DEC - Promoting your Business by Blogging - 2013-05-09

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Slides from Dublin Entrepreneurial Center presentation - Promote your Business by Blogging - by Doug Evans Program: Blogging can be an effective tool for promoting your business in this increasingly connected world of social media. New tools are making it easier than ever to join and even lead the online conversation in your field of expertise. This session will provide tips to enhance your brand both professional and personal through a well-crafted blogging strategy. Topics covered will include: Incorporating a blog into your marketing strategy Finding your voice Promoting your content through third parties Establishing a Social Contract with your audience Presenter: Doug Evans Doug is a versatile marketing and communications professional with experience that spans a wide variety of industries and work environments, including; major national bank, Silicon Valley software company, small private business, and non-profit. In addition to starting the DECs blog, he is a frequent contributor to the business-focused blog SuccessfulWorkplace.com. To connect with Doug, visit http://www.LinkedIn.com/in/dougevans

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<ul><li> 1. Promoting yourBusiness byBloggingDoug EvansMay 9, 2013Dublin EntrepreneurialCenter </li> <li> 2. DUBLIN ENTREPRENEURIAL CENTER </li> <li> 3. c </li> <li> 4. Agenda Why Blog? Incorporating a Blog into your MarketingStrategy Finding your Voice Promoting Your Blog Establishing a Social Contract Developing Content Ideas - Exercise </li> <li> 5. Why Blog? Writing Creates Opportunity Newsletters are dead Assert your expertise Promote your business Improve SEO Promote your Customers Promote your Partners Promote your Employees Answer commonly asked questions Provide a destination for prospects to visit Educate your own team If I know something,everybody should know it. </li> <li> 6. Incorporating a Blog into yourMarketing Strategy Enhance Marketing Campaigns Product Launches Customer Spotlights Company Events But keep it flexible </li> <li> 7. Finding Your Voice </li> <li> 8. Finding Your Voice Who should blog? YOU choose your expertise Tone of Voice Provocative, Catchy Titles Not a Manifesto Get a trusted editor </li> <li> 9. Communications Conversations:What Do the Best Blogs Do?Source: http://www.arikhanson.com/2013/04/05/what-do-the-best-corporate-blogs-do-well/ </li> <li> 10. Boeing Randys Blog Personal Voice Views / PerspectiveFrom the Road Great, ExclusiveVisuals </li> <li> 11. IBM The IBMblr Highlight innovationthrough video /infographics </li> <li> 12. Google The Google Blog Breaking news forthe organization </li> <li> 13. TheSalesLion.com:Top Qualities of the Best Blogs 1. They answer the basic consumer questions first and foremost. 2. They dont suffer from the curse of knowledge. 3. They dont try to impress readers because they know thathappens naturally with great teaching. 4. They dont brag about themselves, their company, and whytheyre so awesome. 5. They are willing to have a conversation below the post (in thecomments section) or behind the scenes via email. 6. They dont waste words, and if they can state it shorter, theydo. 7. The owner/CEO of the company is involved and also is a blogcontributor. 8. They include at least one image on every post. 9. They make it readable by using short paragraphs, bullets,headers, etc. 10. They include video as much as possible. 11. They address subjects no one else in their industry is willing toaddress. 12. If they see something wrong in their industry, they tactfullycall-out the action, person, or company doing it. 13. They leverage as many employees as they can in the contentcuration process, and see every member of their staff as a blogcontributor. 14. They dont have a bunch of frivolous red tape, filters, andstupid management teams holding up every blog article thatswritten. 15. They have thick skin and dont back down as soon assomeone doesnt like what they have to say. 16. They are very consistent in their writing schedule, and mostpost at least twice per week. 17. They recognize the importance of great content combinedwith solid SEO, and dont turn their back on either one of the two. 18. They dont like to waste the time of their readers. 19. They never talk about their silly company picnic, employeeretreat, etc. 20. They look to shine light on others doing it right in theirindustry. 21. They dont try to make everyone happy. 22. In fact, they push customers out of the sales funnel as much asthey push customers down the sales funnel, all for the pursuit ofbuilding the right tribe and creating the right clients. 