Many direct selling companies are recognizing the value of product reviews and other features on influential blogs and websites. When a popular blog writes about your company and its products, it can bring every consultant in your company new opportunities, because it increases brand awareness. This is great for everyone.
But some consultants don’t yet realize that company press on blogs and websites is not immediate license for self-promotion. Instead of reading the article and sharing it with contacts they’ve already developed, they instead spam the blog with their own contact information, in a desperate-looking attempt to drum up new business.
The problem with this approach is two-fold:
- It doesn’t work.
- It annoys the blogger, who has to go through every single instance of blog spam that’s been left, deciding whether to keep or delete it. If there are 2 consultants in your company, no big deal. But if there are tens of thousands??? You get the picture.
I even know of one instance where a blogger decided not to run any more articles on a particular company because its consultants were, frankly, so annoying. What a letdown to the company that had worked so hard to arrange the publicity!
So what should you do if you read an article about your company online?
- Make a RELEVANT comment. Talk about how much you love the product. Respond to a point the writer made. Thank them for such a fantastic review.
- Link to the article from your own online resources. This could be Twitter, Facebook, your own blog, etc. This helps the blogger by driving up his/her rankings through incoming links.
- Share the article with your own contacts and prospects. Articles like this, from a third party, can provide you with more credibility. And because these folks are coming to know, like, and trust you, they will be more open to reading them.
By working WITH your company, instead of shamelessly self-promoting, everyone in your company can enjoy the benefits of third-party reviews online.
What are your thoughts? Have you seen instances of this? Please share your comments below!