Advertisers, including Paramount Pictures, The Wall Street Journal, and the Gap, are successfully reaching niche audiences for a fraction of the cost of traditional advertising. As a result, a handful of bloggers are earning six-figure incomes from their blogs.
Why aren't more advertisers and bloggers getting together? Three reasons: fear, ignorance and the knowledge that a lot of pioneers get shot.
With click-through rates in traditional online advertising dropping, inexpensive blog click-throughs are as high as 5%. Blogs provide advertisers an excellent opportunity to reach a devoted audience niche for as little as $10 a week.
Already, blogs such as DailyKos , which receives 15 million page views a month, get $9,000 a week for advertising. Inventory is sold out weeks in advance.
Advertising on blogs is not like buying a minute on the Super Bowl, says Henry Copeland, founder of Blogads , which matches advertisers with blogs.
In his view, successful blogs are edgy and have a sense of humor, and they are recognized experts in a narrow niche. Blog audiences look at traditional ads like "Click here, get 20% off," and say, "Screw this, I've seen it everywhere," Copeland says.
Advertisers should look at blogs in terms of brand development, says Rick Bruner of Business Blog Consulting . It's easy for a billion dollar company that has a customer service or brand blog to see $100K worth of value, Bruner says, "and that's just a bug fart in the marketing budget of a Fortune 500 company."
Blogs are efficient buys
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