The Importance of Blogging - Jonny Ross - Moda at The NEC
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The Importance of Blogging - Jonny Ross - Moda at The NEC
- 1. Blogging to the top of Google and powering your social media campaigns w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 2. Current social media usage? w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 3. Introductions Jonny Ross • Former optician • Ran chain of opticians and ecommerce site • Website, SEO, ecommerce w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 4. PRODUCT FINANCE SALES w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 5. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
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- 10. Search Engine Optimisation • Create great content • Ensure this content is accessible to search engines. • Make pages unique and relevant • Make the content popular w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 11. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 12. On Site • • • • Keywords Content Technical Aspect Usability w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 13. Off site • • • • Relevancy Links Reviews Reputation w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
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- 22. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 23. www.catwalkqueen.tv w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 24. www.asos.com/blogs w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 25. www.facehunter.org w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 26. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 27. wm5.walmart.com/walmart-moms w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 28. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 29. http://jnny.rs/julievideo w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
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- 32. How to create an Editorial Calendar? w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 33. Editorial Calendar sounds so complex… • People think it needs to be fancy and detailed • Two advantages; planning and accountability • There are lots of ways to create an editorial calendar, but let’s keep it simple w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 34. Step 1: Make a list of key dates for the year • Product launches • Events / trade shows • Marketing campaigns • Promotions • Holidays • Sporting events • Key milestones w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 35. Step 2: Add these to your Roadmap w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 36. Step 3: A comprehensive list of all your products and services • Do any of the products and services fit nicely with your roadmap so far? • Split them evenly throughout the year w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 37. • • • • Step 4: Open a Google Spreadsheet Sole Trader or maybe 4 staff..? Use Google so it’s easy to share and update Everyone with permission can have access It’s a live spreadsheet w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
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- 51. Challenge me? Does anyone want to challenge me, does anyone think this is all a load of nonsense? It’s time to ask questions! •For Tips, Tricks and more free advice Subscribe to my blog at JonnyRoss.com •Carry on the conversation with me on twitter @jrconsultancy w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
Notes de l'éditeur
- Who is on FB Who is on Twitter? Who uses lists in twitter? Who is on LI? Who is in any LI groups? Who is sending email campaigns? Who is blogging? Who is on G+?
- Introduction So, for those of you who don’t know, I set up an ecommerce store back in 1999 selling sunglasses and for the first 6 years we were the biggest sunglasses e-tailor in the UK, based on volume and turnover, with a decent profit too. In 2004 Google decided they didn’t like us, we suffered a Google penalty, now Google penalties are talked about and most people have heard about them, or certainly penguins and pandas, but back then no one knew what they where. Overnight we went from top of Google for all our keywords to page 7 and 8! Going through 2 SEO agencies over an 18-month period and neither of them could solve the problem, which resulted in us losing 40% of our turnover. I then found a guy in New York who worked on a ridiculous hourly rate but within 2 weeks he solved the problem and got us back! Cutting a long story short, I became passionate about SEO and decided to change my career into helping others understand it and avoid the pitfalls of Google. So that’s why I’m here today, to aid you in creating a professional online personal brand that will hopefully enable you to begin networking and build relationships with potential employers.
