"Thanks for posting such a nuice articles....you can hire lenses from our company for photo shoots..." (company name omitted)
I'm sad to say that this was an actual comment posted to our blog, and it's just one of many that has annoyed me and made me run for the "delete" button. First off, it's misspelled, which comes across online as stupidity. Secondly, a compliment followed by an advertisement basically reveals the insincerity of the compliment. Thirdly, the comment was made on a blog post that had low relevance to the brand of the company. What the company actually accomplished in their blog comment was that I now associate stupidity, insincerity, and annoyance with the company brand that was attached to the blog comment. I do feel bad that there's probably an actual person behind that comment, but I also think they need to learn that this isn't an acceptable form of marketing.
There is a "right way" to utilize blog comments as a form of marketing, but it requires genuine interest in the content being shared by the blogger. It requires you to actually read and post a question or idea that's relevant to the article's topic. If your comment is interesting or engaging, people will naturally want to know more about the person or company posting the comment, which will result in a higher click-through rate and greater brand recognition. By genuinely engaging in relevant topics with people who care about things that affect your target market, you create a stronger brand. It takes more time and energy, but the results are much more positive and long-lasting.
Anne Ruthmann is a lifestyle & wedding photographer from Boston, MA. She spent 10 years practicing marketing & management in corporate and non-profit businesses before pursuing her passion for photography as an independent small business. She loves helping others find creative and low-cost solutions to business problems. Follow her on Twitter to see her daily adventures and thoughts.