Tuesday, 5 May 2015

Why Your Blog Comments Should Always Be Turned On and Monitored

Marketing is no longer about broadcasting; it’s about holding a conversation with your clients, your potential clients, and the wider community. This is why low cost, high impact, communication channels like email, social media and your corporate blog are so important.
Because opening a dialog with your audience is so important, communications channels must always be open and ready to be responded to. This means never sending email from a “no-reply” email address, monitoring the social web for mentions of your brand, and having the comments section of your corporate blog open and monitored.
Hosting comments on your blog will have significant business benefits. These include:
  • Buying Signals: A question is often a business lead in disguise, so never leave any queries unanswered. Remember, if you can solve a problem for one client by answering a simple question, you’ll probably be helping multiple clients who have the same question.
  • Retention Marketing: A comment or even a complaint (when responded to and acted upon in a timely fashion) can help prevent client churn as you solve issues and ensure clients are kept happy. It will also show potential clients that you care about issues affecting your clients and help you win new business.
  • Community: Great businesses understand the value of community. By putting your business at the center of your community will ensure frequent, repeat visits and lead to multiple purchases or other cash generating engagements.
  • Product Development: You don’t have the monopoly on great ideas. Take the time to learn from your community and you’ll soon be building better products and services.
  • SEO: Fresh content can only mean good things for your visibility on the major search engines. Greater visibility, combined with useful content will lead to more sales, more email subscriptions and more social media followers.
Yes – opening your blog comments up will increase your workload slightly (as you monitor, moderate, and reply to comments) but when you consider the benefits of hosting open conversations this investment has the potential to deliver real return.
Are you engaging your audience via your corporate blog? Share your comments below:
This post first appeared on the iContact Email Marketing Blog.
About John W. Hayes
With more than 18-years’ experience in online marketing and ecommerce, John W. Hayes works with major technology brands including iContact and Viralheat, demonstrating how organizations of all sizes can maximize their potential from email, social media and content marketing-led strategies. He is the author of three books, Becoming THE Expert: Enhancing Your Business Reputation through Thought Leadership MarketingA Crash Course in Email Marketing for Small and Medium-sized Businesses and Bricks & Mortar Oughta: What Real World Businesses Can Learn from The Internet. He is a regular speaker at events throughout the UK, Europe and the US and is a prolific blogger across numerous sites. To learn more about John W. Hayes’ latest projects you can connect directly with him on FacebookLinkedIn and Twitter.


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