Myths and Legends of Internet Marketing: Corporate Blogs
Statistics generally delivers a huge amount of food for the mind, but to discredit it is easier than ever. For example, one advertising agency conducted a survey of what different companies expect from their corporate blogs . Someone read the results and thought that corporate blogs are good for companies. I do not see in such studies any reason to think so, and recall that desires do not always coincide with reality.
And in our reality, a corporate blog more often becomes a sacred cow, to which illiterate marketers pray. Here again, the most common mistake in marketing occurs: cause and effect in the heads of analysts are reversed, and the corporate blog begins to seem to them a way to increase sales, improve the image, and the like.
Such means of communication as a corporate blog work only in companies where, first, internal and external PR are built, the main tasks of creating an image in the eyes of the consumer are solved, work is underway to improve key indicators related to these tasks. Secondly, in these companies there are people who follow the creation of a coherent system of Internet marketing and know the answers to the questions:
- How will the user come to our blog?
“Why would he want to stay on it?”
- What will we do better by posting in our blog?
- Why does this figure improve?
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Corporate blogs give birth even to companies that do not have a sensible web representation, a competent author of entries and an understanding of the target audience; companies that do not know anything about proven methods of Internet marketing, but who are ready to try everything new (without measuring the results - you should be able to do the same). "After all, we spend almost nothing on this fun," they say, but they are only partially right: efforts can be spent writing useful articles on the website, descriptions of goods in the online store ... and learning the basics.
For example, e-mail newsletters have at least one advantage over blogs: they are easier to keep an audience when writing useful, interesting, educational articles. On Western sites, such mailings are used everywhere, but we, apparently, because of the aura of spam, are considered “not cool” and are ignored in favor of meaningless corporate blogs.
Be careful: many now go into the discussion of certain methods of Internet marketing, not associating them with the key indicators of business and not comparing with each other. This task, therefore, falls on you: until the picture becomes clear, you can almost say for sure that the old and understandable methods will work better.
And in our reality, a corporate blog more often becomes a sacred cow, to which illiterate marketers pray. Here again, the most common mistake in marketing occurs: cause and effect in the heads of analysts are reversed, and the corporate blog begins to seem to them a way to increase sales, improve the image, and the like.
Such means of communication as a corporate blog work only in companies where, first, internal and external PR are built, the main tasks of creating an image in the eyes of the consumer are solved, work is underway to improve key indicators related to these tasks. Secondly, in these companies there are people who follow the creation of a coherent system of Internet marketing and know the answers to the questions:
- How will the user come to our blog?
“Why would he want to stay on it?”
- What will we do better by posting in our blog?
- Why does this figure improve?
')
Corporate blogs give birth even to companies that do not have a sensible web representation, a competent author of entries and an understanding of the target audience; companies that do not know anything about proven methods of Internet marketing, but who are ready to try everything new (without measuring the results - you should be able to do the same). "After all, we spend almost nothing on this fun," they say, but they are only partially right: efforts can be spent writing useful articles on the website, descriptions of goods in the online store ... and learning the basics.
For example, e-mail newsletters have at least one advantage over blogs: they are easier to keep an audience when writing useful, interesting, educational articles. On Western sites, such mailings are used everywhere, but we, apparently, because of the aura of spam, are considered “not cool” and are ignored in favor of meaningless corporate blogs.
Be careful: many now go into the discussion of certain methods of Internet marketing, not associating them with the key indicators of business and not comparing with each other. This task, therefore, falls on you: until the picture becomes clear, you can almost say for sure that the old and understandable methods will work better.
Source: https://habr.com/ru/post/65830/
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