The Ins and Outs of Forum Marketing
Yesterday Jake took us through Social Media Marketing and why it is so important to incorporate into your overall marketing strategy. Most of the time when Social Media Marketing is mentioned, we talk about large sites like Digg, Facebook, Reddit, StumbleUpon, etc. Today I want to discuss the benefits and strategies in using forums to your advantage.
Participating in forums can provide valuable insight to business owners. Not only for sales, but for some good perspectives from others in your industry as well as potential clients. Forum marketing is not always going to provide you with instant gratification though. It takes time to build a credible profile, and when participating in a forum you can wind up giving more information than you gain. I’m going to outline a few of the benefits of participating in forums as well as give you some basic tips for building a strong profile and using them to help your business.
Test Audiences. There have been times where I am trying to communicate with a client to explain to them why they need to add more information in their product descriptions, or rework the order process a bit. Posting a link in a forum to get the opinion of people that are in the target audience of the site acts as a quick way to test a theory. There are times when I’ve been surprised at the response, but it is helpful to use as a starting point.
Powerful Recommendations. Before making a big purchase, many users search out as much information that they can about a product as possible. I’ve got 2 personal stories to drive this point home.
- Before we got our Charlie we researched everything we could about the breed and landed on an authority forum for Shar-Pei’s. Later when we had health issues we naturally posted looking for a vet. $6,000 later, Charlie is a very happy and healthy dog, and our vet has a good customer that will shout referrals from the rooftops.
- When I was planning our wedding I was a little clueless about how to start. A year later, our entire wedding budget was spent on vendors found and recommended through a particular forum. That’s just from one couple, us. Multiply that by the millions of users forums have and you’ve got a targeted audience searching for your product and ready to spend. Having a good reputation in a forum will keep a business in front of the eyes of those searching for it’s products or services.
Building a Network. I’ve talked about the value of running a concept by a large group of people, but another benefit to being involved in forums is creating a network for yourself to keep up with what is going on in your industry or in something you (or a client) is interested in.
Direct Sales. Consider this an ancillary benefit. While many of our clients have seen direct sales come from forums, this is not the major intent of the participation. Although sometimes someone is looking for a product or service and asking for a recommendation. In that case, participate. Drop a link with a good story behind it.
Introduce Yourself. Do not just jump in and start posting your opinions. Give a little background about yourself; let the users welcome you into the site. Let them know you are genuine and their to give back.
Steer Clear of Personal Drama. Drama is inevitable in forums. By their nature, they are a place to have open discussions about topics. Posting your opinion on something is fine, but to attack others personally will establish you as a controversy seeker and backfire later. Remember that in forums and online; sometimes people come across more obnoxious or aggressive than they ever would in real life.
Be Helpful When You Can. You may be on the forum with the main intent of promoting your product or service, but if you know something about a topic being discussed, by all means offer some help and insight. This is key when establishing yourself as a resource.
Do Not Self Promote. Most forums have searchable profiles. If you mention a few times what you do (in a non promotional way), if someone is seeking you out, or begins to trust you, it is more than likely they will look up your profile to get an idea of what you’ve posted before. Seeing a ton of link drops to your site or blog is not going to help you any. It might actually get you called out for being a “trollâ€. Be sure to check the terms of use for the forum you choose to participate in. For some, self promotion can result in banning.
It takes time to build a connection and rapport within the community. The users of forums are protective of their environment. They don’t want it overrun with spam and link drops. They will not communicate with someone not trusted. Take the time to learn the “lay of the land†before jumping in.
Forums can be a great resource on many levels and may just provide you with the extra push that you need to get more in touch with your audience and industry.
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85 Responses to “The Ins and Outs of Forum Marketing”
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Ok I have to agree with you here! I’m a member of a ton of forums, AgentsOnline, Active Rain, REIclub.com, Bigger Pockets, etc. Way too often a new member will log in and immediately start marketing themselves. That’s a huge turnoff.
You also didn’t mention a huge pet peeve. NO CAPS! I’m not sure what the urge is, but no one does business with people who can’t even exercise basic ‘net sense.
YOU MEAN LIKE THIS?
Just kidding.
I agree with you. The all caps thing when not used to make a specific point can definitely get annoying.
Thanks for the comment Dee!