- Three main components of any business. Product this is something you’ve trained for Your familiar with, you have a passion for Similarly finance. You either have it or you don’t. And if you don’t you can seek help from financial institutions. Now when we consider sales, we enter the world of marketing which is huge and worldly. And that’s when our problems really begin. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- So how do we go about marketing? Everyone is marketing, we are all trying to do lots of different things We are busy bees trying to StunShockStartleSurpriseDumfoundStaggerAstonishFlabbergastAstoundAmaze w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- In fact is that not all we create… A Maze There are 1000’s of similar websites Everyone is marketing in the same way trying to amaze and stun people into buying their products/services We’re all at it, trying to compete, trying to be better. But all we are doing is creating A Maze w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- There is a Critical Element to Marketing success It’s a simple 5 letter word, that word is TRUST. When it comes to the decision process, what ever the sales and marketing process at some point we place trust into the equation w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- So how do you build trust? The answer is EDUCATION Look at Apple's marketing strategy They are straightforward and honest Apple educate you to understand why the product was created, what the features are and how it will benefit you. educating us, developing a relationship and developing Trust w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- The complete oppotite to the SEO industry! So as you know this seminar is about blogging, but I feel you need to really understand SEO (search engine optimisation) before you think about social media and blogging but the key to remember is educating user and gaining trust through out all of this When you mention word SEO, a lot of people instantly think of this Dark art, most SEO agencies say yes we can get You high in Google, give us a load of money and leave it with us Well what I want to do it make SEO far more transparent, I believe good search engine optimisation or SEO techniques are the building blocks of a successful website, i.e. one that has a lot of visitors and a high conversion rate. SEO is all about getting search engines to rank your website highly in search engine results when customers type in search terms that relate to your products or services. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- So just for a moment, lets really understand SEO for me SEO is common sense its nothing more than Create great content Ensure this content is accessible to search engines. Make pages unique and relevant Make the content popular
- For me there are two distinct sides to SEO, onsite and offsite Onsite being your own website and offsite being everything else online that has something to do with you w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- Keywords Content Technical Aspect Usability
- Relevancy Links Reviews Reputation
- Keyword research Alongside your SEO audit, you should also undertake keyword analysis. This looks at the keywords and phrases that people are currently finding your website with (are they the ones you want/expect?), and also the keywords that your competitors are ranking highly on. From this, you can come up with a list of relevant keywords for your website that you would like people to be finding you on. This list of keywords should inform how you write all your website content, from product descriptions to page titles and meta descriptions.
- Login to Google webmaster tools, If you havent already open an account and verifiy your website Once logged in go to Optimization, Content Keywords Here is a list of keywords that your website appears in Google for What I want you to do is download these keywords, put them into an excel sheet and then move onto the next tool!
- So Google anaylitics, if you don’t have this installed, I really suggest you should, its simply a snippet of code your webdeveloper needs to add to your website and it can give you some amazing insights into your website and customers. Once setup and logged in to Google Analytics go to traffic sources, search, organic This is a list of keywords currently driving traffic to your site Again download these, add them to your excel sheet and move on!
- You then need to make a list of alll your products and services, adding to it keywords you would expect to be found for, but aren’t, Or ones you would like to be found for. You can then take some of these keywords and have a play with Google search. This then helps identify more keywords that users search and shows you opportunities that you may not have thought about and considered. Giving you suggestions that could be good for your webstore. Keep adding more words to excel and then go to the next tool semrush
- SemRush.com is a fabulous tool, There is a free and a paid version of the tool This tool allows you to find out what keywords your competitors rank for, it even shows you what keywords your competitors are paying to rank for!! The free version is more than fine as it gives you up to 10 keywords for each competitor, imagine 10 competitors, each with 10 keywords, that 100 straight away! Ok add them to excel! And move on!
- This is a great tool because it gives you an idea how many people are searching this term, and if I take the term retirement gift ideas for women we can see that only 1000 people are searching this term per month, In fact in a lot of examples I show only 10 or 20 searches per month This may make you think what’s the point on working for this keyword, whilst being high for this term may not bring you masses of traffic, however I bet the ROI on this term will be significantly higher than someone searching “gifts” Its really important that we work on long tail keywords, as generally these can give you a significantly better ROI, don’t get me wrong competitve keywords are important, but ultimately if we want to appear top for a competitive keyword we need to appear high for lots of long tail keyword surrounding that keyword.
- So now we have the long list of keywords we need to work out which ones are going to be important for us, again I suggest keeping hundreds not just 10 or 20. One of the ways is to decide on competitiveness and search volumnes in the Google keyword tool, but another way is to Google the keyterm and see who else is out there, are they any opportunities, is anyone serving this keyword well or is there an opportunity to capture the audience searching this keyword? OK so we have identified our keywords, We need to ensure we use them in our website content, but never at the expense of readability, content relevance or content quality for the reader. SEO used to be about packing and stuffing keywords in, but search engines are much more wise to this now. Readers will soon be turned off if the content is not engaging.
