Want Her Business? Find Her on Blogs
ADOTAS EXCLUSIVE — I recently wrote a blog post about what women do online and I thought I’d delve a bit further in to the subject here. First of all, as I mentioned in my post women do just about everything online. We research, we shop, we (yes) blog, we e-mail, we read, we connect, we parent and more — all online. We aren’t yet into the whole video thing as much as men are, according to most statistics, but in all other areas, you’ll find us participating online.
Let’s talk about that – about all the ways women use the Internet and why capitalizing on the blogging movement should be part of any company’s interactive marketing push.
I just returned from Blogher Business in NYC, and it was exceptional this year. For those not in the know, Blogher is one of the largest women’s blogging community sites online. They boast over 1,500 women bloggers writing on any and all topics. This year’s business conference was their second, for women who blog for business. It was attended by bloggers and non-bloggers, and agencies wanting to learn more about blogging. In July, they will host their fourth women’s blogging conference, in San Francisco. You can learn all about it on their Web site: www.blogher.com.
Blogher Business is a great place to learn about women and the net, and how we’re using it. For instance, the final panel of the conference, moderated by Blogher’s own Elisa Camahort, was, “You Can’t Manufacture Buzz, or Can You?” and featured three “famous” women bloggers who spoke to the buzz issue. If generating buzz isn’t part of your interactive marketing, you’re missing a great way to connect with women.
Melissa Anelli from the Harry Potter fan site, The Leaky Caldron talked about how hard it was to convince major media that her site was worth paying attention to. No overnight “buzz” for her – just great content that finally hit the mark. Her message: write good content and the world will find you. Today, they are one of the top fan sites online, with great content, great design and a great readership. So great that they often scoop major media.
Kathryn Finney, a blogger from the early days of blogging, shared her experiences writing about budget fashion at The Budget Fashionista. She admitted that her original purpose was to stay connected to family and friends. Writing about budget fashions was just her way of sharing. Today, the site commands major media attention and Finney is in the middle of writing her first book. To her, the buzz came gradually, without expectation, because… you guessed it, of the great content. Content, she mentioned more than once, that paid attention to feedback from readers. “We give the readers what they want,” she said.
The third panelist was Kerry Miller, she of the Passive Aggressive Notes blog, which some people find funny, and others… don’t. Kerry was pretty mild and soft spoken for someone who writes a blog that causes such a stir. She works for a major media company during the day, covering small businesses and start-ups, so one wonders how she finds time to contribute to her blog, but she does. And, again, when it comes to success, she spells it the same way Kathryn and Melissa do: content, content, content… in response to reader comments and feedback.
What these three women have accomplished is nothing short of phenomenal, except that… they were just doing what women do. They were talking (online, in a blog) to peers, who talked back. They did not set out to become famous, nor did they think their writing would command the attention of millions, but that’s exactly what happened. And it happened because they understand the “interactive” part of marketing. Each one of them openly shared insight into how and why she started writing her blog, and admitted that the goal, from the beginning, was to engage readers. It was never about THEM. It was always about us, their readers. And it still is.
What is your interactive marketing about? When you’re out there courting the women’s market, how interactive are you, really? Let’s test your knowledge of how to communicate with women, via the blogosphere. Here’s a little quiz…taken from a study conducted by Blogher and Compass Partners… no fair cheating…don’t check your answers to the actual study until AFTER you take the quiz…
1. How many women in the U.S. actively participate in the blogosphere every week?
15 million — 20 million — over 30 million?
2. True or False: Over 50% of women who blog would give up alcohol before they would stop blogging.
3. What percentage of women who blog, are writing in their original blog still, today? 25% — more than 50% — almost 80%?
4. What percentage of women is watching less TV, because they are blogging? 24% — more than 50% — almost 80%
5. True of False: Women who blog read fewer newspapers.
6. What percentage of women says the blogs they read influence their purchase decisions? 15% — 50% — almost 80%
7. What percentage of women says they consider blogs a reliable source of advice and information? 15% — more than 50% — almost 80%
8. How many millions of women actually publish a blog post, at least once a week? 15 million — more than 20 million — more than 30 million
9. What’s the favorite topic women bloggers write about? Food – Travel – Their Family?
10. True or False? Relationship building is a major result of women’s blogging efforts.
In the world of interactive marketing to women, if you got an eight out of 10 correct, you’re a rock star. A seven out of 10 makes you a budding rock star. A six out of 10 makes you a wishful rock star. Anything less than six makes you a groupie. Find a rock star and study. In today’s world of interactive marketing, your inner circle should be online, blogging. See you there!
answers: 1) over 30 mill 2) true 3) more than 50% 4) 24% 5) true
6) 50% 7) more than 50% 15 million 9) Family 10) True
Your post reminded me of an article I saw in the Dallas Morning News last week. The key quote:
“It’s clear that when it comes to traditional authority figures – whether they’re chief executives or heads of state – people trust them less,” says Mr. Edelman. “Employees are the new credible source of information. We have data that shows an employee blog is five times more credible than a CEO blog – and I say this as a CEO blogger.”
We provide all of our employees with a blog…some do better than others, but they win lot’s of searches and the conversion are much higher than our traditional site.
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