October 2012
Beginner
320 pages
7h 37m
English
book
Blogging to Drive Business: Create and Maintain Valuable Customer Connections, Second Edition
by Eric Butow, Rebecca Bollwitt
Overview
BLOGGING TO DRIVE BUSINESS
USE BLOGGING TO SUPERCHARGE SALES, CUSTOMER LOYALTY, INNOVATION, AND PROFITS
Blogging can help you deepen customer loyalty, reach new customers, gain indispensable feedback, and drive more sales. This no-nonsense guide shows how to craft a business blog that does all that, and more—building your business and increasing your profits. Top e-marketers and business bloggers Eric Butow and Rebecca Bollwitt help you define clear goals, generate the right content with the right tools, attract visitors, build communities, and avoid costly mistakes. They draw on their own extensive experience, as well as the work of innovators from companies such as Intel, Starbucks, ING Direct, Procter & Gamble, and Tumblr.
WHATEVER YOUR ROLE IN THE BUSINESS, YOU’LL LEARN HOW TO:
Launch a blog that truly represents the best of your business
Create a comprehensive, long-term blogging
strategy to maximize
the return on investment (ROI) from your blog
Staff your blogging initiative
Integrate blogs with other offline and
online marketing programs,
including social networking websites
Use your blog to drive customers and prospects to the business
Push up-to-the-minute information to customers via RSS
Build a thriving online community—and learn from what it tells you
Manage comments (and decide whether to have them)
Operate successful contests and sweepstakes campaigns on your blog
Utilize podcasts, vlogs, microblogging, and other new techniques
Gain business value from hot new Web 3.0
technologies, including widgets,
mashups, personal agents, and the Semantic Web
Track your blog performance, spot and
respond to trends, and translate and
report data you receive from your blog
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