Results for: david meerman scott Search Results
Family Filter:
3:22
Top business advice from David Meerman Scott, bestselling author of The New Rules of Marketing & PR. Join him in this show as he talks about why you need to identify your customers. See more business news television shows featuring these experts, as they give their top expert business advice at *******www.yourbusinesschannel**** David Meerman Scott: Sure. So if I were advising small business people, a small business person I would say the first thing and the most important thing before you even try to create any kind of content at all is to step back and understand who are your buyer persona’s, I call them buyer persona’s. Who are the people that you are trying to reach and I want to know who they are in detail. So for example if you are running a small hotel I don’t want you to create information about your hotel online until you can tell me who the specific buyer personas of the people who are coming to your hotel are. Perhaps there’s the independent business person who is trying to make their own decision about what hotel they stay at. Perhaps there’s a corporate travel department that books 100 of room nights a year because their corporate headquarters is right near the hotel. Or a young couple planning on getting married might be a third buyer persona and they are looking for a hotel ballroom to have their wedding reception. Another buyer persona might be people who want to have a corporate event in the hotel ballroom. All of those or a family on a vacation is a fifth buyer persona. Once you know who your buyer persona’s you need to interview those buyer personas’ representatives of those buyers and find out who they are and what are the problems that they have that you your organisation your product and service can solve in their words. I want to know in their words not yours because we are not going to be egotistical with the content we create. We are going to create content that is in the words of our buyers. Then I want you to stop talking about what your products and services happen to do and instead think about what it is that you want your buyer persona’s to believe about your organisation. So then you take that research that you have done, information about your buyer persona, information about what you want your buyer persona’s to believe about your organisation and you create some pieces of compelling content. So back to the hotel example for the young couple who is planning on getting married, that buyer persona. You might have a list of menus for the ideal wedding reception meal. You might have a list of songs that you might play during the music portion of your wedding reception. For the corporate travel department you might have a video of the different rooms that you go and show people and the different layouts for the food, here’s what a buffet looks like and here’s what it looks like when we serve a plated meal. How different is that than your typical hotel website that is basically just a product brochure that talks about fluffy pillows and tasty shrimp? Have you got a great business, idea, product or service, but you just can't get the revenue growth you are looking for? If you'd like your business to be considered for the Million Dollar Challenge click here *******www.yourbusinesschannel****/SyndicatorShow.aspx?spk=295 Find out more about the very latest in Million Dollar team developments and news by visiting our blog at *******www.yourbusinesschannel****/ResourceCentre/Snap/blog.aspx
10 Sep 2008
222
Share Video

3:08
Top business advice from David Meerman Scott, bestselling author of The New Rules of Marketing & PR, reveals how using new media gives you the advantage and a direct approach to more buyers. See more business news television shows featuring these experts, as they give their top expert business advice at *******www.yourbusinesschannel****. David Meerman Scott: You know it’s amazing to me that on the web we have a new way to market that we never really had before. Under the old rules of marketing, which is the marketing that you use probably today and everybody has used for years to reach people offline you really only have two ways to reach your buyers. You could either buy expensive advertising - that means radio, television, newspaper, magazines, direct mail, billboards, telephone directories, and direct mail, all of those sorts of things. So you could buy expensive advertising, or you could use the media as your mouth piece by trying to beg the media to talk or write about your products and services. Those are really the only options that we used to have available to us but now we’ve been liberated. We’ve been liberated because we have the web as a way we can publish content directly and it’s a really new way to get out there and reach our buyers. Instead of buying our way in or begging our way in we can create excellent content that our buyers will find directly as a result of going to the search engines, through social networking sites, by visiting our own sites and so on. So those sorts of content include all kinds of different things, from YouTube videos, to blogs, to podcasts, which is audio content. Can be things like white papers and e-books, and this is just a very, very different way of marketing. So if you haven’t experienced jumping into the world of online marketing your first job is to unlearn all the things that you learned about how to be successful in an offline environment. And I also need to say here I sometimes get accused of being anti old media or anti advertising or anti media relations, which I’m not. If you’re reaching people directly as a result of doing advertising that’s cool, keep going for it. If the media is working for you I don’t recommend that you stop. However to reach people online you really do need to think differently. Its not about buying access, it’s not about begging others to write or talk about you, its about creating excellent information, excellent content in all of its forms – audio, video, photographs, images and text that people will find directly. It’s a new world. Have you got a great business, idea, product or service, but you just can't get the revenue growth you are looking for? If you'd like your business to be considered for the Million Dollar Challenge click here *******www.yourbusinesschannel****/SyndicatorShow.aspx?spk=295 Find out more about the very latest in Million Dollar team developments and news by visiting our blog at *******www.yourbusinesschannel****/ResourceCentre/Snap/blog.aspx
30 Sep 2008
164
Share Video

