Marketing to bloggers
April 18, 2008 | Internet Marketing
Since many consumers refer to blogs when making purchase decisions, marketers are experimenting with new ways to influence these consumers. Rather than just advertise on blogs, they're marketing directly to bloggers.
How should marketers approach bloggers?
In an October 2007 audio interview on The Talent Blog, Peter Rojas, co-founder of Engadget and Joystiq, and former editorial director at Gizmodo, offered the following tips to marketers on how to promote products on blogs:
- Most important, there must be a fit between the product and the subject of the blog.
- Avoid shooting e-mails and press releases to bloggers. It is more effective to become familiar with a blog and get to know the writer behind it.
- Give a product to a blogger as an exclusive and allow the blogger time to work with it.
- Provide bloggers with links to more information, such as product images and updated information.
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