Build Buzz With a Business Blog

9 strategies for generating word-of-mouth publicity and marketing success

The following is an edited excerpt from Blogging All-in-One for Dummies by Susan Gunelius (Wiley, 2010).

The most powerful aspect of business blogging is the potential to generate word-of-mouth marketing from the content you publish. If you can engage your audience members and get them talking about your business, products and services outside of your website, you’ve hit marketing gold. Blogs are a perfect tool to achieve that goal because they’re conversational in nature. They’re also filled with personality (at least the good ones are) that encourages readers to participate and build relationships with the bloggers and businesses behind them. Relationships drive customer loyalty and create vocal brand advocates who want to talk about the brands they love and are willing to defend those brands from criticism. When that conversation moves from your business blog and turns into online buzz, you’ve achieved a goal that marketing managers dream of.

The power of the social web comes from the conversations and buzz that occur on it. With a business blog, you have a chance to start those conversations, nurture them and let them grow. As a marketer by profession, I think we live in the most incredible time because the power of the social web and blogging provides more opportunities for businesses to connect with consumers and drive word-of-mouth marketing wider and louder than ever.

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