1. Effective Blogging
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2. Effective Blogging
Wilts Web Design
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3. World Wide Web – Reality
Effective Blogging
Check
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4. Effective Blogging Marathon
Web Marketing is a
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5. Effective Blogging
It’s all in the numbers
7.1 Bn
1.9 Bn
WiltsWebDesign.co.uk
48m
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6. Effective Blogging
160
Online Sales 139.7
140
121.2
120
100
88.1
80
64.3
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£ Bn
60
46.6
40 29.8
20.4
20
0
1
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2011
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7. Effective Blogging
PC
Laptop
Netbook
Tablet
Smart Phone
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WiFi
3G
4G
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8. Effective Blogging
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9. Effective Blogging
Is your business ready?
Do you have
• Phone systems in place to deal with calls?
• People to deal with enquiries?
WiltsWebDesign.co.uk
• Stock to deal with uplift in orders?
• Logistics in place to deliver on new orders?
• Cashflow to meet increased demand?
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10. Effective Blogging
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11. Effective Blogging
• How many visitors does your site attract?
• What do they do whilst they are there
– How many pages do they look at?
– How long do they spend on the site?
– How does this compare against the targets set for the site?
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– How many conversions occur?
• Sales
• Email contact
• Subscription
• Calls
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12. Effective Blogging
Google Analytics
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13. Effective Blogging
Traffic Sources
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14. Effective Blogging
Keyword Effectiveness
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15. Effective Blogging
Webmaster – www.google.com/webmaster
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16. Effective Blogging
Low conversion
% - then let’s look
at your site
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17. Effective Blogging
The
right
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• Download quickly
(2 – 4 seconds)
• Keeps people happy
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• Keeps Google happy
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19. Effective Blogging
Navigation
• Simple
• Logical
• Intuitive
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20. Effective Blogging
Your words need to be aimed directly at your site visitor
- they need to be punchy and compelling
• WHY?
Visitors don’t read – they scan
Visitors need to “get it” almost instantly
WiltsWebDesign.co.uk
Visitors need to know you can meet their needs
Visitors need to know WHY they should use you
Visitors need to TOLD what to do
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21. Effective Blogging
Improving Conversion - Good
Ensure that your pages
• Have a goal
• Load Quickly
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• Provide customer focused information
- Them not me
- Benefits not features (W.I.I.F.M)
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22. Effective Blogging
Improving Conversion - Good
A – Grab their ATTENTION
I – Generate an INTEREST
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D – Build the DESIRE
A – Promote the ACTION
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23. Effective Blogging
Research
Feedback Test
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Measure
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Improving Conversion – Compelling Copy
Above the fold
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aka -Don’t make me scroll
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25. Effective Blogging
Improving Conversion
– Usability
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View the book on Amazon
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26. Effective Blogging
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27. Effective Blogging
What is a Blog?
Blog – contraction…Web Log
A blog is a personal journal published on the World Wide Web consisting of discrete entries
("posts") typically displayed in reverse chronological order so the most recent post appears
first. Blogs are usually the work of a single individual, occasionally of a small group, and
often are themed on a single subject…….
The emergence and growth of blogs in the late 1990s coincided with the advent of web
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publishing tools that facilitated the posting of content by non-technical users. (Previously a
knowledge of such technologies as HTML and FTP had been required to publish content on
the Web.)
Although not a must, most good quality blogs are interactive, allowing visitors to leave
comments and even message each other
In that sense, blogging can be seen as a form of social networking. Indeed, bloggers do not
only produce content to post on their blogs but also build social relations with their readers
and other bloggers.
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28. Effective Blogging
What is a Blog?
A blog is –
• a personal diary
• a daily pulpit.
• a collaborative space.
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• a political soapbox.
• a breaking-news outlet.
• a collection of links.
• your own private thoughts.
• memos to the world.
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29. Effective Blogging
What is a Blog?
A blog can be –
• a communication tool
• a marketing tool
WiltsWebDesign.co.uk
• a sales opportunity
• a game changer
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Blogs
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Blogs
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Blogs
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Blogs
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Blogs
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35. Effective Blogging
Pro Blogs
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Blogs
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Blogs
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38. Effective Blogging
What is a Blog?
In other words………… your blog is whatever you want it to be.
In simple terms, a blog is a website, where you write stuff on
an on-going basis.
New stuff shows up at the top, so your visitors can read
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what's new.
Then they comment on it or link to it or email you. Or not.
There are no real rules.
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39. Effective Blogging
Why Blog?
• Easier than newsletters
• Lingers longer than newsletters
• Update anytime / anywhere
• Personal / frank view points
• Trust – people trust blogs more than websites
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• Demonstrate knowledge and passion
• Easy to share
• Helps with SEO
• Low cost
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Why Blog?
• Helps with SEO
Good blog content contains Keywords and Phrases
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41. Effective Blogging
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42. Effective Blogging
Why Blog?
• Helps with SEO
Good blog content contains Keywords and Phrases
Search Engines Keywords and Phrases
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A good blog will ALWAYS link back to the website
Google Links
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43. Effective Blogging
Where to Blog?
