Blogging for Business

Dawn Westerberg

www.dawnwesterberg.com

Blogging for Business

• Blogging to help your clients’ businesses

• Blogging to help your business

• Q&A

Acknowledgement

5 Lessons from the Wolf Pack Speech

Why I drive my clients crazy and insist they have a blog…

• The more complicated the products and services the more necessary a blog is

• It’s foolish not to (SEO, etc.)

• It helps me learn about their business

• It documents ideal client, competitive differentiator, etc.

Blogging Requires Buy In

• Rarely do my clients want to do it

• Negatives– Girls & diaries– Social Media baloney– Terror at the thought

of writing

• Silver Bullet belief

Time

Mar

keti n

g V

alu e Direct Mail, Advertising or

any periodic tactic

Mar

keti n

g V

alu e

Time

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Content Marketing

Time-Value of Marketing Tactics

$4300/mo Jumpstart program

• Thought leadership article (800+ words)

• Customer case study or Press Release

• 4 “mini” blog posts (125 – 250 words)

• Social Media mgmt• Analytics

administrator• Weekly meeting

Show them it’s working - Reporting

• Life to date stats• Month 1 – 3 views• Month 2 – 21 views• Month 3 – 7 views• I do it on every blog

post

Show them it’s working - Reporting

• Monthly report showing top 10 content on their website

• Highlighted cells are blog articles

Topics

• Products• Services• Questions• Common Objections

in the Sale Cycle• The ____ Difference• How to

Where I get information

• Publishers’ white papers and info

• Google Alerts• Interview the

business owner during our weekly meetings

• Fill in the blanks• “Give me 3 bullets”

Categories, Tags, Links, Tools

• Help them think through categories, tags

• Category/Tag Clouds (vs. Archives)

• Contextual Related Posts plug in

So…what about your blog?

Where to find time?

• Do I blog or do I…– Invoice– Finish client projects– Prospect

– Attend a webcast

– Pay attention to loved ones

– Walk the dog– Clean the house– Scramble with Friends

Where to find Inspiration?

• Other blogs• Google Alerts• Newsletters• Real client

questions/experiences

• Titles• iStock photography

Titles

• 3 ways cold calling is like preseason football

• DTM and Don Corleone believe in strategy you should too

Common Sense from Dan Kraus

“Don’t overthink – it’s a blog post not a dissertation”

Take the first step and keep moving

• Set a goal• Keep an idea journal• Write first, THEN edit• Schedule the time• No one comments,

but they do read• Have fun

Q&A

• Thank You!

• Dawn Westerberg• dawn@dawnwesterberg.com