- Most important, there must be a fit between the product and the subject of the blog.
- Avoid shooting e-mails and press releases to bloggers. It is more effective to become familiar with a blog and get to know the writer behind it.
- Give a product to a blogger as an exclusive and allow the blogger time to work with it.
- Provide bloggers with links to more information, such as product images and updated information.
"Most likely the reason is
that both blogs and social networks take time to understand, and marketing tactics are
still at an early stage of development," said Jeffrey Grau, senior analyst at eMarketer.
So how should marketers approach bloggers?
In an October 2007 audio interview on
The Talent Blog, Peter Rojas, co-founder of Engadget and Joystiq, and former editorial director at Gizmodo, offered
the following tips to marketers on how to promote products on blogs:
