Getting Business Performance through Blogging Sanford Dickert Rawlings Atlantic.
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Getting Business Performance through Blogging Sanford Dickert Rawlings Atlantic
Transcript of Getting Business Performance through Blogging Sanford Dickert Rawlings Atlantic.
Getting Business Performance through Blogging
Sanford Dickert
Rawlings Atlantic
Building better business thru blogsWe have all heard this:
“Built it and they will come…”- quiet whisper from “Field of
Dreams”
Why would they come?Our customers are in control of finding what they want
• Ten years of internet services (40+% US BB penetration)• google, Yahoo! and MSN are indexing information• We filter our information after evaluating the content
We need to be “attractive”…
Beauty in the search engine world
How are we to do it?Search is about relevant content – in the relevant location
e.g. Finding a auto mechanic in the Yellow Pages
In making the decision, we:Read the advert (is this what I want?)
Cold call the mechanic (does he share my viewpoint?)
Ask friends or references (does he have good reputation?)
Blogging empowers the consumer
By blogging about the content that is relevant to you – and engaging with the blogging community – you address the customer needs to reach a decision.Read the Advert – snippet in the search engineCold Call – follow along other posts/commentsAsk for References – how high does the post rank in
google? who ranks them? who comments?
Through personal publishing, you identify the product –the customer comes to you, because you offer what they need, when they need it
Social Media returns the promise
Blogging can be about defining a “space” – the power of personal publishing and becoming the expert – even if there are others already there
Politics in ‘04 showed the power of the web:“Fully 75 million Americans – 37% of the adult population and 61% of online Americans – used the internet to get political news and information….”
(Pew Internet and American Life Project)
After “Black Friday” comes “Online Monday”
Does blogging really deliver?
Backbone Media conducted an extensive survey with corporate bloggers, and summarized:'Another way to publish content and ideas', 'Thought leadership',
and 'Build a community' top three reasons for blogging
Bloggers received results more quickly on the search engine marketing factors 'Increase link popularity' and 'Boost search engine positions' than bloggers received on 'Increasing sales'.
Within one month – search engine ranking and link popularity increased
83% saw traffic increase due to blog traffic to the site
Search engine keyword traffic increased with posts relevant to the keywords
http://www.backbonemedia.com
Rod Smith for Governor Study
Campaign needed a change of online direction:
Increase awareness
Focus on “Democrat”
Increase membership
Increase involvement
Site redesign hid other strategies:
Search engine optimization
Blog engagement
Rod Smith for Governor Study
Campaign needed a change of online direction:
Increase awareness
Focus on “Democrat”
Increase membership
Increase involvement
Site redesign hid other strategies:
Search engine optimization
Blog engagement
Blog recruitment
Results?
Search engine placement:google: from 19th to 3rd
Yahoo!: from 10th to 3rd
MSN: already at 1st
Site traffic:Tripled average traffic
Signups doubled
Keyword cost:Reduced paid click thrus due to higher SE placement
All within 30 days…Launch was Nov 9th
Next project: employment law
Employment legal firm working with CentralPodcasting.comBased in New York and California
Blog Strategy: comment on changes in employment law and become a reference for employment law
Email Newsletters: provide weekly or monthly newsletters on the state of the law w/ stories
Podcasting: be first to market w/ relevant content for podcast consumers
Search Engine Optimization: meta tags, keywords, content
Summary
Blogging leverages the nature of search enginesMore people talking about you, the better
“Any press is good press”
Immediate performance is not guaranteed, but will come over time – especially if you interactCreate the dialogue and engage in link sharing
Create the attraction by conversing on what you are about – make the honeypotPodcasting, social networks, and blogging are all about
valued, referential connections
Thank you for your time!
Sanford [email protected]
www.rawlingsatlantic.com
www.centralpodcasting.com
Blogging Systems
