Small Business Blogging
*A blog (a shortened version of the term “web log”) is a personal journal published on the World Wide Web consisting of discrete entries (“posts”) typically displayed in reverse chronological order so the most recent post appears first. Blogs are usually the work of a single individual, occasionally of a small group, and often are themed on a single subject.
- Blogs are a great way to communicate a unique message in significant detail. They establish you and/or your business as an expert in the field and greatly increase your SEO rankings and traffic to your website if written regularly.
- Use a third party blog platform such as WordPress.com, Blogger.com or Tumblr.com. This will allow greater visibility of your blog on those platforms and will also increase opportunities for back links to your website which is the single most important way to increase SEO rankings (according to Google)
- A good website content management system (CMS) can integrate these third party blogs directly into your website so that you don’t need to re-post the content on your site once you publish it on WordPress, Tumblr or Blogger. (I prefer WordPress)
- Create a regular schedule of blog posts so that subscribers will begin to look forward to your content. Search engines also favor fresh relevant content.
- Once you write a few articles, you can begin to categorize content and use it for training purposes, new client tutorials, new staff orientation, press releases, webinars, etc.
- Integrate your blog into your Linkedin page using a free app provided by Linkedin.
- Currently, the only blog app Linkedin provides is for WordPress.
- I would also suggest rewriting and cross posting your blog articles on an article marketing site such as Ezine.com. This are article distribution services that will allow even greater distribution of your content across the web. However, it is important to rewrite the content so that it is not seen as duplicate content by Google. Ezine Articles is one of the best places for article marketing since they have very stringent rules for article. The top article marketing directories include:
- Consider branding your email signatures with links to your website AND blog.
- Create a custom URL for your blog such as “TheInkBlog.net“
White Papers for Small Business Promotion
A **white paper is an authoritative report or guide that helps solve a problem. White papers are used to educate readers and help people make decisions, and may be a consultation as to the details of new legislation (product or service).
- White papers can be written in the form of a blog entry, but are often positioned as stand alone documents that can be delivered to interested parties as a way to increase newsletter subscriptions and/or Facebook fan connections.
- Create an engaging white paper with a meaningful title and unique content that will entice readers to read more.
- Create a Facebook ‘reveal page’ that will require visitors to ‘like’ the page AND subscribe to your newsletter in order to receive the free white paper. This is one of the most popular strategies in Social Media Marketing circles to increase Facebook fans and grow email lists. (We can quote you a price for this option)
- Promote the white paper on your Linkedin profile, website and other media channels.
Videos and Podcasts to Promote Business
***A podcast is a type of digital media consisting of an episodic series of files (usually audio) subscribed to and downloaded through web syndication. The word is a neologism derived from “broadcast” and “pod” from the success of the iPod, as podcasts are often listened to on portable media players.
- Podcasts are beginning to take a back seat to videos, but they are much easier to create and distribute. Since podcasts are typically voice-only interviews or presentations they can be streamed from your website and do not take up much digital space. Videos however create a more visual connection with your target audience and can be loaded into your website and social media channels using free apps provided by the major platforms including YouTube, Vimeo, Facebook, etc.
- Record and post podcast or videos to your website, Facebook page, Linkedin page as an update, etc.
- Distribute links to the video/podcast in your newsletter
- Brand your email signatures with links to your podcast or video channel