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Effective Blogging
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Wilts Web Design
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World Wide Web – Reality
Check
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Web Marketing is a Marathon
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7.1 Bn
1.9 Bn
48m
It’s all in the numbers
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60
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139.7
2005
£ B
n
20.4
29.8
46.6
64.3
88.1
121.2
2007 2008 2009 2010 2011 2006
Online Sales
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PC
Laptop
Netbook
Tablet
Smart Phone
WiFi
3G
4G
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Is your business ready?
Do you have
• Phone systems in place to deal with calls?
• People to deal with enquiries?
• Stock to deal with uplift in orders?
• Logistics in place to deliver on new orders?
• Cashflow to meet increased demand?
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• How many visitors does your site attract?
• What do they do whilst they are there – How many pages do they look at?
– How long do they spend on the site?
– How does this compare against the targets set for the site?
– How many conversions occur? • Sales
• Email contact
• Subscription
• Calls
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Google Analytics
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Traffic Sources
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Keyword Effectiveness
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Webmaster – www.google.com/webmaster
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Low conversion
% - then let’s look
at your site
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The
right
site
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• Download quickly (2 – 4 seconds)
• Keeps people happy
• Keeps Google happy
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Navigation
• Simple
• Logical
• Intuitive
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Your words need to be aimed directly at your site visitor - they need to be punchy and compelling
• WHY?
Visitors don’t read – they scan
Visitors need to “get it” almost instantly
Visitors need to know you can meet their needs
Visitors need to know WHY they should use you
Visitors need to TOLD what to do
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Improving Conversion - Good
Ensure that your pages
• Have a goal
• Load Quickly
• Provide customer focused information
- Them not me
- Benefits not features (W.I.I.F.M)
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A –
I –
D –
A –
Grab their ATTENTION
Generate an INTEREST
Build the DESIRE
Promote the ACTION
Improving Conversion - Good
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Research
Test
Measure
Feedback
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Improving Conversion – Compelling Copy
Above the fold
aka -Don’t make me scroll
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Improving Conversion
– Usability
View the book on Amazon
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What is a Blog?
A blog is a personal journal published on the World Wide Web consisting of discrete entries
("posts") typically displayed in reverse chronological order so the most recent post appears
first. Blogs are usually the work of a single individual, occasionally of a small group, and
often are themed on a single subject…….
The emergence and growth of blogs in the late 1990s coincided with the advent of web
publishing tools that facilitated the posting of content by non-technical users. (Previously a
knowledge of such technologies as HTML and FTP had been required to publish content on
the Web.)
Although not a must, most good quality blogs are interactive, allowing visitors to leave
comments and even message each other
In that sense, blogging can be seen as a form of social networking. Indeed, bloggers do not
only produce content to post on their blogs but also build social relations with their readers
and other bloggers.
Blog – contraction…Web Log
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A blog is –
• a personal diary
• a daily pulpit.
• a collaborative space.
• a political soapbox.
• a breaking-news outlet.
• a collection of links.
• your own private thoughts.
• memos to the world.
What is a Blog?
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A blog can be –
• a communication tool
• a marketing tool
• a sales opportunity
• a game changer
What is a Blog?
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Blogs
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Blogs
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Blogs
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Blogs
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Blogs
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Pro Blogs
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Blogs
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Blogs
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In simple terms, a blog is a website, where you write stuff on
an on-going basis.
New stuff shows up at the top, so your visitors can read
what's new.
Then they comment on it or link to it or email you. Or not.
There are no real rules.
What is a Blog?
In other words………… your blog is whatever you want it to be.
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Why Blog?
• Easier than newsletters
• Lingers longer than newsletters
• Update anytime / anywhere
• Personal / frank view points
• Trust – people trust blogs more than websites
• Demonstrate knowledge and passion
• Easy to share
• Helps with SEO
• Low cost
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Why Blog?
• Helps with SEO
Good blog content contains Keywords and Phrases
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Why Blog?
• Helps with SEO
Good blog content contains Keywords and Phrases
Search Engines Keywords and Phrases
A good blog will ALWAYS link back to the website
Google Links
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Where to Blog?
