Regardless of how popular or visible Twitter is currently, your corporate social marketing and new media strategy still need to maintain an effective blog. Twitter or FaceBook alone cannot solve all your marketing challenges, but a corporate blog remains a very strong and viable marketing channel. Whatever you do, you’ll need to pay special attention to 2 key elements of corporate blogging: content relevancy and trackable analytics.
Content has been king, and will always be king for your corporate blog. It’s hard to defeat great content using anything else, tricks or otherwise. If you don’t have great content, then whatever you do won’t affect your site’s popularity or traffic in any meaningful manner. In fact the goodness of your content correlates directly to how relevant you are to your prospects and customers. Are you providing the right information that your prospects are looking for, at the time they’re looking for it? Are you making available help to solve your customer’s dilemma in a timely manner? Are you providing solutions that eliminate your clients’ problems before your competition does? In short, your corporate blog is a very powerful tool, and it can help you provide relevant content that is totally under your control.
Analytics play several different important roles. One, it can help you find out what visitors are looking for and how they are finding them. It can also show you how your company may be able to satisfy that need. Two, it can be used to help guide your content generation plan. As we discussed before, relevant content is critical, and knowing what content is relevant before you generate it is a no brainer. As a bonus, trackable analytics can also give you a roadmap with which to directly engage with your audience, at the specific time and place in the blogosphere when they congregate.
Tips to Running Effective Corporate Blog
So how do you maintain a strong corporate blog in order to engage with your customers, build your brand, while at the same time drive potential sales? Consider these following tips:
- Go where the buzz is. Know where the conversations are taking place that either talk about your brand or discuss something that your brand can help solve. Get involved with genuine desire to help, to build relationship and to establish yourself as subject matter expert. No marketing spiel is needed here; just stick to the facts. That’s what people are looking for. To help with this discovering and listening task, there are social media “listening tools” available to help.
- Making and maintaining contact. Once you find out where you can beneficially contribute to the conversation, interact with both those already familiar with your brand and those new to it. Think carefully before you engage to make sure you understand the conversation and meaning behind each and every conversation thread. Again your involvement in the conversation must be relevant and helpful, or at least contributes on an informational level, otherwise you’ll be looked at as someone just out for personal gains. Lastly, maintain all social networking etiquette at all times, because you need to. To read more on social networking etiquette, here are a couple of articles to help: SEO and Social Networking as Reputation Management Tools, and Putting Twitter in Your Marketing ToolBox.
- Maintain a powerful corporate blog. Make it exciting. Make it attractive. All rules about good website designs still apply, including easy and clear navigation, fast loading speed, simple yet effective interface, etc. And most importantly, post fresh and relevant articles often, and invite interaction and feedback.
- Stay in control and work smart. A successful corporate blog doesn’t have to cost an arm or a leg. Once you established your plan and strategy, it’s easy to post new posts, it’s cheap to use monitoring tools and follow/track the blogosphere, and it’s painless to participate in dialogue to help other people. Corporate blogging does take time, so it helps to keep it simple and institute a routine and stick with it.
- Continuously develop your social networking and new media skills. Common stumbling blocks abound. They include falling behind with regular posting of fresh and relevant articles, failing to follow and keep engaged in conversation threads, running up against corporate policies that should have been created at the beginning of your corporate blogging venture, and not taking advantage of all possible effective social networking traffic channels. You may be leaving free customer traffic on the table without realizing it.
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