Marketing to Buyer Personas and Inbound Marketing – David Meerman Scott’s Keynote at Inbound Marketing Summit

3 11 2008

This past weekend I started re-reading David Meerman Scott‘s The New Rules of Marketing & PR.  As you know from previous posts, I’m a huge fan of David because of his thought leadership in the space of inbound marketing.  As I was reading I realized that I hadn’t shared his keynote from the Inbound Marketing Summit with all of you.  This keynote was excellent and definitely a “must watch”.

If you can’t see this video in your RSS reader, you can view it here.

[blip.tv ?posts_id=1300552&dest=-1]

Are you marketing to different buyer personas?  What are some of the ways that you are executing an inbound marketing campaign?  I’d love to hear your thoughts in the comments below.

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Creating a Web Presence for Your Company

8 10 2008

We will continue with Day 3 of our Pixelated Conference Series tomorrow.  In the meantime, you can check out our two previous conferences on productivity and personal branding.  But, today we have a guest post from Susan Payton.  Susan Payton is the Managing Partner of Egg Marketing & Public Relations, as well as the blogger behind The Marketing Eggspert. She enjoys helping businesses develop an effective marketing strategy, using Marketing 2.0, email campaigns, and social media.

If you’ve turned on your computer at all in the last five years, you know the Internet is the future for marketing your business. While you may not be a techspert, you can still use the Internet to establish your business’ place in your industry.The key is being in as many places online as you are comfortable being. Some examples:

· Company website
· Blog
· Press releases
· Mention on other websites
· Comments on blogs/forums

Having a website for your company is non-negotiable. Many people only do business with companies who have a website. It shows you understand the value of being online and that you have invested the time and money it takes to develop a professional site.

A blog is a valuable tool that can help you establish yourself or your company as an expert in your field. Many top companies have blogs today, including Southwest Air, Dell, and of course, That’s Great PR!

Press releases are great for building web presence and SEO. While you may or may not end up on Oprah as a result, you will diversify the places your press release (and also your URL) end up on the web. Your release will be distributed on major news channels, like Google News, as well as industry sites, and bloggers in your niche will pick it up as well.

This will lead to mention on other sites. The very nature of PR today is that it is viral. What starts in one place will quickly spread faster than you can blink. And that’s a good thing.

By leaving comments on blogs and forums, you’re leaving a breadcrumb trail. Just be sure to include the URL to your site in your signature. And only post relevant conversations, because the purpose is to communicate, not blatantly push your company’s agenda.

So how are you getting exposure online for your business?

Ways to Establish You or Your Business as THE Expert in Your Field

1.    Put out regular press releases. Keeping a steady momentum will increase your placement on search engines.
2.    Participate in conversations online. In forums, on blogs, in social media platforms.
3.    Start a blog about what you know best.
4.    Attend conferences.
5.    Get speaking engagements.
6.    Write a book or ebook.
7.    Get interviews.

Make Search Engines Love Your Brand

Search engines love press releases. When you write regular press releases and have them distributed online, more reporters, bloggers and future customers can find you. Before you know it, you’ll be sifting through a pile of interview opportunities and orders for your product!

[Disclosure: That’s Great PR! utilizes Egg Marketing & Public Relations for some of our email marketing services.]

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Why You’ll Never Get on Oprah…and Why That’s OK

16 09 2008

A lot of businesses focus on “making it big” in the media. While it’s great to be interviewed in Entrepreneur Magazine or be a guest on Oprah, the average business owner will not have this success.  And you know what? That’s okay.

Take a look at the diagram above. Say you have a press release and you have two options. You can send it to the Oprah show and pray every day that they choose you to be on the show OR you can distribute your search engine optimized press release using a distribution service, knowing it will definitely reach a wide variety of channels online, including Yahoo!, Google, RSS feeds, blogs, journalists and others who may want to interview you further or write about your release on their websites.

Now, each of those channels has anywhere from dozens to thousands of readers who will see your press release. Many will click on the link to your website to see what you’re all about. Some of those will even buy from you.

So rather than putting all your eggs in one basket with the Oprah show (or major media channel of your choice), you do better to diversify and let larger numbers of people in smaller, under served niches find you.

As David Meerman Scott says in his book The New Rules of Marketing & PR, the market for press release is changing:

  • Marketers must shift their thinking from mainstream marketing to the masses to a strategy of reaching vast numbers of under served audiences via the Web.

  • PR is not about your boss seeing your company on TV. It’s about your buyers seeing your company on the Web.

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