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BLOGGINGBUSINESSHOW A BLOG CAN GROW YOUR BUSINESSChris Garretthttp://twitter.com/chrisgarrettFriday, 27 February 20091
Business BloggingWHY BLOG? Attract an audience Inform and Interact, learn from your audience Retain your audience Energize your audience and motivate action Recruit help, contacts, employees Respond to stories and customersFriday, 27 February 20092
Business BloggingBLOG SIDE-EFFECTS Grow Links for traffic and to improve search rankings Build familiarity and trust Communicate and establish your brand Grow a sense of community Offer better service Initiate more salesFriday, 27 February 20093
Business BloggingBLOG VERSUS . Website- Static pages of information or sales letters Newsletter- Information sent to inbox, drive action Forum- Conversation and interaction Blogscombine elements of all of the aboveFriday, 27 February 20094
Business BloggingATTRACT, RETAIN, ForwardsRe-tweetsFriday, 27 February 20095
Business BloggingRETAIN WITH STICKY FACTOR Providevalue with empathy, keep engaging, be inclusive Video/Audio- keep on site longer, more emotive, entertain Comments/Polls/Surveys Series/Related- show interested in opinion, interactionPosts/Categories/Tags - serialize content Events/Competitions/Call-inFriday, 27 February 2009- fun, rewards, excitement6
Business BloggingPUBLICITY -20042009The conversation is happening with or without youBack in 2004 Kryptonite had a famous PR problem with blogs - today companies learning same lessonsYou have to have a place where you can put your story, state the facts and establish your position.Friday, 27 February 20097
Business BloggingSUCCESS STORIES Gary Vaynerchuk Familywine store WineLibrary TV 50mbusinessFriday, 27 February 20098
Business BloggingSUCCESS STORIES Woot.com/blog/ LaunchedJuly 12, 2004 Soldits 1,000,000th item, a4GB micro hard drive, onFebruary 5, 2007 Littleto no advertising.Friday, 27 February 20099
Business BloggingSUCCESS STORIES ThomasMahon Bespoke Tailor Usingonly blog as marketing Fullorder book, includingcelebrities inc. Prince CharlesFriday, 27 February 200910
Business BloggingWHO SHOULD NOT BLOG? Be Present, Be Interested, Be Authentic Listen, Serve, Delight Starting a blog raises expectation of openness and interactivity If you don’t want a conversation,don’t start one.Friday, 27 February 200911
Business BloggingPLAN Muststart with a plan, or at least know where you want to go Whyare you building a blog? Whodo you want to attract? WhatFriday, 27 February 2009story do you have to tell?12
Business BloggingRESEARCH Findout what your audience is interested in, needs, wants Surveys, Polls Forums, Comments, Q&A SocialsitesBookmarking sites Search.Twitter WordTracker, Adwords ToolFriday, 27 February 200913
Business BloggingYOUR COMPETITIVE EDGEAudienceNeedsYourPositioningBrandExperience Serveyour audience needs, wants, motivationsin a way that is uniquely yoursFriday, 27 February 200914
Business BloggingWHAT TO TALK ABOUTWhatyouknowFriday, 27 February 2009Whattheywant15
Business BloggingDRIVE THEM HOME Don’t leave your content scattered. Aswell as post on Flickr, YouTube, etc, alsopost in on one easy to find place - yourblog. Find people where they are and bringthem to you. Drive people from their inbox or feedreader to interact with you rather thanpassively read.Your Brand HereFriday, 27 February 200916
Business BloggingGROW YOUR AUDIENCE Thinklong term Offeroverwhelming value Begenuine, approachable, helpful and friendly Raving Make Askfans are created by going extra milestrong and lasting connections based on mutual respectquestions, get feedback, learn as they learnFriday, 27 February 200917
Business BloggingTRAFFIC PROBLEMS Attracttraffictargeted, engaged Attentionbadfor own sake Rememberyour brandphoto by chadmillerFriday, 27 February 200918
Business BloggingSTICKINESS Stop the “revolving door” Harder and more expensive to attractnew visitors and customers than toretain existing. Happy, loyal visitors also much morevaluable than constant stream ofstrangers.Friday, 27 February 200919
Business BloggingSOCIAL MEDIA JOURNEY Take your audienceon a journeyAdvocate“Converted”SubscriberReturn VisitorVisitorFriday, 27 February 200920
Business BloggingPERSUASION CONVERSION Education, Articles - Inform, solve problems, demonstrate your solution works Community - Encourage conversation, involvement and sense of belonging Call to action - Remember to make offers that match audience wants/needsFriday, 27 February 200921
Business BloggingTWEAK YOUR SALES ENGINE Audience Targeting Attraction Tactics PersuasionContent Conversion ConsumptionFriday, 27 February 2009 Results Proof22
Business BloggingCONSUMPTION Encouragesampling Follow-up, encourage, enquire Getto consume then consume more Consumptionleads to best positive“Word of Mouth” Positiveexperience shared leads topowerful trust in your brandFriday, 27 February 200923
Business BloggingPEOPLE NOT HERD Keepinterested with engaging content Personalization Empathy Learn Loyaltyfrom actions CustomerService SegmentationFriday, 27 February 2009We are all unique individuals!24
Business BloggingSEGMENTATION Create an email list just for customers, if possible split along product lines Use highly specific topical lists to Sell / Cross-Sell / Up-sell without annoyinguninterested Discover your best customers and give them extra special treatment Work out via email unsubscribes which content causes defection, loss of interestFriday, 27 February 200925
Business BloggingSOME DON’TS Don’tMe-Me-Me - It’s not all about you! Don’tforce it if it isn’t working Don’tover-sell - Give first Don’tuse business-talk - and don’t assume Don’ttry to “control the conversation” Don’tFriday, 27 February 2009ignore your audience26
Business BloggingSUMMARY Attracttargeted visitors who have a problem you can solve. Inform, advise, discuss, help. Buildtrust with positive experience over time. Demonstrate MakeFriday, 27 February 2009positive results.offers that match audience wants/needs.27
Business BloggingACTIONS Decideagreed metrics (eg. Links? Sales? Traffic? PR mentions?) Gatherkeywords and content research Createvaluable content that meets audience wants/needs Promotecontent with social bookmarking Retainwith email, feed, and social media engagement Learnfrom feedback and metrics, repeatFriday, 27 February 200928
Business BloggingTHANKS FOR READING ;) http://chrisg.com http://twitter.com/chrisgarrettFriday, 27 February 200929
Business Blogging SEGMENTATION Create an email list just for customers, if possible split along product lines Use highly specific topical lists to Sell / Cross-Sell / Up-sell without annoying uninterested Discover your best customers and give them extra special treatment Work out via email unsubscribes which content causes defection, loss of interest
