Book Review: The New Rules of Marketing & PR by David Meerman Scott
This book provides an awesome overview of the new rules of marketing your business in today’s connected environment.It is a must read for any business owner who wants to know what social media tools are available and how to utilize them in your business.
The book does not talk about the complexities of setting up these tools but discusses the concepts and letting you know what’s available. It really gets you thinking into how you can leverage these tools to create exposure for your business using social media tools.
For search engine optimization – content is king. Blogs can be a powerful tool to create a high ranking website.
There are many reasons companies should use blogs such as they can put a face to your organization, used for announcements, putting ideas out there, creating a feedback loop. The book explains each of the benefits of having a blog.
I believe that news releases are under utilized today. News releases have had a new lease of life thanks for online tools. You can publish your news releases to online news services such as PR Wire to get the word out there.
A great tip about news releases from Scott is including keyword links in your news releases to help your search engine rankings for those keywords.
A wiki is site created so people can add content and share knowledge. Anyone can contribute to the wiki and they can work very well.
Creating a wiki about your industry can create credibility for your business. People love working with other successful businesses who are on the forefront of industry changes and knowledge. By creating a wiki, you too can have this creditibility and be known as an industry leader.
The beauty of social media marketing is the speed that ideas spread. By understanding the new rules of marketing, you have the knowledge to manage and grow these campaigns.
Scott provides some great examples of viral marketing and how the companies responded to these campaigns. Many of them were just created by the customers themselves. He explains what you need to do when this happens and to make it work in your favour.
Some people may not be great writers but they are create speakers. If blogging is not for you, could look at creating podcasts or video logs.
A buyer persona is the different types of personas of your customers visiting your site. When you built your website, did you create it for one buyer persona? Did you identify the different buyer personas and build a site that is targeted at each of these personas? Scott talks about how to identify them and how to create multiple call of actions for each persona.
This is a great book to get a general overview of the tools available for this new social world we are entering. Experienced Internet marketers can learn about the different tools available that are not often discussed in Internet marketing.
THE NEW RULES OF MARKETING & PR
How to Use News Releases, Blogs, Podcasting, Viral Marketing & Online Media to Reach Buyers Directly
By David Meerman Scott
Wiley; June 2007
$24.95; 978-0-470-11345-5, Cloth