Either – Part of your web site
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Where to Blog?
or – Stand Alone
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Top free blog sites
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Provide Answers to client questions [FAQs]
When you have something to sell
When you have something new to offer
When something changes
When you have some news
When you have something to say
When your industry has something to say
What & When to write?
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Inspiration
Newspapers
Radio
Magazines
Trade Papers
Advertising hoardings
TV
Conversations
Clients
Suppliers
It’s everywhere
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Inspiration - Planning
Create a topic list covering 3-6 months
When inspiration strikes – bump planned
posts down a month
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Month Topic
February IT Trends for 2013
March Managing your clients
April Search Engine Optimisation
May The importance of data back-up
June Royalty and License free images
July Social Media Update
August Google Analytics
Planning
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When inspiration strikes – post more
February
Pinterest ¦ IT in 2013 ¦ What your email address says
March
The Internet of things ¦ 4G ¦ Managing Clients
April Can you have “too much” SEO
May Battle of the back-ups
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Write Once – Use Many
Blog Post
Send as email
Post on other sites
- Chamber of Commerce
- Business Scene
Mention elsewhere
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How to write for your blog
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Ernest Hemingway’s Top 5 Tips for Writing Well
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Always use short sentences
Rule No. 1
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Use short 1st paragraphs
Rule No. 2
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Use vigorous English
Rule No. 3
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“Vigorous English is muscular, forceful. Vigorous English
comes from passion, focus and intention.
It’s the difference between putting in a good effort and
TRYING to move a boulder… and actually sweating, grunting,
straining your muscles to the point of exhaustion… and
MOVING the freaking thing!”
David Garfinkel
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Be positive, not negative
Rule No. 4
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Only use the gold
Rule No. 5
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“I write one page of masterpiece to ninety-one pages of shit,” Hemingway confided to F. Scott Fitzgerald in 1934.
“I try to put the shit in the wastebasket.”
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Guest Blogging
Contact other bloggers and ask for a guest spot
Benefits for guest bloggers:
• Reach new audience
• Build your brand
• Network
• Build links to your site
Benefits for blog owner:
• Get free exclusive content
• Get free targeted traffic
• Network
• Get new fresh perspective
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Comments and Commenting
Comment on other blogs that are relevant to you
and remember
ALWAYS INCLUDE A LINK
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Comments and Commenting
Allow comments on your blog
Un-moderated
No input required
No time needed
No control over comments
Moderated
Input required
Time needed
Total control over comments
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Write focussed content
Your post is as long as it has to be
140 characters to …………..
Don’t wander off subject
Don’t get distracted
Do include photographs and graphics
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Image Resources
www.sxc.hu
http://pixabay.com/
www.everystockphoto.com/
www.flickr.com/
www.public-domain-photos.com/
www.freedigitalphotos.net/
www.freestockphotos.com/
ALWAYS CHECK THE LICENSE
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VLOG [Video Blog]
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2nd
most searched
site on the
internet
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4bn
videos watched
every day
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60 hours
of new content
uploaded every
minute
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YouTube clips
now
incorporated in
Google Search
results
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Spread the Word
• Link from your web site
• Link from your social media
• Add a link in your email signature
• Mention your latest post on Twitter
• Mention your latest post on Linkedin
• Mention your latest post on Facebook
• Send out in your email marketing
• Ensure the RSS feed is obvious
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What the **** is RSS?
A way for people interested in your blog
to have updates sent, automatically to them
RSS = Really Simple Syndication
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What the **** is RSS?
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• Effective Website
• Search Engine Optimisation
• Pay per Click
• Video Marketing
• Social Media
• Email Marketing
• Viral Marketing
• Location based marketing
• Smartphone apps
• Article Marketing
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Andy Poulton
T: 01793 745 305
M: 07966 547 146
andypoulton
andypoulton
• Web Marketing
• Search Engine Optimisation
• Web Design
• 1 to 1 Coaching
• 1 to many Workshops
• Consultancy
