We talked about how comments matter in conversational marketing. While we all acknowledge that time is probably one of the biggest constraints we face, including comments in our social media marketing strategy can make a big difference. Why?
We are more comfortable hiring someone who engaged with us actively. While weak links in networking do help a great deal, direct recommendations and referrals come more readily after some interaction. In that, content in the way you think and articulate your expertise is still king – in the posts and in the comments.
In some cases, building credibility with other bloggers through thoughtful comments can help you launch your social media activities with a bang. People already know about you and your content. This of course works best when you’re willing to give away some ideas for the good of others.
There are 7 types of conversational marketing comments that matter:
Responding to a question in the post. This is pretty obvious, I know. It is however, the easiest way to participate by showing you are listening and are willing to give away information. Have you noticed also how responding to questions is becoming prominent in your LinkedIn Profile?
Adding a thought provoking question of your own. You are showing that you have considered the information provided and are willing to build on the idea by sharing your experience. I’ve seen lots of smart questions asked on Twitter, too — either to begin or extend a conversation that is then captured in a blog post. This is an example of integrated marketing in social media.
Making an open ended statement as additional thought. This is one of the best known forms of solicitation for further thinking and discussion. It works so well because it gives the other party(ies) the opportunity to add more information as you broaden the scope.
Pointing to other resources. Let’s face it, we don’t all have a full research department at out beck and call. When you offer knowledge to others, you not only look good, you build a reservoir of good will in the process.
Extending the conversation to other applications. This will definitely raise your profile with the blogger and all the other readers. And it may establish you as a knowledgeable source. Show them how something could be employed elsewhere. You may raise the question of why give away so many ideas. Trust me, the money is in the implementation. Ideas are free – or they want to be.
Providing an example as a case study. This will highlight the possibility of an interview as part of a subsequent post at that blog. You are establishing yourself as a domain expert in a particular field or for a topic.
Offering to co-author a subsequent post on a topic. It’s a more direct way to go from comment to a blog’s main real estate – the post – without saying you’d like to take over. This is especially useful if you don’t already have a blog of your own but have been very active and generous in the comments to other blogs.
I categorized them as conversational marketing because they show a degree of high involvement and can lead to establishing and deepening a relationship. What other types of comments worked for you?
Author: Valeria Maltoni
With New World attitude and Italian style, Fast Company expert blogger and Conversation Agent Valeria Maltoni demonstrates her unique talent for synthesizing marketing, public relations, and communications. See how customer relationships are always conversations, and why this knowledge is essential to doing business in the Information Age. Valeria also blogs at the Marketing Profs Daily Fix and Marketing 2.0.