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details to manage such as having an abn tax implications including charging gst that s best discussed with your accountant getting known self promotion is the other major stumbling block for new businesses after all marketing and self promotion is a specialty area the basic premise is utilising your personal brand for reputation building an analogy i use with my own clients is wallflowers don t get invited to dance don t expect to get discovered without any effort when there are billions of blogs online personal branding the first step is to write a short bio that introduces you use it as an opportunity to share your credentials and build trust next create a photo avatar or brandmark that people will associate with your personal brand create an email address just for that brand publicity publicity is super important you need to let as many people as you can know that you exist online use personal networks social networks and press releases build a profile on linkedin that will show your credentials join and participate in relevant linkedin professional groups from food writing to blogging being social it is also important to interact with fans through your comments section and social media chat is vital as opposed to just broadcasting a link to your latest post it is also vital to comment on other blogs use genuine interaction and contribution in your comments resorting to sock puppetry is taboo and can destroy your reputation link farming isn t as important as it used to be but it can be helpful to appear on blog directories and lists guest posts guest posting is important this is either via inviting other popular bloggers to post on your site or to submit a post to another site community or blog with a very large readership it s basically all about discovery submit pieces to traditional media you may not be paid but if your content is used request a byline and a backlink to your blog also comment on traditional media stories that have relevance to your blog and always include a backlink to your own site connect if you use multiple social media accounts ensure that your avatar and bio as well as the tone of voice are consistent across all of them make it easy for readers to follow your other social accounts by adding social media buttons to your blog and always add share buttons so that you content can easily be distributed by your readers to a wider audience facebook plug ins are also a great way to get your content noticed around the web content aggregators if you are a food venue review blogger you can publicise yourself by having a presence on social platforms that specialise in reviews beyond the obvious urbanspoon and foodspotting sites consider travel review and booking platforms local area marketing sites such as trulocal restaurant booking platforms and geo spatial social platforms such as yelp and linkedin non review food blogs or product review food blogs should consider submitting posts to food aggregators such as tasteologie foodgawker and tastespotting also consider having a photo offshoot on pinterest if it is relevent to your subject matter remember to maintain the same avatar and bio wherever you post on social networks so as to be recognised in this way you are not only discovered by more people you also build your reputation the gristle my character sticky of deep dish dreams aka stickifingers has been a great way to engage with other food lovers one of the best aspects is meeting people offline some of whom read my internet musings and a few have become firm friends blogging is a great hobby over time i have achieved a wide reach of influence by using multiple social channels including tumblr twitter facebook instagram yelp tripadvisor and linkedin to name a few and am regularly asked by commercial interests why i don t monetise this blog the answer is that i already have a career in social media strategy that keeps me on my toes with its daily changing processes etiquette and platforms to monetise a blog is to create another career path and i prefer to use what i know to get others on a happier path so if can leave you with one thing to chew over if you aim to monetize your food blog to achieve success it will cease to be a hobby and become a job that requires a great deal of concerted effort do you have the courage to take that step only you can know if you wish to check my credentials or to discuss professional matters you can reach me at this link please note that press releases and promotional material sent to me there will be treated as spam in accordance to australian legislation as per the statement in the sidebar on this blog 0 comments labels bloggers banquet branding comment eatdrinkblog food and beverage marketing food blogging food trends food writing marketing marketing chefs opinion social media 26 october 2011 food bloggers as marketing puppets part 2 marketing tricks and psychology photo by sean bonner your vision will become clear only when you look into your heart who looks outside dreams who looks inside awakens carl gustav jung swiss psychiatrist psychologist and founder of the analytic psychology 1875 1961 hook line and sinker in australia if the traditional food media want to incite an online riot of opinion they merely need to criticise food bloggers it s a story guaranteed to hit a raw nerve that is common to all bloggers the validation of their medium the provocation will result in debate and a frenzy of hits and backlinks to the article from bloggers tweeters and readers who subsequently comment across many social media platforms but what many amateurs in the online space do not realise is that they have deliberately been tricked into rage the whole exercise may have been calculated to create a spike in online newspaper readership figures to lift the number of page views organically boost the paper s seo and online influence figures so the respondents involved will have played right into the hands of the newspapers for marketing purposes by publicising the story and spreading the word in social media the bloggers and tweeters have unconsciously created sufficient free pr to yield above average traffic to the newspaper the resulting online figures now look great to advertisers contemplating whether to pay for ad space in their publication iphone app or online edition some might consider this calculated emotional abuse for the paper it s an easy win requiring no financial investment and with their readership looking reinvigorated they can potentially rake in hundreds of thousands of dollars from brand media buyers thanks to bloggers the sales and marketing team will likely have hit their projected targets these stories are known as link bait it s a controversial marketing ploy and is not the only time that aussie food bloggers fall for commercial tricks this works through psychological manipulation the technique in this case is known as shaming and vilifying think of it as the overbearing parent who tells their children that their grades aren t good enough it s bound to get a reaction from most on the receiving end of the criticism and yet the same result can come slyly packaged as flattery for the same purposes modern marketing ninjas as long time readers of this blog will know i have spent a quarter century in the business of advertising and marketing my profession has been to make all manner of things desirable to the general public via a mixture of manipulative psychology beautiful imagery and by generating