Synopses & Reviews
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
- Staff your blogging initiative
- 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
Plenty of businesses are already blogging, and millions more are considering creating blogs. This no-nonsense, how-to guide shows how to go beyond "one-size-fits-all" business blogging to get the job done right. Readers will learn how to define clear goals, create the right formats and content, and choose the right tools - including state-of-the-art Web 3.0 tools that offer powerful competitive advantage. They will also learn tools and strategies for measuring return on investment, blog design, and blogging guidelines. Eric Butow and Rebecca Bollwitt draw on their own extensive experience, as well as the experience of innovative business bloggers from Adidas, Wal-Mart, Google, HP, BusinessWeek, and many other leading companies. Writing for everyone in the business - not just marketing and PR - they show how to: " Create a comprehensive blogging strategy " Integrate blogging with other offline and online marketing tools " Use blogs to drive customers and prospects to the business " Push information to customers via RSS " Create thriving online communities - and listen to their invaluable feedback " Mobile blogging for both tablets and smartphones " Utilize podcasts, vlogs, microblogging, and other new techniques "Discover how blogs help foster interaction between their business and their customers as well as other businesses " Leverage Web 3.0 widgets, mashups, personal agents, and semantic web technologies, and much more
About the Author
Eric Butow is CEO of Butow Communications Group (BCG), web design and online marketing ROI firm in Jackson, California. Eric has written a wide variety of computing books since 2000, and his latest titles include How to Succeed in Business Using LinkedIn , Droid Companion , and My Samsung Galaxy Tab . When he’s not working in (and on) his business or writing books, you can find Eric enjoying time with friends, walking around the historic Gold Rush town of Jackson, and helping his parents manage their infant and toddler daycare business.
Rebecca Bollwitt is the cofounder of sixty4media in Vancouver, British Columbia, which specializes in WordPress development, and she has been blogging on Miss604.com about West Coast life since 2004. Miss604 is Vancouver’s most award-winning blog and was voted “Best Local Blog” in 2009, 2010, and 2011. Rebecca was also named one of the Vancouver Sun’s Top 100 Women of Influence in British Columbia. She is the local Twestival organizer and a member of the Canadian Red Cross Twitter Team, and spends her spare time at baseball and hockey games with her husband, or researching local history.
Table of Contents
Chapter 1: Why Are Blogs So Important?
Chapter 2: Making the Most of Your Blog with Marketing Tools
Chapter 3: Creating a Blogging Strategy
Chapter 4: Blogging Responsibly
Chapter 5: Finding Topics to Write About
Chapter 6: Designing Your Blog
Chapter 7: Who Will Write the Blog?
Chapter 8: Getting Eyeballs to Your Blog
Chapter 9: Getting Interactive
Chapter 10: Taking Advantage of Web 3.0 Blogs
Chapter 11: Maximizing Your Blog's ROI
Appendix A: Important Blogging Sites
Appendix B: Moblogging Apps