The Idea Writers: Copywriting in a New Media and Marketing Era (Advertising Age)

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The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition

A completely revised and updated edition of the BusinessWeek bestseller on effective, modern marketing and PR best practices, The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work.

This new second edition paperback keeps you up-to-date on the latest trends.

• New case studies and current examples are included to illustrate the very latest in marketing and PR trends.
• Completely updated to reflect the latest marketing and PR techniques using social media sites such as Twitter, Facebook, and YouTube
• Includes a step-by-step action plan for harnessing the power of the Internet to communicate directly with buyers, increase sales, and raise online visibility
• David Meerman Scott is a renowned online marketing strategist, keynote speaker and the author of World Wide Rave, from Wiley

The New Rules of Marketing and PR, Second Edition gives you all the information you need to craft powerful and effective marketing messages and get them to the right people at the right moment-at a fraction of the price of a traditional marketing campaign.

A completely revised and updated edition of the BusinessWeek bestseller on effective, modern marketing and PR best practices

The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work.

This new second edition paperback keeps you up-to-date on the latest trends.

• New case studies and current examples are included to illustrate the very latest in marketing and PR trends.
• Completely updated to reflect the latest marketing and PR techniques using social media sites such as Twitter, Facebook, and YouTube
• Includes a step-by-step action plan for harnessing the power of the Internet to communicate directly with buyers, increase sales, and raise online visibility
• David Meerman Scott is a renowned online marketing strategist, keynote speaker and the author of World Wide Rave, from Wiley

The New Rules of Marketing and PR, Second Edition gives you all the information you need to craft powerful and effective marketing messages and get them to the right people at the right moment-at a fraction of the price of a traditional marketing campaign.

Social Media Marketing Top Seven
Amazon-exclusive content from author David Meerman Scott

People and organizations that participate in social media (creating YouTube videos, participating on sites like LinkedIn, Facebook, and Twitter, starting a blog and the like) become part of a vibrant online community and show that market that they are worthy of doing business with.

Unlike non-targeted, in-your-face, interruption-based advertising, social media is content that people actually want to see. How cool is that? Rather than forcing you to convince people to pay attention to your products and services by dreaming up messages and ad campaigns, search engines deliver interested buyers right to your company’s virtual doorstep. This is a marketer’s dream-come-true.

However, most marketers don’t know how to harness this exciting form of marketing. Their most common mistake is to spend way too much time talking about your company’s products and services and worrying too much about being “on message.” In addition, many companies are fearful of jumping into the social media waters because it seems scary to put yourself out there.

Top Seven Ways to Get the Most Out of Social Networking Sites:
1. Target a specific audience. Create a page that reaches an audience that is important to your organization. It is usually better to reach a small niche market than try to go large.

2. Be a thought leader. Provide valuable and interesting information that people want to check out. It is better to show your expertise in a market or at solving a buyer’s problems than to blather on about your product.

3. Create lots of links. Link to your own sites and blog, and those of others in your industry and network. Everybody loves links—it makes the Web what it is. You should certainly link to your own stuff from a social networking site (like your blog), but also link to other people’s sites and content in your own market.

4. Encourage people to contact you. Make it easy for people to reach you online, and be sure to follow up personally on your fan mail.

5. Participate. Create groups and participate in online discussions. Become an online leader and organizer.

6. Make it easy to find you. Tag your page and add your page into the subject directories. Encourage others to bookmark your page with del.icio.us and DIGG.

7. Experiment. These sites are great because you can try new things. If it isn’t working, tweak it. Or abandon the effort and try something new. There is no such thing as an expert in social networking—we’re all learning as we go!

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TopRank Online Marketing Brings Content Marketing and Social Media Expertise to London & Barcelona

Lee Odden, TopRank Marketing CEO

London, UK (PRWEB) February 21, 2011

TopRank® Online Marketing, a leading digital marketing agency specializing in online customer acquisition and engagement consulting services will share how businesses can move from individual tactics into a more effective integrated online marketing strategy at upcoming conferences SES London and Search Congress in Barcelona.