23. They dont care about their competitors stealing their secretsauce because, well, its likely not a secret anyway. 24. Their writing has personality, flair, and passionthe oppositeof a college lecture hall. 25. They dont give a rip about metrics that dont mean a dangthinglike Klout. 26. They dont bury their head in the sand when it comes toaddressing issues (good, bad, and ugly) their readers are thinkingabout. 27. They are the best listeners in the world because theyunderstand that listening to customers is all they really need to doin order to have unlimited ideas for blog content. 28. They are master storytellers. 29. They talk about their customers way more than they talkabout themselves. </li> <li> 14. TheSalesLion.com:Top Qualities of the Best Blogs 1. They answer the basic consumer questions first and foremost. 4. They dont brag about themselves, their company, and why theyre so awesome. 5. They are willing to have a conversation below the post (in the comments section)or behind the scenes via email. 7. The owner/CEO of the company is involved and also is a blog contributor. 10. They include video as much as possible. 11. They address subjects no one else in their industry is willing to address. 13. They leverage as many employees as they can in the content curation process,and see every member of their staff as a blog contributor. 15. They have thick skin and dont back down as soon as someone doesnt likewhat they have to say. 18. They dont like to waste the time of their readers. 19. They never talk about their silly company picnic, employee retreat, etc. 23. They dont care about their competitors stealing their secret sauce because,well, its likely not a secret anyway. 24. Their writing has personality, flair, and passionthe opposite of a college lecturehall.Source:http://www.thesaleslion.com/qualities-best-business-blogs-world/ </li> <li> 15. TheSalesLion.com:Top Qualities of the Best Blogs 25. They dont give a rip about metrics that dont mean a dang thinglike Klout. 28. They are master storytellers. 30. They write with passion and clarity. 33. They see themselves as teachrs and educators. This is not just a blog thing, itsa cultural shift within the company. 35. They see everything their business does, every service it renders, and everproduct it carries, as a content opportunity. 38. They know by giving it away they will receive way more in the long run thantheir competitors who hoard information, thought, and industry best-practices. 39. They make the time to blog when there is none. 42. Even though their goal is to educate, they still understand the power of subtleselling, calls-to-action, etc. 44. They are willing to be imperfect, make mistakes, and learn as they go. 47. They show gratitude, support, and sincere appreciation to thosereaders, fans, and other companies that support them. 50. They love what they do. They do it well. And they are relentless in their pursuit ofexcellence.Source:http://www.thesaleslion.com/qualities-best-business-blogs-world/ </li> <li> 16. SuccessfulWorkplace.com:The Social Contract Provide something of value Dont over-brand Cover Your Friends (and others) Be a two way street Source:SuccessfulWorkplace.comhttp://successfulworkplace.com/2013/01/23/4-reasons-you-are-losing-followers/ </li> <li> 17. Promoting Your Blog Your Business Website Front Page Email Social Media Twitter / Facebook / LinkedIn Your Professional Network LinkedIn Stories &amp; Discussion Groups Your Personal Network Facebook Friends </li> <li> 18. Coming Up with Content Start thinking like a customer Anticipate and Negate the Negatives Topics in the News Exercise </li> <li> 19. Questions / Discussion </li> <li> 20. Resources 50 Qualities of the Best Business Blogs in the World http://www.thesaleslion.com/qualities-best-business-blogs-world/ 4 Reasons Youre Losing Followers (The Social Contract) http://successfulworkplace.com/2013/01/23/4-reasons-you-are-losing-followers/ How to Come Up with 100 Blog Articles for Your Business in 10 Minutes or Less http://www.thesaleslion.com/how-to-come-up-with-100-blog-articles-for-your-business-in-10-minutes-or-less/ Top 40 Corporate Blogs http://www.prdaily.com/Main/Articles/40_of_the_best_corporate_blogs_to_inspire_you_12645.aspx Top 50 Corporate Blogs http://www.invesp.com/blog-rank/Corporate_Blogs Intro to WordPress Class a The DEC http://www.meetup.com/WordPressSmallBusiness/events/112288602/ </li> <li> 21. Connect with Doug DougEvans123@me.com www.LinkedIn.com/in/dougevans www.decindublin.com/category/blog www.SuccessfulWorkplace.com/author/dougevans123/ </li> </ul>