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Oct 01 2009

The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly (New Rules of Marketing & PR: How to Use Social Media, Blogs,)

Posted by admin in Sales Books, tags: Asin, blogs, buyers, directly, marketing, Marketing News, Marketing Online, Marketing Pr, Marketing Social, media, news, News Releases, online, podcasting, Pr News, reach, releases, rules, social, Social Media, viral, Viral Marketing
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The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly (New Rules of Marketing & PR: How to Use Social Media, Blogs,)
 
Manufacturer: Wiley
Customer Rating:
 
List Price: $16.95
Sale Price: $7.89
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Product Description
A completely revised and updated edition of the BusinessWeek bestseller on effective, modern marketing and PR best practices

The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work.

This new second edition paperback keeps you up-to-date on the latest trends.

  • New case studies and current examples are included to illustrate the very latest in marketing and PR trends.
  • Completely updated to reflect the latest marketing and PR techniques using social media sites such as Twitter, Facebook, and YouTube
  • Includes a step-by-step action plan for harnessing the power of the Internet to communicate directly with buyers, increase sales, and raise online visibility
  • David Meerman Scott is a renowned online marketing strategist, keynote speaker and the author of World Wide Rave, from Wiley

The New Rules of Marketing and PR, Second Edition gives you all the information you need to craft powerful and effective marketing messages and get them to the right people at the right moment-at a fraction of the price of a traditional marketing campaign.

Social Media Marketing Top Seven
Amazon-exclusive content from author David Meerman Scott

Establishing a social media marketing strategy and creating effective Web content that is indexed by search engines is critical for any business. When people are looking for answers to problems, they go online first!

People and organizations that participate in social media (creating YouTube videos, participating on sites like LinkedIn, Facebook, and Twitter, starting a blog and the like) become part of a vibrant online community and show that market that they are worthy of doing business with.

Unlike non-targeted, in-your-face, interruption-based advertising, social media is content that people actually want to see. How cool is that? Rather than forcing you to convince people to pay attention to your products and services by dreaming up messages and ad campaigns, search engines deliver interested buyers right to your company’s virtual doorstep. This is a marketer’s dream-come-true.

However, most marketers don’t know how to harness this exciting form of marketing. Their most common mistake is to spend way too much time talking about your company’s products and services and worrying too much about being “on message.” In addition, many companies are fearful of jumping into the social media waters because it seems scary to put yourself out there.

Top Seven Ways to Get the Most Out of Social Networking Sites:
1. Target a specific audience. Create a page that reaches an audience that is important to your organization. It is usually better to reach a small niche market than try to go large.

2. Be a thought leader. Provide valuable and interesting information that people want to check out. It is better to show your expertise in a market or at solving a buyer’s problems than to blather on about your product.

3. Create lots of links. Link to your own sites and blog, and those of others in your industry and network. Everybody loves links—it makes the Web what it is. You should certainly link to your own stuff from a social networking site (like your blog), but also link to other people’s sites and content in your own market.

4. Encourage people to contact you. Make it easy for people to reach you online, and be sure to follow up personally on your fan mail.

5. Participate. Create groups and participate in online discussions. Become an online leader and organizer.

6. Make it easy to find you. Tag your page and add your page into the subject directories. Encourage others to bookmark your page with del.icio.us and DIGG.

7. Experiment. These sites are great because you can try new things. If it isn’t working, tweak it. Or abandon the effort and try something new. There is no such thing as an expert in social networking—we’re all learning as we go!

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A to Z assistance for any business
 
Review Date: May 30, 2007
Reviewer: Brad Shorr, Geneva, IL USA
More than anything, The New Rules of Marketing & PR ties things together. The book provides an easy to understand yet comprehensive view of the new online marketplace--a landscape that can appear quite bewildering, even to marketing specialists. With so many options at our fingertips (literally), where do we start? Blogs? Podcasts? Public relations? SEO? Paid search? Viral marketing? The list goes on. To make matters worse, technology is changing and new tools are developing almost every day.

In the early chapters, David takes a high altitude look at online marketing options, showing us how they developed, why they're important, how they work, and why they work. In later "Action Plan" chapters, he jumps into the trenches and shows us how to actually use the tools and implement programs. Throughout, he uses detailed case studies to illustrate not only the programs but the amazing results they can achieve.

But it isn't just the latest and greatest technologies that are crucially important. Public relations, for example, has been around since Gutenberg but for the first time is practical for a small company. Traditional PR was cost-prohibitive and dependent on unreachable key media contacts. But in the new world--

"...your primary audience is no longer just a handful of journalists. Your audience is millions of people with Internet connections and access to search engines and RSS readers." (Chapter 5)

Today, public relations may be the single most underutilized tool in the marketing arsenal.

Another "old" technology David brings us up to speed on is the corporate Web site. In fact, the three most important points I got out of The New Rules of Marketing & PR have enormous implications on traditional Web development.

Those key points are--

1. The most important New Rule is CONTENT. Design is important. Technology is important. But without extraordinary content, you're doomed.

2. Interruption marketing (think spam and pop-up ads) has given way to consumer-driven marketing. Yippee! "The Web is different. Instead of one-way interruption, Web marketing is about delivering useful content at just the precise moment that a buyer needs it." (Chapter 1)

3. The starting point for any New Rule program is to create customer personas. If you're going to have extraordinary content that motivates buyers to take action, you'd better know your customers inside-out.

David explains how these three principles should influence not only your corporate Web site, but every other online program you undertake.

Thankfully, David is understandable as well as instructive. One reason I've enjoyed his blog for over a year is his conversational, entertaining writing style. He makes learning easy (which is harder to do than you might think). Anyway, his book is just like his blog--illuminating and fun.