Forrester Research reports that between 2009 and 2014, B2B companies will double ad spending on interactive and digital marketing tactics. The Meltwater Future of Content Survey, based on interviews with 450 companies in the UK around the world, indicates 40% of organizations expect their marketing budgets to increase in 2011 and a very strong 78% consider content marketing to be important to their organization.

With this increase in online marketing budgets will come the inevitable demand for stronger results and measurement, particularly from those in the C-Suite.

SES London delegates will travel from across the globe to one of the largest search marketing conferences in Western Europe to learn strategies that engage customers and fully harness the benefits of content marketing. Lee Odden, CEO, TopRank Online Marketing and SES Advisory Board Member, will be on hand to share proven content marketing strategies during multiple presentations.

In his first presentation at SES London, Odden will present, “Content Marketing Optimisation”, where attendees will learn how to optimise digital content and get useful tips on creating and promoting content for the social web.

While moderating the “SEO Through Blogs & Feeds” panel, Odden will lead the discussion on the importance blogs can play as part of the online marketing mix.

Odden’s second solo presentation at SES, “Integrated Online Marketing: Search, Social & PR” will provide insight on the intersection of content creation, discovery and sharing for improved news distribution to journalists and end consumers. Expansion of social media adoption has transformed how unique content can reach users all over the world.

According to industry source Junta42, nearly three out of four marketers are now leveraging content through social media and a majority are tapping into blogs and e-newsletters.

At Search Congress Barcelona, Odden will join Aaron Kahlow of Online Marketing Summit to share best practices in leveraging social media marketing to boost essential search results. Not just focusing on theory, attendees will hear practical tactics that enhance user experience, improve conversions, and enhance search results.

“This has been an exciting year for the online marketing industry,” comments Odden. “Business marketers around the world are challenged to find meaningful, practical advice on developing effective strategies like those we provide in our consulting practice. I’m looking forward to sharing our hard won insights from TopRank with SES London and Search Congress Barcelona delegates and help more companies find the real “Return” in online marketing ROI.”

SES London:

Content Marketing Optimisation – Wednesday, February 23rd – 11 am

SEO Through Blogs & Feeds – Thursday, February 24th – 12:45 pm

Integrated Online Marketing: Search, Social & PR – Friday, February 25th – 11:15 am

Search Congress Barcelona:

How to Raise the Tide Combing Social Media and SEO – March 3rd – 1:30 pm

Can’t make it to the event? Visit the Content Marketing category of TopRank’s award winning Online Marketing Blog and stay ahead of the curve as content marketing changes how businesses worldwide share digital information.

About TopRank® Online Marketing

TopRank® Online Marketing is a Minneapolis, Minnesota based digital marketing agency serving Fortune 1000 companies with customer acquisition and engagement consulting services for B2B companies. TopRank Marketing provides strategic consulting, implementation and training with an emphasis on enterprise and mid-market company search engine marketing, social media and content marketing. TopRank has been cited in numerous books and industry blogs as well as U.S. News & World Report, Fortune and The Economist for internet marketing expertise. A crucial part of its own content marketing strategy, TopRank’s Online Marketing Blog has been recognized as the #1 Content Marketing Blog by Junta42 and the #2 Social Media Marketing Blog by Social Media Examiner.

TopRank CEO Lee Odden serves on the SES Board of Advisors and is a frequent international speaker at search, social media and public relations industry conferences in cities ranging from New York to Hong Kong to London. Odden has been the keynote speaker for OMS, Search Exchange and Social Media Junction and frequently presents at corporate marketing events.

