Interview with Richard Laermer
Author of Punk Marketing and Blogger from BadPitchBlog
I discussed blog marketing with Richard Laermer, and he is a very honest and interesting person with whom I had the opportunity to interview.
Here are some questions for you -
Here are some answers for you!
1. When did people start to market their blogs?
They started to realize right after 2004 election that blogs were more than a hobby. To be honest, no one really wanted them to be more than Web diaries until the pundits who were basically amateurs in their pajamas got a lot of fizz from the mainstream press right before Bush got put back into office.
2. What is the best way to market a blog?
The best way is to alert the influencers of your differentiators. In other words, go out and seed the other blogs with facts about why you started your blog - and your own background. Why you? Why it? And once you get them into it by linking, you take THOSE links and infiltrate your field's top journalists with your intentions to pursue the blog to its fullest. Also, go local with the media - that's the coolest manner in which to get instant press. Local press people have a job to do: that's to cover you, because you live or work nearby.
3. Should bloggers pay for advertising?
Bloggers should never pay for advertising unless it's cause-related. For instance, if you spend money on a newsletter for a charity or a nonprofit (NPO) that you support, that's cool and they'll mention your name. Advertising your own blog goes against the idea of blogging--err, unless you have another product that has your moniker on it (like a book or a radio/TV show, then yes). But don't spend money advertising online. That's just foolhardy.
4. How can a blogger get more subscribers and loyal readers?
Loyal readers are hard to come by. Participants are easy - and subscribers will get you RSS'd - if you do this:
1. Don't just write everything that comes into your head. Your opinions are cool but make sure you've thought them out (how about a first draft) before putting them down. People say "Oh you have to keep it like fresh yeah?" and I respond with "Sure. But not every second of every day. Who cares who you had a meeting with? And like Mark Twain so famously told us: 'If I had more time I'd have written less.' " Edit, people.
2. Try to remember your mission. Say you write about gardening but yours is only potted plants. Well heck. Stick with it. That's something millions of us brown-thumbed types want to know more about. Don't one day start a petunia track!
5. Should a blogger create a marketing strategy?
No. I think the best strategy is in the creation of topics that will have people wanting to comment or yell at you about -- or of course agree. I believe like Paul Simon said in his masterpiece Surprise: "Don't expect to be a genius with a marketing plan." Just go for it, be bold and brave. There aren't that many really astonishing blogs out there. Just a lot of people who can type. You be the one with something to say that will get folks in a tizzy. Be your own true visionary, the one you wonder why isn't out there already.
6. How can a marketing strategy help?
Oh ok. You really want me to say yes. Let's say a PR strategy of hitting up one influential blogger or press person a week will in 52 weeks mean the whole world's in your bloghand. Because one begets another and bloggers are networkers beyond belief. All you need is one topic that others in the big wild world haven't heard yet and if you get enough people who care about the subject to really "connect" with it...you find that everyone's going on to your page to see what the heck the chatter's all about.
As sending out lots of e-mails about your blog, I'd say...don't just send them out and tell people, but yes to direct marketing. The way I got to know as many blogs as I do was when blog-masters wrote me and said "Richard, you need to see this because (X)" and they were dead-on. Friendly and personalized mailings are terrific. Do not mass market to anyone these days. It's just insulting.
Find the people who need your information and just go to them. It's not a chore if you love your work!
I have a new blog on www.PunkMarketing.com/punk-blog and we are marketing it subtly-- running around the country talking to corporate types about how they can leapfrog over bosses who want no change. We tell them to come on and tell us how to forge forward in the revolution. And they come to the blog, get their friends to add on comments, and of course post things like MY FAVORITE RESIGNATION LETTER ever, and a whole host of topics you won't see on any other business book blog. And we are advertising this by telling everyone we know (all 43 million people we've never met but e-mail with constantly) to fill the space up!
7. What is a marketing strategy?
A marketing strategy is by definition a plan for getting the word out. Start with PR, and make sure you are always talking straight to the media. Maybe even check out badpitch.blogspot.com to see how, for real, you SHOULD NOT be conversing with the press. As for marketing to the big wide world out there, ok I have to recommend it: http://tinyurl.com/2symy2
8. What is different about marketing a blog than any other business?
Businesses need money to stay afloat. Bloggers need mental clarity. That is it. Oh and really big balls. Yeah. If you can say that on Old Christine, we can say it here. People without them come and go, the rest of us will float for a long time. Until we run out of steam, I guess. And then we become collectors of others'.
9. Any other advice, resources, etc.?
I think that the beautiful marketing blog list below is a fabulous resource. Use it, don't abuse the folks there who are willing to help you with questions and retorts: http://toddand.com/2007/01/11/the-power-150-americas-top-marketing-blogs/
Check out the blogbuffet picture on the left in addition to the list of best places you should be reading and participating in. Don't, however, merely say you are doing something but point out why it's new...and different and how it fits into their own work. And yeah ok. You'll notice these are marketing blogs, but who better to help you market your own ware than someone whose 24X7 is the marketing of marketing. For more help, write me at richard@fullfrontalpr.com or check out the new Punk Marketing world: www.PunkMarketing.com Vive La Revolucion!
With love,
Richard
