Astroturf Marketing Done Ethically
by: live2support
Total views: 103
Word Count: 1570
What on Earth is
Astroturf Marketing
It is believed that the concept of astroturf marketing was
coined by US Senator Lloyd Bentsen of
to refer to situations in which people with no political agenda present
grassroots perspectives on major issues. Simply put, astroturf marketing is the
notion of promoting your product or service in forums designed for discussion
and not for advertising where the promotional message is projected in a context
that is in no way related to promotion. What makes astroturf marketing so attractive
for many is its high-impact character and negligible cost. The platform in
which astroturf marketing is leveraged usually involves audiences that do not
expect any advertising to take place. More often than not, any form of
advertising is strictly prohibited on these platforms and there are strict
penalties for violators.
Two Ways for you
to Astroturf-Market your Product or Service
Here are two unique ways in which you can astroturf-market
your product or service and not even have to pay to do so. Please be sure to
follow the ethical guidelines we have recommended.
Post
Intelligently to Special Lists and Discussion Groups
There is no knowledge domain on the planet today that does
not have an associated discussion group, bulletin board, message board or
listserv. If you happen to be a manufacturer of metal castings for automobiles,
chances are that there is a discussion list for this industry. Promoting your
product on such lists can be hugely rewarding because many potential customers
also subscribe to these types of lists not to mention consultants and
contractors. But since you can rarely advertise on these lists and in many
cases, can't advertise even if you wanted to pay for it, visibility on these
platforms can be tricky to achieve.
Consider the following. When commenting on a topic, a
thread or a hot issue, use the signature feature in your e-mail client. Your
signature should include:
- Your real name
- Your designation or title at
the company - The name of your company
- A "one line" short
descriptor such as "the - Physical mailing address
- Phone number and URL
- e-mail address
Never modify your signature once you start using it except
on rare instances in which information needs to be updated. Chances are that
your list administrator won't ever object to this form of veiled marketing not
only because there are others doing it but also because this practice has
gained momentum and is gradually becoming ubiquitous. Your posts should always
be original and intelligently crafted. The value addition should be worth the
time it takes to read your post on the list.
Carve your
Niche in Blogosphere
Setting up your own blog on a free hosted blogging platform
such as Google's Blogspot, TypePad or WordPress can generate significant ROI
for your time and effort. However, it has to be done right. If you start
posting your company's marketing collateral on your blog, it will drive away
more traffic than it will generate. Therefore, it is a wise idea to engage in
constructive commentary in your blog posts. For instance, did you
"almost" make a mistake yesterday when hiring a manager? What was the
mistake and how did you prevent it? Have you just come across a new vertical
search engine for your industry? What is your assessment about its
functionality? How extensive is it? Mention your company and the services you
provide but only in a context and that too in passing. Contrary to what many
believe, you don't have to post to your blog every day. Post two or three times
a week. It is the quality of the content that matters, not the quantity. Always
provide links to your company's website, preferably, to specific and relevant
pages when possible. This can generate valuable back- links for you. Your name
at the end of each blog entry should also link to your company's home page and
not to your profile on the blog site which is what most bloggers do.
Never Become or
Use a Meat Puppet
A meat puppet is an anonymous and fictitious entity that
you either create or pay to create in order to present your point of view.
Using a meat puppet while astroturf-marketing is both unethical and
impractical. Even the courts disapprove of such gimmicks. Communicate your
message judiciously on the Internet and watch your ROI soar.
Astroturf your way to success in your online endeavors!
Live2Support Inc.
Website : http://www.live2support.com
Email : newsletter@live2support.com
What on Earth is
Astroturf Marketing
It is believed that the concept of astroturf marketing was
coined by US Senator Lloyd Bentsen of
to refer to situations in which people with no political agenda present
grassroots perspectives on major issues. Simply put, astroturf marketing is the
notion of promoting your product or service in forums designed for discussion
and not for advertising where the promotional message is projected in a context
that is in no way related to promotion. What makes astroturf marketing so attractive
for many is its high-impact character and negligible cost. The platform in
which astroturf marketing is leveraged usually involves audiences that do not
expect any advertising to take place. More often than not, any form of
advertising is strictly prohibited on these platforms and there are strict
penalties for violators.
Two Ways for you
to Astroturf-Market your Product or Service
Here are two unique ways in which you can astroturf-market
your product or service and not even have to pay to do so. Please be sure to
follow the ethical guidelines we have recommended.
Post
Intelligently to Special Lists and Discussion Groups
There is no knowledge domain on the planet today that does
not have an associated discussion group, bulletin board, message board or
listserv. If you happen to be a manufacturer of metal castings for automobiles,
chances are that there is a discussion list for this industry. Promoting your
product on such lists can be hugely rewarding because many potential customers
also subscribe to these types of lists not to mention consultants and
contractors. But since you can rarely advertise on these lists and in many
cases, can't advertise even if you wanted to pay for it, visibility on these
platforms can be tricky to achieve.
Consider the following. When commenting on a topic, a
thread or a hot issue, use the signature feature in your e-mail client. Your
signature should include:
- Your real name
- Your designation or title at
the company - The name of your company
- A "one line" short
descriptor such as "the - Physical mailing address
- Phone number and URL
- e-mail address
Never modify your signature once you start using it except
on rare instances in which information needs to be updated. Chances are that
your list administrator won't ever object to this form of veiled marketing not
only because there are others doing it but also because this practice has
gained momentum and is gradually becoming ubiquitous. Your posts should always
be original and intelligently crafted. The value addition should be worth the
time it takes to read your post on the list.
Carve your
Niche in Blogosphere
Setting up your own blog on a free hosted blogging platform
such as Google's Blogspot, TypePad or WordPress can generate significant ROI
for your time and effort. However, it has to be done right. If you start
posting your company's marketing collateral on your blog, it will drive away
more traffic than it will generate. Therefore, it is a wise idea to engage in
constructive commentary in your blog posts. For instance, did you
"almost" make a mistake yesterday when hiring a manager? What was the
mistake and how did you prevent it? Have you just come across a new vertical
search engine for your industry? What is your assessment about its
functionality? How extensive is it? Mention your company and the services you
provide but only in a context and that too in passing. Contrary to what many
believe, you don't have to post to your blog every day. Post two or three times
a week. It is the quality of the content that matters, not the quantity. Always
provide links to your company's website, preferably, to specific and relevant
pages when possible. This can generate valuable back- links for you. Your name
at the end of each blog entry should also link to your company's home page and
not to your profile on the blog site which is what most bloggers do.
Never Become or
Use a Meat Puppet
A meat puppet is an anonymous and fictitious entity that
you either create or pay to create in order to present your point of view.
Using a meat puppet while astroturf-marketing is both unethical and
impractical. Even the courts disapprove of such gimmicks. Communicate your
message judiciously on the Internet and watch your ROI soar.
Astroturf your way to success in your online endeavors!
About the Author
Live2Support Inc.
Website : http://www.live2support.com
Email : newsletter@live2support.com
Rating: Not yet rated
Login to vote