Weblogs started as personal publishing vehicles and they are growing in popularity. A blog is so much more useful than most web sites because information can be easily published and archived and feedback from readers can be gathered and consolidated. Blogs can easily link to each other and content can be automatically subscribed to using RSS feeds. For these reasons, I decided to construct a blog instead of a traditional web site to support my consulting practice.
This leads me to the question of whether a blog is a useful tool for companies to use to facilitate marketing communications. I think so and let me suggest a few applications:
Sales Communication – a blog is a great way for sales and marketing managers to publish information to the sales force including product information, customer feedback, training materials, company policies, competitive information and market intelligence. It puts everything on one site, neatly archived by categories for everyone to access. It’s a great tool for keeping geographically dispersed work groups informed and building teamwork.
Customer Communication – traditional customer support material can also be published using a blog. The advantage is that customer comments and feedback can generate a more interactive experience and ultimately improve the material. For example, an online product manual or help article can be commented on when a customer experiences it. This allows the marketing and customer service people to revise, update and refine their materials. How many times have you cursed a company for an ineffective, online help document? A blog would allow customers to create a two-way dialogue.
Product Development – a blog can be used to facilitate cross-functional teamwork in areas such as product development. Typically, input from engineering, marketing, production, finance and sales might be gathered in any new product process. Establishing a dedicated site puts all of the documents, design photos, feedback and opinions in one place. Part of the site can even be opened up to customers for candid feedback on products before they are finalized. You might even create a virtual focus group using blog technology.
These are just a few of the ways that blogs can enhance marketing communications. If you are using this technology in your organization, I’d love to hear from you.
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