About the alleged inefficiency of blogging: blogging as a marketing tool?



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We are moved by the idea to make the world of work more human - without constant pressure for efficiency, stress and fear. As Publisher Best of HR - Berufebilder.de® with podcast, eLearning-on-demand offers and news service we share 15 years of experience with our customers (Samsung, Otto, state institutions). By the Top20 female blogger and consultant Simone Janson, referenced in ARD, ZEIT, Wikipedia .
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In the first part of this mini-series, I have already suggested that blogging is often seen as an inefficient method in the marketing mix. But what are the reasons for this? About the alleged inefficiency of blogging: blogging as a marketing tool? seo traffic

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Here writes for you: Simone Janson is a publisher, German Top20 blogger and HR communication consultant. Profile

Criticism too simple thought

Overview

The popular argument, blogging is too little targeted and therefore inefficient, sounds logical first - but I would like to contradict. Because this is too short-term and too simple.

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In the example with direct mailing and eMailDistributor to stay: one eMail directed to the right person at the right time can lead to the desired result. Much more likely, however, is that such - often as masseMails sent messages - land unread in trash.

Targeting people is certainly a good marketing method, provided that the approach is individual and ideally personal.

Why blogging is more efficient

Overview

In all other cases, I find blogging more efficient. The reason: the searchability via Google guarantees that people also find offers that would not have been reached with their mailing - exactly at the moment, when they also need and actively search on Google.

Because the timing is crucial for success: even if, for example, a eMail in the folder "interesting for later" is stored, nobody remembers afterwards. Much more likely, then, when the topic is up, but just launched Google. I know that from my own expirience. 1 to 0 for blogging.

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Does blogging cost more time than other marketing measures?

Overview

Also, that blogging costs more time, I can not confirm so. Of course it costs time. However, it is far more time-consuming, umpteen addressed to the personal contact eMails, then receive no response, follow up, etc. By blogging the interested customers put their request directly to me.

The agreement on the order is then often just a formality. Or you can get in touch with interested cooperation partners through the blog and this will lead to new ideas and orders. The annoying and time-consuming cold calling, which often fades senseless in orbit, I can simply give myself in this way.

Blogging - better in your own blog

Overview

It is also appreciated by marketing managers that you could use just as good Facebook, Google+ or, until recently, Xing topics like a blog. What a milkmaid bill can be, has just shown Xing, which will close its feature Xing themes this days.

Best of HR – Berufebilder.de®-Leser Lars Hahn has also urgently described in his two comments, which problems can arise if the operator suddenly decides to close such a function simply - from today to tomorrow, the so carefully maintained marketing channel is simply no longer there: I met my commentary on a recruiter, who had almost their corporate blog on XING topics. Not any longer longer. Now she has NEN own.

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Why do you blog?

Overview

Then you better have your own blog, where you can switch and act according to your own taste. And why are you blogging? Or why do not you blog or not anymore?

In the near future, plan on blogging as a marketing activity in your organization Company introduce? Or are you still shying away from the investment? And what arguments do you have for or against it?


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