The New Rules of Marketing and PR, written by David Meerman Scott, a Businessweek bestseller, provides people with valuable insight into how to use social media, blogs, news releases, online video and viral marketing to reach buyers directlyMeerman talks about all the hottest insider tips on the latest tools and techniques so readers could confidently market any product, service or idea.  After reading this book, I have provided an outline of the main ideas that Scott touches upon.  However, I encourage every marketer, company or anyone else looking to learn about the evolving marketing industry and strategies to read this book.  Scott goes through every one of these strategies with details and examples that makes it very easy for anyone, those with or without a marketing background, to understand and implement in their own endeavors.

This is a continuation of the previous posting.

Pitching to the media
Barraging large groups of journalists with indiscriminate PR materials is not a good strategy to get reports and editors to pay attention to you.  First, pay attention to what individual reporters write about and then write specific and targeted pitches crafted for them that consists of information that is useful to them.  Start a relationship with influential bloggers by commenting on their entries.  Then, develop your own blog, which gives your company a place in the media community, and publish information that generates interest of reporters and bloggers.  Here are some tips on how to pitch to the media:

  • Target one reporters at a time.
  • Help the journalists understand the big picture.
  • Explain how customers use your product or work with your organization.
  • Do not send email attachments unless asked.
  • Follow up promptly with potential contacts.
  • It is a two-way street – journalists need you to pitch to them.

Search engine marketing
Build content for your buyer personas, content that talks about the problems they face, in the words and phrases they actually use.  Search engine marketing consists of appealing to search engine algorithms, such as the URL you use, placement of certain words within your content, tags, metadata, inbound links etc.  It is ineffective to try and reach buyers with broad, general search terms, instead use long-tail keywords.  The best approach is to create separate search engine marketing programs for dozens, hundreds or even tens of thousands of specific search terms that people might actually search on.  Create a unique identity for yourself, your product and your company in order to stand out from the crowd and rise to prominence on search engines.  It is important to build landing pages that have specific content to enlighten and inform the people who just clicked over to your site from the search engine.  To optimize your website for search engine marketing, it is important to keep these landing page guidelines in mind:

  • Make the landing page short and the graphics simple.
  • Create the page with your company’s look, feel and tone.
  • Write from the prospect’s point of view.
  • A landing page is communications not advertising.
  • Provide a quote from a happy customer.
  • Make the landing page a self-contained unit.
  • Make the call-to-action clear and easy to respond to.
  • Use multiple calls-to-action.
  • Ask only for necessary information.
  • Do not forget to follow up. 

Getting started 
Upon getting started with online marketing, implement all these ideas in bits and pieces.  Think about how you might selectively experiment with the ideas in these pages rather than fret about coordinating them all and trying to get everything right on the first go.  To begin your buyer persona research, read the publications that your buyers read, perhaps attend a webinar that they attend, read a few of the blogs in the space and perhaps interview a few buyers.  Add a few pages of targeted thought leadership content for your buyer personas to an already existing website.  Read blogs in your market, begin to comment on them and then start your own blog.  Earn attention online by using the ideas throughout this book, create something interesting and publish it online for free: a YouTube video, blog, research report, series of photos, Twitter stream, e-book, Facebook fan page or other pieces of web content.

It doesn’t matter what line of work you’re in or what group of buyers you are trying to reach – you can harness the power of the web to reach your target audience directly.  Be like the people that Scott talks about in The New Rules of Marketing and PR and get out there and make it happen!