Astroturf Marketing Done Ethically
Summary
Learn how to use a very powerful online marketing strategy with virtually
no expenses involved. But you have to be very careful!
In an era of the all-pervasive Internet in which novel and innovative
marketing theories and concepts are giving tradition a run for their money,
the concept of astroturf marketing is slowly but surely becoming the order
of the day. If used correctly, astroturf marketing can propel your site
visitor count exponentially in a matter of weeks. But then, beware
of pitfalls! Astroturf marketing can, and has misfired and got many into
serious trouble.
What on Earth is Astroturf Marketing
It is believed that the concept of astroturf marketing
was coined by US Senator Lloyd Bentsen of Texas 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 New England photocopying experts"
- 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!
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