Rachel Phelps' breakout session at BlogPaws 2012: How to Go Local with Your Blog

1. How to Go Local With Your
Blog
Rachel Phelps
www.PrestonSpeaks.com
Facebook: www.facebook.com/PrestonSpeaks
Twitter: Preston_Speaks

2. Who is Preston?
Yes he is a “talking “dog
(and he is here at Blogpaws!)

3. How we got started in pet blogging
Got married and got a puppy
Didn’t have a clue what we were doing so we joined

4. A blog was born
What do we call it?
Went live June 2010

5. We got involved with fostering
We’ve had a many fosters (but we always had
something to talk about on the blog!)

6. We failed fostering

7. PrestonSpeaks.com
“Educational, Informative, and Fun!”
5,000+ monthly page views
Page Rank of 3
1,700 Facebook Friends
1,500 Twitter follows
We speak at conferences

8. Agenda
So you want to go local…
Why go local?
Creating creative local
content
I want to go local, now
what??
Local media

9. So you want to go local…
What is your local target audience and
niche?
Where is your local pet community?
Why should local readers follow your blog?
What messages do
you want to send
to local
readers?

10. Agenda
So You want to go local…
Why go local?
Creating creative local content
I want to go local,
now what??
The local media

11. Why go local?
More engagement
New revenue streams
Spokeperson jobs
Sponsorships
Leverage your brand to do good
Make a difference
Be a community expert
New business opportunities
Pet issues fundraising
Community events

12. Why go local: blog engagement
People feel more deeply connected with a
blog if they have met the writer, owner, or
even their pet.
The more connected people feel to your
blog, the more likely they are to comment

13. Why go local: new revenue streams
Ads
Sponsored posts
Photography work
Writing for local blogs

14. Why go local: Spokesperson (dog)
Opportunities
Local rescue groups
Pet stores
Even non-pet issues
Non-pet businesses

15. Why go local: sponsorship
If you show value
to local businesses,
they may sponsor
you to conferences or
events.

16. Why go local: leverage your brand to
do good
Help spread the word to your followers about
community animal issues
– Hoarding
– Shelters are crowded
– Animals needing homes
– Rescue groups needing
donations
– Working with national
brands at a local level

17. Working with brands:
Iams Home for the Holidays

18. Working with brands: PetFinder’s
Adopt-a-Less-Adoptable-Pet Week

19. Working with brands:
Hills Food Donation

20. Working with brands:
Hartz shelter dog makeovers

21. Why go local: make a difference in
your community
Volunteer with local rescue groups/animal
causes
Word of warning

22. Why go local: be an community expert
Be a “go-to” person for local media on pet
issues.
Be an advocate for causes near and dear to
your heart
As an expert, you must
take a stance on what
is right and wrong

23. Why go local: new business
opportunities
Allows your blog to branch
out
Networking
Social media clubs
Your local chamber of
commerce
Blogger meets/twitter
meet-ups

24. Why go local: pet issues fundraising
Your brand can create awareness and raise
money for non-profits
– Indianapolis Westie Walk
– Best Friends Society Strutt Your Mutt
– Silent Auctions for local rescues/groups
– Two Million Dogs Walk
– Cancer – Bark in the Park
– American Street Cat Auction

25. Why go local: Community Events
Be a presence at your town’s pet friendly events
– Dog days at the pool
– Photos with Santa
– Pet expos
– Street festivals
– Baseball games
– Create your own event

26. Create your own event:
pet socials
Meet-up

27. Create your own event:
Westie Wednesdays

28. Preston’s Cross Country Tail
Waggin Tour 2012

29. Don’t forget: breed specific groups
Dog events such as Scottish weekends or
dog/cat shows
Dogster.com groups
Meetup.com
Your local kennel club

30. Agenda
So You want to go local…
Why go local?
Creative local
content
I want to go local,
now what??
The local media

31. Creative Local Content
Have fun with your
content!
Interview local people
Cover local events
Visit pet friendly
establishments
Local guest posts

32. Agenda
So You want to go
local…
Why go local?
Creative local content
I want to go local,
now what??
The local media

33. I want to go local, now what?
Marketing is key!
– Be where your pet
people are
– Flyers, banners, business
cards, etc.
– Tee-shirts
– Is your blog on your car?
– Swag always helps!
– Event giveaways
– Preston even does his
own marketing!

34. Agenda
So You want to go
local…
Why go local?
Creative local content
I want to go local,
now what??
The local media

35. The media is so important!
Find and target your
local media
– Media databases
– Community calendars
– Other local blogs
Three types of press releases
– Media advisory
– Press releases
– Calendar advisory

36. In Closing…..
Don’t overlook your own backyard
Remember, no matter where the people live,
you must have content they want to read
and share!

37. Any questions?
Preston@Prestonspeaks.com