5 Best Practices to Profit From Business Blogs
4. Integrate Social Media
Blogs also allow companies to test-drive Web 2.0 media outside of their corporate sites. “Blogging is a piece of the bigger social media phenomenon, which includes community, user-created content, video, networking and micro blogging ... Blogs are a great platform for most of the social media tools that people are experimenting with,” Weil says. Southwest Airlines’ blog is a good example; it includes Flickr photographs, employee entries, videos, a survey, company information and options to share content from Southwest through other social networking sites.
Weil sees blogs as a sort of next-generation Web site and an indicator of where Web use is heading. “In a couple of years, you’ll go to any corporate homepage and you’ll expect something there that is fresh, real, where you can leave a question and learn something that is not just that static corporate speak about the company,” she explains.
5. Track and Measure Results
Like any other marketing tool, blogs have measurable results. “You need to use the same analytics that you’re using on your Web site. Where’s the traffic coming from; what are they doing when they get to the site; and where do they go when they leave the site?” Baggott says.
One example Baggott gives of closed-loop ROI on a search is a customer who searched for a brand of liquor locally and found his client’s blog for a liquor store. Posting about a specific product, the store was seemingly the only one in the area carrying it and won the search and the sale. “It’s a good story of posting on a product, winning the search on the product and the customer coming in to buy the product. There’s a closed-loop ROI right there, and that happens every day with blogging,” Baggott concludes.