Manager's Guide to Online Marketing by Jason Weaver

Author:Jason Weaver
Language: eng
Format: epub
Publisher: McGraw Hill LLC
Published: 2013-09-15T00:00:00+00:00

BLOGGER DISCLOSURE GUIDELINES

The Federal Trade Commission (FTC) requires that a blogger disclose his or her relationship with your company if the blogger is receiving any compensation or reward for promoting your products or services. Follow the guidelines closely and make certain you disclose your own objectives before formalizing partnerships. Find out about these laws and regulations by visiting the FTC website (ftc.gov/opa/2009/10/endortest.shtm).

Once you have identified your audience based on discussion topics and interests, you can engage them. I recall a specific campaign I was involved in for Sara Lee. The campany was launching a new product line and wanted to target people at home who enjoyed baking—not only casual bakers, but those who thought they might want to bake as a career. Using the methods discussed above, we pinpointed online audiences that hit Sara Lee’s target exactly. One of the social networks we located was Bake-space.com. From our research, we found several sites that were an exact fit for semipro bakers. There was no question that the 45,000 bakers in this community were seriously into baking. Once we located this audience, we set up a partnership with the site and syndicated Sara Lee–branded baking videos with the community. Since Sara Lee was promoting baking and the site targeted bakers, these videos reached a specific audience in a way that was nondisruptive to their user experience. Part of online marketing success involves locating and understanding your audience; the other part requires developing compelling content that will engage that community and be shared with like-minded people.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.