I like how neat it looks and most of the information is very good. I have to tell you that you’re speaking to mediocrity, however, when you tell people to avoid controversy and self-promotion. Like anything else under the sun, such things can be employed artfully, and have been.
It can go so many levels deep and even if it gets you just a handful of people who would be interested in such a style, it’s up to the marketer to know how to amplify his or her results once the people are in and listening.
You don’t just flail your arms in the air or call someone names and then hope random people will like it and come hang out at your website for tea and crumpets.
Just take a clue from the ever-growing bogus phenom of reality TV, people cannot avoid a drama or rubbernecking a car accident. So why project this “be nice” approach onto everyone and everything when clearly a creative person could use it to advantage – not that I need the competition mind you.
Sam
Wow. I am impressed with how simple yet effective this advice is for anyone wanting to start out in forums and marketing within them.
I like #4 best. People will look past any self promotion or plugs if you are being helpful and offering your content as a valuable resource.
Great post.
New Years Resolution # 540 : Become more active on forums.
Thanks Danielle, excellent advice!
Let’s not forget about the chance to head off reputation management issues before they even start. Find the major communities related to your product or brand and get involved early so that people praise your for how you handle a crisis vs roast you for messing it up.
@ Sam: Thanks for the comment! I am very happy that you found some/most of the article useful.
I did post above that I recommend “Steering Clear of Personal Drama”. By all means get involved in the discussion and give your opinion regardless of whether it is in agreement with the majority. What I do not agree with, and see far too often, is a good discussion getting completely derailed with personal attacks, insults, and comments that contribute nothing to the original topic. Yes, a topic will get a lot of attention that way, but I don’t really think that stirring up useless drama is going to be productive. I wouldn’t advise my clients to act in this way.
Speaking to the self promotion comment, as you said, there is an artful way to do so. I think we’ve all seen people jump into a community, and work what they do or sell into a majority of their contributions. It gets tiresome, and I’ve seen people banned for it. It might seem obvious to you that blatant link drops are not the way to go, but apparently not to all, since I still see them constantly on forums of all kinds.
@ Brent: Thanks!! You’ve got the gist of what I’m trying to get across with that point.
@ Stephanie: That’s an impressive number of resolutions you’ve got there! Glad this post added one more!
As a major forum user on several unmentionables I can’t give enough props to Danielle for great tips.
I should note that some of those rules can be broken, especially the no drama rule. Forums love a good tiff and if you can throw down and win you’ll earn even more credibility. Of course some fights will never end, so it’s important to know when to walk away the bigger man. =)
By the way, if you befriend the forum owner it’s often very easy to get some prime real estate on the homepage of the site or other highly trafficked areas.
@oilman: Totally agree. I’ve seen some situations, especially on the wedding one where a vendor has messed up, and then tried to join the discussion, and they get the community in an uproar because they consider it a place for the consumers to post freely. Important to get in there and be established before there is any issue so it doesn’t look like you jumped on to put out a fire.
By the way, on the drama note – I would never recommend a corporate entity do this. If you’re an individual go for blood, but businesses need to steer clear just like Danielle said. (thought it best to clarify that position)
Again, great points for an area that lots of people overlook!
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@Rhea: Thanks for the comment! We are in agreement about the corporate entity, and with individuals, I believe you really have to be great at controlling the situation to get involved with the drama and not get carried away. And thanks for the link! I’ll be checking that out for sure.
Forum Marketing Tips…
There is lots of advice out there about how to do forum marketing
that is plain bad business or pure spam.
Here is some very solid and grounded advice for a change.
The Ins and Outs of Forum Mar……
Good post Danielle.
A great point is raised by Rhea about site owners. I’ve been an admin at a major forum for Liverpool fans for years and it’s so true.
We don’t view other forums as competition (we don’t do it to make money) and don’t mind people dropping links to them. However, if someone signs up simply to name drop they get an instead ban. Have a quick word with the owner and see what is ok and what isn’t. This’ll help you avoid running into problems. As has been pointed out, these communities tend to be highly protective of their enviroment, so better to be safe than sorry!
Btw, this has given me a thought for a post
[...] Success with social media is very much centered on building profiles and one online marketing channel where profiles have been important long before social media became the latest online marketing poster child is forums. Danielle Winfield brings a nicely illustrated post on this topic, Ins ands Outs of Forum Marketing. [...]
