Corporate blogging has become a particularly effective marketing tool for developing and maintaining valued customer relationships and is increasingly proving an excellent way to attract new web traffic from search engines. A proficient business blog can also be used to engage existing customers beyond a one-off purchase.
A well designed and implemented blog can act as a hub for your search marketing, social media marketing and, maybe not as obviously, for your email marketing initiatives. So what techniques should you adopt to ensure a coordinated approach to your promotional activities?
How Blog and Email Marketing Compliment Each Other
Writing a business blog is fast becoming an essential tool in an online marketing arsenal. Today, the benefits of publishing an active blog are widely enjoyed by major corporations and small enterprises alike. Some of these benefits include:
- Extending your company brand.
- An adaptable platform that allows ongoing dialogue with your customers.
- Encouraging customers to engage with you about key issues.
- Allowing you to demonstrate and promote your expertise.
- Providing a catalogue of relevant content to attract qualified search engine traffic.
- Enabling you to incorporate social media activities into your online marketing.
Combine your blog with some best practice email marketing techniques, and you have a potent marketing mix. The following are some ideas that will help you successfully combine your blog with your email marketing campaigns.
1. Promote Your Newsletter with Your Blog
A well published blog is a great way to attract new visitors. Some will come by way of search engines that refer your content in search results. Better still; some web traffic will come by way of direct links from related blogs or authority web sites that reference your articles.
Either way, this is free, targeted web traffic, which are there to be converted. Positioning a straightforward newsletter subscription form prominently on your blog will provide an easy way for visitors to stay in touch beyond their initial visit.
2. Strike While the Iron is Hot
If someone has left feedback or a testimonial message in response to your article, send them an email thanking them and pointing them in the direction of your latest promotion – research shows that buyers are highly motivated immediately after instigating correspondence.
3. Cross-Platform Content Sharing
Once you begin content sharing, you will never again be stuck for email newsletter content. Summaries and links to your latest and greatest blog posts make excellent content for your next newsletter. This strategy works the other way around too – use a segment of your blog template to feature existing promotions from your most recent email campaign.
Not only will this strategy save time with content creation, it will also help maintain message consistency and bring greater emphasis to your promotions.
4. Request Feedback and Invite Testimonials
Use a combination of your blog and email campaigns to encourage your website visitors to engage with you by leaving comments and provide product reviews. A coordinated approach to feedback and testimonials will not only increase your reach, but also enable you to successfully “join the social media conversation.”
In conclusion, a consistent approach to your marketing correspondence will help drive home your most important messages and establish you firmly as an expert in your field. If you need help setting up a successful business blog, call us on 01454 261111.