Blog Strategy for Event Professionals
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Blog Strategy
Generating Leads With
Free Blog Platforms
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Blog Tech Benefits
More Pages More Text Timely More Keywords Viral Build Vendor Relationships Fresh Content Link Bait
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More Pages
The more pages you have on the web, the more likely you will be found by a buyer
Blog tech makes it easy to produce content
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More Text
Search engines can’t “read” images yet – and so a site that is mostly graphics will not be indexed effectively.
Blog tech lets you add text pages that can drive traffic to your “pretty pages”
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Timely
Comment on news and events that may impact your potential clients.
Example Post on new party venues – become the source in
your area. Post about travel issues – like a volcano.
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More Keywords
The more text you put up the greater the chances of discovering new keywords.
Use Google Analytics to find the words people use – not just the ones you can think of.
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Viral
Post a picture or video of a client and they will share it with friends and family … spreading your brand.
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Build Relationships
Post a review of a business partner Rave reviews of a party venue = big brownie
points They’ll link to it too, boosting your SEO
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Fresh Content
Updated sites are preferred to static sites. A site with fresh content will outperform a
static site in the search engines.
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Link Bait
Put good content up and it will passively get links to your site.
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Downside of Blog
You may not want to expose your client list and resources to the world. Doing so may help your competition, so think before you post.
Blogging is a waste of time … if you are doing it incorrectly, which many people are.
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Typical Small Biz Blog
Generic Looking No Branding Poor Navigation Back to Site Not tracked No “hooks” in titles Self-serving crap content No LEAD CAPTURE area WHY?
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Why Blogs FAIL
Poor GoalsLack of strategy
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What Is The Goal?
Thought Leadership Establish authority
Branding “I don’t know, I just kept reading that I needed
a blog so I started one. I’m not really sure what it’s supposed to do.”
Leads
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Blog Goal - LEADS
Requires Keywords Optimized settings Frequent updates Proper LAYOUT Tracking
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Keywords
Service Description in Your Client’s Words Don’t say “culinary visionary,” say “catering.”
PLUS GEO Keywords: Long Island Catering Garden City Catering Eisenhower Park Wedding Catering
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Keywords
Use in Title Sub-title Early Not too often In Your Images
Alt Image Tag Categories Tags
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Optimized
Your blog software should “ping” the indexes every time you post an article
You should post a link to any website page you’ve recently added or updated so that the spiders will index it quickly
Occasionally use social bookmarks like Diigo, StumbleUpon, Redditt and others to give your blog some inbound links – but don’t over do it
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Structure
Good Header Graphic Brand Phone Number
Sidebars … post your own banner ads on the side columns so that every page sells your service without having to sell in the post.
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What to blog?
Don’t get hung up on perfect posts Goal is to get eyeballs on the page and let
the sidebars do the selling Get local buyers by blogging about local
relevant things
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Examples
BAD “Catering Trends for 2010” “Mary and Tommy’s Wedding” “My Favorite Dance Songs”
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Examples
Better Catering Your Wedding Choosing a Videographer
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Examples
BETTER STILL! “Catering Outdoor Weddings on Long Island.” “Planning A Wedding at Eisenhower Park on
Long Island, NY. “Garden City Wedding Venues: Where to Get
Married on Long Island.” “10 Best Event Spaces in The Hamptons” “Bar Mitzvahs: 7 Top Party Locations in Nassau
County, NY”
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Steps
Decide on hosted or self-hosted blog Hosted
Free Easy to get started But you don’t own the property and it could go away.
You don’t control it. Self-Hosted
Requires a domain Some time to set-up and maintain Customizable
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Platforms – Which One?
Blogger Wordpress.com (hosted) Wordpress.org (self-hosted) Tumblr Typepad Multiply ShoutPost.com Weebly Xanga.com
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Why Not All of Them?
Example Weddings – Blogger.com Sweet-16’s – Wordpress.com New York City – Tumblr New Jersey – Xanga
More domains pointing back to your site! Each blog has a theme – elegant to one
market, fun to another.
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Post Often
400 words Keyword rich Use “post by email” feature and when you get
a minute, post!
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Customize
Add header Add sidebars that link to your main site
Use Adobe or other image editor to create simple banner ads … or outsource to eLance for $20
Add contact us to side bar when possible, or create a sidebar that takes them to your own site’s contact fields.
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Tips
Post and link to your landing pages with a variety of anchor text;
Wedding catering in St. Louis has never been easier.
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Thank You Blog
Post positive but honest reviews of businesses that can support you via referrals.
Include photo of the owner Print it, laminate it, frame it and send it. It will attract the right customers to your blog The vendors and venues you support will go
out of their way to reciprocate!
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Today
Start a new blog! Plan it by theme Think about sidebars and headers … but don’t
wait until they’re done .. Start now!
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Analytics
Install Google Analytics so that it is on every post of your blog.
Post like crazy! Read your keyword reports and you’ll
discover keywords worth promoting. The more published words you have
describing your services, the greater your traffic.