hype my technique uses a combination of strategy based on psychographic manipulation and lateral thinking combined with creative input today anyone marketing a product service venue etc faces tough times the general public are now more sceptical of marketing imagery on tv and in print than they ever have been they can filter their entertainment to avoid most advertising that they find intrusive or annoying some products have even been banned from traditional advertising media so with marketers facing increasing sales targets from their employers the search has been on to find a way to advertise surreptitiously and what exactly is this hidden advertising or guerrilla marketing the most common ninja deployed is product placement take australian masterchef for example the products you see being used have been provided by the brand advertiser in exchange for six figure sums to the tv production company this may be reinforced by advertising around the show costing millions paid to the tv network whether aired on tv or their magazine s ads or even on the masterchef website and recipe fact sheets the aim is that the general public will subconsciously identify branded products as being desirable or necessary next time they stock their pantry the wealthiest brands also use product placement in hollywood movies and popular drama or comedy tv series reaching significantly larger audiences but shows like masterchef are not on tv all year so food brands in particular and especially those with smaller budgets are forced to be more creative in finding their target market the trending buzzword for advertisers is word of mouth marketing the power of recommendation by a friend or trusted source is now recognised as the ultimate way to convey a marketing message that will generate sales magazine or newspaper advertorials are a word of mouth option it looks to all intents like a magazine story it has been composed by a journalist and the staff photographer but it s actually a sponsored piece a revenue stream for publications it costs the advertiser in design photography and media placement fees advertorials are designed to trick you into thinking the discerning magazine editor prefers that product brand advertorials state advertising feature or promotion at the top of the page revealing its true nature but even this is wearing thin with the public so where else can advertisers create hidden influence there is a marketing term hitting all the consumer touch points and that now also includes product placement and advertorials or infomercials on blogs so bloggers who have appeared in mainstream media stories who have released details of high page view numbers or high twitter follower counts and a track record of influence are the new target for marketing they are known generically as online influencers and are now subject to heavy lobbying by pr companies and advertising agencies many of us in food blogging know it as the dreaded pr spam in marketing circles it is known as blogger outreach programs and blogger bribes the attraction lies in the notion that an advertiser can covertly target the exact demographic required through a food blog just as they can in the food press but with possibly an even narrower skew such as baker blogs having a high readership of those who also love to bake or venue review blogs that back link to urbanspoon and attract people who regularly go to restaurants plus bloggers are more adept at using multiple social platforms including twitter digg stumbleupon and facebook in their broadcast mix than traditional food media which equates to even more publicity hitting the target your new bff so in advertising strategy bloggers are now seen as cheap and easy puppets for marketing messages as compared to traditional forms of advertising by example many food bloggers have already shown a predilection for going to events and receiving freebies in exchange for a blog post on their attendance or promotional item so why not cosy up to them brands now aim to be your bff after all most who write blog review posts will happily spend their own money trying venues and unsuspectingly giving free pr to the venue so in advertising terms why not extend that to products loyalty clubs and services too the potential is there for a brand s new online friends to generate free blog advertorials and extended social media broadcast too for brands blogger outreach is significantly cheaper than paying publications for the same plus the blogger does all the design work copywriting and photography for free services that cost tens of thousands of dollars to commission professionally giving away samples organising an event or junket to bloggers can be much cheaper by comparison it s also a way for pr agencies and blog harvesters such as nuffnang technorati and foodbuzz to farm bloggers in order to make money on the back of this free resource typically it works by charging brands for harvested email databases or for permissions received from the bloggers some harvesters will potentially pay bloggers a small fee lower than market value for commercial digital insertions in return others companies to farm bloggers are market research companies and new hybrid harvesters who charge bloggers to be part of a directory that will build page rank and seo plus marry your blog with advertisers and pr agencies trust issues it is a given that journalists salaries are derived from publications advertising revenue and hence edited opinions can be biased so blog readers typically cite their interest is due to content being unrestrained by editors advertisers or a commercial publication s particular values or politics marketers are aware that many of the public have eschewed papers and magazine for blogs in search of the truth so blogs appear to have integrity it is generally supposed by the public that they are not affected the way that news has been tainted they represent jo average s opinion so when a blog broadcasts about brands the reader assumes it is a personal and unbiased opinion and recommendation that has not been initiated by an advertiser or fuelled by supplied content but this is increasingly not true a blog post can be a stealth marketing brand ninja especially where many amateur food bloggers have not publicly declared their shift to becoming professional salesmen or pro bloggers in exchange for gifts or money this is compounded by the fact that bloggers seem to be unaware of the accc advertising and selling standards stating advertisers should ensure that consumers are aware of the fact that a commercial message is being presented bloggers are required to clearly mark that the post is a sponsored piece as per an advertorial or infomercial is transparent about its bias it s possible that many pr agencies and marketers seem not to know this either or perhaps are happy to parlay the deception and puffery since some food blogs have already fallen under the spell of the pr machine the term flogger blogger has emerged by this i mean when a blog that feels to all intents as though most posts are actually subliminal ads designed to have your friends share the good word and generate publicity for a brand by spreading the post across the internet conversations and by email ultimately this is the goal of marketing through amateur bloggers the seduction of eve i think that most australian food bloggers have innocently entered the media as a place to air their thoughts but appear vulnerable to the pote...
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