Savvy Marketing Secrets
Tips and Tactics to Reach Your Best Customers
Now, with the new rules, even the tiniest company can reach potential consumers directly using the Internet's new media and niche marketing. In the past, press releases were designed for the eyes of a few media only and your story had to be significant news to have a prayer of gaining coverage. But with Scott’s new rules, any company can create “direct-to-consumer” news releases.
You no longer have to wait for a reporter to tell your story; you can tell it yourself.
What makes Scott’s book especially useful are the examples he uses to demonstrate his points. In one example, he describes how Gerard Vroomen, co-founder of Cervélo Cycles, created a powerful content site for the buyers of competition bikes, that interweaves compelling stories of the people who win races and the races themselves, with everything you would want to know about the engineering-driven product he offers them. And on each page of his book, Scott cites the related web address so you can check the site out for yourself.
With the stories, Scott demonstrates how a small company, using niche marketing, can sell its products all over the world.
In subsequent chapters, he shows how to use blogs, forums, wikis, podcasts, even squidoo lenses to generate buzz about your company and its product, and to follow the events occurring in your industry. Whether it's a viral marketing campaign that turns a little known firm into a recognized expert almost over night or an organization whose content-packed website makes it the recognized leader, Scott shows how the new rules force companies to adapt.
"Think like a publisher" by understanding your audience, Scott says. Consider what marketing problems your buyer personas face, and develop topics to appeal to them. Write for that audience, using stories and examples, the way he does in his book. Great content designed around the problems of your buyer personas is much more important than great design or cool technology, he says.
Scott's book is packed with how-to information that any small business can learn from, including:
There also is plenty of practical stuff:
It’s easy to understand why Scott’s “New Rules” set off a controversial fire storm in marketing and PR circles, by challenging long-held tenets. And all of Scott’s ideas may not be appropriate for your business. Don’t read the book with an eye to doing just what he says. And don’t feel you have to try all of his ideas at once.
Use the book to stimulate your own thinking about how to tap the power of the Internet to promote your small business. Check out some of the examples and ask yourself how your business could incorporate some of the ideas mentioned in The New Rules of Marketing and PR.
-Marcia Ming
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