blogging trade show seminar
DESCRIPTION
The slide show presentation from trade show presentations about blogging for the retail industry.TRANSCRIPT
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