Slide 1 smallbiztrends.com Blogs: Today’s Marketing and Sales Tool for Business SEM Made Simple Anita Campbell – May 2007.
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Slide 1 smallbiztrends.com Blogs: Today’s Marketing and Sales Tool for Business SEM Made Simple Anita Campbell – May 2007
Slide 2 smallbiztrends.com Hello, My name is Anita. I’m a blogger.
Slide 3 smallbiztrends.com Your Presenter Anita Campbell 20 years in Corporate world Blogging since 2003 Small Business Trends is flagship blog Blog started as a better way to publish newsletter articles Blogging transformed my business
Slide 4 smallbiztrends.com Blogs in Business We Will Cover: 1.What is a blog? 2.Why have a business blog? 3.Blogging Do’s and Don’ts 4.The power of RSS
Slide 5 smallbiztrends.com About Blogs (web + logs) Chronologically arranged websites Lots of content Easy to update / instant Web publishing Attract inbound links Informal two-way conversations RSS feeds = more ways to be found –develops loyal readers who subscribe –indexed in additional search engines
Slide 6 smallbiztrends.com Business Blog Example “Me to You”
Slide 7 smallbiztrends.com Business Blog Anatomy Chronological entries: most recent at top. Easy to scan.
Slide 8 smallbiztrends.com Blog “Conversations” Comments by readers
Slide 9 smallbiztrends.com More “Conversations” Conversations continued on other blogs through trackbacks
Slide 10 smallbiztrends.com Links for Search Engines Blogroll links to other sites
Slide 11 smallbiztrends.com Who’s Blogging? Mainstream – small businesses Technorati.com tracking 70+ million –One third are active 5% (over 1 million) are business blogs 55 million read blogs (Pew Internet study) “ Everybody has a blog today ” – Website Services Magazine, May 2007
Slide 12 smallbiztrends.com Benefits of Biz Blogs Sales and Marketing –Generate leads –Build house email list via online sign-up box –Cut through marketing-speak – communicate authentically –Develop status as an “expert” –Replace a newsletter / content does double duty Online Search –Naturally high search engine rankings –Draw traffic to your main website
Slide 13 smallbiztrends.com Benefits of Biz Blogs (cont’d) Public Relations –Fast / inexpensive way to publish press releases online –Back door to media interviews –Repeater effect – expands impact of other PR General –Inexpensive -- levels the playing field for small biz –Recruit employees –Network with industry professionals
Slide 14 smallbiztrends.com Are Blogs for Everyone? Not everyone likes to write –Possible solution: team blogs or hire writers “Blogging is a contact sport” –Interaction with visitors and other bloggers is important: are you comfortable with this? Not a substitute for a full Web strategy –Just one element of your Web marketing plan
Slide 15 smallbiztrends.com Biz Blog Tips: Do’s Get a professional design using your logo Integrate blog into your overall Web presence Host at your own URL Post at least once a week Write for customers – information they can use Participate in the conversation / comments Use photos (team & office) Do “day in the life” posts Use keywords customers are likely to search by
Slide 16 smallbiztrends.com Biz Blog Tips: Don’ts Don’t try to be Google News – add value Don’t forget the “Mom” rule Don’t stray off theme Don’t oversell Be inclusive, not exclusive – watch that lingo! Don’t be boring Don’t forget to link, link, link!
Slide 17 smallbiztrends.com A Word About RSS Feeds Blogs generate RSS feeds – your content is also distributed as a news feed Expands reach of your message –More search engines to be found in –Embraced by the Big 3: Google, Yahoo and Microsoft (Vista and IE 7) Develops community following – readers subscribe through “feedreaders”
Slide 18 smallbiztrends.com Feedreaders are convenient, letting a person read many websites from one place at one time
Slide 19 smallbiztrends.com …all it takes is one click to jump to see another site’s updated content
Slide 20 smallbiztrends.com … it’s a little like reading email – except that you are reading Web site content – and no spam!
Slide 22 smallbiztrends.com RSS is the Future Blogs automatically generate RSS feeds of your content Another important reason to have a blog!
Slide 23 smallbiztrends.com Getting Started Experiment with a free, hosted blog: –Blogger - www.blogger.comwww.blogger.com But not for long – upgrade to a professionally-designed blog at your own URL for flexibility & branding: –WordPress -- www.wordpress.orgwww.wordpress.org
Slide 24 smallbiztrends.com Blogs in Business Thanks and Questions??? More resources: www. smallbiztrends.com/blogging www. smallbiztrends.com/blogging