1:58
Top business advice from David Meerman Scott, bestselling author of The New Rules of Marketing & PR, as he shows you how your site could be too generic to differentiate you from your competitors. See more business news television shows featuring these experts, as they give their top expert business advice at *******www.yourbusinesschannel****. David Meerman Scott: One of the things that I like to do is to go to a site, any site and substitute your name, your companies name and your product names with your biggest competitor’s company name and product names. If you go into a site and you do a virtual search and replace and it still sounds compelling and still sounds the same when you substitute the competitions names and products, then your sites not good because it is so generic that it could also apply to your biggest competitor. Another thing to do as a tool as a test for your online marketing and your website is to circle or highlight all the different times you talk about you or your or your products and compare that to how many times you are talking about your buyers and what their problems are. So you circle words like us and we and I and then you highlight another set of words which is like you are your and your problems and things like that. The one that should win is the references to your buyers and their problems. It shouldn’t be your own company, your own ego, your own products and services that win that contest. Have you got a great business, idea, product or service, but you just can't get the revenue growth you are looking for? If you'd like your business to be considered for the Million Dollar Challenge click here *******www.yourbusinesschannel****/SyndicatorShow.aspx?spk=295 Find out more about the very latest in Million Dollar team developments and news by visiting our blog at *******www.yourbusinesschannel****/ResourceCentre/Snap/blog.aspx
24 Oct 2008
106
Share Video

3:40
Searching for really effective online business marketing advice? The Holy Grail is to get your customers so excited about your message they tell all their contacts about you and word is spread organically. This is what digital marketing expert David Meerman Scott calls a World Wide Rave, and in this business TV show he explains the fourth of six rules you need to follow in your web strategy in order to have people around the world talking about you, and linking to your website or blog.
16 Mar 2009
157
Share Video

7:49
Twitter me jimboot or *******stewartmedia****/myblog/ Part 1 of an interview with David Meerman Scott & a backlink technique you should avoid
9 Sep 2009
108
Share Video

4:39
Stella Pop presents Bestselling author David Meerman Scott: "Get Content Conflict to Connect" Marketers should be asking themselves an important question - Are You Telling a Story with Conflict that will engage your audience?
3 Dec 2009
36
Share Video

8:19
Conversation between David Meerman Scott and Steve Woods on social media, how business to business marketers should think about content, and how to generate more interest in your business.
5 Jan 2010
899
Share Video

2:12
In this business tv show, David Meerman Scott tells you how to tune into your marketplace and creating the kind of content they want, as well as the new ways that you can get more out of your online communication: “It is interesting that all the things I have been talking about that appeared in the book I have been talking about literally for something like six or seven years. When I first started to say to people that marketing and public relations on the web is different than marketing and public relations and marketing and PR offline they thought I was crazy. What I say these days is when you are doing marketing and public relations offline you have to buy your way in with advertising, radio, television, newspaper or magazine you know yellow pages, billboards whatever. Or you have to beg members of the media to write or broadcast about you. But marketing online is about publishing great content and those ideas initially were just taken as you know the talk of a crazy man. But more and more people are realising that there is some truth in the ways that I talk about these ideas. As a result, something that is remarkable to me as a piece of evidence is, my book came out 13 months ago, June of 2007 and the sales are literally getting stronger now a year after it has come out than when it first came out. And another piece of evidence which I love talking about is that it has been translated into 19 different languages at the moment. We sell new languages virtually every month. So this is a global phenomenon, it’s not just English language, it’s not just Europe and North America, it is all over the world. It’s in places like Russia, Vietnam, China and Lithuania which is some of the languages that the book is being translated in to. So pretty cool stuff. See more business news television shows from business expert David Meerman Scott, as he gives his top expert business advice at *******www.yourbusinesschannel**** Find out more about the very latest show releases, as well as other yourBusinessChannel news by visiting our blog at *******www.yourbusinesschannel****/blog.aspx
10 Jul 2008
367
Share Video

1:44
More hot business tips from David Meerman Scott, online marketing guru whose business books have been downloaded by literally hundreds of thousands of people. Scott appears in business TV shows to give his best business advice! See more shows packed with expert advice at *******www.yourbusinesschannel**** Hear about the very latest show releases, as well as other yourBusinessChannel news by visiting our blog at *******www.yourbusinesschannel****/blog.aspx
10 Jul 2008
195
Share Video

