You would be amazed. Every year, Technorati writes a State of the Blogosphere Report. This year they, for the first time, addressed the subject of brands, and it's an amazing wealth of information.
(1) Bloggers find it a natural thing to discuss brands on their blogs if those brands capture their attention in some way, good or bad (hopefully in your case all good). So don’t hold back from reaching out to bloggers. Blogs are now accepted places for reviewing a product, introducing a new product or service, or announcing a new marketing initiative. Blogs also welcome advertising messages highlighting your products and services, with the majority of bloggers now displaying ads on their sites.
(2) Blogs are credible sources of news and information. In other words, being seen on a blog can be as valid as being seen in mainstream media – more informal perhaps, but valid. It’s no wonder that many large corporations today proudly recognize product-reviews by blogs among their press mentions on their websites. Large corporations welcome – they seek out – mentions on blogs. Why not take a page out of their book?
(3) Bloggers are most open to receiving marketing messages from other blogs. If you want to reach the millions of bloggers (or just that segment of your market which blogs) the best place to do that is to be seen on blogs. Blogs are the medium where most bloggers get their information today. In fact, other blogs are the primary place where other bloggers look to get information about products and brands today.
(4) Bloggers as a group are educated and affluent. Bloggers are a good target market. The Report found that 75% of U.S. bloggers are college graduates, and 42% have attended graduate school. They skew male, and more than half have a household income over $75,000. Hmmm, education and money to spend – sounds to me like a good combination for marketing purposes.
(5) Your competitors are being seen on blogs. With so many bloggers having been targeted by companies to become brand advocates, in all likelihood that means your competitors are already reaching out to, or advertising in, blogs. Unless you too are there, you could be at a competitive disadvantage.
