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This chapter is from the book

This chapter is from the book

Web Marketing Is Blog Marketing

A website is just one kind of online presence. Many companies also host their own blogs, which they use to announce new products, promotions, and the like. You can also use a blog to establish a more direct connection with your most loyal customers. In this instance, you use blog posts to take readers behind the scenes to see how your company works and to get to know your company's employees. It's a great way to put a human face on an otherwise faceless entity.

You can include a blog as part of your normal website or as a freestanding presence. The key is to update your blog regularly and frequently; customers have to have a reason to keep coming back, which they won't do if they keep seeing the same old posts over and over. That means spending the requisite amount of time to maintain and post to your blog—more work, I know, but necessary.

Blogs—other blogs, that is—also represent a new promotional channel for your company. There are lots of blogs out there that act as de facto authorities on a given topic or for a given region, and readers look to these blogs when making related purchasing decisions. If you can gain the endorsement of these influential bloggers, new customers will follow.

This argues in favor of adding key bloggers to your online public relations mix. You should actively court the support of influential bloggers. In some instances, you can buy your way into their good graces by providing them with free products to review. Whether they actually review your goods or just mention them kindly in their blogs, it's welcome exposure.

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