by Marige OBrien, 2/27/2006

Forum marketing has recently been touted as a type of free, organic marketing. But because many marketers go into forums purely with the intention of marketing, their actions and attitude unwittingly causes exactly the opposite to its desired effect.

Forums, after all, are not marketplaces. But when used as such, the marketers' actions become offensive and will only inspire the wrath of fellow members and marketers, not to mention the moderators.

Before a marketer can effectively market on forums, they must first understand that this type of marketing -- in order to be effective -- carries a certain degree of commitment, responsibility and respect.

To successfully market on any forum, the first requirement is to take a personal interest in the main topic of the forum. Not only does that mean visiting it regularly, but also developing a good relationship with both other members and the moderators, as well as taking an active interest in helping others. And, of course, it means abiding by any and all rules that exist. By doing this, one develops a reputation and, since it is human nature to work with a trusted colleague, business will naturally develop from this.

Because this type of marketing has already suffered some abuse, many forums have recently (and rightfully) developed stringent rules designed to protect their members from abusive or overly-aggressive marketing tactics. One forum, for instance, grants .sig files only after a member has created 100 valid posts; another has disallowed ads in sig files altogether.

Marketers must respect that the purpose of a forum is to be a platform to exchange ideas on a given topic, NOT merely to advertise their wares. And, contrary to what might be thought, this is especially true in marketing forums, where EVERYONE has something to advertise. But by focusing on the topic and posting responsible questions and answers, a marketer's reputation will grow. From this, the potential sales/sign-ups will naturally follow.