In âThe New Rules of Marketing and PRâ, Scott thinks the best way to win sales is to provide your potential buyers with the content that they are looking for, in their own words, in places where they would look for it, in the form that they consume most readily. After a marketing executive is clear on the organizationâs goals, creating separate buyer personas for each type of consumer of a specific good/service is crucial. Once an image of the consumer is clear, discover spaces where this individual would go for information and how they speak. Blogs and forums are great places to learn the lingo/jargon of these buyers and to start to connect with and be seen as a figure of authority. Scott refers to this concept as âthought leadershipâ. What do you want this buyer to believe about your organization? What problem are you solving for them? Why is your product/organization different from the rest? What value do you bring (credibility, media, analysis, testimonials)? Where are your buyers already (google keywords they use, blogs they frequent, social media platforms)? What is your company personality (If your company was a voice would it be Oprah or Frazier Crane? Wonder Woman or Martha Stewart)? What marketing tactics would be best for these buyers (blog, Twitter, YouTube, Facebook, LinkedIn, forums, image galleries, RSS feeds, news releases, submit an article to an influencerâs blog, email newsletter, e-books, webinars, podcasts)? What do want the buyer to do after consuming your content (engage by subscribing, following, linking, commenting; buy or re-buy; download an e-book, white page, slideshow, podcast; contact by filling out form, applying, emailing a question, calling)?
David Meerman Scott calls this kind of marketing âsearch engine marketingâ because the content is tagged and accessible when the potential buyer uses certain keywords. Tagging the content and creating cross links takes full advantage of the search engine optimization. You will be there when your buyers are looking for you. They will be excited to find you instead of annoyed that you interrupted them.Â
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