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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 http://www.yourbusinesschannel.com 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 http://www.yourbusinesschannel.com/SyndicatorShow.aspx?spk=295 Find out more about the very latest in Million Dollar team developments and news by visiting our blog at http://www.yourbusinesschannel.com/ResourceCentre/Snap/blog.aspx
10 Sep 2008
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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 http://www.yourbusinesschannel.com. 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 http://www.yourbusinesschannel.com/SyndicatorShow.aspx?spk=295 Find out more about the very latest in Million Dollar team developments and news by visiting our blog at http://www.yourbusinesschannel.com/ResourceCentre/Snap/blog.aspx
30 Sep 2008
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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 http://www.yourbusinesschannel.com. 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 http://www.yourbusinesschannel.com/SyndicatorShow.aspx?spk=295 Find out more about the very latest in Million Dollar team developments and news by visiting our blog at http://www.yourbusinesschannel.com/ResourceCentre/Snap/blog.aspx
24 Oct 2008
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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
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7:49
Twitter me jimboot or http://stewartmedia.biz/myblog/ Part 1 of an interview with David Meerman Scott & a backlink technique you should avoid
9 Sep 2009
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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
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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
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In this soon to be released show, you’ll hear from David Meerman Scott, author of best selling book The New Rules of Marketing and PR, as he talks about the top methods that allow you to quickly transform your blog and become a success story. See this full show soon, or watch more free TV shows now at http://www.yourbusinesschannel.com
27 Feb 2008
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1:22
Two new shows in which top e-commerce experts Bryan Eisenberg, Cofounder of Future Now, and David Meerman Scott, best-selling author of The New Rules of Marketing & PR, explain how to build highly effective e-commerce sites that make every conversion they can. Start getting the sales that your site deserves – watch this show now! See the full show at http://www.yourbusinesschannel.com
14 Mar 2008
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1:28
One of today’s most recognised e-commerce experts, David Meerman Scott, best-selling author of The New Rules of Marketing & PR, talks about the ways that you can make the most of the current shift in online communication. Find out more from David M. Scott, and see shows from our full line up of e-commerce experts – at http://www.yourbusinesschannel.com
14 Mar 2008
206
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1:42
Are you looking to do a great job on your marketing so that you can get the sales you deserve? If you are then you should take a close look at what the Million Dollar Team has to offer. The Million Dollar Team is an elite group of marketing experts who are ready to help you drive your sales, by working with you in your very own walk-in virtual marketing agency - a place where you can develop highly effective marketing campaigns using the knowledge of dozens of experts. The team features an incredible line up of highly successful international business experts including: - David Meerman Scott, best selling author of The New Rules of Marketing & PR - Dr Ivan Misner, Networking Guru and Founder of BNI - Stefan Tornquist, Research Director, Marketing Sherpa - Ben Chestnut, Co-founder, MailChimp - Penny Power, Founder of Ecademy - and many more! Working with the Million Dollar Team, you'll have access to all their knowledge and advice drawn from their best practices. Join them to make sure you are superb in your execution of Marketing and PR activities, Sales, Ecommerce, and Online or Digital marketing. The Million Dollar Team works with you to develop your ideas, helping with expert review of your marketing plans before you begin, and literally enabling you to launch new campaigns right out of a box! Right now, the Million Dollar Team is looking for 100 businesses who are ready to join the program, businesses with which they can work on a results basis to drive serious sales. And as the name suggests - they'll help you toward making your first million! To find out what the Million Dollar Team is offering and how they can help you - watch the show or visit http://www.yourbusinesschannel.com
6 Jun 2008
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Everyone in business wants to breathe new life into their sales presentations, so that they come alive and have the audience running amok trying to get their hands on the product. We challenged the experts to create a tool that gives you the power to build a sales monster straight out of the box. VP Marketing at iStockphoto Kelly Thompson, the UK's leading pitching expert Andy Bounds, and online thought leadership and viral marketing strategist David Meerman Scott, come together to list the vital parts you’ll need to pull together to create a sales monster. To find out what the Million Dollar Team is offering and how they can help you - watch the show or visit http://www.yourbusinesschannel.com
6 Jun 2008
173
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4:46
Traditional marketing methods are over. Based as they were on interruption, simply screaming for attention, they have finally died the death they deserve. Even whole marketing departments may go the way of the dinosaur. But what happens now? That’s exactly what we asked experts from The Million Dollar Team. Find out what Kevin Roberts, Global Chief Executive of Saatchi & Saatchi, David Meerman Scott, online thought leadership and viral marketing strategist, and Shel Israel, blogging guru and bestselling author say about connecting with your customers in today’s world. To find out what the Million Dollar Team is offering and how they can help you - watch the show or visit http://www.yourbusinesschannel.com
6 Jun 2008
126
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3:41
The next round of business tips from David M. Scott, Shel Israel and more! For the first time ever, several of the world’s top blogging authorities appear together in free business TV shows and give their best advice! In this show, you’ll hear from blogging guru and bestselling author Shel Israel, bestselling marketing and PR author David Meerman Scott, CEO of b5media Jeremy Wright, co-founder of Salesopedia Clayton Shold, and founder of Ecademy Penny Power. In this, the third show in this four part series, these experts Shel Israel, Jeremy Wright and Penny Power reveal why it’s so important to engage in conversations with your customers, and the great benefit to be gained from strong online relationships. Watch this show right now, or see more shows packed with expert advice at http://www.yourbusinesschannel.com Hear about the very latest show releases, as well as other yourBusinessChannel news by visiting our blog at http://www.yourbusinesschannel.com/blog.aspx
8 Jul 2008
270
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2:17
More hot business tips from the world’s top blogging authorities, who appear together in free business TV shows and give their best business advice! In this show, you’ll hear from blogging guru and bestselling author Shel Israel, bestselling marketing and PR author David Meerman Scott, CEO of b5media Jeremy Wright, co-founder of Salesopedia Clayton Shold, and founder of Ecademy Penny Power. Getting your blog copy right builds trust in you as an expert in your field. In this, the final show in this four part series, David Meerman Scott, Jeremy Wright, and Clayton Shold reveal the best practices and the most succesful methods to use when writing for a blog. Watch this show right now, or see more shows packed with expert advice at http://www.yourbusinesschannel.com Hear about the very latest show releases, as well as other yourBusinessChannel news by visiting our blog at http://www.yourbusinesschannel.com/blog.aspx
8 Jul 2008
291
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2:36
The first of two new business TV shows in which top e-commerce experts give top business advice on how to avoid the more common mistakes made online, and if you’ve already made them, what you can do right now to resolve them. This first show features expert advice from Bryan Eisenberg, Cofounder of Future Now, and David Meerman Scott, best-selling author of The New Rules of Marketing & PR, as they explain how to build and run a highly effective e-commerce site that makes every conversion it can. Watch this show right now, or see more shows packed with expert advice at http://www.yourbusinesschannel.com Hear about the very latest show releases, as well as other yourBusinessChannel news by visiting our blog at http://www.yourbusinesschannel.com/blog.aspx
9 Jul 2008
266
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