Strategies for Developing blog marketing

Blog is the Web diary, English word for blog (Web log abbreviation). Blog This online diary content is usually open, they can publish their own online diary, can also read other people's online diary, so can be understood as a personal thoughts, ideas, knowledge, etc. on the Internet share. Blog marketing is to use the blog this network application form to carry out network marketing. The most common way to blog marketing is to invite more influential bloggers to participate in the company's various activities. Industry-related bloggers are often professionals who can find more valuable information than the manufacturer, which is written by the blogger and transmitted to the reader with a high degree of awareness.

Blog has knowledge, autonomy, sharing and other basic characteristics, it is the nature of the blog, the decision of blog marketing is based on personal knowledge resources (including ideas, experience and other forms of expression) of the network information transmission form. Therefore, the basic problem of blogging marketing is to master, learn and effectively use the knowledge in a certain field, and to reach the goal of marketing information transmission through the dissemination of knowledge. Blog marketing has become an important communication force, its greatest use is to be able to through Word-of-mouth marketing in the network to create the image of enterprises and products.

Blog marketing is to use the blog this network application form to carry out network marketing. The most common way to blog marketing is to invite more influential bloggers to participate in the company's various activities. Industry-related blogs are often professionals, and they tend to find more valuable information than vendors, which are written and transmitted to readers for high awareness. Blog marketing has become an important communication force, its greatest use is to be able to through Word-of-mouth marketing in the network to create the image of enterprises and products. The characteristics of blog marketing are as follows:

1. Blogging is a tool for information publishing and delivery

Commonly used network marketing information media include: Portal advertising, news, industry websites, professional website supply and demand information platform, Network Community forum, second-hand market, company website, personal website and so on. In the information release, blog and other tools have a similar place, that is, the blog to play the same transmission of the role of network marketing information, this is the basis for understanding blog marketing. Network Marketing Information transfer is actually the basis of the whole network marketing activities. In the "blog marketing Concept", I put forward a basic point of view: The blog has knowledge, autonomy, sharing and other basic characteristics, it is the nature of the blog is a blog marketing is based on personal knowledge resources (including ideas, experience and other forms of expression) of the network information transmission form. Therefore, the basic problem of developing blog marketing is to master, learn and make effective use of knowledge in a certain field, and to reach the goal of marketing information transmission through the dissemination of knowledge.

2. Blogs and corporate web sites, blog posts content theme and release way more flexible

Enterprise website is to carry out network marketing integrated tools, but also the most complete network marketing information source, the company's product information and promotional information is often first published in their own corporate web site. However, as a company's official website, corporate web site content and performance is often more serious product information, and blog article content and diverse forms, and therefore more easily welcomed by users. In addition, a large number of professional blog site users, valuable articles are often more easily quickly access to a large number of users, so in the promotion of efficiency in the general corporate Web site. The convenience of the blog application of the characteristics of flexibility makes it different from the corporate web site, can be used as an effective supplement to the content of the corporate web site, but also to the content of the enterprise site a conversion, so that the conversion to more suitable for users to read and accept. Similarly, if the blog has a personal site, you can publish any information you wish to publish, but relative to the blog site, personal sites are often less influential, and in the creation of content and brand credibility has a certain degree of difficulty, the rational use of blog tools to make up for the lack of personal website publicity.

3. Blog communications are more autonomous and require no direct cost compared to publishing ads and news on the portal site

In the portal and other professional websites through the form of online advertising or news to promote, is also commonly used in network marketing methods, but as a marketing staff, they can not take the initiative to master these resources, can only article or advertising to the website or its agencies to operate, which on the content and manner of information dissemination has a greater limit, And they often have to pay expensive fees. In this respect, the information transmission of the blog without direct cost, is the lowest cost promotion way.

4. Compared with the information release way of the supply and demand information platform, the content of the blog is more informative, the form is flexible, and it can be used to popularize the enterprise and product with the viewpoint of "neutrality".

In some supply and demand information release platform, professional portals, such as Web publishing information, is the most basic network marketing methods, in the early network marketing has played an active role, and achieved significant results, but with the proliferation of information platforms, as well as the main information platform of the increase in the number of information, so that a large number of information is submerged, It is not easy for users to obtain valuable business information, thus reducing the effect of this primary promotion. Blog article Information release and supply and demand information release is a completely different form of the content of blog articles can be large and small, depending on the need to describe a problem. Blog posts are not simple advertising messages, in fact, the simple advertising information published in the blog site is also not the effect of publicity, so blog article writing and general merchandise information is different, in a sense can be said to be a kind of public relations, but this kind of public relations is entirely the way enterprises operate, Without the help of PR companies and other media.

