Chris Jenkinson
Chris Jenkinson 1 April 2013

Latest Research Revealed By Technorati Media: - Why Your Business Must Have A Blog

The latest research reveals more consumers are turning to influential bloggers before making key purchasing decisions.

The report surveyed 6000+ influencers, 1200 consumers and 150 marketing companies to produce a series of valuable insights that could assist your marketing efforts considerably.


As business owners, we are constantly reminded that building strong relationships is key to producing great outcomes in terms of sales and peer recommendations. And Technorati’s latest research confirms that more consumers are turning to blogs rather than favouring social networks like Facebook and Twitter when looking to make purchases (both online and off).


Although blogs have traditionally been considered trusted sources of information, now that level of trust has moved one step closer to the marketplace, with consumers seeking the opinions of influential blogging communities before reaching for their credit cards.


And while we’re on the subject of communities, the research team found that half of the consumers surveyed believed smaller communities to be more influential sources of recommendations than larger communities.


This is interesting, as frequently we have witnessed some of the major global brands attempting to literally explode the size of their online communities by using the influence of a ‘major player’ in blogging circles, believing this to the path to greatness.


Could it be actually, that a more direct path to greatness could involve building smaller, more exclusive communities, with a team of strong personal influencers on board whose purpose is to attract highly prized members to the clan? The point being, that the popularity of an A-list blogger, say, isn’t necessarily indicative of trust.


Equally, there may be many lesser known bloggers whose influence over their smallish communities is such that forming a good working relationship with these people could prove a real asset to your business (a mutually beneficial one naturally).


The survey showed that 86% of key influencers blog and 88% of those blog for themselves. What is also interesting is that 59% of those surveyed use blogging as virtually their only digital content platform. For these committed blogging folk, the only true indication of success comes from more and more people reading their content.


So the number one priority for business bloggers has to be winning the trust of their audience – and getting people talking about them.


Ideally this process should happen long before products and pricing get a mention.

Successful blogging has always been about providing content people want to read and engage with. Keeping this maxim front of mind when creating a marketing strategy for your blog will help you target the right influencers in the right way – and get great results too.


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