1:48
In this business tv show, David Meerman Scott reveals where most PR people are going wrong with online marketing: “The biggest problem I see that traditional public relations people have is that they mistake media relations with public relations. So public relations is simply how an organisation deals with its public which is very different than media relations which is how an organisation deals with mainstream media, magazines, radio, television, newspapers and analysts. So I think that traditional public relations people aren’t public relations people they are media relations people. They are skilled at working with newspaper, magazine, television, reporters, broadcasters and editors. They think that is the only way that you can communicate. Well I have news for those people. You can communicate directly to your public. You can communicate directly to the public through your website. You can communicate to the public through your blog. You can communicate directly to your public using press releases and that is a way that smart organisations are reaching people today. Yes, you can still use media relations, you can still speak through the media as your mouth piece but that’s not the only way you can reach people and I think the problem is that most PR professionals are mistaking public relations with media relations.” See more business news television shows from business expert David Meerman Scott, as he gives his top expert business advice at *******www.yourbusinesschannel**** Find out more about the very latest show releases, as well as other yourBusinessChannel news by visiting our blog at *******www.yourbusinesschannel****/blog.aspx
10 Jul 2008
263
Share Video

1:51
More hot business tips from David Meerman Scott, online marketing guru whose business books have been downloaded by literally hundreds of thousands of people. Scott appears in business TV shows to give his best business advice! See more shows packed with expert advice at *******www.yourbusinesschannel**** Hear about the very latest show releases, as well as other yourBusinessChannel news by visiting our blog at *******www.yourbusinesschannel****/blog.aspx
10 Jul 2008
347
Share Video

2:16
More hot business tips from David Meerman Scott, online marketing guru whose business books have been downloaded by literally hundreds of thousands of people. Scott appears in business TV shows to give his best business advice! See more shows packed with expert advice at *******www.yourbusinesschannel**** Hear about the very latest show releases, as well as other yourBusinessChannel news by visiting our blog at *******www.yourbusinesschannel****/blog.aspx
10 Jul 2008
254
Share Video

2:44
Top business advice from David Meerman Scott, bestselling author of The New Rules of Marketing & PR as he explains how you can improve your profits online by simply giving ideas away. See more business news television shows featuring these experts, as they give their top expert business advice at *******www.yourbusinesschannel**** David Meerman Scott: I think you have to give away great content online in order to get people to find out who you are. I think it’s absolutely crazy what so many companies do. What they do is create some piece of compelling information, it might be white paper it might be a video, it might be even some product specifications and they put a gate in front of it, a virtual gate requiring that people submit their email address or they submit some kind of information or they have to buy that piece of content. And I have evidence that between 20:1 and 50:1 of the ratio of the number of people who would access a piece of content if it were totally free. What that means is if you put a gate on your white paper and you say that the only people who can get this white paper are those people who give me an email address, you might get let’s say one hundred people to download that white paper. I have evidence that you would have gotten between 2000 and 5000 people for the same number of people who took a look at it because when there is no gate on it then people will take a look. My own example is that I have put out a couple of eBooks and my most recent one came out earlier this year 2008 and it’s called The new rules of Viral Marketing. I put it out on my blog, if you do a search for the new rules of viral marketing you will find it. It’s been downloaded nearly 150,000 times on my own blog and probably at least a quarter of a million times in total because I give people permission to post it on their blogs. As a result of that people find me and they buy my book making it a best seller and they ask me to speak at their conferences which I do all over the world, last week was New York, two weeks ago was London and three weeks ago was Saudi Arabia for example. Next week I am going to San Francisco. So I am speaking all over the world and that’s how I make my money these days. If I wasn’t giving away my content for free then I wouldn’t be getting the sorts of people or the numbers of people who are buying my books and asking me to speak. It’s all about giving to getting. Have you got a great business, idea, product or service, but you just can't get the revenue growth you are looking for? If you'd like your business to be considered for the Million Dollar Challenge click here *******www.yourbusinesschannel****/SyndicatorShow.aspx?spk=295 Find out more about the very latest in Million Dollar team developments and news by visiting our blog at *******www.yourbusinesschannel****/ResourceCentre/Snap/blog.aspx
10 Sep 2008
158
Share Video

