More business sales strategy from David meerman Scott, bestselling author of The Ne...
More business sales strategy from David meerman Scott, bestselling author of The New Rules of Marketing & PR, reveals how using new media gives you the advantage and a direct approach to more buyers. See more business news television shows featuring these experts, as they give their top expert business advice at http://www.yourbusinesschannel.com.
David meerman Scott: You know its amazing to me that on the web we have a new way to market that we never really had before. Under the old rules of marketing, which is the marketing that you use probably today and everybody has used for years to reach people offline you really only have two ways to reach your buyers. You could either buy expensive advertising - that means radio, television, newspapers, magazines, direct mail, billboards, telephone directories, and direct mail, all of those sorts of things. So you could buy expensive advertising, or you could use the media as your mouth piece by trying to beg the media to talk or write about your products and services. Those are really the only options that we use to have available to us but now weve been liberated.
Weve been liberated because we have the web as a way we can publish content directly and its a really new way to get out there and to reach our buyers. Instead of buying our way in or begging our way in we can create excellent content that our buyers will find directly as a result of going to the search engines, through social networking sites, by visiting our own sites and so on. So those sorts of content includes all kinds of different things, from YouTube videos, to blogs, to podcasts, which is audio content. IT can be things like white papers and e-books, and this is just a very, very different way of marketing. So if you havent experienced jumping into the world of online marketing, your first job is to unlearn all the things that you learned about how to be successful in an offline environment. And I also need to say here I sometimes get accused of being anti old media or anti advertising or anti media relations, which I'm not. If you're reaching people directly as a result of doing advertising, that's cool - keep going for it. If the media is working for you, I don't recommend that you stop, however; to reach people online you really do need to think differently. It's not about buying access, it's not about begging others to write or talk about you, it's about creating excellent information, excellent content in all of its forms; audio, video, photographs, images and text that people will find directly. It's a new world!
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Added: 963 days ago
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Top business sales tips from David meerman Scott, bestselling author of The New Rul...
Top business sales tips from David meerman Scott, bestselling author of The New Rules of Marketing & PR. Join him in this show as he talks about why you need to identify your customers. See more business news television shows featuring these experts, as they give their top expert business advice at http://www.yourbusinesschannel.com
David meerman Scott: Sure. So if I were advising small business people, a small business person I would say the first thing and the most important thing before you even try to create any kind of content at all is to step back and understand who are your buyer personas, I call them buyer personas. Who are the people that you are trying to reach and I want to know who they are in detail. So for example if you are running a small hotel I dont want you to create information about your hotel online until you can tell me who the specific buyer personas of the people who are coming to your hotel are. Perhaps theres the independent business person who is trying to make their own decision about what hotel they stay at.
Perhaps theres a corporate travel department that books 100 of room nights a year because their corporate headquarters is right near the hotel. Or a young couple planning on getting married might be a third buyer persona and they are looking for a hotel ballroom to have their wedding reception. Another buyer persona might be people who want to have a corporate event in the hotel ballroom. All of those or a family on a vacation is a fifth buyer persona.
Once you know who your buyer personas you need to interview those buyer personas representatives of those buyers and find out who they are and what are the problems that they have that you your organisation your product and service can solve in their words. I want to know in their words not yours because we are not going to be egotistical with the content we create. We are going to create content that is in the words of our buyers. Then I want you to stop talking about what your products and services ...
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Added: 963 days ago
Views: 184
Top social marketing advice from David meerman Scott, bestselling author of The New...
Top social marketing advice from David meerman Scott, bestselling author of The New Rules of Marketing & PR, talks about a golden way to improve your messaging and get doing better than it is today. See more business news television shows featuring these experts, as they give their top expert business advice at http://www.yourbusinesschannel.com.
David meerman Scott: So here’s the thing, the most important thing for web marketing, truly the most important thing is to focus on your buyer personas, not on your products and services, not on your company. Here’s what I mean by that:
Have you looked at a hotel website recently? I travel all the time, I give keynote speeches all over the world, I’m in a hotel almost every week, and what I do is I always check the hotel website. And every hotel website is virtually the same. What do they do? They talk about their product and they talk about their service. And they have information about their product and their fluffy pillows and their tasty shrimp, and the swimming pool out back and the fact that they’re near the city centre. That’s a product oriented form of marketing.
But think about it differently if you are creating marketing specifically for your buyer personas. And what you need to do is you need to understand who your buyer personas are. Actually go out and interview people who are representative of your buyer persona. Find out what their problems are and then build your web content directly for them.
So for example with a hotel, there’s the independent business traveller who makes a decision of what hotel to stay in. Perhaps they’re interested with getting the lowest price or free parking, or perhaps they want to have high speed internet available in their room. Then you’ve got a corporate travel department, which is another buyer persona for hotels. Perhaps somebody is near a company headquarters and they are looking to have maybe 100 room nights for their visitors coming to that hotel. ...
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Added: 963 days ago
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Top business sales advice from David meerman Scott, bestselling author of The New R...
Top business sales advice from David meerman Scott, bestselling author of The New Rules of Marketing & PR, reveals why you need to stop being so egocentric because nobody cares about your products or services. See more business news television shows featuring these experts, as they give their top expert business advice at http://www.yourbusinesschannel.com.
David meerman Scott: This weeks idea is a little bit surprising to a lot of people and it is this - Nobody cares about your products or services. Interesting that I say that and you may be thinking what is this guy talking about, nobody cares about your products and services? They don't!
You know what they care about? They care about their problems. They care about finding solutions to their problems. And to create really great marketing. The thing to do is to forget about talking about your products and services in your marketing, particularly your online marketing.
And think about it in your own world, when you're out looking for something in terms of something to buy or something interesting to consume online, or some cool YouTube video, or whatever it might be, are you interested in direct advertising? Are you interested in those companies that just hype their product you know fifty percent off today only, free shipping all this week. You know these are product orientated hype kinds of marketing.
Here's the thing you need to think about Who are your buyer persona's and what do your buyer persona's have in terms of problems that you can solve? Here's and example for you. Imagine that you are an owner of a company that makes fresh pasta. And think about for a second the problems that you solve for people. So instead of talking about your own damn products, your pasta, what you do is you think about how you can reach for example young mothers who are looking for a healthy and quick meal that they can make really easily to serve to their family.
Or another buyer persona, perhaps you are trying to reach a group of people who are single and what they are looking for is different. They are looking for a very small amount of pasta to make as it is only for one person.
Or think about another buyer persona - a restaurant who are looking at hundreds of pounds at a time and imagine how different your marketing becomes when you are talking about not the damn pasta, but you're talking about the problem you face, in this case mundane pasta can solve. And if you are creating web content around those problems your marketing is literally transformed - I kid you not! And you have experienced this too. When you go to a site and you have that feeling oh my gosh, these guys know me, these guys understand who I am, these guys understand what I am facing and I think they are a company that can help me.
But when you go to a companies site and all they do is talk about their products and services - do you feel the same way? I certainly don't!
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Added: 963 days ago
Views: 242
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