Double Loop Marketing: The Blogging Model

Almost every day I get an email from someone asking for “the simplest way to use double loop marketing.”
And I ask them: “Are you blogging yet?”
The simplest form of double loop marketing is the double loop blogging model. It is best used to establish a thought-leadership position – generally embodied by the CEO or a senior executive in the company who is either an expert in the field already, or wishes to establish themselves as one.
It works for large enterprises talking to the masses although it is more effective for SMBs and non-profits targeting a specific audience in their industry.

The four components of the double-loop blogging model are as follows:
1. Thought-Leadership Blog
Goal: Build mindshare
This is the most important component of the double loop marketing model in terms of attention management. The blog helps you establish your credentials and build a relationship with readers. With a few exceptions, it helps if you blog regularly covering topics which entertain and educate. Relax, and be yourself. Be authentic. Don’t blog if you see it as a chore.
2. Vendor Site
Goal: Sell products and services
This is the “second loop” component of the double loop marketing model. The job here is conversion to sales. If you don’t make it easy for customers to buy, they wont. The focus here is helping customers buy with the least amount of hassle. Trust is established through the testimonials (and case studies) of name brand clients. The buying process must be as simple and clean as possible. Support and post-sales interactions are critical to building profitability with follow-on sales. The post-sales funnel must be designed before you sell your first product.
3. Newsletter
Goal: Trust Building & Conversion
Your newsletter is the best way to build loyalty and drive prospects back to your “vendor site” every month. Despite the rumors you may have heard, email is far from dead. Our clients experience a 25-30% boost in revenue each month from their newsletters. The newsletter must be a thought-leadership vehicle, not a sales-driven tool. This makes it an effective vehicle for viral marketing: everytime you send out your newsletter, more people opt-in and become a part of your list. This is the simplest and most effective way to escape the tyranny of search engines and the PPC game.
4. Management
Goal: Process Optimization & Ecosystem Positioning
The management of the three elements mentioned above is a process unto itself. It’s function is optimization – finding and turning prospects into profitable customers at the lowest possible cost.
This component includes devising an ecosystem positioning strategy for the blog, conversion strategies for the vendor site, and opt-in and delivery strategies for the newsletter. All aspects of execution must be tracked and measured against a baseline to continuously improve performance.
Pretty simple, isn’t it? So why aren’t you blogging yet?!

2 Replies to “Double Loop Marketing: The Blogging Model”

  1. Thanks, Christian. You have helped me immensely with this post.
    My PR team is talking to me about blogging, but they view it as a PR exercise – press releases on the blog – if you know what I mean.
    I felt rather uncomfortable with that sort of thinking. So how does one go about being an original thought leader like yourself? Where do you look for ideas and how do you make sure you’re original?

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    Every now and then, a CEO or company founder asks me one of these two questions: 1) must I have a separate blog from the company site? 2) do I have to use my name on the blog? My answer…

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