5. Compared with the Forum marketing information dissemination Way, the blog article appears more formal, the credibility is higher

Publishing information in an online community, such as a forum, is also one of the most common ways of early internet marketing, but it is now difficult to function, and is gradually being excluded from the mainstream network marketing approach, which is now usually used for novice users who have just contacted the internet, Some formal companies, if the use of advertising in the forum to publicize the way, it will appear very embarrassing, and also does not play any role. In addition, the biggest advantage of blog posts over General forum Information Publishing is that each blog article is an independent web page, and blog articles are easily indexed and retrieved by search engines, so that the blog article has long been the user to find and read the opportunity, the General forum of the article the number of readers usually relatively few, And it's hard to last, and it may be forgotten in a few days. Therefore, blog marketing and forum marketing compared to the advantages of very obvious.

Blog marketing has a lot of role, for example, when consumers get information on goods, they will look for further information through the network to help make purchasing judgments. This time, through the network to create a website and product brand image is very important. Only the image is good, the condition is good, the service is good can attract the consumer to be able to buy confidently to the website. and the blog has knowledge, autonomy, sharing and other basic characteristics, it is the nature of the blog, the decision of the blog on products and sites for various aspects of the evaluation is more credible. Blog marketing is a form of network information transmission based on personal knowledge resources (including ideas, experiences, etc.). Please well-known bloggers and industry experts blog to participate in product experience, so as to establish a good third-party image of the product is the biggest role of blog marketing. In addition, blog marketing has the following several functions:

1. Blogs can bring potential users directly

Blog Content posted on the blog hosting site, such as blog network www.bokee.com. These sites often have a large number of user groups, valuable blog content will attract a large number of potential users to browse, so as to reach potential users of the purpose of delivering marketing information, in this way to carry out network marketing, blog marketing is the basic form of blog marketing is the most direct value performance.

2. The value of blog marketing is reflected in reducing the cost of website promotion

Website promotion is the basic content of enterprise network marketing work, a large number of enterprises after the completion of the site is lack of effective measures to promote, so the site is too low, reducing the actual value of the site. By way of blogging, in the blog content appropriate to join the Enterprise website information (such as a hot product links, online coupons download links, etc.) to achieve the purpose of the website promotion, such a "blog promotion" is also very low-cost site promotion methods, reduce the general fee for promotion, Or, without increasing the cost of the website promotion, the number of visits to the site is increased.

3. Blog post content provides an opportunity for users to access information through search engines

Multi-channel information transmission is the guarantee of the success of network marketing. Through the blog article, can increase the user through the search engine discovers the enterprise information the opportunity, its main reason is: Generally speaking, the large-scale visit blog website is better than the General Enterprise website search engine friendliness, the user can compare conveniently to discover these enterprise blog content through the search engine. Here the so-called search engine visibility, that is, to make as many pages as possible by the main search engines included, and when users use related keyword search, the location of these pages and summary information more easily attract users ' attention, so as to achieve the purpose of using search engines to promote the site.

4. Blog posts can easily increase the number of links to the corporate web site

Access to other related websites is a popular way to promote the site, but when a corporate site is not high visibility and low traffic, it is often difficult to find valuable sites to their own links, through their own blog articles for the company's website to do the link is a logical thing. The qualifications to have blog posts increase the initiative and flexibility of site links, which not only may bring new visitors to the site, but also increase the advantage of the site in search engine rankings, because some major search engines put a site by the number and quality of links to other sites as one of the factors to calculate its ranking.

5. Can realize the research of reader's behavior with lower cost

When the content of the blog is more popular, the blog site also becomes the place to communicate with the user, what questions can be put forward in the blog article, the reader can comment, thus can understand the reader to the content view of the blog article, the author also can reply the reader's comment. Of course, you can also set up links to online questionnaires in your blog posts, facilitate the participation of interested readers in the survey, which expands the scope of online questionnaires on the site, while also directly communicating with the reader about the issues in the survey, making the online survey more interactive, resulting in improved online survey results, Also means lower research costs.

