Blogging to Drive Business: Create and Maintain Valuable Customer Connections (Paperback)

Use Blogging to Supercharge Sales, Customer Loyalty, Innovation, and Profits

“To connect with today’s buyer, you need to stop pushing your message out and start pulling your customers in. And there is no better tool for this than the blog! Blogging to Drive Business is an essential guide for any business wishing to use a blog to attract a steady stream of inbound opportunities.”

—Paul Dunay, Global Managing Director of Services and Social Marketing, Avaya Inc.

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, Wal-Mart, Google, HP, and BusinessWeek. Whatever your role in the business, you’ll learn how to:

• Launch a blog that truly represents the best of your business

• Create a comprehensive, long-term blogging strategy

• Staff your blogging initiative

• Integrate blogs with other offline and online marketing programs

• 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)

• Utilize podcasts, vlogs, microblogging, and other new techniques

• Gain business value from hot new Web 3.0 technologies, including widgets, mashups, personal agents, and the Semantic Web

使用部落格來加強銷售、客戶忠誠度、創新和利潤

“要與今天的買家建立聯繫，您需要停止推送訊息，開始吸引顧客。而沒有比部落格更好的工具了！《使用部落格推動業務》是任何希望利用部落格吸引源源不斷的內部機會的企業的必備指南。”
—Paul Dunay，Avaya Inc.全球服務和社交營銷總監

部落格可以幫助您加深客戶忠誠度、吸引新客戶、獲得不可或缺的反饋並推動更多銷售。這本直截了當的指南將教您如何打造一個能夠實現這一切並增加利潤的企業部落格。頂尖的電子營銷人員和企業部落客Eric Butow和Rebecca Bollwitt將幫助您確定明確的目標，使用正確的工具生成正確的內容，吸引訪客，建立社群並避免昂貴的錯誤。他們借鑒了自己的豐富經驗，以及來自英特爾、沃爾瑪、谷歌、惠普和《商業周刊》等公司的創新工作。無論您在企業中的角色如何，您都將學到如何：

• 啟動一個真正代表您企業最佳形象的部落格
• 建立全面的、長期的部落格策略
• 為部落格計劃配備人員
• 將部落格與其他線下和線上營銷計劃整合
• 利用部落格將客戶和潛在客戶引導到企業
• 通過RSS向客戶提供最新信息
• 建立一個繁榮的線上社群，並從中學習
• 管理評論（並決定是否接受評論）
• 利用播客、視頻部落格、微博客和其他新技術
• 從熱門的Web 3.0技術中獲得業務價值，包括小工具、混搭、個人代理和語義網