Crafty performance marketers routinely capture prospective
visitors’ attention by using the comment section of various
content-based publishing websites. Yep, blogs.
Commenting is a powerful way to foster relationships
with content publishers and their audience,
but there’s more. It’s also useful in
establishing oneself (or one’s brand) as an expert
in a particular industry vertical, build awareness
and, of course, acquire new visitors. Although
challenging, there are several practices, if you
have the time and the inclination, that will serve
your digital enterprise well.
When commenting on a new website, it is important
for affiliate marketers to present themselves
as experts in the topic at hand and to leave
remarks that are relevant to the content they’re
The most effective way to establish oneself
as an authority on a given subject is to provide
information that supplements the publishers’
original content and helps readers better understand
the topic. One way to add credibility to
comments is by including complementary material
through a link to an outside resource,
which could include the affiliate’s own website
(if they have a suitable page to link to).
According to Byrnes Consulting President
Michael W. Byrnes, Jr., two excellent
practices for asserting one’s
authority include presenting a distinct opinion
and being trendy or newsworthy on the
most popular topics of the day. He also advises
commenters to write to the point quickly with
Smart marketers know that the reason behind
commenting and asserting their authority on
other people’s content comes down to earning
the trust and respect they need to generate attention
for their own sites, products or services.
Perhaps the most important part of commenting
is appealing to the content publisher,
as the writers have already made their expertise
in the niche known (theoretically). The commenter
can use this relationship to draw attention
to their work and acquire links.
Marketers should direct their comments to
the author by calling them by his or her name (if
it’s available) and commenting on specific aspects
of the publisher’s work. Asking pointed questions
also works in attracting an author’s attention.
Other times, marketers may want to engage
with other commenters. The best way to do this
is to answer questions that users may pose, as
this begins a dialogue and helps the affiliate
Regardless of who you’re conversing with, it’s
important to keep digital etiquette top-of-mind.
“Complimenting others can create great goodwill,”
After establishing relationships, the next goal is
to drive traffic back to the affiliate’s website.
Obviously, they must provide links to the site
or a specific page on the site. There are a few
good ways to do this. For starters, the affiliate
can drop in a link and tell others to contact them
there or check out their content for more insights.
However, if the affiliate already has complementary
content on his or her site, one could
refer users directly to that content as a supplement,
although not without offering useful information
along with the link.
Another, but less direct way is to put a link in
one’s username. For instance, some of Website
Magazine’s savvier commenters have set it up so
that when someone clicks on their username, it
takes them to the commenter’s website, rather than
their WebsiteMagazine.com profile. This works for
providing a link without seeming pushy.
However, all of this traffic generated from
commenting is useless if you don’t track it. “Analyze
where traffic is coming from and refine/improve
the marketing strategy,” said Byrnes.