3:33
Top business advice from David Meerman Scott, bestselling author of The New Rules of Marketing & PR, reveals why you need to stop being so egocentric – because nobody cares about your products or services. See more business news television shows featuring these experts, as they give their top expert business advice at *******www.yourbusinesschannel****. David Meerman Scott: This week’s idea is a little bit surprising to a lot of people and it is this – Nobody cares about your products or services. Interesting that I say that and you may be thinking what is this guy talking about, nobody cares your products and services? They don’t! You know what they care about? They care about their problems. They care about finding solutions to their problems. And to create really great marketing the thing to do is to forget about talking about your products and services in your marketing, particularly your online marketing. And think about it in your own world, when you’re out looking for something in terms of something to buy or something interesting to consume online, or some cool YouTube video, or whatever it might be, are you interested in direct advertising? Are you interested in those companies that just hype their product – you know fifty percent off today only, free shipping all this week. You know these are product orientated hype kinds of marketing. Here’s the thing you need to think about – Who are your buyer personas and what do your buyer personas have in terms of problems that you can solve? Here’s and example for you, imagine that you are an owner of a company that makes fresh pasta. And think about for a second the problems that you solve for people. So instead of talking about your own damn products, your pasta, what you do is you think about how you can reach for example young mothers who are looking for a healthy and quick meal that they can make really easily to serve to their family. Or another buyer persona, perhaps you are trying to reach a group of people who are single and what they’re looking for is different. They’re looking for a very quick meal and have a very small amount of pasta to make because it’s only for one person. Or another buyer persona, perhaps you’re reaching restaurants who are looking for hundreds of pounds at a time and imagine how different your marketing becomes when you’re talking about not the damn pasta, but you’re talking about the problems people face that your product, in this case mundane pasta can solve. And if you’re creating web content around those problems your marketing is literally transformed. I kid you not. And you have experienced this too. When you go to a site and you have that feeling, “Oh my gosh, these guys know me”. These guys understand who I am. These guys understand what I’m facing and I think they’re a company who can help me’. But when you go to company’s site and all they do is talk about their products and services do you feel the same way? I certainly don’t. Have you got a great business, idea, product or service, but you just can't get the revenue growth you are looking for? If you'd like your business to be considered for the Million Dollar Challenge click here *******www.yourbusinesschannel****/SyndicatorShow.aspx?spk=295 Find out more about the very latest in Million Dollar team developments and news by visiting our blog at *******www.yourbusinesschannel****/ResourceCentre/Snap/blog.aspx
1 Oct 2008
139
Share Video

1:54
Top business advice from David Meerman Scott, bestselling author of The New Rules of Marketing & PR, on why your sales copy might just be egocentric nonsense that customers hate to read. See more business news television shows featuring these experts, as they give their top expert business advice at *******www.yourbusinesschannel****. David Meerman Scott: Most organisations when they generate information about themselves do it in an egotistical, product-centric way. Like for example technology businesses are notorious for this. They talk about their flexible scalable solutions for improving business process which is a bunch of gobbledegook that nobody cares about. The best way to reach people is to understand what their problems are and create for example a press release that helps to address the problems that people have. So if your problem is that you want to move data from point A to point B, well that’s what you should write a press release about and not about flexible scalable solutions for business process. So I always suggest to people that it always starts from your buyers and what your buyer’s issues are and what your buyer’s problems are and how your organisation helps people. It does not start with your products; it does not start with your services. That is really, really hard for people to do because we have been taught for decades to talk about our product messages and communicate what our company does which is not as effective online as talking about what we are doing to help solve people’s problems. Have you got a great business, idea, product or service, but you just can't get the revenue growth you are looking for? If you'd like your business to be considered for the Million Dollar Challenge click here *******www.yourbusinesschannel****/SyndicatorShow.aspx?spk=295 Find out more about the very latest in Million Dollar team developments and news by visiting our blog at *******www.yourbusinesschannel****/ResourceCentre/Snap/blog.aspx
24 Oct 2008
69
Share Video

2:01
Top business advice from David Meerman Scott, bestselling author of The New Rules of Marketing & PR, tells you why the press release is still a great tool, and shows you how to use it to reach more customers. See more business news television shows featuring these experts, as they give their top expert business advice at *******www.yourbusinesschannel****. David Meerman Scott: … the one slowly press release used to be a tool of getting the media to write about or broadcast about your company. It used to be that only a handful of people ever saw your press release, maybe a dozen members of the media were the only people who saw the press release. Today, literally hundreds of millions of people, anyone with an internet connection has access to your press release prior to the media seeing it in its raw form. So to be effective don’t even think about the media. Instead think about the people who are reading the press release and can make a decision right from that release not from people who will be seeing the content of the release after it’s written about later on by the media. And if you do that it will cause the release to be written in a very, very different way because rather than use big words trying to impress members of the media so that they will call you up for an interview, you are using the words and phrases instead that your buyers are using and you are writing in such a way that your press release will be visible to the search engines, that it will create and compel people to click on one of the links in your press release and go to your site which is ultimately what you want people to do when they are reading an online news release is to take the next step which is typically going to your site. Have you got a great business, idea, product or service, but you just can't get the revenue growth you are looking for? If you'd like your business to be considered for the Million Dollar Challenge click here *******www.yourbusinesschannel****/SyndicatorShow.aspx?spk=295 Find out more about the very latest in Million Dollar team developments and news by visiting our blog at *******www.yourbusinesschannel****/ResourceCentre/Snap/blog.aspx
24 Oct 2008
70
Share Video