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Creating a blog and then recruiting a group of authors who have strong strategic referral partner potential is a killer local marketing idea. Every time I mention this tip in small business workshops the light bulb goes on for one or two marketing thinking owners. Just going out and recruiting potential strategic referral partners with this approach will get you much farther than the typical “hey, send me some business pitch.”
Blog networks are all over, but few local businesses are taking advantage of this play. If the right referral partners got together and contributed the occasional post to a blog focused on a local target market, they would own the search terms for their town and generate lots of leads for each other. Think about the power of a plumber, electrician, lawn service and heating and air company creating a local blogsite aimed at providing tips for local homeowners. That group would dominate the local home repair searches that have become the norm for homeowners frustrated with trying to find good help. There really isn’t any reason an insurance, legal, accounting, marketing and management team couldn’t come together and blog about local business.
The power of this as a formal referral group is enormous. This group could eventually start putting together all day workshops and seminars based on the multi-author blog format, much like a magazine.
Here a some tools to look into getting this type of venture going.
- WordPress - it’s a simple blog as entire website
- Themes - Revolution - iThemes - WPRemix - very multi-user blogsite type themes
- Author Exposes Plug-in - Great way to allow different authors to create blog posts and have bio info with their post
- Adding Author pages - tutorial on adding individual author pages to your WordPress blog to allow each author to promote their specific businesses.
WordPress does have a multi-user version called WordPressMU, but I’m not sure you really need it and there’s a lot more info and resources out there for the regular flavor.
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This entry was posted on Monday, April 7th, 2008 at Apr 07, 08 | 10:02 am and is filed under Blogging, Referral Marketing, WordPress. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
WordpressMU makes an excellent base for a blog networks if you want a *series* of blogs on one site. Picture each author with their own blog on your network, rather than an author section.
And many of the standard plugins for regualr wordpress work in MU (you do have to check though). The added bonus is that MU can do things easily that is a bit of work in regular wordpress.
The only downside is that MU is server software and you have to either know what you’re doing to get it set up, or have someone knowledgeable do it for you.
But if you think big, MU is perfect. I wrote a post here you might find interesting:
http://wpmututorials.com/ideas/25-new-and-different-ways-to-use-wordpressmu/
It talks about blog networks and WPMU.
I like it. I am a member of BNI (Business Network International) here in the Upper Valley of New Hampshire and I might just try this with our membership!
I like this resource idea as well ! Can’t wait to share this one.
I have the vehicle at http://www.ozarksmountaincountry.com with two blogs:
WebChips of Wisdom for tips
Ozarks Mystique for Regional statement.
No partners. Chips started because an associate needed some tips on how to do something, so I blogged his solution.
I’ve invited guests and their eyes glaze over. I’ve given blogging presentation and private blogging classes and other people won’t pick up on it. I write about 5-6 blogs on different topics; not 24/7 though.
I love this… Truly, blogging can be one of the most versatile and powerful marketing tools, especially as the age of information and technology gets a firmer footing in all our doors…
It needn’t even require large quantities of your time, you need only put out a weekly post from all the experts under your one blog. People will quickly become accustomed to associating your blog, and therefore your businesses, with the related subject.. Cementing you in their minds as the most qualified in your fields.
Creating and establishing authority is what it is all about….what better way to gain instant credibility than having an acknowledged existing expert/s in your field “join forces” with you?
I’ve gained a lot of visibility since joining Lesbiatopia.com as one of their authors. Great post!
The problem with Wordpress for this kind of solution is that it’s got to be installed…meaning that there is IT involvement that makes it tough for your typical DryCleaner and Plumber who should just be focusing on content creation.
Additionally, WordPress does very little to scale the Content. John, I know you have recommended Compendium Blogware in the past for Business Blogging. Compendium is an excellent choice for this application as well. Ad because it’s a SaaS solution there is not need for IT.
We see this tactic a lot in Chambers of Commerce and Travel/Visitors Groups.