Your Blog as a Marketing Tool…. How Far Can Your Blog Reach?
Your blog is a powerful marketing tool which is ideal for communicating with potential customers/ clients and is a great way to increase your marketing message’s reach.
Reach is the holy grail of marketing because it represents the number of different individuals (or households) that are exposed to a particular advertising message over a period of time. The more people who are exposed to your marketing message, the better your chances are of making a sale.
Of course, the flip side of reach is frequency. Frequency is how OFTEN those people who are “reached” are exposed to the message.
When you can raise both of those numbers, you have a marketing WINNER and that is the case for social media marketing tools… such as blogs.
Matt Dickman is Vice President, Digital Marketing at Fleishman-Hillard in Cleveland and he makes an EXCELLENT point in his post:Redefining reach; the new marketing equation
He writes:
One of the ways that I tried to help guide them and explain why social media is so powerful is the following scenario. Look at these two equations and let me know which one has the most benefit to you:
- Message 1,000,000 to possibly reach 100
- Personally reach 100 who influence 1,000 who influence 10,000 who influence 1,000,000
They are two very disparate scenarios, but that is social media in a nutshell. You’re not wasting millions of untraceable impressions on TV, radio and print buys. You’re forming real relationships with people that spread their version of your message along the chain.
It seems pretty clear right? But this is a huge mental leap for most marketing organizations. The new model is about building relationships that grow and spread to new relationships.
Traditional marketing professionals love to talk about reach and in those circles, the message delivered to MILLIONS is of course a better path. However, a marketing message delivered once to one million is MUCH less effective than a marketing message delivered 10 times to an audience of 1000.
That’s the beauty of blogs as marketing tools. An RSS subscriber is someone who is asking to be REACHED FREQUENTLY by your messsage.
Of course, the key element for the business owner using a blog is to respect that invitation to REACH those RSS subscribers with a “to die for” FREQUENCY.
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You are absolutely right about blogs being a great marketing tool. I started blogging on a very regular basis about a month ago. I am already averaging two phone calls a week that I would not have had otherwise. I know two is not much, but I do not think my reach is that far yet. But I am working on it!
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