5 things Bloggers can do to help Advertisers understand their strengths
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I just wanted to follow up on the Mommy Blogger post from a few days ago. If you haven’t read it and Dugg it, I’ll wait.
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Ok, on to the follow-up:
It may have sounded like I was putting the onus on the advertisers to do all the work to understand the blogger. Not so, but I concede it may have sounded that way. In reality, it is our responsibility as bloggers who want advertisers’ business to make it as easy as possible for an advertiser to understand what we have to offer. If you have a tagline or an "About" page that says "I write about stuff", and the post at the top of your page is about Sally’s new shoes, well, who can blame the advertiser selling iPhones if he passes?
I’m not saying don’t write about what you want to write about. But, we need to think of ways we can make it easy for advertisers to do their due diligence. Here are 5 simple ideas that we do on our own websites:
- A more descriptive tagline - "Gadgets, and Finances, and Kids, Oh My!" - tells an advertiser in 7 words what you like to write about.
- A short text paragraph at the top of a sidebar with similar information.
- An "About" page written with an advertiser in mind (skip the "100 things about me" lists if you’re serious about appealing to an advertiser).
- An idea I’ll be implementing shortly - a "Portfolio" page, where I link to my favorite paid reviews, so advertisers can judge the quality of my blog and my copywriting directly, rather than through hunting and making inferences.
- Write (for free) about the things similar to what you want to write about - don’t say you write about digital cameras if all your posts are about your cat. Show you actually do write about digital cameras by writing about them regularly, paid or unpaid.
We should never forget that we are service providers and advertisers are our clients. We can’t blame them for choosing to spend their money with bloggers that make it clean and easy for them to decide where they will get their best return.
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