Blogging Businesss

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BLOGGINGBUSINESSHOW A BLOG CAN GROW YOUR BUSINESS

Chris Garrett

http://twitter.com/chrisgarrett

1Friday, 27 February 2009





Business Blogging

WHY 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 customers




Business Blogging

BLOG 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 sales




Business Blogging

BLOG VERSUS ...

• Website - Static pages of information or sales letters

• Newsletter - Information sent to inbox, drive action

•Forum - Conversation and interaction

• Blogs combine elements of all of the above




Business Blogging

ATTRACT, RETAIN, RECRUIT

BLOG

Email

RSS

Twitter

Referral

Forwards

Re-tweets

SEO

Social

Links

PR




Business Blogging

RETAIN WITH STICKY FACTOR

• Provide value with empathy, keep engaging, be inclusive

• Video/Audio - keep on site longer, more emotive, entertain

• Comments/Polls/Surveys - show interested in opinion, interaction

• Series/Related Posts/Categories/Tags - serialize content

• Events/Competitions/Call-in - fun, rewards, excitement




Business Blogging

SUCCESS STORIES

• Gary Vaynerchuk

• Family wine store

• Wine Library TV

• $50m business




Business Blogging

• Woot.com/blog/

• Launched July 12, 2004

• Sold its 1,000,000th item, a

4GB micro hard drive, onFebruary 5, 2007

• Little to no advertising.

SUCCESS STORIES




Business Blogging

SUCCESS STORIES

• Thomas Mahon

• Bespoke Tailor

• Using only blog as marketing

• Full order book, includingcelebrities inc. Prince Charles




Business Blogging

WHO 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.




Business Blogging

PLAN

• Must start with a plan, or at least know where you want to go

• Why are you building a blog?

•

Who do you want to attract?

• What story do you have to tell?




Business Blogging

RESEARCH• Find out what your audience is interested in, needs, wants

• Surveys, Polls

• Forums, Comments, Q&A sites

•

Social Bookmarking sites

• Search.Twitter

• WordTracker, Adwords Tool




Business Blogging

WHAT TO TALK ABOUT

What

you

know

What

they

want




Business Blogging

DRIVE THEM HOME

• Don’t leave your content scattered. As

well as post on Flickr, YouTube, etc, alsopost in on one easy to find place - your

blog.

• Find people where they are and bring

them to you.

• Drive people from their inbox or feed

reader to interact with you rather than

passively read.Your Brand Here




Business Blogging

GROW YOUR AUDIENCE• Think long term

• Offer overwhelming value

• Be genuine, approachable, helpful and friendly

• Raving fans are created by going extra mile

• Make strong and lasting connections based on mutual respect

• Ask questions, get feedback, learn as they learn




Business Blogging

TRAFFIC PROBLEMS

• Attract targeted, engaged traffic

• Attention for own sake =

bad

• Remember your brand

photo by chadmiller




Business Blogging

STICKINESS

• 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 of strangers.




Business Blogging

SOCIAL MEDIA JOURNEY• Take your audience

on a journey

Visitor

Return Visitor

Subscriber

“Converted”

Advocate




Business Blogging

PERSUASION+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/needs




Business Blogging

TWEAK YOUR SALES ENGINE

• Audience Targeting

• Attraction Tactics

• Persuasion Content

• Conversion

• Consumption + Results = Proof


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Business Blogging

CONSUMPTION• Encourage sampling

• Follow-up, encourage, enquire

• Get to consume then consume more

• Consumption leads to best positive“Word of Mouth”

• Positive experience shared leads topowerful trust in your brand


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Business Blogging

PEOPLE NOT HERD• Keep interested with engaging content

• Personalization

• Empathy ➙ Loyalty

• Learn from actions

• Customer Service

• Segmentation We are all unique individuals!


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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 annoyinguninterested

•Discover your best customers and give them extra special treatment

• Work out via email unsubscribes which content causes defection, loss of interest


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Business Blogging

SOME DON’TS• Don’t Me-Me-Me - It’s not all about you!

• Don’t force it if it isn’t working

• Don’t over-sell - Give first

• Don’t use business-talk - and don’t assume

• Don’t try to “control the conversation”

• Don’t ignore your audience


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Business Blogging

SUMMARY

• Attract targeted visitors who have a problem you can solve.

• Inform, advise, discuss, help.

• Build trust with positive experience over time.

• Demonstrate positive results.

• Make offers that match audience wants/needs.


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Business Blogging

ACTIONS• Decide agreed metrics (eg. Links? Sales? Traffic? PR mentions?)

• Gather keywords and content research

• Create valuable content that meets audience wants/needs

• Promote content with social bookmarking

• Retain with email, feed, and social media engagement

• Learn from feedback and metrics, repeat


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Business Blogging

THANKS FOR READING ;)

• http://chrisg.com

• ht tp://twitter.com/chrisgarrett




http://chrisg.com/

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Blogging Businesss

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