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.