6. Blog is one of the ideal ways to establish the brand effect of authoritative website

As a personal blog, if you want to become an expert in a field, one of the best way is to build your own blog. If you persist in continuing the blog, the information resources you create will bring you considerable traffic, in these information resources, also include you collect a variety of valuable articles, site links, utilities, etc., these resources for their continued to write more articles play a good help, can form a virtuous circle, The accumulation of such resources does not actually require much input, but the rewards are considerable. To the Enterprise blog is the same reason, as long as adhere to a certain area of in-depth research, and enhance the user's multi-level communication, to obtain the user's brand recognition and loyalty provides an effective way.

7. Blogs reduce potential losses that are overtaken by competitors

In the 2004, blog has become one of the most popular words in the world, not only the number of users participating in the blog writing has grown rapidly, the number of Internet users browsing the content of the blog has also increased dramatically. The amount of time spent on blogging has actually been compensated for by other savings, such as the content written for a blog site, which can also be used to update the content of an enterprise's Web site, or to be posted on other media with marketing value. Conversely, if the competitor is overtaken because there is no blog, that loss will be immeasurable.

8. Blogs allow marketers to shift from passive media dependence to self publishing information

In the traditional marketing mode, enterprises often need to rely on the media to publish enterprise information, not only by a large limit, but also relatively high costs. When marketers have their own blog site, you can release all the information you want to publish at any time! As long as the information does not violate national laws, and information is valuable to users. The emergence of the blog, market personnel marketing ideas and marketing methods have brought a major change, including each enterprise, everyone free to release information power. How to use this power effectively to serve the enterprise marketing strategy depends on the knowledge background of the market personnel and the application ability of the blog marketing.

The most common way to blog marketing is to invite more influential bloggers to participate in the company's various activities. Industry-related blogs are often professionals, and they tend to find more valuable information than vendors, which are written and transmitted to readers for high awareness. Blog marketing related to the concept of corporate blogs, marketing blogs, etc., these are from the specific application of the blog point of view to define the description, they are different from personal interests or even personal privacy blog.

Companies can also launch their employees to write corporate blogs and marketing blogs, which is the second way to go without celebrity. This blog marketing operation and traditional marketing is different, and its easy to operate, as well as the initial low input cost makes blog marketing has a very large implementation. How to use the blog post publishing function of the third party blog to carry out the network marketing activity as an example, introduce the Operation Way of blog marketing:

1. Choose a blog hosting site, open a blog account

That is, the choice of the enterprise's blog marketing platform, and to obtain the qualifications to publish blog posts. Generally, you should choose a large number of visits, as well as the more well-known blog hosting sites, which can be based on (www.alexa.com) global Web site ranking system and other information to analyze and judge. For a professional blog site in a field, you should consider the amount of traffic at the same time to consider its influence in this field, the more influential sites, the content of the blog's credibility is correspondingly higher. If necessary, you may also choose to register on multiple blog hosting sites.

2. Develop a long-term blog marketing plan

The main contents of the program include the staff planning for blogging, the choice of each person's writing area, and the publishing cycle of blog posts. Because blog writing content has greater flexibility and randomness, so the blog marketing plan is not really a strict "enterprise marketing article release timetable", but as a long-term evaluation of blog marketing work as a reference.

3. Create a suitable blog environment and stick to blog writing

Whether a person or a blog team, to ensure that the long-term value of blog marketing, you need to persist in writing, a company's one or two blog occasionally published a few corporate news or blog articles is not enough to achieve the purpose of blog marketing, so if the real blog marketing into the Enterprise marketing Strategy system, for enterprises , it is necessary to create a suitable blog environment and adopt reasonable incentive mechanism.

4. Comprehensive utilization of blog resources and other marketing resources

Blog marketing is not independent, but a part of the enterprise marketing activities. As mentioned above, the blog article content and corporate Web site content strategy and other media resources, while the blog marketing resources can also play more role, so for the rational use of blog content resources has become a blog marketing indispensable work content.

5. Evaluate the effectiveness of blog marketing

We believe that, as with other marketing strategies, the effect of blog marketing is also necessary for tracking evaluation, and according to the problems found constantly improve the blog marketing plan, so that blog marketing in the Enterprise marketing Strategy system to play its due role. As for the effect of blog marketing evaluation methods, there is no complete evaluation model, but can refer to the network marketing methods of evaluation of other ways to carry out.

This digest has been published in the "Network Marketing-the road of the network business Success".