We recently had an inquiry from a new business client about doing blogger relations, and or blog marketing. As MarCom has been doing search engine marketing and blogs since the beginning, we have some sweet case histories, or success stories, if you will, but what came up is that it is often hard to write a case history when you don't even know how many bloggers have picked up your story without tracking them on Google. This era of new media marketing is still processing some of the measurement techniques - and the reality is - these results can take more than just a few months to track.
So as an exercise to do a "Client Successes" document for blogger relations, we used our client The Wiley Protocol, and believe it or not, even just in this year of 2008, I tracked back on Google - at least ten pages - and found that we have logged about 50 plus blog mentions since January. Some of these hits were picked up from our SEO press releases and articles. That said, blogger marketing actually goes hand in hand with SEO. And, that said, it should be part of, not separate from, your SEO and Social Media Marketing strategy. Figure out your objectives first - such as reaching brand advocates, or reaching consumers versus young medical doctors online. Or it could be getting more media, or promoting a special offer for a specific product or service.
As for how we can measure our successes? My associate Mike Keesling suggested that some measurement can be quantitative (such as the number of mentions on blogs below) and also qualitative. For example, you can measure traffic stats on your website and track (using HitsLink or Google Analytics tracking) how many people come to your website because of a blog post. Did traffic increase? You can also measure key words used on the blogs, and the SEO results. Again a strategy is required. And the results must be reviewed over a couple of months. It all takes time.
Another one of our clients - Peternity.com - has been optimizing mostly for the key word pet urns, or pet urn, dog urn, cat urn. Of course we also optimize for the words "pet memorials." It is working. She is finally getting customers buying more urns when their pets die. She writers her own blog, but if she didn't, MarCom would ghostwrite it for her, and the bottom line is that we are all on the same page with the SEO and social media marketing strategy. I write optimized press releases and SEO articles as well for this client. Check it out. Also note how I am linking in this blog (see links) for MarCom as well as our clients.
Our excellent results are below for The Wiley Protocol (www.thewileyprotocol.com). We started working with her on SEO about a year and a half ago. Now, our key word strategy has paid off, because she is in the top pages of Google for most of her most important key words. This client now has tens of thousands of consumer customers. The list of close to 50 blog mentions is below – mostly since Jan 08. And this may be only part of them.
http://www.bobyoungmd.com/wiley.htm
http://www.womensvoicesforchange.org/2007/01/ask_dr_pat_bioi.html
http://www.medicalnewstoday.com/articles/94472.php
http://www.zoominfo.com/people/Wiley_T._522431849.aspx
http://www.therealcougarwoman.com/2006/11/wiley_protocol_.html
http://www.nytimes.com/2006/10/15/fashion/15suzanne.html?_r=1&oref=slogin&ref=health&pagewanted=all
http://www.zoominfo.com/people/Wiley_T._522431849.aspx
http://health.propeller.com/story/2008/06/01/ts-wiley-showcases-the-wiley-protocol-bio-mimedic-bio-identical-hormone-restoration-thera
http://www.riverwalkma.com/womenhealth.htm
http://www.topix.com/health/womens-health/2008/01/t-s-wiley-showcases-the-wiley-protocol-bio-mimedic
http://www.thespiritedwoman.com/newsletter/2005/10/august_2004.html
http://www.blogtoplist.com/rss/wiley.html
http://www.freepatentsonline.com/y2007/0049567.html
http://www.onlypunjab.com/fitness/fullstory-insight-fitness+healthcare-newsID-247310.html
http://www.exploringcollege.com/article.cfm/id/179879
http://menopause.gaia.com/blog/2006/8/bioidentical_hormones_-_the_wiley_protocol
http://www.nature.com/ijir/journal/v20/n1/full/3901622a.html
http://online-pharm-review.blogspot.com/2008/01/ts-wiley-showcases-wiley-protocol-bio_18.html
http://www.griffinmedical.com/thewileyprotocol.htm
http://www.health78.com/health-news/TS-Wiley-Showcases-The-Wiley-Protocol-Bio-Mimedic-Bio-Identical-Hormone-Restoration-Therapy-BHRT-At-The-Integrative-Healthcare-Symposium-IHS/83796/
http://menopause.gaia.com/blog/2006/8/bioidentical_hormones_-_the_wiley_protocol?printable=1
http://www.westmoreland-pharmacy.com/retailer/store_templates/ret_custom_page2.asp?storeID=EE488B11DB25472285D10D6CC02CA42A
http://spa-namaste.com/article.cfm/id/252071
http://www.tummytucksurgery.co.uk/news/article_t_s_wiley_offers_physicians_039_two_days_back_on.php
http://www.myhormonereplacement.info/article.cfm/id/207103
http://www.myhormonereplacement.info/article.cfm/id/181820
http://menopause.gaia.com/blog/tags/bioidentical+hormones
http://www.escapecollege.com/article.cfm/id/179879
http://www.bobyoungmd.com/documents/OHN10-FemaleHormoneReplacementTherapy.htm
http://www.bio2000.com/article.cfm/id/252870
http://www.searchdisease.com/article.cfm/id/252870
http://personallifemedia.com/guests/740-ts-wiley
http://digg.com/podcasts/Beauty_Now_The_Intersection_of_Cosmetic_Surgery_Longevity_Bio_Medical_Innovation/318151
http://blogs.riverfronttimes.com/stlog/2006/11/weird_and_wiley_science.php
http://www.mjmls.com/viewtopic.php?t=86004
http://www.blogcatalog.com/posts/replacement%20protocol
http://www.heartlandhealing.com/pages/News/flier_OHE.pdf
http://www.bionity.com/lexikon/e/?ps=T.+S.+Wiley&didsearch=1&defop=and&wild=yes&d=none&dienst=lexikon
Oh and just FYI there are also blog posting services for $20 to $75 per blog where you are guaranteed blog posts. So just like anything else in life, you can buy your way onto a blog, and it would be a legitimate link (back to your site) which is great for your SEO results. But that requires a strategy and money. You can get a couple of hundred blogs with a good budget, or you can hire MarCom for blogger relations for much less per month.
Subscribe to:
Post Comments (Atom)
1 comment:
Very impressive Kristin! Building relationships with bloggers certainly requires genuine communication and transparency in those communications. This takes time and a concerted effort to continue t build these so any post due to blogger relations is a very valuable. Great post.
Post a Comment