How a lack of digital skills will break your business - Jonnie Jensen
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Blogging For Business Success
Jonnie Jensen
Social Media & Internet Marketing
Twitter @jonniejensen
http://tmandi.co.uk/blog Twitter.com/jonniejensen LinkedIn.com/in/jonniejensen
For a copy of this presentation visit Linkedin.com/in/jonniejensen
http://tmandi.co.uk/blog Twitter.com/jonniejensen
LinkedIn.com/in/jonniejensen
Is anyone there?
Blogging – the truth
They say.….
• It’s hard work
• It takes commitment
• You wont know what to write about
• No one else will want to write it
• No one will read it
• You’ve got better things to do
• You will get bored of it
It can be all of these things…unless you get it right
http://tmandi.co.uk/blog Twitter.com/jonniejensen
LinkedIn.com/in/jonniejensen
It’s New Marketing
Content shared and referenced by others
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• Improve your search results
• Creates social media collateral
• Build your online profile and reputation
• Focuses you on your customers needs
• Pulls prospects to you
• Revitalise senior staff
• Empower junior staff
• It’s your hardest working sales person
• The marketing benefits last forever
• It’s free
Why blogging is good for business?
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Increase your search rankings
• On site SEO
– Blog structure is optimised for search engines
• Fresh Content
– Search engines look for fresh content.
• Keyword rich
– Its topical everyday subjects that people are searching for
• Off site SEO
– Creates reasons to link back to your site (back links)
– Content is shared and referenced on social media
– Reason to write comments and replies on blogs, forums and articles
– Utilise directories and bookmark services
– NOTE: always use good Anchor Text
• Click here is bad anchor text
• Internet marketing tips is good anchor text
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• Why should I listen to you?
• What value can you add?
• Can you tell me something I don’t know?
• How can you make my job easier?
• Can you make my business more successful?
• Can you make decisions for me?
• Don’t just sell
• Don’t just talk about you
• Decide what type of blog you’ll be – See The 25 Basic Styles of Blogging ... And When To Use Each One
What are you talking about?
Image ref: http://wallpaper.us.com/DesktopWallpapers/160/Discussion/1600/1200/
http://tmandi.co.uk/blog Twitter.com/jonniejensen
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Blogging strategy
• Find out what your audience wants
• Find out what is already popular
• Find out what people search for and need
• Monitor social media
• Create overall theme “Your Manifesto”
• Be controversial / Challenge conventions
• Be topical
• Define set content topics (categories)
– If its successful carry on, if not change it
http://tmandi.co.uk/blog Twitter.com/jonniejensen
LinkedIn.com/in/jonniejensen
Getting Started
• Focus on what you do best
• Use Wordpress on your own URL
– blog.yoursite.co.uk or yoursite.com/blog
• Tell people what to expect
– content type, frequency, why your doing this, who it’s for
• Use the news and other peoples content for inspiration
• Use social media to promote your blog
• Use your closest contacts to comment on your blog
• Set your goals and monitor your performance
Know The Market
Know Yourself
Know Your Audience
Know The Goals
Commentators
Listen
What can I do?
What’s Hot?
Who do I know?
What do people need? What’s an issue?
How does this benefit me? How does this benefit them?
Knowledge
Content Creation Step 1
Step 2
Step 3
Step 4
Content Creation Process
Get Ready
this way….The Content Sharing Why?
Share Step 5
Repeat
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The Content Magic Trick
• Aim to create at least one piece of content per week
• Use Google Reader and RSS feeds to create a news stand
• Search for popular topics on Twitter.com and socialmention.com
• Create a team, delegate and share
• Be creative: one piece of content can create many – Interview with an expert can become
• Article
• Podcast
• YouTube Video
• Twitter discussion
• Facebook news
• Delicious bookmark
• Flickr photo album
• Slideshare document
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Using social media for business
...loves social media
The Content Sharing Why? • Listen and engage
• Create content for audience • Publish it on your blog
Create Step 1
• Promote links to your blog content • Updates /replies • Discussions / in chats • Answers
• Create key influencer position NB: Shorten URL to measure clicks
Share Step 2
• Drives visits to website and blog • Have dialogue with your audience • Establish relationships • Generate sales NB: Monitor site analytics to see where visitors come from
Drive Traffic & Awareness Step 3
• Content is shared by audience • Awareness grows • Following grows • Influence and traffic increases
Audience Share Bonus
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Getting Your Blog Read
• Share your articles at every stage of production – Create desire and anticipation
• Announce new posts via social media – Twitter, LinkedIn, Facebook
• Offer your blog as response to other blog posts
• Invite key influencers to comment
• Share excerpts and key findings
• Write guest articles for other blogs
• Submit your blog to aggregators and news sites – blogsearch.google.com/ping
– http://technorati.com/
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Measuring Results
• Define what content gets you results (sales)
• Use Google analytics on your blog to monitor traffic
• Check Referring Sites to see who sends you the most traffic
• Check keywords to see what content brings traffic
• Keep a list of most popular articles and update them
• Check exit pages to see what content results in a lead
• Use URL shortening to track shared links on social media
– e.g. Bit.ly
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LinkedIn.com/in/jonniejensen
Keep At It
• Blogging is a long term strategy
• Even if no-ones reading it Google will be
• Value will never be lost
Chris Brogan’s – #2 advertising/marketing blogger, average daily traffic 75,000 or more visits – inspiration?
“It took me 8 years to get 100 readers.”
Blogging For Business Success
Jonnie Jensen
Social Media & Internet Marketing
Twitter @jonniejensen
http://tmandi.co.uk/blog Twitter.com/jonniejensen LinkedIn.com/in/jonniejensen
For a copy of this presentation visit Linkedin.com/in/jonniejensen