While blogs are now considered mainstream with more businesses using them to get their message out, just how are they building buzz online? The SES session “Blogging For Business” has the answers.
(Coverage of SES Chicago continues at murdok Videos. Keep an eye on murdok for more notes and videos from the event this week.)
Jennifer Evans Laycock, Editor-in Chief, Search Engine Guide, said everyone is blogging. “The recession we are in make blogs essential.” Blogs are cost efficient especially if you have a tight marketing budget.
Reasons for blogs:
Showcase your personality
Create a feedback cycle
Build a loyal community
Create an emotional investment
Increase your credibility
Laycock said,” The value of your blog is the conversation that takes place in your comments.”
Leave it open-ended and integrate media into your blog. Engage with your readers-comment back.
People don’t trust ads but there is trust online with friends and strangers who have credibility.
Blogging is as effective as word-of-mouth.
Easy blog marketing:
Comment early (gets attention of other readers)
Frequent comments
Spread comments
Comment late (to get attention of the blogger)
Pitching a blogger
Use real language
Respect their time
Develop a friendship
“Whatever industry you’re in, start building relationships now in the community because you may need to pitch something in the future,” Laycock said.
Before pitching a blogger:
Address them by name
Make sure you have the correct personal email address
Spell check
Send individual emails
Be transparent
Familiarize yourself with their readers
Make sure your pitch is relevant to their readers
Proofread
Bill Balderaz, President and Founder of Webbed Marketing, said blogging is good for businesses that are fast, flexible, can be experimental, and are working with limited budgets.
Engage in customer conversations and respond to negative comments.
“Blogging is less expensive per impression and has measurement capability,” Balderaz said.