The New Rules of Marketing & PR presents the most complete picture of any book I've read. For the marketing specialist, it will fill in the gaps. For the generalist, it will open up a whole new world.
What a Wake-Up Call!
 
Review Date: June 3, 2007
Reviewer: Jill Konrath, St. Paul, MN United States
By embracing the strategies in this book , you will totally transform your business. David Meerman Scott shows you a multitude of ways to propel your company to a thought leadership position in your market and drive sales - all without a huge budget.

From my perspective, the best thing about this book is that everyone can gain value from it. There are so many places you can start applying these new rules of marketing and PR. For example, I'm an experienced blogger, considered an expert in my field and already have a strong online presence. Yet I'm immediately going to start applying the lessons in Chapter 14: How to Use News Releases to Reach Buyers Directly.

Here's what else I like about this book:

1. The author includes numerous examples from a variety of businesses in different industries & sizes that have all used these strategies for success.

2. The book shows you multiple venues to reach your buyers directly. This circumvents the high costs of mainstream media enabling firms who are running bootstrap operations to compete with the big boys.

3. The "how to" guidelines on leveraging news releases in a web-based world are excellent. You'll learn how to create news on a regular basis, capitalize on various distribution services, focus on key words/phrases in your writing that are used by your buyers, and incorporate social media tags.

4. The insights on optimizing a website's online media room for search engines is another easy-to-implement technique with high payback.

In summary, I guarantee you that your investment in this book will be paid back many times.

~ Jill Konrath, author of Selling to Big Companies
What everyone with a web site needs to know...in clear, simple language!
 
Review Date: June 22, 2010
Reviewer: Suzanne Del Rossi, Nantucket, MA
David's book integrates what he has learned as a corporate marketing strategist, and now teaches as a business speaker and seminar leader, into a practioner's guide for Marketing and PR in today's dynamic and competitive business conditions.

He emphasizes that while the most advanced technology cannot replace a fundamental and sound marketing plan and execution, the new age of web and wireless communication demands that marketing and PR people know and understand the latest tools and techniques.

The new rules of Marketing and PR, David points out, are especially beneficial for small businesses and organization, in that marketing staffs can now more easily select, focus, and reach their target markets in a more cost effective manner. Traditional mass media marketing and public relations activities have given way to a more advanced electronic and information technology based methods.

Throughout David's book, he introduces and explains by real case scenarios how the new marketing and PR tools can most effectively be used. Examples of the new techniques are detailed throughout his book and include:

* Social media
* Blogs
* Video/Audio Enhancements
* Podcasts
* Online PR & News Releases
* Internet & Search Engine Optimization (SEO)

David continually recommends and reinforces his central theme of leveraging online media and use of current technology to successfully achieve your marketing objectives--here are some examples:

Social Media & Target Marketing
Through social networking sites (e.g. Facebook, LinkedIn, Twitter, Wikipedia) and blogging, one can reach target markets and drive them via links to your website. People and see and share content and ideas, plus make recommendations to others on specific products and services.

Video & Audio Content
Advancements in video technology, especially small, powerful, and inexpensive video cameras, allow a marketing/PR person to be their own videographer and greatly enhance the content and features on a website. Target market customers can see and hear the best attributes and amenities of places they want to visit as they conduct their decision making process.

Search Engine Marketing & Optimization
This highly significant and powerful tool drives target customers to your website. Through ensuring and words and phrases on your website, blog, or other web links can be found by search engines, which brings already interested customers to your website and to your sales and marketing staff to be contacted, qualified, and potentially closed for a sale. Search engine advertising is another tool by which a marketer purchases words and phrases that appear prominently on a pay-per-click basis, whenever customers click the link to your website.


I'm a little rusty on how to use social media in my marketing efforts as Vacation Rental Manager for the Village of Nashaquisset on Nantucket; I am confident David's recommendations will help immensely.
Never pay for Marketing & PR again!
 
Review Date: January 1, 2010
Reviewer: Sharon O'Dell, SEMINOLE, FL, US
This book is exceptional. It will not only tell you how to use new marketing and PR techniques to get noticed, it will help you understand how to apply what you learn and provide examples along the way. It was provided to me by the college I enrolled in for my very first course, Introduction to Internet Marketing. It set the tone for the next 24 months of my education, and did a great job in doing that. I have been involved in Internet Marketing for ten years, yet I learned a lot I didn't know!

This is a necessary book for EVERY entrepreneur, business of any size, and even job seekers! Reach your customers (or your future employer) and know how to speak to them, engage them and convert them!

Make sure it's at the top of your reading list for 2010!
The New Rules brings together online marketing & PR in an accessible form
 
Review Date: May 27, 2007
Reviewer: Barry S. Graubart, Irvington, NY United States
For those who read David's Web Ink Now blog [...], the themes of this book will be familiar. David released an eBook, the New Rules of PR, last year, focusing on direct-to-consumer press releases. That eBook, plus all of his experiences in viral marketing have led to this new book.

The book expands beyond PR to include online marketing, viral marketing and leveraging content. As David points out, in this new environment, these areas are all converging. A news release, posted to your website, simply becomes marketing content to the reader. As with his previous book, Cashing in With Content, Scott uses compelling real-world examples to demonstrate the benefits of these methods.

Roughly half the book is focused on putting these concepts to practice in your own environment. These ten chapters provide specific guidance for understanding buyer personas, using content to position your company as a thought leader and writing content that will resonate with your buyers. There are also hands-on chapters on blogging, podcasting and leveraging social networking sites.

The New Rules of Marketing and PR covers a lot of ground in less than 300 pages. For traditional marketers and executives, the book is an accessible guide to the emerging models. For those knee-deep in online marketing already, the New Rules serves as a useful checklist of tips and tools to ensure that your marketing, PR and content are working together to help you achieve your goals.

[...]

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