[...] Danielle from 10e20 gives you some dos and don’ts for ethical marketing in online forums. [...]
Great suggestions Danielle. I agree especially with not diving in and taking over the planet when creating a profile and hooking up.
Giving yourself time to get to know your surroundings and casually introducing yourself by asking questions and laying back at first gives others a chance to see your sincerity (if sincere) and desire to give as well as accept the same.
[...] Success with social media is very much centered on building profiles and one online marketing channel where profiles have been important long before social media became the latest online marketing poster child is forums. Danielle Winfield brings a nicely illustrated post on this topic, Ins ands Outs of Forum Marketing. [...]
Great tips. I think it comes down to common sense, most online are like walking into a strangers dinner party – you don’t walk in the front door and start selling timeshares, you get to know the people around the table. You have to be patient, but the payoff can be extremely loyal customers that will evangelize your brand for you.
[...] weeks ago I posted about the ins and outs for forum marketing. When joining a community, especially if you plan to market to them, it is important to understand [...]
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[...] The Ins and Outs of Forum Marketing – I’m going to outline a few of the benefits of participating in forums as well as give you some basic tips for building a strong profile and using them to help your business. [...]
Thanks for the tips Danielle. We are thinking of utilizing forums predominately for test audiences. We are looking for feedback for new product development. About how many hours are spent on a single test forum post? I know it will vary, but I assume there is a general amount of time one can expect to spend on response since a majority of the reponses will be with the first couple of days of the post.
Thanks a lot for very useful information about social media marketing. I am thinking to go for social media marketing.
Ace S.
Thanks for the tips!
I’ve recently joined and wanted to introduce myself
new to the forums
glad to be a member… just wanting to say hi
whats up everyone?
I have to agree with many of the comments above. One of best things to remember is that the search engines are looking for good content. So the more you can provide, real, live helpful content, the better off you will be. Of course, this takes a lot of time and is thus harder to do. Even so, in the long run, these types of comments will help the most.
Brad
Hi, everybody!
I think, that this is a great forum. Very intresting and useful.
But I can’t find the search function, cause I want faster find the topics that could be intresting for me to express my opinion…
Please help me with search function on this forum!
That are cool ideas for forum marketing. But answer me one thing that- is it necessary to explain myself if I want to do online marketing.
Well all the ideas whatever explained by you I will try to follow in my waysfor marketing.
________________________________________________
Rives
Great article, you’d be surprised how many people absolutely butcher #4 and then wonder why the only people following them on services like twitter are spam-bots!
Cheers,
Brent
Must appreciate. This is one of the best posts i have seen on forum marketing. I really like your thoughts. Thanks a lot for sharing this great info with us.
Excellent information Danielle,
By following these guideline forums will be a much more enjoyable and beneficial to both owner and users alike.
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I also agree with Ace S….u had provided good useful information about social media marketing…
I also want to add that Forum gives more traffic than blogs…here u will get good number of suggestions also..which in terms will benefit someone.
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Good article, you provided some ethic rules you MUST respect on a forum. Forum is used to ask for help or to help others or to give ones' opinion
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Hi,
Nice tips, Myself has built complete business using forums and one thing i always suggest
to new members practice religiously is to stay away from negative and drama (as you advised!) post…
Negative posts and discussions simply robs the time and energy of that member and the whole community. and it does not bring any positive result but more negativity!
Thanks for sharing your thoughts on this topic,
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I've also had luck in getting large RSS feed counts as a result of my friends on niche forums. If you get big enough and are well known enough then you can make a name for yourself and then move it to your blog.
My iPhone has a decent sized crack in the screen, and i was wondering what should i tell the genius bar workers is wrong with my phone (other than the screen) so they will replace my iphone. I need something that they can’t really check right then, and will have them just replace my phone
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this is really good, for this i m really good at forums marketing, i doing almost the same that what you have discussed above but still it was really helpful read and learn more things for forums marketing.
Hey,
I am fairly new here and have a question:
Someone I know recommended this community to me to advertise my powerful xRumer services (see here: http://www.empiremarketing.ca).
Where can I post my ad without spamming this community?
Regards,
Iris
i never get a useful idea how to use RSS to get more traffic otherwise i already doing forum marketing and other ones.
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In forum posting more you post, the more your signature box will appear, and the more likely it is that you will receive traffic.
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