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Many businesses have their website in set and forget mode hoping this will be a useful digital shop front which will attract new business. Static websites may as well be invisible online, and they do not make the most of an expensive investment in terms of online customer service opportunities. Blogging or having a ‘latest news’ section on a website means that your business can not only help your website flourish, it can bring their business’s personality alive to attract new business, and maintain existing business relationships. This presentation demonstrates the power of blogging for your business to support your digital marketing strategies, as well as improve customer service strategies.
Citation preview
Allison Miller, Vanguard Visions
Salisbury / Modbury
Blogging brings you business – but how?
You’ll find these slides at:
slideshare.net/vanguardvisions
Session Overview
• What is blogging?• What should you be blogging about?• The blogging process• Writing a blog post• Key considerations• What will you investigate further?• Workshop evaluation
What is blogging?
CC-BY Image by Gideon Burton – Blogging Street Cred - https://www.flickr.com/photos/wakingtiger/3156791845/
Blogging not flogging
• Sharing not selling
• Customer-centred not company-centred
• Value add
• Building relationships – improving customer service
• Driven by organisational goals
• Give to get
Image: Digital Divide - http://en.wikipedia.org/wiki/Digital_divide
Internet is changing everything
• 92% of Australian business have internet access
• Australian Bureau of Statistics (2013)
• 79% of Australian homes have the internet
• Good e-practice guidelines for disadvantaged learners in VET (2013)
• 90% of Australians have an internet-enabled smartphone
• AIMIA Mobile Phone Survey (2013)
Example
acenights.com.au/blog
Example
ciws.com.au/safety-blog/
Example
workforceplanningtools.com.au/blog/
What should you be blogging about?
Which blogging themes / topics?
CC-BY Image: by Geralt - Exchange Of Ideas Silhouettes Man Woman Face - http://pixabay.com/en/exchange-of-ideas-silhouettes-man-81822/
Blogging themes / topics
CC-BY Image: by Geralt - Exchange Of Ideas Debate Discussion Entertainment http://pixabay.com/en/exchange-of-ideas-debate-discussion-222788/
Issues,Reminders,How to’s
Feedback,Good news stories
Competitions,Polls / Surveys
Tips for getting topic ideas
Join industry online groups
Subscribe to training
announcements
Join workforce
development online groups
Survey staff, learners, clients
Read other RTOs’ blogs
Social media trends
Blog topic generator
hubspot.com/blog-topic-generator
The blogging process
Understand your target market
CC-BY Image: Clipart – Target with arrow by anonymous - http://openclipart.org/detail/13234/target-with-arrow-by-anonymous
Your blogging goal
CC-BY Image: by Public Domain Pictures - Goal Soccer Sport Aim Ball Grass Objective Cup - http://pixabay.com/en/goal-soccer-sport-aim-ball-grass-20121/
What content?
CC-BY Image:Image: Content Spray Paint Logo - http://upload.wikimedia.org/wikipedia/commons/d/d8/Content_-_spraypaint_logo.jpg D23 Expo 2011 – Marvel Panel - http://farm7.staticflickr.com/6070/6081398164_0aec977321_o.jpg
Types of content? Where from? How?
CC-BY Image: US Army 53138 United States Army Africa - official website and social media center.jpg - http://commons.wikimedia.org/wiki/File:US_Army_53138_United_States_Army_Africa_-_official_website_and_social_media_center.jpg
Using the right keywords
CC-BY Image: by Cambodia4kids Beth - Tags: Keywords to describe digital objects - https://www.flickr.com/photos/cambodia4kidsorg/260004685/
“Great content first, keyword research second!” – Jason Chesters
4 Key Steps the Pros Use to Get Traffic from Search Engines by Jason Chesters http://www.jeffbullas.com/2014/06/03/4-key-steps-the-pros-use-to-get-traffic-from-search-engines/#fkiHor3Pqr3PxFlt.99
Which keywords?
CC-BY Image: by Cambodia4kids Beth - Tags: Keywords to describe digital objects - https://www.flickr.com/photos/cambodia4kidsorg/260004685/
4 Key Steps the Pros Use to Get Traffic from Search Engines by Jason Chesters http://www.jeffbullas.com/2014/06/03/4-key-steps-the-pros-use-to-get-traffic-from-search-engines/#fkiHor3Pqr3PxFlt.99
Driving people to your blog
Email lists
Social media
Online forums
Search Engine
Marketing (SEM)
Other online advertising
Traditional advertising
CC-BY Image: Understanding the relationship between cause and effect by Brian Solis - http://www.flickr.com/photos/briansolis/6786026984/
Measure and monitor
Use those stats - Data Analytics
• Google Analytics• Blog Analytics• Facebook Analytics• Bit.ly• Conversions /
referrals
Measuring your ROI
CC-BY Image:
DIRECT ROI INDIRECT ROI
Immediate sales/contracts Sales/contracts which come at a later time
Increased hits on your website Referrals for business from unknown sources
Reduced time spent on customer service or information provision
Increased enquiries about your business
Rinse and repeat
CC-BY Image: PDCA Cycle - http://commons.wikimedia.org/wiki/File:PDCA_Cycle.svg
Writing a blog post
Compelling blog headline
CC-BY Image: Casera Black Beans by Caribbean Shibe - http://caribbeanshibe.com/product/casera-black-beans/
7 Headline types:
1. Get what you want2. Crystal ball and history3. Problems or fears 4. Fact, fiction, truth or ties 5. How to, tricks of the trade 6. Best or Worst 7. Ways to fail
Top 6 types come from “Authority Blogger” via Jeff Bulla’s 8 Key steps to blogging mastery ebook:http://www.jeffbullas.com/
Keep with the first paragraph
CC-BY Image: by Nemo - Paragraph Return Carriage Arrow Next Line Text - http://pixabay.com/en/paragraph-return-carriage-arrow-27368/
Ways to keep them:
1. Pose a question2. Use a quote3. Use a powerful story4. Enticing (or scary) facts / stats5. Provide context /
background / mental image6. Analogies
Jeff Bulla’s 8 Key steps to blogging mastery ebook:http://www.jeffbullas.com/
Chunk and change
CC-BY Image: SJ3868 : Blacon Community Mosaic at Blacon Old Station site - segment 5 - http://www.geograph.org.uk/photo/2119591
Support filtering:
1. Sub-headings2. Small paragraphs3. Short sentences4. Lists / Indent5. Images, Infographics, Video,
Podcasts, Slides etc6. Bold, underscore, italics7. Hyperlink – your website,
flyers, eBooks
Jeff Bulla’s 8 Key steps to blogging mastery ebook:http://www.jeffbullas.com/
Call to action
Speak to us, share with us,
click here,
CC-BY Image: Megaphone Shout Action Call Scream Loud Speak by Mickyroo - http://pixabay.com/en/megaphone-shout-action-call-scream-50092/
Key considerations
Who’s responsible?
Lurking’s OK
Blogging policy
Stay up to date
What will you investigate further?
Workshop evaluation
vanguardvisions.com.au
Allison Miller0400 732 270
allison@vanguardvisions.com.auvanguardvisionsconsulting.com.au
linkedin.com/in/theother66
Register for eUpdates: bit.ly/digitalcapability
Connect on: Twitter - twitter.com/vanguardvisions
Facebook - facebook.com/vanguardvisions
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