How and Why To Run a Blog In The Marketing 2.0 Era

How and Why To Run a Blog In The Marketing 2.0 Era

What Is Marketing 2.0?

• First, we must define Marketing 1.0…

–Marketing 1.0 is characterized by:

• Promotion – “Hey Look At Me!  I have a great product!”
• Interruption – “Hey, I know you are trying to read that paper, watch that television show, listen to that radio program or enjoy the scenery on this highway but seriously, I have a great product!”
• Repetition – “If you don’t think my product is for you today, maybe you will think it is after seeing this ad 15 million times.”

• Marketing 1.0 channels are dying because we have created technologies that allow us to filter out Marketing 1.0 messages.

• Ipods filter radio ads
• Tivo, Netflix, Hulu, etc filters Television ads
• Online Newspapers and blogs allow us to filter print ads

Enter Marketing 2.0

• Marketing 2.0 is characterized by:

• Timing – Marketing 2.0 provides solutions to problems when prospects are looking for those solutions.  Marketing 2.0 channels are not interruptive are no place for cold calls.
• Value – Marketing 2.0 channels require that the marketer provides something valuable (usually much of it for free) or it will be filtered.

• • • Entertain Me
    • Protect Me
    • Inform Me
    • Make Me More Money
    • Save Me Time

• Relationships – By providing value at the correct time, 2.0 marketers develop deep relationships with customers and prospects.

Why is Blogging So Powerful?

• Eliminate Doubts

• Establish Professionalism

• • • One of your challenges is that you are an unknown and a risk.

• Your blog will show that you are a serious professional.
• Your blog will give you a history
• Establish an Experts Reputation

• Create articles, images, video, audio, etc that showcases your expertise.
• You have expertise but you must PROVE IT.
• Get Discovered

• A blog is the most powerful marketing tool available on the Internet

• • • You will receive search engine traffic from keyword searches
    • You will receive traffic from people returning again and again to read your updates
    • You will be able to “broadcast” your message from your blog to your target audience on the Internet.

• More on this later

Getting Started: Domain

• A domain is similar to the address for your home.
• When someone types your domain into their address bar they are taken directly to your website.
• A domain costs between $8 and $25 per year.
• Example:  google.com, russhenneberry.com, kathrynmae.com

Getting Started: Hosting

• Hosting can be thought of as another computer somewhere else in the world that stores the files for your website.
• Hosting costs about $8.00 per month.
• Watch the step-by-step video that shows you how to buy your domain and hosting here http://bit.ly/voYaU

Getting Started: The Perfect Platform

• Installing The Perfect Platform

• WordPress has become the dominant blogging platform in the world
• There are thousands of people spending their free time developing great applications for WordPress
• It is simple, search engine friendly and free.
• Watch the step-by-step video that shows you how to Install WordPress here http://bit.ly/1aqkZU

Getting Started: Design

• Themes

• WordPress uses the word “theme” to describe different site layouts and color schemes.
• There are thousands of free WordPress themes available both within WordPress and on other websites on the Internet.  Try doing a Google search for ‘free wordpress themes’ and see for yourself.

• Blog Themes

• • A blog layout will display your posts, one on top of the other.
  • It can be added to a standard website or used as a stand alone website.
  • Example:  russhenneberry.com

• Standard Website Themes

• • You can use WordPress to design a standard website layout rather than a blog layout.
  • These are generally paid themes.
  • Buy a theme from www.ithemes.com or www.woothemes.com.
  • Examples:  dalefogarasi.com, john-gifford.com, kathrynmae.com

• Watch the step-by-step video that show you how to install a blog theme here http://bit.ly/X0ORX.

Blogging Best Practices

• Blogging Best Practices

• Posting Frequency

• • • Pick a posting frequency and stick with it.
    • The frequency of your posts will be an expectation of your readers and the search engines.

• Sharing the love

• • Your blog can be used to get others attention by giving them some love:

• Link to other websites when appropriate
• Review other people’s businesses, work and events
• When you hear your target audience asking questions answer them on your blog and send them a link
• Comment on other people’s blogs
• Mention other people’s blogs in forums and in social media channels like Facebook and Twitter.
• Read other blogs like russhenneberry.com, problogger.net and copyblogger.com.

The Hub & Spokes Model: The Hub

• WordPress provides a “so simple a caveman could do it” platform for housing and broadcasting your message.

• House and Broadcast:

• • • Text
    • Images
    • Video
    • Audio

The Hub & Spokes Model: The Spokes

• The spokes are “broadcasting vehicles” for your message.
• Vehicles include:

• Email Marketing
• Facebook, Twitter, Linked In
• E-Books
• RSS of Your Blog Posts
• YouTube, Daily Motion, etc
• Podcasting, Vodcasting
• DVD Video at Meet Ups
• White Papers
• PowerPoint Presentations
• Embedded Video

RSS – Really Simple Syndication

• WordPress comes with RSS built in.
• RSS stands for Really Simple Syndication
• It allows others to bring your message to them instead of them having to go to you.
• Watch the step-by-step video showing you how to set up your own RSS reader here http://bit.ly/xuG28

Commit to Two New Spokes

• Don’t try to learn every “spoke” at once, you will be overwhelmed.
• Pick a couple of “spokes” and commit to learning them.
• Concentrate on one at a time.
• Master one “spoke” and move on to the next.

The Must Haves

• You must have a message
• You must create content that focuses on that message
• You must have a valuable message
• You must broadcast that valuable message
• You must concentrate on building relationships

The Big Myth

• The Internet is not becoming more difficult to use.
• No longer must you know how to code to build a website.
• No longer do you need to be Steven Spielberg to make video.
• No longer do you need to be a celebrated author or journalist to create great articles.
• You can do this! The web is a place where each of us can find a target audience and meet a need by creating and broadcasting a valuable message.

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