Business TV: David Meerman Scott How to Reach Your Buyers

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.

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