Spam is annoying. The problem is, if it didn't actually work, then no one would do it. One of the worst types of spam is blog comment spam. You put you all of your effort into writing an awesome blog post only to find that all the comments on it are spam. Nothing from a real person. What's even worse is when you don't realize a blog comment is spam. You might think you've generated a genuine comment when, in reality, it's just an evil ploy for inbound links and clicks.
Let's take a step back. Sometimes the most valuable lessons come from things we don't like. As inbound marketers working to drive leads to our business, what can we learn from blog comment spam?
Marketing Lessons From Spam Commenters
1. Flattery Gets You Everywhere - Ever read a comment on your blog or on your Facebook page and thought, "Aww that sure was nice of them"? Ever revisit that same comment only to realize, "Hey this isn't a real person, this is spam!"? Yeah, that happens. Many of the spam comments that go undeleted last simply because of flattery. Your customers are no different than you. They are much more interested in hearing how great they are than how awesome your product is. Take a look at your inbound marketing strategy and determine how you can incorporate more flattery for your prospects and customers. This could include simple things like customer profiles or video interviews for your blog.
2. Passion and Enthusiasm Win - The other type of spam comment that you have likely let survive the harsh fate of the delete button is the highly passionate and enthusiastic comment. It matters less how many spammy links the comment has when the text around them is filled with excitement and passion related to the article's topic. The same holds true for you inbound marketing tactics. Be a company people want to spend their money on. Have passion for the problem your product or service solves. Make sure this passion is part of the content and communication you have with your prospects and customers.
3. Have a Call-to-Action - Spammers are out to make a buck. You should be, too. Just like a spam commenter includes a link that directs a person to a transaction-focused page, so should your business. Make sure you include relevant calls-to-action on not only your product pages, but also on your blog and social media channels. These calls-to-action should take a visitor to a landing page for a relevant offer form that converts them into a lead for your business.
4. Be Real - Think about the spam comments you instantly delete. They all have one major indicator of fraud: a crazy fake name. You know that "Air Jordans" isn't a real commenter, but it is harder to know that "Bob Smith" isn't. The same goes for your inbound marketing efforts. Use your real company's name or your real personal name when interacting with prospects online as a way to establish trust.
5. Be Concise - The best spam commenters get to the point. They take all of the advice outlined in this post, and they execute it in a sentence or two. So should you. Get to the point and be clear with your website visitors, blog subscribers, and social media connections. Get them the information they need as simply and quickly as possible. Think about what is the best content experience for them, not for you. You will be shocked at how much being concise can help bolster your conversion rates.
What else have you learned from spam commenters?
Image Credit: namestartswithj89
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Brent 9:11 AM on August 30, 2011
Spammers like to mention that they have bookmarked your post, subscribed to your feed, or they ask what kind of theme you're using. Though it's obvious to me now, when I first started blogging I thought these kind of comments were legit feedback.
And it turned out my website looked just fine in Google Chrome after all.
Mary E. Ulrich 9:18 AM on August 30, 2011
Great article. And you are right, the spam must work or they wouldn't do it.
I think we need many more articles on "digesting spam."
Many days I get more spam than comments. I wonder how that happens. If they are coming from the web links, are some links more vulnerable than others. (i.e. I noticed a "Happy Birthday ADA" post gets tons of spam.
I also wondered how Google Analytics analyzes spam--do they even recognize it? So when they say I have a high bounce rate is that related to spam?
Also, are the spammers counted in my daily readers count? Geez, that would really cause stomach aches.
Thanks.
Lilian Okado 9:54 AM on August 30, 2011
I think sometimes spam comments can be difficult to detect, e.g. comments like "Nice post" or "Great Article'.. Imagine the number of times I could copy paste that onto a post I haven't event read yet make you feel like I really liked what you've written!!!I agree with Mary, maybe we need more articles on 'digesting spam' :-)
Email List Dude 10:18 AM on August 30, 2011
I think there is a difference between spamming blog commenting and adding value blog commenting.
Let's face it most of us in the SEO game know that we need backlinks especially on authoritative blog relevant to our business vertical for the best results.
I blog comment because I like to add value and I also like to get links too.
Jim Alamia
Lee 10:50 AM on August 30, 2011
This is neither spam nor flattery.
While the content seems helpful, your inability to write without error annoyed the hell out of me. Please have your coworkers read your articles before looking like an uneducated person who doesn't care about his audience.
We deserve respect.
