You’ve probably seen some blogs doing in-post advertising. Meaning that they publish a thread, sometimes with comments open that pops up on the RSS and homepage advertising some company’s product or service. Most of the time they’re crap, stuff like [adv]Free white paper! — yeh, cool, lemme read that right away, it sounds soooo interesting…
But, they can be done right, or at least right for your readers.
In terms of the readership, the drive went really well over at Threadwatch, which if you don’t know, is mostly focused on the Search engine industry. We allow comments, encourage the advertiser to engage the members in conversation and where possible, to give them cool stuff for free.
The members like it — really, i kid you not. Check out these couple of quotes from [adv] threads:
Nick W, I luuuuv the way you advertise – I actually get relevant products in front of me in an informative and non-intrusive fashion.
I always look at the products you’re advertising. In this case I’ve downloaded a copy and will have a look. Not sure if I’ll write a review – but certainly they got me to take a look at their software (and surely, that’s what they’re trying to accomplish here).
Two thumbs up on the way you do this.
I’m off to spend $389 on this; somewhat surprised to have not come across it before, but, there you go, I hadn’t, and it’s down to your careful product placement that I’m now buying it.
Sounds great huh? Thing is, we’ll be dropping the whole thing in the new year.
Advertisers are Scared of Blogs
From what I can gather, the reason those ads are not a much, much bigger success, is down to advertisers just being too scared of blogs, and in some part, being lazy. They want too much. They want to place an ad on an industry site where the audience is totally ad blind AND get a super high ROI — WTF?
I can kind of relate to them being a bit scared of negative feedback, but it could be looked on as a marketing opportunity. Someone comes in and complains that product X doesn’t work, advertiser steps in and says “hey, that’s too bad, let me give you a call and see if i can help you with that” — it show’s the company will do the right thing if the worst happens, it builds trust and reputation. For me, it’s just one more opportunity to sell your product.
I’d like to ask you a couple of questions on this if i may:
- What do you think in general of [adv]posts?
- How could they be made better?
- Will advertisers ever understand that engaging the reader, rather than just interupting them, is a GOOD thing?
For what it’s worth, i may experiment with picking out good products with an affiliate program, as personally i love that form of advertising.
I think it’s a great shame advertisers don’t seem to get it.