Marketing Student Views

Perspectives by GMU Internet Marketing Students

Social Media Marketing: Blogging to build a brand

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Blogger: Ashley Hawkins

Social Media is one of the main forms of communication today. Social Media Marketing typically targets efforts to create content that attracts attention and encourages users to share that content on their social networks. Social networking sites and blogs allow the person to “retweet” or “post” comments about the subject they’re reading about. By amplifying these messages out on social media sites, more traffic about the company or product is being produced. When a company reaches out to potential customers, the brand grows exponentially as more people share it. Social networking sites include a gigantic amount of information about what products and services clients might be interested in. Companies that recognize they need more feedback about launching new campaigns which social media helps them accomplish.  Companies turn to blogs to make their products admired and exclusive, and ultimately reach out to consumers via social media sites.  Blogs are now the force behind a brand’s online identity.

In the article, “Building your Blog”, Brianna Smith discusses how to structure a blog post in a presentation which covers the following critical post components:

  • Blog title best practices
  • Heading usage
  • Paragraph length
  • Using bulleted/numbered lists
  • Optimal post length
  • Best practices for adding links
  • Creating sources
  • Adding images

What Brianna Smith suggests in the article, helps us understand the important aspects in creating your blog. Creating a blog can be a fun, exciting and educational passage.  I was  thinking about starting a restaurant review blog, because I love going out to eat and telling people about my experiences at restaurants. With these critical post components Smith provides is helpful when your first thinking about how to start a blog.

In another article “Is Your Business Blog Serving up the Right Information?” by Linda Dessau she mentions on November 7, 2013 a couple hundred marketing professionals gathered in Toronto for a meshmarketing conference. A meshmarketing conference is a one-day event to interact with digital marketing leaders, connect with peers and prospects, and to gather an understanding of new developments that might affect your business. Some of the discussed topics at 2013’s conference were social media and content marketing. Dessau mentions the highlight of the conference was the closing Keynote presentation by Jay Baer, author of Youtility.  “Youtility” is a book written by Jay Baer who is a New York Times best-selling author, a marketing keynote speaker and consultant. Baer has a blog that ranked as the #1 content marketing blog in the world. The concept of Youtility is marketing that’s wanted by customers, instead of marketing that’s needed by companies. Youtility is massively helpful information that creates trust between the company and the customers. The concept of Youtility makes sense because we are in an age of information overload with the amount of information that’s on the internet. We are also in a mobile world, where we need information right here, right now.

At meshmarketing conference they mentioned “a survey found that, on average, by the time a B2B customer contacted a sales rep they had already completed 60% of their purchasing decision process.” Self-serve information is what B2B customers are looking for. No one likes calling a company in order to wait on hold for twenty minutes just to fix a small billing issue. So when writing your next blog post, they suggest check whether the information is self-serve or self-serving. 

Dessau lists some different types of self-serve blog post to offer customers and prospective customers:

  • A “how to” article that helps the reader solve a specific problem
  • Tips and insights about a topic your ideal customer is interested in
  • A video demonstration about how to complete a task
  • A review of a book, website or other resource that will be helpful to ideal customer

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