Blogging Trade Show Seminar

BloggingWhy You Should Be Blogging: And How You Can Use it to Increase Sales

July, 2010© 2010 Brian Linton

Presented by Brian LintonFounder Sand Shack LLC

Brianlinton.comUnitedbyblue.com

© 2010 Brian Linton

My Background

Grew up in Singapore and Japan

Founded Sand Shack while in college in 2006

Also while in college, founded a coffee company – and failed

Launched United By Blue May 1st 2010

Live and work in Philadelphia

Girlfriend’s name is Joanna and Dog’s name is Zoey

Speak Chinese, love to travel, write, and scuba dive

© 2010 Brian Linton

What is a Blog

Combination of the term “Web Log” – Blog

126 Million Blogs

A blog is basically a collection of articles online, blogging is the act of updating it, and a blogger is someone who writes for a blog.

Blogging as a news source in the 21st Century Professional vs Personal

Makes sharing news easy

© 2010 Brian Linton

What is a Blog …continued

Give normal people the power of the media

No technical expertise requiredEasy to use and often free

A blog is often in the form of websiteCan be added to existing website

© 2010 Brian Linton

How are Small Businesses Using It

Low cost, effective way to have a web presencestatic vs. dynamic websites

Informal and easy way to communicate with customers

Share news about your company

Market products and build brand

Build trust and authority for your business and you, the small business owner.

© 2010 Brian Linton

Some Ways Retail Stores Use Blogs

• Announce new product lines

• Write product reviews

• Solicit customer feedback and suggestions

• Share customer product reviews

• Discuss hot industry topics

• Tie in products with topical news

• Promote special store events

• Write ‘how-to’ articles for product use

• Post open retail positions and corporate career opportunities

• Allow retail staff contributions

• Spotlight individual employees

© 2010 Brian Linton

Brianlinton.com

© 2010 Brian Linton

United By Blue’s Blog

© 2010 Brian Linton

Choosing a Topic

Is this group a viable target market online? Is it large enough?

Are there any competing blogs?

Relates to your business

Is something you are passionate about

Choose something bigger than your company

Target potential customers

Create residual marketing that drives traffic to your website and store

© 2010 Brian Linton

Example: Sweet Marias Coffee

© 2010 Brian Linton

Sweet Maria’s Blog

© 2010 Brian Linton

Creating Blog Posts

“Creating” Blog posts as opposed to “Writing”1. Text2. Images3. Video

You don’t have to be a good writer

Colloquial vs Formal

• Keep most posts under 400 words

• Unique content is a must

• Give away your secrets

• Mix company related posts with non-company related posts

Tips

© 2010 Brian Linton

Post Example

Post Title Quantify what you are going to talk aboutBe specific – don’t get too fancy

Vary text size

Bold out main points

Add pictures to break up text

Link to previous posts when relevant

Ask a question at the end to encourage comments“If you have a business, what have you learned recently

about social media for business?”

© 2010 Brian Linton

Finding Free Images via Flickr.com

Give credit where due

© 2010 Brian Linton

Getting Videos From YouTube

© 2010 Brian Linton

Comments

© 2010 Brian Linton

Promoting Your Blog

Promoting your blog = Marketing your company

Create and build relationships online• Partner with other websites and bloggers who target similar audiences• Cross-promote• Link post content outside of your blog• Comment on other blogs

Comments make blogging a two way conversation

Promote with Twitter tweets and Facebook status updates

Host a competition on your blog

Make your posts “sharable”ie: Wordpress AddtoAny plugin

© 2010 Brian Linton

Guest Blogging

Finding a blogGoogle searchFacebook searchTwitter searchTechnorati.com searchFollow comment links

Guest Blogging builds authority for you and your blog about a certain topic

Tips for Guest Blogging-Connect with other blogs first-Have an established blog-Send them a summary or outline of what you will write about

© 2010 Brian Linton

Become a Source for Others

Posted article on Stop Shark Finning blog on Jan 17

Posts with us as source by: ecorazzi.comoutside-blog.away.comseashepherd.comTreehugger.com

And many facebook and twitter pages Tips:•Write useful content

•Network

•Become part of a community

•Get Lucky…

© 2010 Brian Linton

Setting up a Blog

Free theme vs Custom design

Freestanding vs Integration into existing website

Your own domain vs Free domain

© 2010 Brian Linton

Setting up Your Blog – Or More Than a Blog

© 2010 Brian Linton

Plugins

© 2010 Brian Linton

Summary

Choose something your customers care about

Provide free material that is not a sales-pitch

Go above and beyond your reader’s expectations

Encourage your readers to leave comments -respond to comments

Promote your Blog to market your company

Use plugins to better interact with your readers – Wordpress

© 2010 Brian Linton

Contact Brian: Tel: 508-292-9427 or brian@sandshack.com

Contact Information