In keyword research, we often think about a product group or phrase but what about brands? People search for brands all the time and in some markets the number of people typing in a brand name in the search bar is pretty huge.

As a advocate of niche blogging, I was quite pleased to read this article on NYTimes.com. Some of those interviewed have amazing traffic. What many of us would die for but of course this may not be true for every market.

I wish the main stream media would stop referring to blogs as online journals. Because it’s already apparent it’s so much more than that. It is customers, end users openly sharing their thoughts about a product, service or company. Good or bad, it may sting or it may make you feel like you’re at the top of the world but this is something marketers in the past would love to have. How much money was paid to conduct focus groups that try to mimic a customer’s natural experience of the product. For us smaller marketers this is exciting because hey – free market research as written in the article:

“Steve Rubel, of New York, whose blog Micro Persuasion, steverubel.typepad.com/micropersuasion, follows the impact of blogs on public relations, argues that companies should embrace the in-depth customer feedback the blogs offer.

“It’s a 24/7 focus group that’s transparent and out in the open,” said Mr. Rubel, adding that “the opportunity here is for companies to find their brand ambassadors.””

On the flip side, as entreprenuers building a livelihood online, blogs are very attractive. Because of it’s speed and spontaneity.

“As the number of blogs has grown, more consumers like Mr. Marx are keeping Web diaries dedicated exclusively to their favorite brands. Most of them are written without the consent of the companies that own the brands; a spokesman for Coca-Cola, which owns Barq’s”

This however is one of my personal concerns. Starting a brand blog is easy but it’s kinda like walking on eggshells. One day you could be the darling and the next, what if you say something that doesn’t quite sit right with them? What are your thoughts?

“But some companies are starting to pay attention to blogs, using them as a kind of informal network of consumer opinion”

Smart companies!

Source: NYTimes.com