|
Courting Prosumers
Prosumers are professional consumers who are so knowledgeable about the products and services they buy and review that they influence the marketing of those products and services.
Prosumers love blogs. According to eMarketer, there are more than 26 million prosumers on the Internet. Some manufacturers and retailers offer social networking opportunities on their corporate websites to attract prosumers.
Because they are not compensated, prosumers tend to be trusted by other consumers. Therefore, cultivating relationships with prosumers is a smart public relations tactic. The best way to attract prosumers is to find ways to engage them, such as soliciting their opinions, reviews and other feedback.
Timberland successfully wooed prosumers who blogged about outdoor recreation into "test-driving" their boots--garnering positive reviews for the manufacturer, which led to increased sales. Walt Disney World is recruiting a team of prosumer moms to comment on the theme parks and their vacation experiences.
While there is a risk that a prosumer may say something negative, they can also help develop products in the early stages, if they are provided with access to test or beta versions, product samples, or information.
|
|
Have you started a blog recently? If so, you have a lot of company. There are more than 1.6 million blogs in the blogosphere, with 175,000 baby blogs being born daily.
And their marketing applications? Along with email marketing, blogs are a great segmentation tool. One survey found that 68% of real esate agents will focus on blogging to market to their clients.
There are other good reasons to create a blog. You can use your company's or nonprofit organization's blog to communicate information about your products, services, and achievements. Blogs can also serve as a platform for other forms of social media, such as podcasts, online video, and links to social networks (such as MySpace and Face Book.)
Blogs enhance your web site's optimization with search engines, too. Your friends at Fletcher Prince can help you set up a branded blog for your company or nonprofit organization.
| |
|
Blog Writing Tips
Here are some hints to make your blog effective...
-
Ask yourself: what needs does my target audience have that this blog (or website) will fulfill?
-
Keep your posts on-topic. This manages expectations for your readers and helps search engines index your site appropriately.
-
Write about what you know, and what excites you, as it relates to your profession or industry.
-
Write in the first person, using your own, unique voice.
-
Short, frequent, regularly scheduled blog posts are much better than infrequent, sporadic, and lengthy posts.
-
Write about 200-450 words per blog post. If you have more to say, split your post in two.
-
Write on a regular schedule, such as once a week, or three times a week.
-
Bold face keywords, categorize your posts, and tag your entries.
-
Never copy and post other people's posts or articles without permission. Even press releases are risky, since they can label your post as spam. Quoting a sentence is okay.
|
