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Deck from a presentation I did at AACS which outlined 5 of the biggest reasons that the beauty schools in attendance needed to be blogging on a regular basis if they weren't already.
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FIVE To HAVE A
BLOG
reasons
IMPROVES SEO
Content is king and a blog is the perfect way to consistently add new, fresh content to your site
INCREASED ENGAGEMENT
More time on site increases chances of conversion
K
IMPROVED CREDIBLITY
Establish yourself as a thought leader and expert
FEEDBACK Customer feedback is key to improving your ability to speak to your audience and convert them to leads
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FEEDs SOCIAL MEDIA Provides a steady stream of content to publish to your social media properties
8
5
$
a
[ K
S Let’s come & see
9
b
x
www.ogleschool.edu www.jeffchiarelli.com| e-mail: jchiarelli@ogleschool.com
The NUMBERS according to HubSpot
COMPANIES THAT
MAINTAIN BLOGS
Generate
55% more website
visitors
g
434% more indexed
pages
y
97% more inbound
links
w
88% more leads
b
www.ogleschool.edu www.jeffchiarelli.com| e-mail: jchiarelli@ogleschool.com
MORE NUMBERS According to Hubspot & MarketingProfs
Businesses that produce at least 20 blog posts per month generate over five times more traffic than those that produce less than four per month.
Companies that blog at least 20 times per month generate four times more leads than those without a blog
Something is better than nothing. Businesses that blog one to two times per month generate 70% more leads than companies that don’t have a blog
5x P
70%
4x b
IMPROVES SEO
Grow your site with fresh content from your blog
b
www.ogleschool.edu www.jeffchiarelli.com| e-mail: jchiarelli@ogleschool.com
BACKLINKS
Backlinks are simply links that direct back to your blog from another website. By posting relevant and interesting content, people will link to your blog posts and create backlinks for you. A good amount of backlinks for blogs are created through social media.
CREATE NEW ENTRY POINTS
If you start a blog on your website and write a new blog post every day for a year, at the end of the year you'd have 365 more entry points for search engines to find you and deliver your school in search engine results.
FRESH CONTENT New blog posts constantly refresh your page content. While Google keeps the specifics of its algorithms under wraps, it's no secret that it calibrates its search engine to bring back the most relevant and updated results.
SEARCH ENGINE RESULTS
By writing blog posts relevant to your industry, there is a greater chance that the blog posts will show up more often in the SERP’s, effectively bringing more traffic to the blog and website.
SEO BENEFITS how a blog helps your organic search performance
H
G
INCREASED ENGAGEMENT Publishing relevant and interesting posts will result in more time spent on increase the likelihood of conversion
K
www.ogleschool.edu www.jeffchiarelli.com| e-mail: jchiarelli@ogleschool.com
CAPITALIZE ON THE FORMAT
Blogs lend themselves to interesting content. Financial Aid FAQ’s and program details can be a bit dry, but your blog can take things up a notch. It’s a great place to post video, quizzes, infographics & polls and other techniques that encourage interaction with your site and brand.
EXTEND THE VISIT
Interesting and relevant posts will increase your average time on site metrics. Increasing the prospects stay on your site will increase your chances to convert that prospect.
INCREASING ENGAGEMENT keeps prospects on your site
{
www.ogleschool.edu www.jeffchiarelli.com| e-mail: jchiarelli@ogleschool.com
ENGAGING CONTENT examples
Video Tutorials Polls Infographics
IMPROVED CREDIBILITY Your commentary and blog posts can position you as a thought leader and expert, separating you from your competitors.
x
www.ogleschool.edu www.jeffchiarelli.com| e-mail: jchiarelli@ogleschool.com
BUILDING CREDIBILITY a blog is your vehicle to enhancing your credibility
BE INFORMATIVE
A blog allows you to establish your company as being consistently knowledgeable. Quality blog content will help others begin to look to you as an expert in your industry.
BE HONEST
Honest and consistent responses to comments on your blog allows you to display your commitment to your audience and your customer and establishes you as a trust-worthy source.
ADD VALUE
Whether you are helping your audience save time or providing career advice your insight will build your reputation and increase your audience, your reach and your brand loyalty.
( V ]
FEEDBACK Blogs provide opportunities for customer feedback that can be invaluable in taping into your audience’s interests, questions and concerns, allowing you to better convert visitors to leads.
(
www.ogleschool.edu www.jeffchiarelli.com| e-mail: jchiarelli@ogleschool.com
GENERATE FEEDBACK blog comments – and commentors – are gold
One of the great features of blog posts is that they allow readers to leave a comment. This conversation is invaluable. It can give you ideas for a new program, next blog post, a better customer service process, or something else important to your school.
Find out what questions your audience has and answer them for future prospects before they have to ask
DISCOVER QUESTIONS START CONVERSATIONs ADDRESS DETRACTORS
Addressing criticism head-on can be a great way to create converts and display your dedication to serving your customers.
Start and engage in conversations that generate feedback . Use that feedback to make improvements to your site and processes.
FEED SOCIAL MEDIA Post everything to your blog first, then share on your social media properties to maximize the benefits
www.ogleschool.edu www.jeffchiarelli.com| e-mail: jchiarelli@ogleschool.com
Feed your social media direct your social media posts back to your blog
YOUR BLOG
o t
v
YOUTUBE INSTAGRAM
PINTREST ECT
7
Make sure your posts are easily shareable so that you can leverage your visitors social networks, but it is equally as important to have the content you share on your own social networks originate from your blog whenever possible. You own your blog content, social media platforms own your social media posts. Use the social networks to drive exposure back to your publishing platform rather than using the social networks as a publishing platform.
www.ogleschool.edu www.jeffchiarelli.com| e-mail: jchiarelli@ogleschool.com
ROUNDTABLE
Cover any general online marketing questions or any questions about material covered in the presentation
Review some of the most common business blogging mistake and easy fixes for those mistakes.
Marketing toolkit cheat sheet. A list of some of my favorite go-to tools for testing, optimizing, analyzing, saving time and more.
3 2 1
www.ogleschool.edu www.jeffchiarelli.com| e-mail: jchiarelli@ogleschool.com
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CONNECT
t
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See you soon!
YOU THANK
FOR LISTENING
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