turning passion to profit - online marketing - session 1

“It starts with a blog”or “Get Your Website Ready for the Social Web!"

Birgit Pauli-Haack, October 2012

Business Reasons to Blog1. Establish trust & thought leadership by

providing relevant content2. Be a resource for your current customer 3. Connect to new customers/Lead Generation4. Visibility & Find-ability on Search Engines5. Central Hub for Inbound Marketing using RSS6. Create share-able content for your

cheerleaders/strategic partners/members of your business network on social networks

Blog & Traffic

A little math Current static website. 5 to 20 pages Once set-up, never changed.

Blog-Site 3 post per week – 150 per year 450 pages in 3 years. 20 vs. 450 incl. With constant updates

Search Engine Ranking Update more often - 3 time a week vs once a

year Interlinking on pages & posts (more links into

the site from front page. URLs with higher keyword density More focused content = more relevant Easier to use linking back. Blog engines come with better built-in SEO

Example: First 4 Months of Blogging Over 4 ½ times More Organic Search Engine

Traffic

Example: 4 Months of Blogging Over 3-times more Visits to Lead Generation

page.

Inbound Marketing through Blog: One blog post per week (minimum, optimal 2

– 3/week) You can post from your desktop, phone, iPad

or tablet. One place to go to post. Your website. Blog software/3rd party Apps will Auto-posted to FB

(RSS Graffiti, SproutSocial etc.) Auto-posted to LinkedIn (TypePad, Auto-posted to Twitter (Twitterfeed, RSS Graffiti, ) Auto-assembly of e-News (RSS to Email –

Mailchimp,

Set-up once, ongoing posting to the social web and other channels.

“Feed the Beast”

Sharing economy

Go Viral via Sharing Post relevant content FOR your target

audience. Find your champions! Write for your chearleaders!

Engage w/ your Followers/Friends Allow for comments on blog Allow Fans to post on your page Reply & Retweet on Twitter Post on FB Brand Pages AND Personal Profiles Post on Google+ Page & Personal Profiles Post photos mobile to Instragram or Flickr Reciprocate / Pay it Forward on the Social

Nets.. Most importantly #BeRelevant

Measure everything! Define goals to set benchmarks Measure online interactions Open/ clicks e-mail Shared Links stats Web stats Referrers Bit.ly, clicks rates # of meaningful interaction

Rinse, Repeat

Blogging Tools To start out, for practicing & Personal Blogs

WordPress.com Blogger.com Tumblr.com

For Business ( WordPress self-hosted) Page.ly www.Wordpress.org/hosting BlueHost or Dreamhost

Links: Better Blogging Links: George Orwell’s 5 Rules of effective writing

PickTheBrain.com Ernest Hemingsways’ Top 5 Tips for Writing W

ellcopyblogger.com

5Tips to Write Blog PostsAbout.com: Blogging

Chris Brogan’s Best Advice About BloggingChrisBrogan.com

Connect Online

My Personal Profile Company Profile

Email w/ ideas and questions bph@relevanza.com

Follow me on Twitter @bph

On Facebook: www.facebook.com/birgitpauli-haack

On Google+www.google.com/+BirgitPauli-Haack

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