- This is all about BLOGGING. And for me blogging is the core to any SEO or social media Campaign We will cover: Why blogging is great for SEO and Social Media How to use blogging to boost your webstore sales How to write great blogs to introduce your company and your product range How to create engagement How to add value with blogs How to convert your website visitors into customers How to create a following How to come up with ideas and blog titles
- So just to be clear what is a blog? a blog is the same as news or latest news I suppose it’s not called news because it gives the opportunity not just to write about the latest news, its an opportunity to talk about all the aspects of your products and services, to portray yourselves as thought leaders and to bring personality to your brand. Blog is short for web-log: a post – or log – made online. Blogs are a great way of engaging with customers and sharing information. It’s a way to educate your audience all about your products and services It’s your companies latest news An opportunity to show personality To give away advice to your existing client and customers And to engage with potential clients
- Customers – especially for high value products – now demand detailed information (including photos), they will often search for content about products before they make a purchase. Savvy retailers are now blogging and uploading rich content (photos and videos) to attract customer attention and entice them to buy. Great retail blogs now mix text, images, photos and video content to create an in-store experience for customers. Here are some examples of top industry blogs: For ten years UK fashion blog Catwalk Queen has been bringing fashion fans the latest fashion news and product picks. They help consumers shop for the hottest trends straight from the runway with their catwalk reviews and new season style guides, and get the look with our high street outfit picks. They inspire consumers with their celebrity fashion and street style galleries, and even have live award show coverage from well-dressed events like the Oscars.
- Discover the latest fashion trends, style updates, edits, street fashion & design with ASOS ASOS uses photos of celebrities as inspiration for aspiring fashionistas: I featured ASOS in my last webinar and they are a really interesting one to watch, they introduced something called marketplace a couple of years ago Why would a company want to promote and sell other peoples products? Asos are completely intouch with their customers needs , they said they wanted to be a global fashion destination, not just a UK shop and profits are up 40%
- This fashion blogger uses strong images to show products at their best:
- So we have seen some examples , but why should you blog? It forces Creativity It builds a community Adds value to your site It gives you content for your Social Media and Email Campaigns Gets you to the top of Google I believe blogs can increase your sales by helping to Overcome barriers to purchase – Online buyers don’t have the opportunity to inspect products before purchase, so the more information you can offer to dispel any concerns or queries they may have, the better. Blogs can be used to explain product features and usage, and to show photos and videos of products from every angle.
- Linked to this is Brand Advocacy – People trust their peers, so establishing a team of brand advocate bloggers from within your target market group, who will talk about your products and other topics of interest to your target market, is a very powerful tool for profile raising and converting new and occasional customers to loyal customers who trust in your brand. Walmart Moms is a great example of this. Exposure to new customers – Interesting, well-written blogs are likely to be shared by readers with their friends, especially if they offer valuable or useful information or are fun and entertaining. Each share exposes your brand to new potential customers. Recommendations – Good blogs allow comments, and comments sections offer an excellent opportunity for happy customers to post positive reviews and recommendations. Cross promotion – You can use your blog to highlight related products, with links to similar or complementary products. An example might be a blog about child car seats with links to foldaway buggies, carriers and slings. If the related products are well-matched and solve a problem, blog readers won’t mind you ‘selling’ to them.
