Flip the Funnel: How to Use Existing Customers to Gain New Ones

BLOGGING

Perhaps you’ve heard of this new trend called blogging?

It seems like blogs are almost taken for granted nowadays, appearing to be yesterday’s news, even subservient to the rise of microblogging applications such as Twitter. That’s a big mistake, though; blogging’s death has been greatly exaggerated. Blogging—underpinned by its skeletal infrastructure, nerve network, and blood flow—is still very much the foundation on which most consumer-generated content lives. It is also still the number one favorite food of the Google spider or the main ingredient in the all-power antioxidant, Google Juice.

In 2008, 4 of the top 10 entertainment sites were blogs. Consumerland’s number one blog is called “The Consumerist,” and if you work in any kind of senior corporate position and receive a memo on your desk titled “Re: Consumerist.com,” you’ll probably want to start updating your resume. By virtue of the written word and the ease of publishing, commenting, sharing, and linking, blogging remains the simplest and most powerful way to express oneself or an idea, make a statement, and get noticed. Big time.

If you want to hear my conversation with Consumerist’s co-managing editor, Ben Popken—whom I liked so much I asked him to pen this book’s foreword—take a stroll down to www.flipthefunnelnow.com and click on “enhanced content.”

Keeping up with what’s being said, when, where, and by whom is pretty easy to monitor; as is understanding the critical aspects of these conversations, ...