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Yes, it can. My two most recent clients hired me because of what they read on my blog and at my Web site. That is significant because for marketing to be accepted and effective, it must result in sales. I know some disagree, and that's one of the great things about this medium. It is interactive, immediate, and informal... key ingredients to good communications.


When I first started blogging nearly a year ago (my first anniversary is June 13), one of my goals was to use my site the same as I use all my outlets for writing--as a way to brand myself and my business. But to be successful, my branding efforts must lead to work. Newspaper and magazine articles, as well as TV and radio guest appearances and my books have always done that. I saw no reason why blogging shouldn't be able to build my brand image, market my business philosophy and values, offer lot of free content for my readers, and lead to work. It has.
The point I want to make is that blogging does not need to be sold only as a way to have a conversation with your readers, customers and clients. While that is a good thing in and of itself, I don't believe it is the right argument to make when we offer blogging (or any of the social media tools) to our business clients.
The primary purpose of a business is sales. And every marketing tool should support that purpose. I now have proof that blogging does, when done correctly and when our posts serve our reader's wants and needs, the basic foundation of all marketing and branding efforts.
Here is my challenge to you: If you believe that blogging is an effective marketing tool, pretend that we are potential customers and clients and give us your best pitch. If you don't believe that this medium can be an effective marketing tool, tell us why.

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ABOUT THE AUTHOR

Lewis Green, Founder and Managing Principal of L&G Business Solutions, LLC, (http://www.l-gsolutions.com) brings three decades of business management experience. L&G Business Solutions, LLC, represents his third company. Additionally, he held management positions with GTE Discovery Publications, Puget Sound Energy and Starbucks Coffee Company.

In addition to his business experiences, Lewis is a published author and a former journalist, sports writer and travel writer. His feature articles have appeared in books, magazines and newspapers throughout North America. He has taught in public schools; lobbied for organizations both in state capitols and in Washington, D.C.; delivered workshops, seminars, and training programs; and made presentations to audiences in colleges, businesses and professional organizations. Lewis also has served as a book editor with a large publisher, the Executive Editor overseeing four magazines, and a newspaper department editor. Lewis served eight years in the U.S. Air Force, where he received the Air Force Commendation Medal.