The New Rules for Marketing and PR notes

The New Rules of Marketing and PR, 

by David Meerman Scott

My notes from this book. I downloaded it from the free public library on my iPhone's Kindle app. 

Engineering-driven companies in the industry create truly useful content for customers. You're going to be seen in a great light and with a great spirit. 

You've got to love it. If content sells concrete content can sell what you have to offer, too!

PR should be targeting.

1. Plugged in bloggers.
2. Online news sites
3. Consultants who reach the targeted audiences who are looking for what we have to offer. 

Blogs, online videos, eBooks, new releases, and other forms of online content let organizations communicate directly with buyers in a form they appreciate. Twitter, Facebook, LinkedIn.

What visitors want is content that first describes the issues and problems they face and then provides details on how to solve those problems. 

Publishers 

Who are my readers?

How do I reach them? 

What are their motivations?

What are the problems I can help them solve? 

How can I entertain them?

What are their motivations? 

What are the problems I can solve for them? 

What content will compel them to purchase what I have to offer?

*Email newsletter

* Blogs

* Facebook page

* Twitter

* Social Media-- Facebook, Twitter, LinkedIn

* Blogs- Personal websites written by somebody passionate about a topic.

Video and image sharing ---- YouTube, Vimeo, Flickr, SlideShare, Instagram.

• Chat boards and message boards.
• Review sites, Yelp, Rotten Tomatoes
• Mobile applications = app-generated location services add that component of identifying exactly where each user is in the world. 

Tell authentic stories that interest customers instead of selling, they educate through online content. 

Google AdWords

Pay attention to blogs, social networks, and online communities. 

Twitter account to publicly announce to look for work.

Enter keywords in Twitter in his sector.

“Hiring Social Media”

“Social media jobs”

“Online community manager”

Came across lots of conversations related to his keywords, and if something sounded like a good fit for him, he took the liberty of introducing himself via Twitter. 

Started the blog – “How to market me.”

She used her comments on other people's blogs, her Twitter feed, and other social networking tools to share her ideas about how companies should market people like her. 

Look at Twitter to see what people are saying in your industry. 

Blogs-- tapping millions of evangelists to tell your story.

Thanks to the power of search engines, my blog is also the most vital and effective way for people to find me.

 

Every word of every post is indexed by Google, Bing, and Yahoo, so when people look for information on the topics I write about, they find me. 

Valuable creative content. 

Why you still need a blog in the age of social networking.

Custom URL, it's your content real estate that you can own forever. 

The search engines index content from your blog, and that traffic goes to you. 

Your content on Facebook and Snapchat simply won't appear in search engine results. 

Weblogs (Blogs) 

Easy way to use blog software and create a professional-looking blog in minutes. 

A Blog is just a website. 

Created by a person who is passionate about a subject and wants to tell the world about his or her area of expertise. 

4 Uses of Blogs for marketing and PR

1. Monitor what people are saying about you.
2. Participate in those conversations by commenting on other people's blogs. 
3. Work with bloggers who write about your industry, company, or products. 
4. To begin to shape those conversations by creating and writing in your blog. 

Commenting on blogs to get your viewpoint out there. Comment and then point to your blog or website as your content information, include your URL in the comment field.

Create a public about me profile for yourself and then use that as the URL that you point people to when you leave a comment on a blog or join a social networking site like Twitter. Include photo, bio, and contact details. 

Audio and Video drive action

YouTube, Vimeo

The interview format is very popular because it's so easy to interview guests and post the resulting video. 

Building a business one YouTube video at a time. 

Matt Risinger- a builder in Austin, Texas has 700K subscribers and rising. 

Flip video camera and started his Matt Risinger YouTube channel. 

Published every Tuesday and Friday. Picks subject organically. Found topics that interest him. 

Risinger's channel covers building product reviews, building science, craftsmanship, and construction best practices that he has learned over the years. 

Illustrates his work from his builder's perspective. He has up to 4 million views on his YouTube videos per month. 

Advertising brings in over $300,000 per year while sponsorship from building supply companies who pay to have their products featured in videos generates $150,000.

Have fun with your videos. New Zealand All-Black rugby team. 

Audio content through podcasting.

Internet Audio podcasting 

Mobile listening applications for smartphones. Stitcher, and the podcast apps. Shows are about 30 minutes.

Websites 

1. Make mobile friendly.
2. Create a mobile site map so the search engines can index your pages for mobile browsers.
3. Use small words and small graphics.

Website builders

1. Graphic design
2. Content creation, text, videos, infographics. Photos.
3. Platform-specific development
4. Create a new code that will be sent to the user's browsers. Usually, this happens with the help of particular web publishing platforms. HUBSPOT
5. Search engine Optimization. 

Marketing and PR in real-time

Posted on Twitter and Instagram feeds. “Hit a goose on takeoff and the skilled @american pilots bought us back for emergency landing.” 30 minutes later – American Airlines tweeted back to him, “Thanks for hanging in there for us.”

Because the tweet used, “Emergency”, tagged American Airlines, real real-time search. 