- For me the Blog is the core of any social media or SEO campaign Blogs provide regular content to share through your other social media sites (which we will cover in detail in webinar 3). The sharable nature of product images is perfect for retail, with sites such as Pinterest seeing huge expansion as consumer demand for visual content has grown rapidly. User-generated content, ‘likes’ and ‘shares’ are now being ranked more highly by search engines, so it pays to invest in social media and blogging. As I said I will cover this far more in webinar 3, but lets just think for a moment, Blogs provide Status updates for Facebook Tweets for Twitter- take a blog with the title “top 5 tips”, well all of a sudden you have created 5 tweets, all with links to the blog, don’t tweet them alll in one go, spread them out over the week/month. Stuck for tweets, go back to blogs from 6 months ago! Updates for Linkedin personal and company profiles Statuss for Google Plus Email campaigns – do you get to start of the month and think, what are we going to put into our email campaing this month? if you have fab blogs, there is your content already written!) They give content for your keywords to be found in Google, search engine optimisatino, you will only be found if you mentino the keyword, and the more times you mentino it the more relevant you are (don’t mention for sake, it must be relevant) A blog should be an integral part of your marketing and comms strategy, but you need to set goals. What are you marketing goals? Need to sell more teenage products, what could we write that would engage with teenagers? Lets give them some information, lets become a resource and during the process, lets build trust with them and let them know what products we have that we could offer them.
- Blogs have power, This advert shows the power of blogging to start a new product craze. This British mum-of-two started a global fashion craze from her kitchen table. The film charts the rise of Julie Deane & The Cambridge Satchel Company. From creating the satchel idea to becoming a hit with vloggers and bloggers and then exploding onto the fashion world; we see how Julie used the web to go from kitchen to catwalk. http://jnny.rs/julievideo
- So this is all great but how do we come up with content? We need to feed ourselves Subscribe to competitors Subscribe to industry related news and professional bodies Keep notes of questions customers ask you Create Google alerts on niche topics ( this is a great tool simply Google Google alerts and try it out!) Thing about all the products/services you offer Keep a journal/voice recorder Invite Guest blogs from customers Write about your passions? w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- When blogging, it’s really important to keep in mind who you are talking to,,,, why,, and what both you,, and they,, want to get out of it. Know your audience – Understand who your customer is and what they are interested in. Be clear – are you writing for B2B or B2C? A particular age group? A particular income bracket? What other things are they likely to be interested in? What problems do they have that you can solve? Really get into the mindset of your target customer, and write directly FOR and TO them. Choose your products and themes – Create an Editorial Calendar to plan ahead (we’ll have a look at these next) Tell a story – a good blog should have a clear beginning (introduce your topic, grab the reader’s attention), middle (the meat of the blog – a list of tips, a description of a problem, a funny story etc) and an end (how the problem is solved, what to do next). Call to Action (CTA) – All blogs should have a ‘Call to Action’ – what should the reader do next? Find out more (link to another blog), fill in a form, subscribe to our blog, buy a product, follow us on twitter, like us on Facebook etc. Aim to engage your reader and get them to keep reading, make a purchase or give you some information about themselves to help you connect with them again in future.
- An editorial calendar will help you to plan ahead, link blogs to seasons and events, and ensure you have a good variety of blog topics to appeal to all your customers and showcase your whole product range. If you have more than one blogger, it also helps you to know who is writing what and to plan submission and posting dates. Make the calendar work for you. Yours might include things like: season; theme; products featured; keywords; target reader segment; date etc. I tend to mention these and people think it needs to be fancy and detailed. There are two main advantages, planning and accountability There are loads of ways of creating one, but lets keep it simple!
- So make a list of key dates for the year, think of your Product launches Events / trade shows Marketing campaigns & Promotions Holidays & Major Sporting events Any Key milestones
- Then simply add these to your road map, this is nothing more than an excel sheet with jan – dec along the top and the categories down the side So we can see valentines day in february for exmaple
- Then think of all your products and services, do any of these fit nicely together, Is there a product that goes well with world tennis tournement? What about one that fits nicely with Easter? Would talking about service x go well with Trade show Y in September? Can you find ways to make your products and services seasonal at all?
- My suggestion is to use a Google spreadsheet, especially if there is more than one of you in the business, this helps share who is going to be writing the content, it gives accountability and it lets you have one document you can all refer to and edit at the same time. It’s a live spreadsheet and it should have Who the author is What the title of the blog is going to be Any keywords that need to be used in the blog What will the call to action be? Make it different each time Any notes And most importantly deadlines Once you have this, I suggest doing a 6 month or 12 month calendar, you don’t need to wait until february and think oh no what will I write about, instead if you get a free hour, write the valentines blog now, it will still be valentines day in february! Of course leave space for topical / news worthy blogs, but I would suggest most blogs can be written well in advance.
