Blogging as a marketing tool: branding for the company


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Bloggers are still ridiculed: too insignificant in the media landscape, too inefficient as a marketing channel. Blogging has many advantages for marketing.

Blogging as a marketing tool: branding for business blogging


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Here writes for you:

Simone Janson Simone JansonSimone Janson is publisher, German Top20 blogger and Consultant for HR communication.

Profile

Blogs as a perfect marketing tool?

I love to blog. But what are the reasons for that? Blogging gives me the opportunity to articulate my opinion in a way that would be unthinkable without the medium of blogging. And of course I earn money with it and through it.

Because blogging proves to be a perfect marketing tool and finally gave me a column in the daily newspaper the world with a far greater readership. Something that I have not achieved through other media and the more than 20 books I wrote and collaborated with.

Through blogging become the brand

With this opinion, the bloggers are not just there: the bloggers are active for quite similar reasons: passion, but also to make themselves aware of their opinions and the services. And they have succeeded in establishing themselves as a brand. So is blogging something that everyone should make, the success method?

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Personally, I would say yes. Even if more and more Company Discovering the blogging for themselves, I notice in the consultation again and again how customers behave towards the issue. Just a little over a year ago, I happened to meet a former listener from one of my workshops by chance: Well, a blog was being considered, but you're not really there yet.

Blogging - maybe someday ... the customer says

This is symptomatic, because there are many reservations about blogging: too complex in the care, too unpredictable because of the readers and overall inaccurate as regards the customer approach.

Recently, a colleague - by the way, not blogging - confronted me with the statement that blogging was in the end completely inefficient: Just to blow any news into the world without knowing who was even reading, just too little purposeful. It is much more efficient to address important addressees directly and personally - for example with mailing lists.

Criticism too simple thought

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.

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.

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

Why blogging is more efficient

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", no one remembers it afterwards. If the topic becomes current, Google is much more likely to be launched. I know that from my own expirience. 1 to 0 for blogging.

Does blogging cost more time than other marketing measures?

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.

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Blogging - better in your own blog

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.

Why do you blog?

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?

Do you plan to introduce blogging as a marketing measure in your company in the near future? Or are you still shying away from the investment? And what arguments do you have for or against it?

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