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How a blog can help your business
- 1. How A Blog Can Help Your Business Karen Swyszcz of MakintheBacon
- 2. Who Am I? Started my blog MakintheBacon almost 5 years ago Used it as passion project to escape the monotony of my 9 to 5 with the government Gained a variety of valuable skills from blogging and left the government for a tech job with a startup. Rebranded the blog to provide blog coaching, content creation and consulting services to small business owners - B2B
- 3. What Is a Blog? The word blog is a shortened version of the term “web log”. 1 A blog is a website in which content is updated frequently (through blog posts) and encourages discussion (through comments). THEN: BLOGS = ONLINE DIARY that could be seen by anyone VS. NOW :Still common practice, blogging has become quite more widespread and a fundamental marketing tool for businesses.
- 4. Ways A Blog Can Help Your Business Increase your Online Visibility Drive Traffic To Your Site Content Marketing Tool Position You As An Authority Form of Communication Know, Like, Trust Factor
- 5. Increase Online Visibility What does this mean? • In a nutshell, this helps you get found when people search for industry specific questions • You are providing a solution to their problem • Your content is getting shared by other people • Google favours sites that provide new content on a regular basis • Having a blog enables you to post content frequently
- 6. Drive Traffic To Your Site With blogs, especially new blogs, you can’t just sit back and wait for the visitors to come. The “IF YOU BUILD IT, THEY WILL COME” idea does not work in this case.
- 7. Drive Traffic To Your Site Think of it more like this: “IF YOU BUILD IT, MAKE IT SEARCH ENGINE FRIENDLY, CREATE IT CONSISTENTLY and PROMOTE IT CONSISTENTLY THEY WILL EVENTUALLY COME”
- 9. Ways To Promote Your Blog • Social media -through sharing content on your blog. Also have a link to your blog on your social media profiles • Have a link to it on your email signature • Write guest posts on other industry-related blogs • Include relevant links on your newsletter and encourage your subscribers to share the content with their respective social networks
- 10. How To Measure This Installing Google Analytics on Your Site See which posts are getting views How are people finding you - organic search, direct search, social media Which social media channels are giving you the most traffic See which search terms people are using (using Google Search Console + Google Analytics) Social Media Analytics Twitter, Facebook, Instagram, Pinterest
- 11. Track Your Progress • Input the stats on a spreadsheet on a monthly basis • Can compare months • Look for certain trends **It’s a trial and error process
- 12. Blogging As A Content Marketing Tool Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.2 • A blog can be used to convert your site traffic into leads • Each blog post is a new opportunity to generate new leads3 • CTA after every blog post entry such as signing up for your newsletter • CTAs in the sidebar of your blog
- 13. Position You As An Authority • Your blog can be used as a way to display your knowledge in your particular industry. • Educate your current and potential customers, answer questions they may have about your business, particular products or services, etc. This can help your brand stand out from the competition.2
- 14. Blogging As A Way To Communicate • The original main purpose of blogging still holds true. • You can use the blog to communicate with your customers: • Notify them about upcoming sales, promotions for your products and services • Events that relate to your business or where your business will be (ie conference, charity event) • Changes to the business
- 16. In a recent survey conducted by Hubspot2: 71% said that blogs affect their purchasing decisions either somewhat or very much
- 17. Know, Like, Trust Factor • People are more likely to buy from businesses they know, like and trust. • By providing content that is of value, you build on this know, like and trust factor. They know more about the business through the content. • They end up liking the content because it’s valuable and useful to them. • You end up gaining their trust by being authentic and creating a connection with them. Blogging makes your brand more human, more relatable.
- 18. References 1. https://www.thebalance.com/bloggi ng-what-is-it-1794405 2. http://contentmarketinginstitute.com /what-is-content-marketing/ 3. https://blog.hubspot.com/marketing /the-benefits-of-business-blogging- ht#sm.0000vemc9qycad9nrty2grjix c3ce Why Blog? The Benefits of Blogging for Business and Marketing 4. https://www.onlinekickstart.com/onli ne-visibility/
- 19. Let’s Connect! Site: https://makinthebacon.com email: karen@makinthebacon.com Twitter/Facebook/Instagram/Pinterest: makinthebacon1
Notes de l'éditeur
- Good morning everyone.
- 3rd point - recently got let go from the tech job and am now running my business full-time Final point: so I went the opposite direction, started the blog with the intention of making a bit of money on the side and it helped me get back into writing, Never intended to create a business from this, but I see the rise in people wanting to start blogs for exposure, to make money and also for their business
- Then point: platforms such as blogger were more popular There weren’t many resources or courses when I first started blogging and nowadays it seems almost everyone has a blog or has a course. There are even agendas that are blogging specific, blogging workbooks. I’ve seen them on Amazon. Your homepage can just be your blog (like mine) – which I’m planning to have redone in the future. Or you can have blog as a separate page from your homepage, as a link on your navigation bar.
- Here is a rundown of the different ways a blog can help your business
- I’m not going to go into too much detail with this. First point: organic search - someone typing in a question, how I do this, how do I find this Google has these bots that are constantly crawling the web, looking for new information on sites and builds an index, which enables this data to be accessed in an efficient way through search engine criteria Last point: the most blog posts you have, the more content you have available for Google to index and provide in search results, Google somehow knows your site is valuable because it provides new content on a regular basis, hence it will frequently visit your site. Old ways – was only focusing on keywords and link building that was against Google’s term of service, manipulative link building
- It’s a long term strategy, building visibility and traffic takes times. Rome wasn’t built in a day. It will vary from site to site. You want quality traffic too. Earlier this year I got hit with a lot of spam traffic from Russian bots and then I installed a plugin to mitigate this and created filters for it.
- These are just a few of the ways to promote your blog. Social media provides various platforms to help promote your content. By promoting your content, people become curious and will want to click on the link you shared, which will bring them to the blog. They may end up wanting to check out more of your blog posts or explore the products and services your business has to offer.
- Create an account, then you get a tracking code which you insert within your existing code or through a plugin Organic search - what specific keywords are directing people to your site Social media analytics - find out who you followers are (the demographic) when they are on
- Last point: what blog posts are gaining the most views? Should you write more blog posts centered around that content? How can you use that type of content to promote your products and services? What might work for one business might not necessarily work for yours. It’s important to develop your own strategy.
- When I started in 2012, it was only recently considered to be a legitimate marketing tool for businesses You’re not explicitly promoting or pitching, but rather trying to stimulate interest for your products or services, you are trying to solve a problem of theirs with your product and/or service The goal is to create brand awareness and drive them back to your site, convert them into a customer
- Can be considered as the go-to blog, go-to person for information on baking *These days people tend to read blogs when they want to know more info about a product or service, looking for advice
- Can help generate interesting conversations by encouraging people to comment on a blog post, ideas for new blog posts, learn more about how the customer feels about the business, help them solve more problems
- While everyone might not necessarily have a blog, there’s a good chance they’ll be on at least one platform for social media. They’re constantly sharing and seeing what other people are sharing. It’s important to have high-quality, informative content. It isn’t something out of the ordinary when someone says oh I found this restaurant on a food blog or I saw this outfit on a fashion blog, etc
- Thank you so much for listening to my presentation. Does anyone have any questions?