THE POWER OF BLOG MARKETING
What if you had a tool at your disposal that could reach hundreds of people at once who are actually interested in your products or services and appreciate the fact that you’re making information available to them? A Weblog is such a tool. Blogs are all about opening up your knowledge, expertise, processes, and goals to your customers. Done right, they can give back loy¬alty, goodwill, and valuable feedback.
The blog format is breaking new ground for business by:
Providing a way to interact with customers
Being a clearinghouse of information and expertise
Getting valuable feedback — including criticism — from those who know your products and services best: customers
Changing public opinion during times of negative attention
Simplifying and amplifying collaboration between employees
The informal, engaging style and interactive format of blogs make them very attractive for companies looking to change public perception, take part in a dialogue begun in the press, correct a mistake, take a position, and get feedback from customers.
Best of all, blogs are a nearly instantaneous publishing format; the software that runs a blog speeds up, instead of slows down, the publication of news and information to your Web site. They’re easy and cheap to set up; from a cost/benefit point of view, blogs are very easy to justify, and results come quickly.
Blogs are a great way to keep employees and customers abreast of the latest news faster and more effectively than a traditional company newsletter. They disseminate announcements more quickly than the most centrally placed bulletin board. And they can get you customer feedback more cheaply than any focus group or survey.
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