugin
• Don’t Forget To Link!
Creative Business Consulting Group www.cbc-group.net
What Can You Do Today To Draw Attention To
Your Blog Tomorrow?
• Packaging Will Provide Inspiration To Readers Blogs Will Focus on
Packaging Content In Different Formats Like Podcasts, Video And
Infographics To Reach A Wider Audience
• Generating Traffic To Your Blog From Alternative Sources
• RSS Feeds, Email Marketing Campaigns, Company Website And
Social Networks
• Key To Developing An Established Readership Of Subscribers To
Your Blog Rather Than Those Who Happen To Land On It By Way
Of A Search Engine
• Blogs Will Help Define And Build Brands
• Laser-focused on a very narrow niche
• Offer original content at the same time as curated content with
commentary
• Mundane is out; Marvelous is in. Be prepared to dazzle your readers.
Creative Business Consulting Group www.cbc-group.net
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10. Who/What Else Is Out There For You To Use?
Tumblr:
Tumblr Is A Micro-blogging Service If You
Are Looking To Provide Content In All
Types Of Media Formats
• Text, Audio, Video, Photo, Chat, Etc.
• Has Good Customizing Features
Instagram:
Instagram Is A Free Photo-Sharing
Program And Social Network
• Allows Users To Take A Photo, Apply A
Digital Filter And Share It With Other
Instagram Users They Are Connected
To On The Social Network
• Integrates (And Owned By Facebook)
Creative Business Consulting Group www.cbc-group.net
Who/What Else Is Out There For You To Use?
Pinterest:
Another Photo Sharing Site. Create Pinterest Boards
To Generate Shares
• Pinterest Provides More Referral Traffic To Other
Sites Than Google+, Youtube And Linkedin
Combined
• Users Spend 16 Minutes On Site
Google +:
Amalgamation Of Existing Google
Services Including:
•Multiple Video Chats
•Contact Groups
•Find Content Based On Interests
•Group Text Messaging
•Photo Uploads
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11. Case Study: Daily Mail Newspaper - London, UK
• The Daily Mail’s Website Covers All
Things News, Gossip And Viral Online
• Daily Mail Automatically Rearranges
The Content On Their Homepage
Based On How Many People Are
Clicking On Which Articles.
• Expanded Concept Of Article
Clustering’. It’s A Tactic That Allows
Them To Create Viral, Meaty Content
Faster Than Ever Before
• Clustering Is To Write A Huge
Piece On A Hot News Item, And
Constantly Use That Same
Information Whenever They Cover
The Story Again.
Creative Business Consulting Group www.cbc-group.net
Case Study: Tory Burch
• Tory Burch's Blog Is One Of The
Most Fully Developed Retail Blogs
• Full Of Linkable Interesting Content
• Rotating Photos/Videos
• Up To Date Fashion News
• Behind-the-scenes (Insider
Information)
• Fashion Inspirations
• Interviews And Spotlights With Key
Fashion/Celebrities
Creative Business Consulting Group www.cbc-group.net
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12. Case Study: Pet Blogs United
• Compiles Popular Pet
Blogs
• Create Community Around
Pets
• Utilize Google Connect To
Engage Followers
• Utilizes Other Blog Content
Regularly
• Encourages Members To
Visit Other Members Blogs
And Leave Comments
• Monetizes Blog With Paid
Advertising
Creative Business Consulting Group www.cbc-group.net
CBCG Can Help You Engage With Your Online
Customers
• Help You Identify the Long-Term
Business Opportunities Created
By Using Social Media
• Teach You How to Create Social
Media Marketing Programs That
Engage Customers
• Show You The Cost Saving
Benefits Of Using Social Media
• Share How to Create An
Engaging Social Media Strategy
for Your Retail Business
Call Today: (617) 437-9191
Creative Business Consulting Group www.cbc-group.net
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