Blog Or Not To Blog: Strategies For Success!Submitted by Hans Lodder on Tue, 24/06/2008 - 11:09
Forrester has noticed that the blogging marketeers started enthusiastically in 2006 and earlier, did not bring them the success they envisaged. Why? And what are the necessary requirements to make blogging successful?
For many marketeers in business to business (B2B) blogging seemed the way to attract potential customers. They hoped to get readers, get into touch with them, and start conversations. Obviously, the goal was to turn readers into customers. So starting a blog is not enough.
Forrester researched this subject, and discovered that successful bloggers use 4 strategies to attract readers, build conversations, and engage community members in sharing their experiences with their on-line peers.
The 4 blog strategies that produce community marketing value are:
- Be a conversation starter, not a spoiler.
- Make blog content entertaining, easy to digest, and easy to use.
- Make sure that your blogs are the glue between events and community involvement.
- Invite thought leaders, but coach them on community etiquette.
Is this new? Yes and no. Yes, because it provides you with a an easy to implement strategy. And no, because it says that value is defined by the receiving side, and not the delivery side, in this case the marketeer. Kotler used to call this delivery side behavior market pushing. The opposite behavior is called market pulling. He observed that market pulling leads to a superior customer behavior. If customers perceive value, they will pull!
How is your market pulling? Contact Hans Lodder at Results2match.com, and let us discuss!
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