Jane 10:59 AM on August 30, 2011
I have a tool that finds blog posts related to my subject matter. I have the ability to spam these, but instead I take the time to look at the blog and post a relevant response. That gives me a link, teaches me about another persons view, and adds a link!
seo copywriting 11:10 AM on August 30, 2011
With google making it increasingily competitive out there spammers are tryinhg ahrder to find more elusive ways to get backlinks. We all do it because we know it works and unless google cahnges its prference towards high authority websites, people will carry on spamming
Email List Dude 11:11 AM on August 30, 2011
You can use Google alerts to find specific keywords strings in articles and PR releases on the web. This is a great tool to find relevant information around your SEO "money keywords".
I think my writing is fine. I'm unique and I've very experienced with Internet and technology.
I don't trash people if they forget a comma in their articles or responses. I'm real and I know how to work with others cooperatively.
Unlike Lee who does not like wire hangers.
Gill M 11:18 AM on August 30, 2011
I agree with Jim. Lets face it, if you have found yourself on a blogsite like this the chances are you are looking for guidance or information on internet marketing with regards to yourself, your website or your product.
If the content of your blog is well written, informative and interesting, then the 'spammers' great comments are merely a rubber stamp on your reputation. In return for this online PR it is only fair that in return the commenter receives a backlink for acknowledging your worth.
However, if on the other hand, your blog is not well written, not informative and lacking in interest then maybe you deserve to be spammed. If only to provide the reader with something worthwhile making them return to the blogsite again in the future.
I really don't have an issue with spammers because if the content is good enough, the reader will either check out the bloggers links first and not get as far as the comments.... Or if not, the spammer is merely helping out the blogsite by possibly providing the reader with something that the blogger failed to give in the first place.
Bloggers get the spammers they deserve in my opinion.
Miriam Gomberg 11:50 AM on August 30, 2011
I really like the spin you put on spammers. Who knew that they actually have something valuable to teach us.
Thanks for the eye-opening post! Miriam
Keith 11:52 AM on August 30, 2011
Can I just say that I am digging all the anchor text spam on a blog post about spammers. Surprised people still try that stuff, but hey it obviously works.
Steve Wade 12:11 PM on August 30, 2011
We should probably launch a Tumblr of fantastic spam comments. Here are the top five I've pulled off different blogs I contribute to:
1) "I bow down humbly in the presence of such greatness."
2) "Great hammer of Thor, that is powerfully helpful!"
3) "Four score and seven minutes ago, I read a sweet article"
4) "The genius store called, they're running out of you."
5) "Slam dunkin like Shaquille O'Neal, if he wrote informative articles."
:)
Swapnil Dharmadhikari 9:59 AM on August 31, 2011
When we post the blog article we start getting many spam comments and sometimes it becomes difficult to identify genuine comments, But looking at the spam comments I have learnt that they are trying to create inbound links for their products and services, sort of free marketing strategy
Dan 11:59 AM on August 31, 2011
Good post, thanks for sharing!
Just kidding! All in all a decent post, some good marketing takeaways in there. I wrote a post on spammers a few months back with some classic spammer examples. Without going into much detail, I broke spammers into 5 categories:
Type 1: “I am not a Spammer”
Type 2: “I am being helpful”
Type 3: “Overly appreciatory”
Type 4: “I probably didn’t read your post but I’m going to comment anyway”
Type 5: “Blatant Spam”
Think that covers all angles of blog spam that I've encountered
Sandy Allnock 1:39 PM on August 31, 2011
I, like many of the commenters thus far, leave the good-sounding spam on our org blogs and my personal one - since it looks to those scrolling past it as though it's an endorsement of my content. If it's blatant, I'll can it, just out of irritation, but otherwise, anything that makes the discussion look more robust is good :)
I'll be sharing your article with my team....should make for a good discussion. Thanks!
Judith 1:30 AM on September 01, 2011
That's definitely a positive way of looking at spammers, Kipp. I guess we can learn from even the unlikeliest source. I also take time to check out a few blogs everyday to see what's new and of course comment and get backlinks. But personally if I can't even read past the first paragraph then I just ignore the post and move on to the next blog. Now I'm wondering what that says about my marketing. haha!
Holly 3:49 AM on September 07, 2011
Kipp, thanks for making lemonade out of lemons. That said:
Askimet. Learn it, live it, love it. $5 a month and it takes out the trash for you.
Now if I could get the kids to stop thinking Hannah Montana actually reads the comments they leave on my review of the Disney site ...
Burberry Outlet 8:24 PM on September 10, 2011
Thank you for your great article and I enjoyed reading it keep the good work.
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