Dog Blog & Marketing Monday – What’s in it for me?

We love reading some of the Facebook forums especially Aussie Bloggers to Love. Other bloggers are great at putting intelligent questions out to the group and the blogging group generous in the advice they offer. What has been interesting of late is bloggers posting questions about companies approaching them asking for free mentions or posts. So with mum’s background as a Marketing Manager here is her take from the client side.

For the majority of marketers out there blogging is a great unknown. Most, especially at a senior level, have learnt their craft in a world of Free to Air TV driving big reach numbers and the emotional message. If budget allowed then this TV schedule might be supplemented by newspaper, magazine or even outdoor. Digital is still relatively new to them and for many the introduction has been via banner ads and page take overs where the purpose and style is similar to that of print or outdoor media (key message for reinforcement and frequency of message).

So what about blogging? While the format is digital it’s role in the marketing mix is very different. While blogging posts can deliver incremental reach, especially in the case of the big blogs, let’s face it… We are not in the realm of the +1 million viewers per episode for most of the prime time TV shows here in Australia. While people might be dual screening and skipping ads the good ol’ TV is still an important part of the marketing mix for the reach and depth of messaging it does bring. But what blogging does bring is that depth of messaging. An emotional connection. Rather than just a passive environment like TV or even print, most bloggers create an interactive environment. This is the real value that bloggers create. In many cases it is not the one-way communication that traditional media delivers but the much sought after conversation that so many marketers think they are seeking between their brand and their consumers.

Mum’s thought as a marketer is that bloggers should be charging and they should be charging a premium. It is not just about the actual sponsored post. Where bloggers can really add value to a brand is by facilitating that conversation. If bloggers are well briefed by a client (so some of this is on the client to brief bloggers properly but bloggers can also sell this benefit of a blog strategy to clients) than they can not only be spreading the word but they can be gaining valuable feedback to provide to the client by the comments left by blog readers. It is a lot like research but in the case of bloggers it is like chatting to a friend… something very valuable if you are a brand seeking feedback. An example of a business set up on this sort of model if Soup. Besides the basic reach  (views) that bloggers use to sell themselves the real point of difference versus other media options open to a marketer is comments. Do you have “average comments per post” or something similar as a selling point on your media kit? That opportunity to access a two way conversation is what is in it for the brand marketers.

And now today’s dog blog. Going for a different topic from our Marketing Monday but one close to our heart. Jo over at Creature Clinic posted a great interview yesterday with Dr Lewis Kirkham about bringing a baby into a house where the fur kids have tradtionally been centre of attention before. We love reading Dr Jo’s posts. As a vet she has some great advice that she puts into a wonderfully practical form in her blog. She also has 2 young kids so some topics, such as this, are incredibly relatable for us. The relationship between us dogs and the little ones in the house is something we are extremely passionate about… in fact it is still the only rant we have had on the blog when an article we came across got my schackles up (and mum just got cranky). If you have time stop by Creature Clinic and Dr Jo even has a couple of signed copies of Dr Kirkham’s book which the interview is about to give away.

Hope you have enjoyed Dog Blog & Marketing Monday. Would love to hear your thoughts on how important comments are to your client sell story for those blogging commercially.

Bodhi Oooo

 

 

 

 

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7 thoughts on “Dog Blog & Marketing Monday – What’s in it for me?

    • Hi Megan – Welcome to 1st World Dog. Yep us Spanadors are a bit special. Are you in Australia? If so than mum got me from a place called Rivergum Puppies. In saying that she wouldn’t purchase from them again as they really don’t have the best feel (i.e. think puppy farm). Compared to other breeders we know now through our dog sports these people didn’t ask at all about mum’s lifestyle etc and have rarely returned a phone call mum has made to them since. Spanadors can be pretty high maintenance as we love to run and a friend who also has one (how we found out about the breed) had all sorts of issues with her dog chewing lounges and getting into lots of mischief as he was bored when she was at work. From other dogs out there who we have met in regards to size, energy level and temperament mum would suggest a pure cocker or springer spaniel and also a brittany (we have a friend who is a brittany and he is gorgeous!). Hope this helps. If we knew someone who we were comfortable with knowing they were breeding the spanador than would recommend but have reservations with these people based on our experience since.

  1. Oops, just wrote a comment on my phone but I think it disappeared!
    You’re so right that bloggers bring a unique conversation aspect to the table when it comes to working with brands. I think the relationships we have with our readers, which are built on honesty, integrity and useful content, should be very valuable to brands wishing to work with us.
    Having said this, I’m completely useless at ‘marketing’ myself, and to date my blog has not earned a single cent. Luckily I didn’t start writing to earn $$, but because I genuinely wanted to connect with people. Still, when I get emails from brands or people representing them who seem to assume I’m willing to put in long hours and effort writing something for them or about their product simply for ‘exposure’ or something similarly unfair it does leave a bad taste in my mouth 🙂

    • Thanks for your thoughts Jo (especially retyping when they just disappear).
      We are the same where the blog for us started as a collection of stories and a way to capture the things we learn. If it ever became commercial it would be nice but at the moment we are enjoying the learning.
      We think it is pretty unprofessional for brands to approach that way. It would be different if you approached them for experience but they should know the deal.

  2. Hi Mel, thanks for letting me know about your post. I agree and disagree with what you’re saying here. There are two things that immediately come to mind – the first is that just because you have a blog doesn’t mean you can actually generate conversation about a brand. The ability to do that is where more opportunities lie but a blog alone does not make you an influencer which has been the point of my most recent posts as you will know 🙂 My other thought is that so often the conversation about brands and bloggers leaves out the most important party – the readers. If a brand can help a blogger achieve better outcomes with their readers then there’s a massive win for them even if there are no dollars. Of course, where bloggers really can drive influence then there money to be made but compared to online advertising bloggers are expensive for brands, esp in Australia where they charge a real premium already – so if we want this to continue I really believe the conversation needs to being about demonstrating influence and offering readers value. Great to be talking about this with you!

    • Thanks Louisa – great to read your thoughts.

      Absolutely agree that the reader / potential consumer is key. It needs to add value to their life. If we provide the reader value than we are in a position to influence.

      Enjoying reading back over your blog posts. It is interesting coming into the blogging world from a brand background. The “how it works” is second nature from a brand perspective and it is now a case of seeing how it looks from a bloggers view.

      Agree great to be talking about it. Love chatting with others who have an interest in how bloggers and brands can work together.

      (ps daytime job is a Marketing Consultant and Qualitative Researcher http://www.highdefinitioninsights.com.au so if we can ever help with bouncing marketing ideas about just reach out).

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