How and Why To Run a

Blog

In The Marketing 2.0 Era

By Russ Henneberry

www.russhenneberry.com

russ (at) russhenneberry.com

What Is Marketing 2.0?• First, we must define Marketing 1.0…

– Marketing 1.0 is characterized by:• Promotion – “Hey Look At Me! I have a great product!”• Interruption – “Hey, I know you are trying to read that paper, watch

that television show, listen to that radio program or enjoy the scenery on this highway but seriously, I have a great product!”

• Repetition – “If you don’t think my product is for you today, maybe you will think it is after seeing this ad 15 million times.”

• Marketing 1.0 channels are dying because we have created technologies that allow us to filter out Marketing 1.0 messages.– Ipods filter radio ads– Tivo, Netflix, Hulu, etc filters Television ads– Online Newspapers and blogs allow us to filter print ads

Enter Marketing 2.0

• Marketing 2.0 is characterized by:– Timing – Marketing 2.0 provides solutions to problems when

prospects are looking for those solutions. Marketing 2.0 channels are not interruptive are no place for cold calls.

– Value – Marketing 2.0 channels require that the marketer provides something valuable (usually much of it for free) or it will be filtered.

• Entertain Me• Protect Me• Inform Me• Make Me More Money• Save Me Time

– Relationships – By providing value at the correct time, 2.0 marketers develop deep relationships with customers and prospects.

Why is Blogging So Powerful?• Eliminate Doubts

– Establish Professionalism• One of your challenges is that you are an unknown and a risk.

– Your blog will show that you are a serious professional.– Your blog will give you a history

– Establish an Experts Reputation• Create articles, images, video, audio, etc that showcases your expertise.• You have expertise but you must PROVE IT.

• Get Discovered– A blog is the most powerful marketing tool available on the Internet

• You will receive search engine traffic from keyword searches• You will receive traffic from people returning again and again to read your

updates• You will be able to “broadcast” your message from your blog to your

target audience on the Internet.– More on this later

Getting Started: Domain

• Domain– A domain is similar to the address for your

home. – When someone types your domain into their

address bar they are taken directly to your website.

– A domain costs between $8 and $25 per year.– Example: google.com, russhenneberry.com,

kathrynmae.com

Getting Started: Hosting

• Hosting– Hosting can be thought of as another

computer somewhere else in the world that stores the files for your website.

– Hosting costs about $8.00 per month.– Watch the step-by-step video that shows you

how to buy your domain and hosting here http://bit.ly/voYaU

Getting Started:The Perfect Platform

• Installing The Perfect Platform– Wordpress has become the dominant blogging

platform in the world– There are thousands of people spending their free

time developing great applications for Wordpress– It is simple, search engine friendly and free.– Watch the step-by-step video that shows you how to

Install Wordpress here http://bit.ly/1aqkZU

.

Getting Started: Design• Themes

– Wordpress uses the word “theme” to describe different site layouts and color schemes.

– There are thousands of free Wordpress themes available both within Wordpress and on other websites on the Internet. Try doing a Google search for ‘free wordpress themes’ and see for yourself.

– Blog Themes• A blog layout will display your posts, one on top of the other.• It can be added to a standard website or used as a stand alone website.• Example: russhenneberry.com

– Standard Website Themes• You can use Wordpress to design a standard website layout rather than a blog layout.• These are generally paid themes. • Buy a theme from www.ithemes.com or www.woothemes.com. • Examples: dalefogarasi.com, john-gifford.com, kathrynmae.com

– Watch the step-by-step video that show you how to install a blog theme here http://bit.ly/X0ORX.

Blogging Best Practices

• Blogging Best Practices– Posting Frequency

• Pick a posting frequency and stick with it.• The frequency of your posts will be an expectation of your readers

and the search engines. – Sharing the love

• Your blog can be used to get others attention by giving them some love:

– Link to other websites when appropriate– Review other people’s businesses, work and events– When you hear your target audience asking questions answer them on

your blog and send them a link– Comment on other people’s blogs– Mention other people’s blogs in forums and in social media channels

like Facebook and Twitter.– Read other blogs like russhenneberry.com, problogger.net and

copyblogger.com.

The Hub & Spokes Model: The Hub• Wordpress provides a “so simple a

caveman could do it” platform for housing and broadcasting your message.– House and Broadcast:

• Text• Images• Video• Audio

The Hub & Spokes Model: The Spokes

• The spokes are “broadcasting vehicles” for your message.• Vehicles include:

– Email Marketing

– Facebook, Twitter, Linked In

– E-Books

– RSS of Your Blog Posts

– YouTube, Daily Motion, etc

– Podcasting, Vodcasting

– DVD Video at Meet Ups

– White Papers

– PowerPoint Presentations

– Embedded Video

RSS

• Wordpress comes with RSS built in.

• RSS stands for Really Simple Syndication

• It allows others to bring your message to them instead of them having to go to you.

• Watch the step-by-step video showing you how to set up your own RSS reader here http://bit.ly/xuG28

Commit to Two New Spokes

• Don’t try to learn every “spoke” at once, you will be overwhelmed.

• Pick a couple of “spokes” and commit to learning them.

• Concentrate on one at a time.

• Master one “spoke” and move on to the next.

The Must Haves• You must have a message

• You must create content that focuses on that message

• You must have a valuable message

• You must broadcast that valuable message

• You must concentrate on building relationships

The Big Myth

• The Internet is not becoming more difficult to use.• No longer must you know how to code to build a website.• No longer do you need to be Steven Spielberg to make

video.• No longer do you need to be a celebrated author or

journalist to create great articles.• You can do this! The web is a place where each of us

can find a target audience and meet a need by creating and broadcasting a valuable message.

Contact Russ:www.russhenneberry.com

russ (at) russhenneberry.com

Twitter: @RussHenneberry