Know-How Exchange : Strategy

I have done it, and it works.

You must, however, do it correctly. Do not be a shill. Don't stand up and shout continually about your products or services. Don't spam people.

Instead, be helpful. Answer questions. Listen a lot. Build trust in your knowledge and your abilities. Then, when people on the forum need what you do or sell, they're more likely to want you to do it for them.

Check out this short video from Chris Brogan (social media whiz)

https://www.youtube.com/watch?v=7kX4oUmm3GA

Jodi

It probably depends on what your business is and whether you can find the right forum to showcase what you do.

If the forum is the right one for your target audience, then jkaplan is undoubtedly correct. View the forum as a delivery vehicle for a "free sample" of what you offer. As soon as you turn your participation into a commercial, you've killed the goose.

I have helped an online sporting goods retailer use forums as part of their strategy to be viewed as a thought leader in their niche industry.

The forums are not used to sell their products. The selected forums they participate in are used to disseminate information pertinent to the community and to engage thoughtfully with them. To reaffirm the point by W.M.M.A above, it is without expecting anything (sales) in return.

However, after establishing credibility and thoughtful participation in the forums, leads to the web site have been registered and the participation in the forums have been fruitful to the business. The measurement of leads from a forum though, is not part of the evaluation on whether engagement with the community is continued. The goal is thought leadership, not sales.

As with any marketing effort, measure the ROI (return on investment) of your efforts. How much time are you investing? How much return (sales, inquiries, PR) results?

At the very least, thoughtful forum participation is good for creating back links which can increase your page rank with Google and subsequently improve your search results and website traffic. Forums that allow do-follow signature links are the best for creating back links. However, even forums that do not allow the courtesy of do-follow signature links can be helpful in regards to page rank, if they allow at least one link to your website in your member profile. Then, every post you make in the forum pushes up the importance of your member profile and therefore the value of the link to your website.

If you are newly beginning attempts to directly solicit new business with your forum posts, be diligent at first checking each forum's rules. Many forums have explicit rules against selling your own services except in specific areas.