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Robin Stanton is owner of WebServices4All.com Ad Agency and sits as VP of Sales and New Business for Synervation.net affiliate network and Media company. Robin has been in the online industry since 1998 working with advertisers, agencies and small businesses, and is always on the lookout for the next big thing in Online Advertising.

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From Blogs to Bucks: How the Gift of Gab Boosts a Client’s Campaign

Written on
June 9th 2006
Author
by Robin Stanton  |
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The list could go on forever, so how do you incorporate this into part of a campaign for your client.

If your client is Tagworld.com, an online music space similar to Myspace.com, then you could do the following. Assign an account person to scope out where the teens are by researching blogger.com, yahoo postings, technorati.com for the top blogs of the day as well as music blogs, new music blogs and local band blogs. Then go in and post comments to the most recent blog and simply tell them about tagworld.com.

Trust me, a blogger always reads the comments that are posted, and like most curious people, said blogger will check out the link in the comment. Voila! You have just boosted the tagworld.com brand name.

Another way is to use Google Adwords. Create an ad and mark it to run within your specified target audience in the blog Adsense section. This creates an instant ad right in the blogs of your choice.

While you are doing all the above to create a better brand awareness for your client, make sure they have a blog section on their own site. Tagworld.com has done this part already. Why a blog on the advertiser’s site? Because it creates an instant sense of community and look how cool this company is…

Many clients instantly shudder when you mention they need to have a blog on their site, because they are worried about negative feedback. The reality is: even bad press is still good FREE PR.

Their second worry is cost. Tell them they can have a blog for free, open up a free blog account on Blogger.com, and just insert the link onto their home page. This also makes them happy because it’s free and won’t upset their site any.

And lastly, their third concern is: What to put in their blog? They can post anything, talk about promos and specials, talk about a community here (again good tie to the community feel), let consumers post their opinions about the service they receive, the products they bought, how cool your site is and so on…Even better post one sentence on the blog that simply states “Tell us how we are doing.” And let the compliments and raves begin, again the positive feedback will outweigh any negative feedback.

I have to admit, as a non-teen I read a few blogs but mostly industry related and I have tried a few adword campaigns on blogs and they do work. However I still think the blogworld has found its home in the teen sector. Teens want to talk whether on a cell phone, on IM or blogs; usually they are doing two of these at once. They are more willing to rate what is cool and what isn’t, so if your client needs to have their product in the cool market, then Blog should no longer be a whispered word around the office.

Let your clients know you can now offer blog services to boost their brand among teens anywhere. Chances are, they will already be waiting for you to suggest this type of solution for their brand.



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Reader Comments.

Someone forwarded me your article Robin and I was glad to see a practical discussion of social media marketing. My issue is when you say “let your clients know you can now offer blog services,” as if a couple of posts on MySpace will lead to the next breakout campaign. Seriously, blog outreach is quickly becoming a specialty practice, like SEO or game development or any marketing expertise. Agencies can’t just “add it” any more than Chrysler or Panasonic can just “get online buzz.” I think it takes a process, a certain level of access and a realistic estimate of goals. That and the ability to think less like an advertiser and more like a blogger … which should make for some pretty interesting (i.e. funny) campaigns. Thanks for the rant space.

Posted by Jeff | 11:17 pm on June 15, 2006.

Regarding the above comment, from reading this article what I took from it was that Robin was saying that rather than waiting until this medium becomes huge and saturated like SEO to the point where an agency will need to one person dedicated to strictly focusing on this type of initiative, agencies need to start focusing on blog related advertising now and get a jump on the competition.

Posted by Danny Gaspar | 10:58 am on June 16, 2006.

As people start abandoning the short term, fraud ridden pay-per-click for longterm SEO strategies blogs are set to explode. They are simply the best possible way of ‘organically’ optimising your site for Google and Yahoo. They provide a longterm alternative to PPC whilst also marketing your business and developing relationships with potential customers.

Small businesses have never had a better opportunity to compete with multi-nationals in the online marketplace. Niche businesses can now reach a global audience simply by talking about their business.

Posted by Matt Ambrose | 3:08 pm on August 15, 2006.

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