Article in today's WSJ on small businesses who are reaching out to bloggers(sub req):
Businesses of all types and sizes are focusing on the power of bloggers as opinion shapers. But harnessing that power is particularly important for small-business owners who don't have the money to create name recognition with big marketing campaigns. By connecting with the right blogs, small businesses can generate buzz around their products and services and increase sales dramatically.
This was really the key graph in the piece:
Short of such a personalized approach, businesses should at least be sure to send their product to bloggers whenever possible, rather than simply sending a press release that describes the product, online-marketing experts say.
Can't stress that one enough people.
UPDATE: I almost forget another important tip from the article:
The first step for any business that wants to use the blogosphere as a marketing tool is to identify blogs read by members of its target market.
In order to make it easier for businesses (especially small ones) to determine if the readers of Fraters Libertas fall within the demographic sweet spot they're going after, our crack analytical staff has been pouring over reams of survey research data to come up with a composite profile of the typical Fraters reader. For purposes of simplicity, they've managed to convert this composite profile into a visual representation.
Start growing your business today.
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