Blog posts help you get your ideas into the marketplace right now. 

Monitoring tools like Google Alerts and Tweetdeck, provide up-to-the-second knowledge of what people are saying about you. 

Snapchat for business. 

Instagram video, Twitter video, Snapchat stories, and Facebook Live. 

You are what you publish. Building your marketing and PR plan. 

Devout your attention to your buyers. 

75% of executives surveyed say they watch work-related videos weekly. 65% visited the vendor's website watching videos. 

Research the words and phrases your buyers use to search for your service. 

Hire a freelance journalist $5000 in a given month to write a bunch of interesting blog posts. 

How web content influences the buying process. 

Your Web Content.

1. Does this organization care about me?
2. Does it focus on the problem that I face? 

Landing pages based on the problems your service solves. 

Content.

Photos, audio feeds, video clips

Content is king.

Audit your website regularly. Include social media share buttons. 

Share Buttons, Facebook, LinkedIn, Twitter. When your fans push that button on your websites, the news that they like is then reported to their Facebook friends.

“Thumbs up “and “Like” buttons, text with the phone, and Video on the website.

Create content with Pass pass-along value that could go viral. 

Content information on every page of the website. 

Create awesome content. 

The solution to people's problems Rather than peddling tires, you might write an e-book or shoot a video about how to drive safely in snow. 

Web Pages with how-to videos. 

Get the word out. 

Blogs- personal websites written by someone passionate about a subject. 

Chapter 15

Audio and video 

Regularly updated videos that offer a powerful opportunity to demonstrate your leadership in your area of expertise.

 

Host an interview show with guests who have something to say. 

SlideShare – by LinkedIn

Publish longer articles, LinkedIn publishing platform.

On LinkedIn, you publish your original content which becomes part of your professional reputation, displayed in the “Posts” section of your LinkedIn profile.

Email Newsletter

Focus on solving buyer's problems once per month. 

E-books, - PDF formatted document that solves a problem for one of your buyer personas.

Landscape Format- a lot of white space, interesting graphics, and images. Always be free, no registration is required. 

How to create thoughtful content

** Do not write about your company and your service. Solve buyer problems or answer questions to show that you and your organization are smart and worth doing business with.

** Consider what market problems your buyer personas are faced with and develop topics that appeal to them.

** Write for your audience. Use examples and stories. Make it interesting. 

** Choose a great title that grabs attention. Use subtitles to describe what the content will deliver. The best titles and subtitles include keywords and phrases that your buyers are searching on, using search engines.

** Promote the effort like crazy with easy-to-find links on your site. 

Understand buyers and tell them stories that connect with their problems.

Facebook to market your service.

Post interesting links to blogs, and videos as you create them. 

Create information that people will want to have. 

Facebook groups- Develop stuff for people for learning and education. 

LinkedIn is used for identifying buyers and potential partners, understanding the competitors, conducting market research, and sharing information.

With your profile, you request to join other people's networks or write to join them to join yours. Both people must approve the connection.

Determine who the key players are in your niche and develop a plan to connect with them. Short, informative paragraphs and bullet points are more readable than long paragraphs.

1. Profiles are never done, fine tune regularly based on ideas I get from receiving other people's profiles.
2. At least once a day, I check the “who's viewed my profile feature on LinkedIn.
3. Post in each LinkedIn group, 1-2 times per month. 
4. Review and monitor groups regularly.
5. Post via LinkedIn Pulse, the network's blog feature. Any time someone comments on one of my posts, I respond. 
6. 
   

Twitter- Excellent way to share links to videos blog posts, and other best way to get people to pay attention to you is to participate by following others and responding to them. 

Social Networking

85% Sharing

10% Publishing original content

5% or less about what you are trying to promote. 

85% Sharing and Engaging

Commenting on someone's else blog or Facebook post, quoting a tweet and adding your take, or responding to somebody who has said something that interests you. You can also share an interesting blog post or news report with your network, do more of it. 

10% Original Content. 

1 out of 10 of your social interactions should be publishing something original. Share a photo you shot, write a blog post, compose a tweet about something that interests your marketplace, or publish a video. The more helpful this content is to your buyer personas, the better, 

5% or less a promotion about what you do. 

1 out of 20 can be something you want to promote. Most people sell way too much. However, if you are helpful engaging, and responsive on your social feeds, then you will build an audience who will want to hear from you and who will be receptive to learning more about what you do. 

Nextdoor is the largest social network for neighborhood garage sales and home services. 

Optimizing Social Networking Pages

** Target a specific audience

** Create thoughtful content. Provide valuable and interesting information that people want to check out. Better to show your expertise in a market or at solving a buyer's problems. 

** Be authentic and transparent

** Create lots of links, links to your site and blog, and those of others in your industry and networks. 

You should certainly link to your stuff from a social networking site, but it's important to expand your horizons a bit.

** Encourage people to contact you.

** Participate, create groups, and participate in online discussions. Become an online leader and organizer.

** Tag your page and add it to subject directories.

** Experiment 

Blogging to reach your buyers.