Either – Part of your web site
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44. Effective Blogging
Where to Blog?
or – Stand Alone
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45. Effective Blogging
Top free blog sites
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46. Effective Blogging
What & When to write?
Provide Answers to client questions [FAQs]
When you have something to sell
When you have something new to offer
When something changes
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When you have some news
When you have something to say
When your industry has something to say
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47. Effective Blogging
Inspiration
It’s everywhere
 Newspapers
 Radio
 Magazines
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 Trade Papers
 Advertising hoardings
 TV
 Conversations
 Clients
 Suppliers
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48. Effective Blogging
Inspiration - Planning
Create a topic list covering 3-6 months
When inspiration strikes – bump planned
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posts down a month
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49. Effective Blogging
Planning
Month Topic
February IT Trends for 2013
March Managing your clients
April Search Engine Optimisation
May The importance of data back-up
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June Royalty and License free images
July Social Media Update
August Google Analytics
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When inspiration strikes – post more
February
Pinterest ¦ IT in 2013 ¦ What your email address says
March
The Internet of things ¦ 4G ¦ Managing Clients
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April
Can you have “too much” SEO
May
Battle of the back-ups
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51. Effective Blogging
Write Once – Use Many
Blog Post
Send as email
Post on other sites
- Chamber of Commerce
WiltsWebDesign.co.uk
- Business Scene
Mention elsewhere
- Linkedin
- Twitter
- Facebook
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52. Effective Blogging
WiltsWebDesign.co.uk
How to write for your blog
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WiltsWebDesign.co.uk
Ernest Hemingway’s Top 5 Tips for Writing Well
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54. Effective Blogging
Rule No. 1
WiltsWebDesign.co.uk
Always use short sentences
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Rule No. 2
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Use short 1st paragraphs
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Rule No. 3
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Use vigorous English
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57. Effective Blogging
“Vigorous English is muscular, forceful. Vigorous English
comes from passion, focus and intention.
It’s the difference between putting in a good effort and
TRYING to move a boulder… and actually sweating, grunting,
straining your muscles to the point of exhaustion… and
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MOVING the freaking thing!”
David Garfinkel
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Rule No. 4
WiltsWebDesign.co.uk
Be positive, not negative
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Rule No. 5
WiltsWebDesign.co.uk
Only use the gold
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60. Effective Blogging
“I write one page of masterpiece
to ninety-one pages of shit,”
Hemingway confided to F. Scott
Fitzgerald in 1934.
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“I try to put the shit in the wastebasket.”
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61. Effective Blogging
Guest Blogging
Contact other bloggers and ask for a guest spot
Benefits for guest bloggers: Benefits for blog owner:
• Reach new audience • Get free exclusive content
• Build your brand • Get free targeted traffic
WiltsWebDesign.co.uk
• Network • Network
• Build links to your site • Get new fresh perspective
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62. Effective Blogging
Comments and Commenting
Comment on other blogs that are relevant to you
and remember
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ALWAYS INCLUDE A LINK
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63. Effective Blogging
Comments and Commenting
Allow comments on your blog
Un-moderated
No input required
No time needed
No control over comments
WiltsWebDesign.co.uk
Moderated
Input required
Time needed
Total control over comments
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64. Effective Blogging
Write focussed content
Your post is as long as it has to be
140 characters to …………..
Don’t wander off subject
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Don’t get distracted
Do include photographs and graphics
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65. Effective Blogging
Image Resources
www.sxc.hu
http://pixabay.com/
www.everystockphoto.com/
www.flickr.com/
www.public-domain-photos.com/
WiltsWebDesign.co.uk
www.freedigitalphotos.net/
www.freestockphotos.com/
ALWAYS CHECK THE LICENSE
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VLOG
[Video Blog]
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2nd
most searched
site on the
internet
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4bn
videos watched
every day
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60 hours
of new content
uploaded every
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minute
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YouTube clips
now
incorporated in
Google Search
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results
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Spread the Word
• Link from your web site
• Link from your social media
• Add a link in your email signature
• Mention your latest post on Twitter
• Mention your latest post on Linkedin
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• Mention your latest post on Facebook
• Send out in your email marketing
• Ensure the RSS feed is obvious
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What the **** is RSS?
RSS = Really Simple Syndication
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A way for people interested in your blog
to have updates sent, automatically to them
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What the **** is RSS?
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77. Effective Blogging
• Effective Website
• Search Engine Optimisation
• Pay per Click
• Video Marketing
• Social Media
• Linkedin
• Facebook
• Twitter
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• Email Marketing
• Viral Marketing
• Location based marketing
• Smartphone apps
• Article Marketing
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78. Effective Blogging
Andy Poulton • Web Marketing
• Search Engine Optimisation
• Web Design
T: 01793 745 305 • 1 to 1 Coaching
M: 07966 547 146 • 1 to many Workshops
• Twitter
• Facebook
andypoulton • Linkedin
WiltsWebDesign.co.uk
• Consultancy
andypoulton
andy@wiltswebdesign.co.uk
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