Blogging to Build Your Brand
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Transcript of Blogging to Build Your Brand
Blogging to Build Your Brand and Your
Bottom Line
Why Blog?
Build Your Brand
Attract New ClientsCreate Press Opportunities
Why Blog? Build Your Brand.
• Show personality.
• Build your expert status.
• Humanize your company.
Why Blog? Build Your Brand.
• Show personality.– Who are you?– What sets your company apart?– What makes you different?
Why Blog? Build Your Brand.
• Build your expert status.– Show your value.– Open doors to opportunities.
Why Blog? Build Your Brand.
• Humanize your company.– This is a relationship business.– Clients hire designers that they like.
True Life: Why Blog?
• Tobi Fairley Interior Design
• Started blog in September 2008
• Named in Traditional Home 20 Designers to Watch in 2009
• Parlayed blog success to more—press, product creation, and more
Why Blog? Attract New Clients.
• Cultivate relationships.
• Feed your influencers.
• Optimize your site.
Why Blog? Attract New Clients.
• Cultivate relationships.– Show yourself as a person.– You are not a logo.– Create relationships without expectations.
Why Blog? Attract New Clients.
• Feed your influencers.– Give people reasons to talk about you.– Provide fresh & interesting content.– Every fan is a potential referrer.
Why Blog? Attract New Clients.
• Optimize your site.– Make Google your friend.– Frequently updated sites are better for
search.
True Life: Why Blog?
• Mark Cutler Design
• One of his vigilant blog readers referred him to her relatives
• Resulted in multi-million dollar home remodel in Hollywood Hills
Why Blog? Developing Press Opportunities.
• Bloggers on the front lines.
• Leveraging offline press.
• Creating relationships not pitches.
Why Blog? Developing Press Opportunities.
• Bloggers on the front lines.– Bloggers are influencers.– Shelter mag editors/writers find stories
through blogs.– Blog mentions great for search.
Why Blog? Developing Press Opportunities.
• Leveraging offline press.– Add any offline mentions (or online for that
matter!) to your blog.– Spread the word farther.– Shows the love for your company.
Why Blog? Developing Press Opportunities.
• Creating relationships not pitches.– Be a press resource.– Show your expert status.– Provide good content.
True Life: Why Blog?
• Ondine Karady Design
• Leveraging offline press by pitching to established bloggers.
• Soon to be on The Skirted Roundtable, One Kings Lane, and more.
Nuts and Bolts.
• Getting started.
• What do I write about?
• Driving traffic.
Nuts and Bolts. Getting Started.
• Two options for interior design blogs– Educational and value-added blog– Current events and news blog
Nuts and Bolts. What to Write?
• Something you enjoy.
• Something you know.
• Something that represents your company.
Nuts and Bolts. Driving Traffic.
• How will anyone know
about my blog?– Facebook– Twitter– LinkedIn– E-newsletters– Comments on other blogs
Nuts and Bolts. Driving Traffic.
• Make content sharable.
• Stay in front of your audience with fresh content.
• Live the phrase “social media is marketing on steroids”.
Who Should Not Blog?
Bueller…
“Blogs add one more tool to a marketer’s repertoire. As with any marketing program, to be effective, blogs must be integrated into a master marketing plan.”
– Toby Bloomberg, founder and president of Bloomberg Marketing (from Naked Conversations, Robert Scoble and Shel Israel)
Questions?
Alexandra Gibson
CEO, Gibson Design Management
877.273.8902
www.gibsondesignmanagement.com
@gibsondm (tweet tweet)
www.LeftBrainsForRightBrains.com
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http://www.utexas.edu/cola/centers/european_studies/http://tobifairley.comhttp://www.markcutlerdesign.com/Image from All the President’s
Men (1976)Image from Anchorman: Legend
of Ron Burgundy (2004)http://www.ondinekarady.comImages from Indiana Jones trilogyImages from Star Wars, Pinocchio,
Ferris Bueller’s Day Off