A good blog written by someone within a small company commands attention. A content tool like HUBSPOT, WORDPRESS, and your domain name URL.

Search engines go to you.

A blog to showcase your brand.

Before you write your blog, first monitor blogs in your market space, and then you step into the blogosphere by commenting on a few blogs.

What should you blog about?

Start with a narrow subject and leave room to expand. Be authentic. People read blogs because they want to find an honest voice speaking passionately about a subject.

Credit: You should give credit to bloggers whose material you have used in your blog.

** Before you begin, think about the name of your blog, which will be indexed by search engines.

** Easy to use software, BLOGSPOT, TYPEPAD, WORDPRESS, SQUARESPACE

** Choose URL (yourblog.typepad.com) 

** Map your blog to your company's domain

** Blogging software makes it easy to choose design, color, and font to create a simple text-based masthead. Use custom graphical images as your masthead.

** Begin tweaking your design

** Look and feel complementary to your design.

** Blogging software usually allows you to turn on a comments feature so your visitors can respond to your posts.

** Pay close attention to the categories you choose to blog

** Add social networking sharing tools such as Facebook and, the “Like” button. LinkedIn “Share” and Twitter, “Tweet this”

** Rich Site Summary (RSS) standard delivery format for many of your readers. 

** Encourage people to connect to you.

** Don't write excessively about your company and its services, instead blog about a subject of interest to the people you are trying to reach. What problems do your buyers have that you can write about? How can you create content that informs educates and entertains? 

** Link to and leave comments on other blogs. Let someone else post serve as the starting point for a conversation that you continue on your blog. 

** Create – design – Masthead- - HubSpot

The right column of blog, photo, and short bio as well as links to pages on my site and my other web content. Easy signup links for people who want to view my blog as an RSS subscription, and an email subscription option so people can reach blogs to their email. 

** Blinging out the blog, make a very cool-looking blog. 

** Make your blog personally shine through with links, images, a masthead, photos, and other add-ons.

 

** It takes time to build an audience for your blog.

** Create links to your blog from your homepage. Mention your blog in your email. Create links to your blog as a part of your email signature.

** Tweet your posts and include links on your social networks.

** It is likely that you will get significant search engine traffic once you've been consistently blogging for a while. 

** Be certain to post on topics of interest and to use the important phrases that people are searching for. 

** Commenting on other people's blogs is a good way to build an audience in the same market that you are in. 

Having a regular editorial calendar that includes a series of news releases also means that your company is busy. 

Consistent high-quality news release content brands a company as a busy market player, an active expert in the industry, and a trusted resource to turn to. 

News release – Twitter ID prominently displayed with your YouTube channel. 

Find the email addresses of reporters. 

How to pitch to the media.

1. Target one reporter at a time
2. Use the tip line if the media outlet you are targeting has one.
3. Try newsjacking. Try to think big. If you have a small thing, pitch it. 

Use appropriate Hashtags. 

Tweet to appropriate reporters. If a reporter is on Twitter, can find his Twitter ID at the beginning or end of the story. If not, use the search engine to find it. Offer a one-sentence take on the reporter's recently filed stories. Better yet, point to your blog post. That way the reporter can see that you've got something to add to the story. 

When news breaks and you have something to say about it, post your comment in a tweet with the appropriate hashtag. Your idea just might be seen by a journalist eager to fill a story with additional quotations. Sometimes they'll even quote your tweet directly.

Search Engine Marketing

The best thing you can do to improve your search engine marketing is to focus on building great content for your buyers. The best place to understand SEO is search engine watch.

Find resources and active forums to explore. To learn about search engine advertising, start with the tutorials and frequently asked questions page of Google AdWords, Bing Ads, and Yahoo. 

Search Marketing Sites.

Own your marketing by creating original content that gets found on Google and is shared on networks like Facebook and LinkedIn.

Marketing assets you own. 

** Blog posts

** E-book

** Video

** Infographics

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 search on.

A blog can be a great way to generate some of this long-tail content. 

Carve out your Search Engine real estate marketing and choose company names so that they will be easy to find on the web via search engines.

You're likely to need dozens or hundreds of landing pages to implement a great search engine marketing program. 

You need 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. 

Marketing with Web landing pages.

A landing page is simply a place to publish targeted content for particular buyer personas that you're trying to market to.

Effective landing page content is written from the buyer's perspective. They provide additional information based on the offer or keyword they just checked on.

A landing page is communicating, not advertising.

Search Engine Marketing is a fragmented business. 

1st step – Read blogs and begin to comment on them to coax your blogging voice out of its shell.

Metatags?

Alt tags?

Title Tags?

Blog platforms

WordPress 

Pay per click 

HTML works?

Javascript

Participating in social media gives you the chance to make sure fewer bad things are being said about your company. 

YouTube video

Blog

Research report. 

Series of photos

Twitter Stream 

E-book

Facebook fan page

Google has a free Blog called Blogger.

Shettig Construction Management provides Professional Construction Management services from the inception of your project through completion. www.shettig.com

mshettig@gmail.com