Let me start by saying... I love Home Depot. I go at least twice a week. I also can't help thinking about their marketing all the time. That's a strategy that paid off for both me and Home Depot when we got them going on email back in my ExactTarget days.
So I took this picture the other day in my local Greenfield, Indiana Home Depot. Jon here is apparently the store manager. His picture hangs right by the bathroom doors ...as I'm guessing is the same for every one of Home Depot's 2,230 other stores.
Now apparently, Home Depot has over 330,000 employees but only the store manager gets his picture up.
Here is my point. Jon is smart, he knows hardware and home improvement. He's obviously a leader considering he's responsible for something like 130 other store employees. Let Jon and at least a few hundred of those 330,000 employees blog.
Retail blogging strategy works when that blogging is in high volume and drives a lot of search traffic. If even hundreds of employees posted about the problems they are solving and the customers they are interacting with along with their locations....well Home Depot or any large retailer would be winning every search related to their products or services on the face of the earth.
At the end of the day, successful retail marketing means you have to compete for every opportunity. Millions upon millions of people are using search engines looking for the help that can be somewhat undifferentiated between brands. A Corporate Blogging Strategy that targets SEO is the differentiator. Win the search with blogging, win the conversion with Jon from Greenfield.
So I took this picture the other day in my local Greenfield, Indiana Home Depot. Jon here is apparently the store manager. His picture hangs right by the bathroom doors ...as I'm guessing is the same for every one of Home Depot's 2,230 other stores. Now apparently, Home Depot has over 330,000 employees but only the store manager gets his picture up.
Here is my point. Jon is smart, he knows hardware and home improvement. He's obviously a leader considering he's responsible for something like 130 other store employees. Let Jon and at least a few hundred of those 330,000 employees blog.
Retail blogging strategy works when that blogging is in high volume and drives a lot of search traffic. If even hundreds of employees posted about the problems they are solving and the customers they are interacting with along with their locations....well Home Depot or any large retailer would be winning every search related to their products or services on the face of the earth.
At the end of the day, successful retail marketing means you have to compete for every opportunity. Millions upon millions of people are using search engines looking for the help that can be somewhat undifferentiated between brands. A Corporate Blogging Strategy that targets SEO is the differentiator. Win the search with blogging, win the conversion with Jon from Greenfield.
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