6 Ways to Grow Your Business Through Blogging
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This document outlines 18 ways for businesses to grow through blogging. It discusses providing valuable resources for customers, building trust as an expert, retaining existing customers, using case studies, creating different types of content like thought leadership pieces, hosting digital events, improving customer support, building an online community, optimizing content for search engines, developing an editorial calendar, formatting blogs for readability, cross-promoting content, and recommended tools for blogging. The document provides research data and best practices for each recommendation.
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6 Ways to Grow Your Business Through Blogging
- 1. 6 WAYS TO GROW YOUR BUSINESS THROUGH BLOGGING Zontee Hou for 1
- 2. ABOUT ZONTEE HOU • Strategist at top consulting firm Convince & Convert • Founder of her own firm, Media Volery, in New York City • Adjunct professor of communications at the City College of New York • Current clients range from Allstate Insurance to Indiana University 2
- 3. PROVIDE RESEARCH RESOURCES • 84% of shoppers said ZMOT shapes their decisions • Customers need 10.4 sources before making a purchase decision 3 Source: Think with Google, 2011
- 4. BUILD TRUST • 67% of people trust technical experts • 52% of people trust employees • 49% of people trust a CEO • 61% of people trust businesses versus 56% who trust the media 4 Source: Edelman Trust Barometer 2016
- 5. RETAIN CUSTOMERS • 80% of your company’s future earnings will come from just 20% of your existing customers (Gartner Research) • 5% increase in retention can increase a company’s profitability by 75% 5
- 6. CASE STUDIES 6 examples from real businesses 6
- 7. CONTENT MARKETING • Provide save-worthy information • Content hub • Resources for your audience • Round-up 7
- 8. THOUGHT LEADERSHIP • Create consider-worthy content • Trustworthiness • Expertise • Point of view 8
- 9. DIGITAL EVENTS • Create participation- worthy happenings • Build community among far-flung customers • Promote action around a specific product/service 9
- 10. CUSTOMER SUPPORT • Facilitate repeat- purchase-worthy experiences • Provide trustworthy DIY advice • Show you have customers’ best interests at heart • Build loyalty 10
- 11. COMMUNITY BUILDING • Create connect-worthy opportunities • Engage influencers • Activate advocates • Highlight community members 11
- 12. SEO • Answer search-worthy questions • Anticipate topics that matter to your audience/customers • Speak in your customers’ language • Showcase local expertise 12
- 13. BEST PRACTICES & RESOURCES Tools, tips, and more. 13
- 14. EDITORIAL CALENDAR • Keep track of content ideas by: • Theme • Vertical/product category • Target audience • Author/expert • http://bit.ly/SCOREedcal 14
- 15. FORMAT FOR EASY READING • Include multimedia: • Photos/slideshows • Embedded videos/Slideshare presentations • Audio clips/podcasts • Break up the text: • Subheadlines (H2, H3) • Bullet-points • Pull-quotes 15
- 16. CROSS- PROMOTE • Email newsletter/subscription • Social media • Employees/associates • Voicemail/hold message 16
- 17. TOOLS • Wordpress, Rainmaker, Medium • Atomic Reach • CoSchedule • Wordpress SEO by YOAST • Google Analytics 17
- 18. LET’S CONNECT • Twitter: @zontee_hou • LinkedIn: linkedin.com/in/zonteehou • Website & email newsletter: ConvinceandConvert.com MediaVolery.com 18
Notas do Editor
- Why
- Contributor to the C&C blog, ranked #1 content marketing blog by the Content Marketing Institute.
- Companies spend on customer acquisition, but the most value comes from keeping customers. Blogging is also an exercise in making your customers feel confident in their selection of you.
- Jeff Rose
- Have also seen this recently with bake-along, but what about a build-a-bike project? Or National Novel Writing Month.
- Southwest Florida business around since 1962
- Go-To Patterns In B2B, you see round-ups of influencers (10 thought leaders to follow)
- More than just Google juice Chain of preschools: they don’t use the word “daycare”, but they compete in that space—they can rank on content by using the word in blog posts like “why it’s time to upgrade from daycare to preschools” or provide resources to customers who might be researching preschools Use Google Trends
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