Many people think of commenting as a way of responding to updates on social media. And this is certainly the case for the majority of interactions.
However, you can change your mindset slightly for how you can market your business by setting up a commenting marketing strategy.
What is a commenting marketing strategy?
It's similar to a content marketing strategy. Instead of writing a series of posts, you comment on the latest posts of relevant and high-ranking blogs.
Consistent quality comments help towards brand recognition and more visitors to your blog and social profile. It also helps to establish yourself as a thought-leader or go-to-person for particular subjects or products.
Searching out suitable posts to comment on enables you to keep abreast of the latest trends. You can also spread your presence and expertise throughout a wider plain than your own blog.
What do you want to gain?
It's always a good idea to have a goal when partaking in any marketing strategy, let alone a commenting one.
The main objectives could be to increase traffic to your website, or position yourself in front of an influencers you wish to interact with. It's also useful if you want to guest post in a particular blog. Commenting on posts and interacting on the author's social media profiles will help draw attention to you for the right reasons.
Another goal could be to spread the word about your business. This should be done where your ideal customers are mostly likely to be. However, this is not an excuse to promote, but to offer added value in relation to your product or services.
It's all about them, not you
Remember to focus on who will read your comment. And also be very much aware of the author of the post. A comment is not somewhere you mention yourself, unless you want to tell a story that is relevant and relates to the topic.
Commenting can be seen as a form of networking. You have the chance to get in front of a potential target market. Here you can create a common ground by showing appreciation and connecting with the subject in question.
Take the opportunity to offer a different perspective to the conversation. What can you say that will make people think? How can you make your point of view more memorable?
Venture further abroad
A commenting marketing strategy requires a good list of posting opportunities. It's a good idea to spend some time researching into suitable blogs and publishing directories. Look at their Domain Authorities and check the activity of readers and commenters, as well as the quality of the posts.
Do some research on the blogs' authors. Check out their social profiles to see how active they are and what kind of followers they have. You could even engage with them there about their most recent posts.
Once you've accrued your preferred list of blogs, subscribe to their RSS feeds or search them out on feed readers. This is so you can keep an eye on whenever they publish, and be the first in the queue to comment. Commenting early elevates your presence and gets you noticed by the authors.
Become familiar through consistency
One of the purposes of a commenting marketing strategy is to get noticed by your ideal clients, or by influential people who you could work with.
The best way is to be consistent with your commenting activities. Finding an excellent blog filled with extremely appropriate content will make it easier to regularly visit it to read and comment whenever new material appears.
It is this regularity that will earn you respect from the blog's author, readers and commenters. Produce constructive comments that add value and are worth reading. Then those associated with the blog will learn to look forward to your contributions.
Look for popularity
A blog that has a lot of readers, and ultimately commenters, is a good place to start commenting. However, in very popular blogs it is wise to have your strategy set up so you are one of the first to comment. Otherwise your words of wisdom may get drowned out.
These successful blogs give your comments a chance to get in front of a lot of readers. So make sure your contribution is memorable by standing out. Could you deliver another slant to the conversation? Can you share your expertise that makes a difference to someone's life?
Alternatively you could search for blogs with good Domain Authorities and Page Rankings. These are likely to have big audiences, as well as come up in high in search results. They will also provide content that is worthy to fit into your commenting marketing strategy.
Remember, you are trying to earn respect and recognition. Therefore it is imperative you come across well. This means contributing to the conversation either delivered by the post or from the other commenters.
Develop a conversational style. Leave all your jargon at home. Note which words or language is used in the post and by the other comments, and deliver something similar. In other words, fit in.
It's worth showing some humanity, as this makes you more approachable. If the other readers can relate to what you say, your comment is much more likely to be read and appreciated. If you have a relevant story or anecdote, use it – but make sure it is short!
Good commenting tactics
Your comments will need to more than a mere acknowledgement. Really understand the subject, read the post and other comments thoroughly, and think of something helpful and forthcoming that contains genuine value to others who read it.
Think of a way to offer another perspective to the post's subject. What can you say that will make people think? Ask a question that could stimulate a discussion. Be brave and deliver a controversial concept that makes you memorable (for the right reasons).
Your commenting marketing strategy requires you to write a minimum of three sentences. Focus on the subject with an introduction, main point and a brief summary. Make sure what you write is meaningful, and if you offer an alternative opinion, back it up with evidence or a good explanation.
Avoidable commenting traits
Be respectful to other people's views. Never undermine the author or another commenter. Inappropriate comments, usually delivered in anger or disgust, will scupper any preconceived notions of networking, not to mention getting yourself classed as a troll.
Comments are not a vehicle for self-promotion. The commenting box is not a free space to advertise your business. If you want to refer to your business in any way, make sure you offer advice that adds to the conversation, or share your knowledge that could help someone. If you make a good enough impression, you will be sought out through the link behind your name.
And avoid getting carried away and writing too much! Treat a comment as a précis exercise and summarise your point of view as succinctly as possible. If you are inspired suddenly by the subject, go write your own post, and either link to the author or tell them about it on social media.
Measure your results
All good commenting marketing strategies require a method of understanding you're doing it correctly. This will depend upon your objectives, of course, so you need to set up a system that shows your results.
Does your analytics show which blog has delivered the most traffic because of your comments? Has anyone made contact because of a comment you have written? Have you gained more respect and recognition within the blogosphere?
Are you noticed by the blog's authors? Do they respond favourably within their replies? Have they asked you for guest posts? Have you made a connection with them on other social platforms?
Remember a commenting marketing strategy is a long-term affair, so don't expect any quick fixes (unless you are incredibly talented or lucky!).
Have you already got a commenting marketing strategy?
If so, please leave us some tips and tricks in the comments below. If you haven't, are you inspired to set one up and give it a go? Then come back and tell us all about it!
We would love to hear from you.