Comment Marketing is one of the oldest methods being used by offline and online marketers. It still has evolved over a period of time. In the digital era, it has not lost its power and influence.
Though the number of people using this method has decreased compared to the last decade or two. The comment marketing has become more practical and effective, especially in the digital marketing industry.
How did it evolve?
Until recently, you would have seen readers writing letters to the editor in newspapers and magazines. People would write in with their opinions, feedback, or commentary on articles, and these letters would be published, allowing for a public conversation.
‘Aap Aur Hum’ was a popular show on National broadcaster Doordarshan, India’s national television network. It was an interactive program that engaged viewers by discussing various social issues, entertainment, and current affairs, fostering a sense of community engagement.
‘Aapki Farmaish’ Programme on All India Radio’s Vividh Bharti: ‘Aapki Farmaish’ was a beloved program on All India Radio’s Vividh Bharti channel. It was a music show where listeners could request songs of their choice by writing letters to the radio station. The program played these requested songs, connecting with the audience through their musical preferences.
These platforms were significant avenues for public engagement and interaction in their respective times, allowing people to voice their opinions, participate in discussions, and enjoy tailored content. Still, print and electronic media use comment marketing to engage with their respective audience or viewers and continue to generate revenues.
Then and Now
- Online Articles: Newspapers often have comment sections below their online articles, allowing readers to share their opinions, feedback, or additional insights on the topic discussed in the article.
- Social Media Presence: Newspapers use their social media profiles to post articles and news updates, inviting readers to comment, share, or discuss the content. They might also ask questions or seek opinions to encourage engagement.
- Letters to the Editor: While more traditional, newspapers still receive letters to the editor from readers expressing their viewpoints or opinions on various issues. Some newspapers publish selected letters, fostering a sense of community involvement.
- Social Media Engagement: TV channels use social media platforms to encourage viewers to comment, share opinions, or participate in discussions related to their programs. They might have dedicated hashtags or segments where viewers’ comments are showcased on-screen or discussed during the show.
- Live Shows Interaction: Some live TV shows invite viewers to comment live on social media or through dedicated platforms. Hosts might read out selected comments or questions, fostering a sense of real-time engagement.
- Contests and Polls: Channels often run contests or polls on social media, encouraging viewers to comment, vote, or share their views. This generates conversation and involvement around specific topics or shows.
In both cases, TV channels and newspapers leverage comment marketing to encourage audience participation, create a sense of community, and gather feedback or opinions, ultimately enhancing their audience engagement strategies.
Private FM radio stations often engage in comment marketing through various means:
- Song Requests and Shoutouts: Stations encourage listeners to comment on social media platforms or their websites to request songs or give shoutouts. These comments are read out on-air, fostering interaction and engagement.
- Contests and Polls: Stations run contests or polls on social media, encouraging listeners to comment with their answers or opinions. This engagement helps in driving conversation and participation.
- Interactive Segments: Some shows have interactive segments where the hosts discuss trending topics and encourage listeners to comment or share their thoughts on social media. These comments are often integrated into the show’s content.
- Event Promotion: When promoting events or concerts, radio stations often encourage listeners to comment, share, or tag friends to participate in giveaways or win tickets, boosting engagement.
Famous Quotes on Comment Marketing
Who said `what’?
“Engage, Enlighten, Encourage, and especially… just be yourself! Social media is a community effort; everyone is an asset.” – Susan Cooper
“Conversation with customers will increase sales, even if the product or service is never mentioned.” – George Farris
“When people feel insecure about something, they look around for validation. Show them that other people trust you.” – Neil Patel
“The goal is to spark a conversation, not necessarily convert immediately. Building relationships is the long game of marketing.” – Rand Fishkin
“Your brand isn’t what you say it is, it’s what Google says it is, what your customers say it is, and what people feel when they interact with it.” – Krista Neher
According to an article in the Medium,”Comment marketing is the use of audience and user opinions to introduce the brand, gain more trust, interaction and, as a result, increase visits. The result of such a thing is an increase in incoming traffic to the site, an increase in the number of followers and more sales of products and services.” The
This method is much cheaper and less expensive than other marketing methods, which are widely used in various platforms such as Instagram today.
Comment marketing in digital era
- Digital Platforms: The rise of digital platforms like social media, blogs, forums, and websites provided spaces where users could engage, comment, and interact in real-time. This made comment marketing a viable strategy to engage with audiences directly.
- Global Reach: Digital platforms have a global reach, allowing comments to be seen and engaged with by people worldwide. This widened the scope for comment marketing, enabling brands and individuals to connect with a diverse audience.
- Real-Time Interaction: Unlike traditional media, the digital era enables immediate interaction. Comments can be posted and replied to instantly, fostering dynamic conversations and allowing brands to engage with their audience in real time.
- User-Generated Content: Comment marketing leverages user-generated content. In the digital age, users have the power to generate content through their comments, contributing to discussions, sharing opinions, and influencing others.
- Data and Analytics: Digital platforms provide valuable data and analytics tools that allow businesses to track and analyze comment engagement. This data helps in understanding audience behavior, preferences, and sentiments, enabling more targeted and effective comment marketing strategies.
Six secrets of Comment Marketing
- Authentic Engagement: Engage genuinely with your audience. Respond thoughtfully to comments, fostering conversations and building relationships.
- Timely Responses: Promptly reply to comments to show your audience that you value their input and are actively involved in the conversation.
- Value Addition: Provide value through your comments. Share insights, answer questions, and offer additional resources or information related to the topic.
- Community Building: Encourage a sense of community among commenters by acknowledging their contributions, fostering discussions, and creating a positive environment.
- Moderation and Quality Control: Maintain a healthy comment section by moderating it effectively. Weed out spam and inappropriate comments while encouraging constructive feedback and discussions.
- Consistency and Frequency: Regularly engage in comment sections across various platforms to maintain visibility and show your commitment to your audience.
Link between Comment Marketing and SEO
According to an article in the medium“comment marketing is a cheap and practical way to increase site traffic and improve SEO.” The article written by shahr interneti was about an advertisement.
Engaging in thoughtful and relevant commenting on blogs, forums, or social media can lead to increased visibility and traffic. When your comments add value and generate interest, they can attract clicks to your website. Search engines often consider user engagement and activity as positive signals, potentially improving your site’s SEO rankings.
Link between Comment Marketing and Backlink
Strategic commenting can also contribute to backlink building. When you leave meaningful comments on other websites or blogs within your niche, you might get the opportunity to include a link back to your own site. These contextual backlinks, when coming from reputable sources, can enhance your site’s authority and credibility in the eyes of search engines. Quality, relevance, and genuine engagement should be the primary focus to derive the true benefits of comment marketing for SEO and backlink acquisition.
Must Read: Are Backlinks integral part of powerful SEO!
