How to Market a Blog
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This document provides guidance on how to use blogging as an effective marketing tool for small businesses. It discusses establishing a blogging schedule, the foundations and benefits of blogging, key elements like engagement and social media, and creative aspects. The main points covered are the cost-effectiveness of blogging, using it to build credibility and trust, engage customers, and promote business expertise. Social media is emphasized as a way to expand reach and share content. Search engine optimization, guest blogging, and creative elements like videos and branding are also outlined.
How to Market a Blog
- 1. How to Market with a Blog Jason King BA (Hons) Cert DMP Marketing Consultant Jason King Consultancy
- 2. Today You Will Learn: • The Foundations of Blogging • How to Leverage Social Media to Market your Blog • The Importance of Engagement • How SEO & Content Marketing can Boost your Blog’s Visibility • The Creative Elements of Composing a Blog
- 3. About Me • Over 16 years Sales, Marketing & Business Development Experience JK Consultancy Specializes in: • Social Media • Digital Marketing • Integrated Marketing Solutions • Micro-Businesses & SME’s
- 4. Agenda • Introduction to Blogging • How to use Blogging as a Marketing Tool • The 5 main Benefits of Blogging • The 5 key Elements of Blogging
- 5. Blogging Schedule Before you start Blogging, create a schedule: Date Topic Objective 11/09/2013 How to guide for baking a cake Increase subscriptions 18/09/2013 How to decorate a cake Promote new product ALWAYS set an Objective Choose TOPICS in advance Blog ONCE a week initially then at least TWICE a week
- 6. Introduction to Blogging • Why Blog? • Cost-Effective Marketing • Build Credibility & Trust • Differentiation Strategy • Demonstrate Expertise • Engage with Customers • SELL
- 7. Introduction to Blogging • Always Start by asking: • • • • What questions do my customers ask? What problems can I solve? Will my blog benefit my customers? What does my customer want to read?
- 8. Blogging – The Steps to Success Sell Forge Relationships Solve Customer Problems Connect & Engage Build Credibility & Trust
- 9. How to use Blogging as a Marketing Tool Your Small Business blog can be used as a Marketing tool to: • • • • Promote your company expertise Gain credibility and trust Forge relationships with industry leaders Solve customer problems
- 10. 5 Main Benefits of Blogging 1) 2) 3) 4) 5) Cost effective Lead generation tool Increase website traffic SEO Differentiation strategy
- 11. 5 Key Elements of Blogging 1) 2) 3) 4) 5) Engagement Social Media Be found – SEO & Content Marketing Guest Blogging Creative
- 12. Engagement • Subscriptions *Provide the tools for readers to subscribe *Build a Database • Aim for comments *Ask questions *Invite feedback & constructive criticism *Be slightly controversial – go against industry norms *Be Remarkable
- 13. Why Market via Social Media? • • • • • Cost-effective Potential reach Utilise existing network Expand your network Shareability
- 14. Shareability • Include share buttons on your Blog for: *Twitter *LinkedIn *Pinterest *Google + *Reddit * *Digg *Facebook *Tumblr *Stumble Upon
- 15. Hotsuite •Auto-schedule your blogs •Post at Optimum times of the day •Post to multiple Social Media Accounts simultaneously Alternatively use Buffer or Social Sprout
- 16. Twitter • Focus on your headings – 140 Characters • Change the wording of headings • Establish the optimum time of the day to post • Re-Tweet older blogs
- 17. LinkedIn • Automate your Blog to your LinkedIn account • Post to multiple LinkedIn Groups • Comment on other posts on LinkedIn • Respond to all comments
- 18. Google + • Increase your SEO on Google • Post on Google + Communities – This needs to be done 1 at a time • Copy & Paste your Blog to Blogger
- 19. Facebook • Use Facebook Insights to measure the most/least effective Blogs • Install a Tab on Facebook using Woobox or Short Stack • Draw attention to the tab in posts & on your Facebook profile image
- 20. Search Engine Optimization • Use relevant keywords • Conduct Market Research to establish Keywords • Monitor the keywords used by your competitors • Enter meta data AKA Tags – Use Wordpress or consult with your web designer
- 21. Guest Blogging – The Benefits • Position you & your small business as independent thinkers & thought leaders • Dramatically improve your potential reach • Improve your credibility • Promote your company specialist areas • Differentiation Strategy resulting in gaining a competitive advantage
- 22. Guest Blogging – Platforms to Consider • Industry leaders in your field – Yes your competitors! – They’ll be thankful for the fresh material • Industry Associations • B2B platforms – specifically built to host material from a range of B2B companies • Magazines, Newspapers (local also) – Online & Print • Industry specific websites
- 23. Creative - The 5 Crucial Elements 1) 2) 3) 4) 5) Headings Videos & Podcasts Branding Share buttons Be creative
- 24. Headings • • • • Use as few words as possible Ask a question How to guides Use a number – 5 top tips for.... (people know exactly what they’ll be reading) • Bold writing with larger text • Pick slightly controversial topics – go against norms
- 25. Videos & Podcasts • Videos = Increased Engagement • Market your Blog (Vlog) on You Tube • Podcasts – Interview Industry Leaders, Influencers & Customers
- 26. Branding CONSISTENCY CONSISTENCY CONSISTENCY! • Logo • Colours • Text • Font • Language • Images & Graphics • Layout & Format
- 27. Be Creative • Have fun with your blog, be creative and don’t be afraid to experiment.
- 28. Move The Needle
- 29. Homework Assignment Conduct Market Research with Prospects & Customers and ask: “What would you type into a Search Engine to find a company like ours?” Use the findings to establish the keywords to use in your blog Move The Needle
- 30. 5 Key Takeaways 1) The Importance of Engagement 2) How to Market your blog on Social Media 3) Help your Blog be found using SEO & Content Marketing techniques 4) Using your Blog as a Differentiation Strategy to gain a Competitive Advantage 5) The Creative Elements of your Blog
- 31. Thank You! Learn more at www.onlinemarketinginstitute.org