Blog Marketing by Wright, Jerem.

By Wright, Jerem.

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16 Blog Marketing was involved in the interaction, and what it meant to the company. Unfortunately, most companies could get only limited answers to these questions: whether a customer had bought a company product or ever called in with a question or comment, and whether his or her current contact information was valid. CRM software didn’t contextualize any of the information it collected. It simply created a repository of information. It didn’t create any data on what the customer actually thought, nor did it allow a way for customers to provide direct feedback.

Unfortunately, most companies could get only limited answers to these questions: whether a customer had bought a company product or ever called in with a question or comment, and whether his or her current contact information was valid. CRM software didn’t contextualize any of the information it collected. It simply created a repository of information. It didn’t create any data on what the customer actually thought, nor did it allow a way for customers to provide direct feedback. To supplement this CRM data, businesses began to hire customer relationship specialists and product evangelists—individuals whose sole job was to make customers aware of the company products on a one-to-one basis—to interact with customers directly.

Competitive Differentiation Because blogs give you the opportunity to tell your story over and over, they help set you apart from the competition. • Relational Marketing Blogs allow you to build personal, long-lasting relationships with your customer that foster trust. • Exploit the Niches Blogs help you fill your particular indus- try niche. • Media & Public Relations Blogs are excellent PR tools. The media calls you, not your competition. • Reputation Management Blogs enable you to manage your online reputation.

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