Commenting is a popular method of engaging within a specific marketing and doing a little branding for an individual or business.  It’s a great way to introduce yourself and carry on a dialogue with someone in hopes of reaching out and creating awareness for your own products and services.

The problem with commenting is that it’s rather tough to do without coming off as promotional in any way.  So what’s the best way to make comments as part of your online marketing strategy  without directly promoting?

Obviously the root of the questions points to a company’s desire to avoid being spammy in any way and the simple fact that I’ve heard this enter into discussions more than once excites me to no end, because it’s good to hear that any company is trying to positively improve their brand online without annoying the hell out of people.

To answer the question – the best way to incorporate commenting into an online marketing strategy without seeming like you’re promoting your products or services is to comment on sites without promoting your product or service.

That probably sounds a little flippant but I assure you that I’m serious.  Consider it from a literal point of view and not one of sarcasm.

The best thing you can do is to aim for structuring your comments in a way that sounds helpful.  Honestly, it’s impossible to be helpful and to sell something at the same time.  If you’re selling then your goal is to make money and you’re not really trying to help the consumer (even if you’re giving off that perception).  If your aim is to help someone, then you’re focused on helping them and your goal is not to close a sale.  One may lead to another and vice versa, but they don’t occupy the same space.

Example:

If someone is talking about an issue with a price on their new iPhone contract, and your comment is to correct an error about the price of a phone you would say something like:

“Hey I work for Apple, I wanted to clarify for you that the price was listed wrong in your post.  The iPhone retails for $X with a contract if you order online, not the price you listed.  If you saw it somewhere for a different price let us know and we can have that matter fixed.  Thanks for mention the product!”

You would not say:

“Hey I work for Apple, the best company in the universe and our iPhone is now $X with a two year contractor but only if you order online.  You can also get this great deal on accessories this weekend only in any of our Apple stores to go with that new phone you just picked up.  Hurry to your nearest Apple store because they’re limiting the supplies on hand.  This new iPhone is going to mow over the other smart phones, this new design rocks”

I think that seems pretty straightforward.