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maximise your web marketing BLOGGING FOR SUCCESS

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29.09.10 and 02.12.10 Maximise your web marketing - BLOGGING AND MICRO BLOGGING

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maximise your web marketing BLOGGING FOR SUCCESS

  1. 1. Blogging Build Traffic, Links, Engagement Roan Fair Search Marketing Consultant www.intergage.co.uk
  2. 2. Today’s agenda… <ul><li>What is blogging? </li></ul><ul><li>Why is it important? </li></ul><ul><li>Why should I use it? </li></ul><ul><li>How do I use it? </li></ul><ul><li>Hints and tips </li></ul>
  3. 3. What is blogging, a blog? <ul><li>A website with an ongoing series of entries, opinions, comments… </li></ul><ul><li>An online diary of what matters most to you, your company, your followers/customers… </li></ul><ul><li>Your personality, your brand’s personality online… </li></ul><ul><li>Your site’s ‘editorial’ column </li></ul><ul><li>Your digital soul (a bit poetic perhaps)… </li></ul><ul><li>… but it’s all about passion! </li></ul>
  4. 4. Why blogging matters <ul><li>Build relationships, trust, brand recognition </li></ul>
  5. 5. Why blogging matters <ul><li>Connect with new customers, strengthen links with existing ones </li></ul>
  6. 6. Why blogging matters <ul><li>Build and cement your reputation for expertise, share best practice </li></ul><ul><li>Be a centre of authority! </li></ul><ul><li>Create unique content… </li></ul><ul><li>… and listen </li></ul>
  7. 7. But will it drive sales? <ul><li>Yes! Keep your products and services in front of your customers </li></ul><ul><li>Yes! Boost customer satisfaction and loyalty </li></ul><ul><li>Yes! Drive more traffic to your site, higher quality traffic </li></ul><ul><li>Yes! Drive word of mouth marketing </li></ul><ul><li>Yes! Learn from the feedback </li></ul>
  8. 8. How do I start? <ul><li>Free software… </li></ul><ul><li>Blogger v WordPress </li></ul><ul><li>But which is better…? </li></ul>
  9. 9. Blogger – pros and cons <ul><li>Owned by Google </li></ul><ul><li>Free </li></ul><ul><li>Quick to set up </li></ul><ul><li>No technical knowledge needed </li></ul><ul><li>Customisable html…but not much </li></ul><ul><li>You can’t host your own Blogger blog </li></ul>
  10. 10. WordPress – pros <ul><li>Free </li></ul><ul><li>Quick to set up </li></ul><ul><li>Can be hosted in-house </li></ul><ul><li>Great community support </li></ul><ul><li>Huge library of plug-ins for extra functionality </li></ul><ul><li>Extremely customisable! </li></ul>
  11. 11. WordPress – cons <ul><li>Advanced features can come at a cost </li></ul><ul><li>Can become overly technical </li></ul><ul><li>Free version has limited editable areas </li></ul><ul><li>Security? </li></ul>
  12. 12. How do I start? <ul><li>Define your goals – why does your blog exist? </li></ul><ul><li>Schedule your posts – post consistently, regularly </li></ul><ul><li>Develop a rhythm </li></ul><ul><li>Readers should look forward to it! </li></ul>
  13. 13. What should I post? Reviews <ul><li>Review post – review a product, a service, another blog </li></ul><ul><li>Don’t be afraid to have an opinion when you review. You want feedback </li></ul>
  14. 14. What should I post? Opinions <ul><li>The Opinions post: </li></ul><ul><li>Positions you as a specialist </li></ul><ul><li>Builds your blog/site as a centre of authority </li></ul><ul><li>Don’t be afraid to take a different tack </li></ul>
  15. 15. What should I post? Lists <ul><li>The List post: </li></ul><ul><li>Magnificent seven software apps… </li></ul><ul><li>Seven deadly sins of… </li></ul><ul><li>Five fabulous free ways to… </li></ul><ul><li>10 great ways to… </li></ul>
  16. 16. What should I post? Updates <ul><li>The Update post: </li></ul><ul><li>Revisit past topics, celebrate/criticise new developments </li></ul><ul><li>Link to previous posts as a running story </li></ul>
  17. 17. What should I post? Featured Reader <ul><li>The Featured Reader post: </li></ul><ul><li>Reward one of your readers with a featured post about them </li></ul><ul><li>What do they bring to the party that is new and exciting? </li></ul><ul><li>Reader comments can inspire blog posts </li></ul><ul><li>Way to work in or link to case studies, testimonials </li></ul>
  18. 18. What should I post? Ask A Question <ul><li>The Question post: </li></ul><ul><li>Ask an important question about a topical issue </li></ul><ul><li>It can provoke a response </li></ul><ul><li>Deliberately controversial v sit-on-the-fence? Be yourself </li></ul>
  19. 19. It’s demanding… <ul><li>Your blog is the voice of your website </li></ul><ul><li>Needs to have its own style, feel </li></ul><ul><li>But it can feature guest posts (they can make it even more interesting!) </li></ul><ul><li>Or use a ghostwriter </li></ul>
  20. 20. Will a blog help with my SEO? <ul><li>Yes – WordPress and Blogger posts both have ‘follow’ </li></ul><ul><li>Comment on others’ blogs that have ‘follow’ </li></ul><ul><li>But not all blogs allow ‘follow’ on comments </li></ul>
  21. 21. Microblogs <ul><li>Twitter – 140-character limit </li></ul><ul><li>Tumblr (without an ‘e’) </li></ul><ul><li>Traffic and links benefits </li></ul>
  22. 22. Twitter <ul><li>¾ of Fortune 500 companies had a Twitter account in July 2010 </li></ul><ul><li>1.76 billion tweets in April 2010, 47% up on January 2010 </li></ul><ul><li>105 million registered users </li></ul><ul><li>48% of people who see a brand on Twitter go on to search for it </li></ul>
  23. 23. Why use Twitter? <ul><li>Great introduction to quick and easy blogging for very busy people </li></ul><ul><li>Converse, network, reply </li></ul><ul><li>News – Stop Press! </li></ul><ul><li>Announcements, events </li></ul><ul><li>Link building* (despite tweets = ‘no follow’) </li></ul><ul><li>Research, prospecting </li></ul>
  24. 24. Why use Twitter? <ul><li>Private tweets – staff updates </li></ul><ul><li>Live coverage of events </li></ul><ul><li>Acquire votes (Digg, Buzz) </li></ul><ul><li>Get feedback, monitor it </li></ul><ul><li>Respond to negative feedback </li></ul><ul><li>Answer questions, FAQs </li></ul><ul><li>Helpdesk </li></ul><ul><li>Sourcing/recruiting staff </li></ul><ul><li>Research, read news </li></ul>
  25. 25. Twitter profile
  26. 26. Using Twitter <ul><li>Very easy to create, edit, update, customise </li></ul><ul><li>Access it via PC or mobile </li></ul><ul><li>Superb ‘listening’ tool, even if you never tweet (but you should tweet) </li></ul><ul><li>Hundreds of apps to get the best out of Twitter – bit.ly, Hootsuite, Topsy </li></ul>
  27. 27. Thank you! Any questions?
  28. 28. Roan Fair <ul><li>Intergage, Search Marketing Consultant </li></ul><ul><li>Tel: 0845 456 1022 </li></ul><ul><li>Web: www.intergage.co.uk </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>LinkedIn: www.linkedin.com/in/roanfair </li></ul><ul><li>Twitter: http://twitter.com/roanfair </li></ul><ul><li>Intergage Blog: http://blog.intergage.co.uk/ </li></ul>