By Wright, Jerem.
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Additional resources for Blog Marketing
TRACKING BLOG ACTIVITY You can hire a million data entry specialists to transcribe all the information you gather from blogs, or you can use one of the many blog tracking services available today. I’ll get into these in more detail in Chapters 7 and 8. For now, let’s take a look at a few of the ways you can track what is happening on your blog: • • • Blog tracking systems Feed tracking systems Trending systems Blog tracking systems, such as Technorati (Figure 2-2), typically monitor how often blogs link to each other.
Occasionally, they’ll be pleasantly surprised and will leave contented, but generally they simply accept that they have to buy from you and they move on. In many ways, these customers are living a balance of positive, negative, and blasé experiences. • Occasional sufferers These customers don’t enjoy your product or service, but they buy from you when they have to, and only because they have to. Some people who eat at fast food restaurants fall under this banner—although they will never evangelize or even talk positively about what they’re buying, they’ll buy it when absolutely necessary.
New methods of effective marketing include creating “viral” campaigns, customer-centric events, and otherwise helping customers spread the word through incentive programs and contests. Visibility is also sought through media reports, event sponsorship, and interactive websites. However, these visibility campaigns lack effectiveness on the one-to-one level. Companies assume that millions of people will be contacted, but only a small percentage of these people will respond. This method of marketing has its upside, but it doesn’t do anything to create relationships with customers, create positive experiences, or create customer evangelists.