- I wanted to share some personal blog experiences with you to help you see how this can fit into your business. One of my marketing goals is to appear high in Google, for this I need to build links with relevant websites, this blog was written on a topical subject about big data, everyone in the digital industry is currently talking about it. I took time to really research what it was all about and throughout the research I formed my opinions from my own experiences and wrote a really informative blog
- Danny Brown lives in Burlington, Ontario. He is a multiple award-winning marketer and blogger – his blog is recognized as the #1 marketing blog in the world by HubSpot and voted one of Canada’s Top 50 Marketing Blogs coming in at the number 3 slot. He has delivered results for some of the biggest organizations in technology, digital and consumer, including BlackBerry, British Telecom, Orange, Microsoft Canada, IBM, Ford Canada, FedEX, Scotiabank, Vodafone, Dell and LG Electronics. He has spoken at numerous business conference and events, and is regularly quoted in publications and news media, including Marketing Magazine, Canadian Marketing Association, Toronto Star, Fast Company and City News Toronto on the topics of influence, social business, data-driven business intelligence and digital marketing. So what happens, he comments on my blog!....... If that wasn’t good enough
- He tweets a link to my blog to 35,000 of his followers…
- It got better…. He wrote another blog the next day and referenced my blog and linked back to it! So not only did my blog get tweeted to 35k people from someone who is extremely influential, I got a well deserved link from a page rank 5, top domain authority blogger!
- You can see the effect the tweet had on my traffic that day, nearly double the average traffic for a week day.
- So enough about my stories, I just hope they help make some sense of all of this! Blacks solicitors is a lawyers in leeds, they are amazing on social media, tweeting all the time. The have some fabulous blog writers and amazing content, but one of the issues they had was they couldn’t get engagement with the blog. I was very kindly asked to come and do a blogging workshop for some of the senior partners and lawyers and this was one of the slides I used for the workshop. I am no expert in photoshop but for me this slide helps show some key elements that are required in a blog
- Instantly you can see the entire blog feels more inviting. I guess you are drawn to the images and the sharing, but also the sub heading and bullet points, Let me remind you of the last slide -------- As I said this helped me come up with some key elements for them
- How should the blog look? Beauty is everything Ensure you use images to break up your content Use headings and sub headings Use bullet points Look at how newspapers and magazines present content For SEO, a good blog should be: 650-850 words long 1-2% keyword density Video blogs – 2 minutes or using things like Vine just a few seconds A catchy title – I will come on to this! w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- Use social proof to make sure we think like sheep Using plugins like Digg Digg we can show how many other people have shared and engaged with the content Use call to actions to get us to do something at the end of the blog If you liked this subscribe for more Follow us on Twitter Like us on Facebook Contact us for more information w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- Make users feel welcome Facilitate engagement by Asking questions Talk to the reader directly using words like you and yours Encourage comments asking readers to comment below Have an image of your self including your name to allow the user to connect with you personally w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- Ensure the foundations of the blog and website are sound, going back to my 1st webinar we need to ensure we Optimise meta tags Use Alt Tags for images Add breadcrumbs for users to find their way around Link out to resourceful content Link to your best content w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- Blog titles are key, your title needs to be inviting, engaging, grabbing and truthful Use the tried and tested formulas Use a number (7 Secrets to success) Teach me (How To Do..) Ask a question (Are you king of twitter?) Talk to me (use you and your) Just say no (Don’t buy this) Use celebs/brands and popular trends (Pizza Express is the winner – Email Marketing) Be controversial Make an unusual association (How Lemons help your HR) w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- http://entertainment.time.com/2014/02/08/marc-jacobs-tweet-shop-fashion-week-aimee-song-video/
- Feel free to carry on the conversation with me on twitter Subscribe to my blog for more tips, tricks and inspiration