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Corporate Blogging For Dummies® by Chantelle Flannery, Douglas Karr

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Chapter 12. Imagining Your Blog as a Sales Funnel

In This Chapter

  • Finding your blog

  • Navigating your blog

  • Converting visitors into customers

Blogs are an extraordinary tool to use for raising awareness of your company's expertise, products, and services. However, too many companies abandon blogging when it doesn't generate the business they expect. The problem typically isn't the fault of the blog; the company simply hasn't developed an inbound marketing strategy for the blog.

A typical blog might obtain 40 percent to 60 percent of its average daily traffic of new visitors from search engines and referrals from social media Web sites. Understanding who these new visitors are, how they arrived at your blog, and what motivated them to visit is critical if you want to convert them into customers.

If you have a great corporate blog, chances are the following are true:

  • You understand that blogging is an effective strategy for your organization, and you're committed to all that blogging has to offer.

  • Your blog's platform is secure, flexible, and performs as needed.

  • You established preliminary goals for your blog for acquiring traffic, customers, and industry leadership.

  • You integrated the blog with your Web site, and you promote both throughout your company.

  • You optimized your blog's theme and have a keyword strategy in place.

  • Your well-written blog posts conform to best practices to ensure the reader can easily read and understand the information.

  • Your team is seeing results in both traffic and search ...

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