TopRank Online Marketing Web Site: http://www.toprankmarketing.com

Online Marketing Blog: http://www.toprankblog.com

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Advertisers are continuously faced with the challenging task of attracting potential customers. Latest technological developments have contributes several options for advertises to address this problem. One of the most engaging ways in which customers can be targeted is through rich media ads. An August 2010 report by Mobile Marketing Watch states that the CTR (click through rate) for rich media video ads on iPad apps is almost 11 times higher than that for standard display banner ads. This indicates the rising opportunity for mobile rich media ads. Breakthroughs by Mobile Rich Media AdsMobile rich media ads are those advertisements that make use of multimedia, including audio, video, pictures or special effects with the use of Flash, Javascript or other languages. It has been seen that multimedia grabs and holds an individual’s attention more effectively than other forms on content. This helps advertisers to face the challenge of finding innovative and exciting ways to connect to consumers. Earlier it was feared that rich media on mobiles would not be effective for advertisements because of the small screen size of mobile phones. However, this fear has been proved baseless. Japan is probably the best example. The response to wireless advertising has been very positive. Mobile rich media ads have overtaken traditional Internet advertising in terms of consumer appeal. Initially, phones that were capable of displaying rich media were very bulky and heavy. This was feared as a deterrent to the reach of mobile rich media ads. However, technological developments have eliminated this problem by making phones much smaller and significantly lighter. Prospects of Mobile Rich Media AdsAccording to the S. M. A. R. T. (U. S. Scorecard for Mobile Advertising Reach and Targeting) report published in early 2010, mobile usage in rising. Apart from an increase in the number of users, there has also been a rise in the time spent on mobile sessions. Moreover, the report shows a spike in the amount of money spent by advertisers on rich media and a surge in campaigns that direct consumers to social media sites. According to Media analyst Screen Digest’s 2008 report, the market for mobile rich media ads is expected to reach $2. 79 billion by 2012. By that year, advertising will contribute more than 20% of mobile TV revenues. The report indicates that games and music will offer great marketing opportunities for advertisers endeavoring to reach out and engage their customers. If you are considering mobile rich media ads, visit ivdopia. com. The company has successfully offered advertisers the network and infrastructure to reach consumers.

SEO services and SEO firms are creating a lot of buzz simply because the business it generates. The internet is chalk full of education about everything and individuals use search engines to find whatever it is they desire. “When was the last time you saw a commercial on TV or read an ad in the newspaper and it lead you to purchase immediately? When your facet was leaking did you wait until a commercial advertised a plumber and you made the call or you did you go to your newspaper to find a plumber? Probably not! You went to your computer, typed in plumber for your area and then made the call based on the top 5 results (not Pay Per Click). ” Randy says. SEO Services is a skilled service utilized by businesses so that their site ranks on the 1st page of all major search engines. Businesses that don’t have a site in today’s economy are learning that they are missing the boat. Randy continues, “At Maxim Edge, we offer SEO services and internet marketing solutions to incease our clients return on investment and help them gain an edge over their competition. Successful business owners realize the importance of rolling a large percentage of their profits back into their advertising budget. If you quit advertising, you will not have a business. Search Engine Optimization or SEO services continue to prove its efficiency in marketing and it’s a long term marketing solution that works 24 hours a day all year around. ”

If you are still one of the ‘on the fence’ business/management person as far as Social Media Marketing is concerned? Here are the top 7 benefits you can achieve using Social Media for your business. . . . if you implement the social media strategy correctly! The idea is to note here how thousands of businesses are benefiting from Social Media Marketing today. . . . So let us get into it. What can social media help you achieve? You can Create Publicity without a Huge Investment for your company, products or services. Most social media platforms are free! But you have to commit to the resources and time to leverage them. Social Media has put all businesses on a level playing field when it comes to marketing. Creativity and Strategy are the only limitation. You can easily go head-to-head in marketing as far as social media is concerned. . . Literally! You can boost your Brand Awareness, using Social Media Marketing, which can lead towards brand loyalty. You have a opportunity to engage and create a community around your business, brand, product or services. An example is AMEX. American Express actually multiplied its user base 80 times in 11 months using Social Network by building community. You can generate a buzz for new products launches, new business or new initiatives launch. . . . . how about at almost zero cost for the new age PR? If you are a mega business or a one person business, you can generate buzz using Social Media Marketing. Higher Leads and Higher Revenues. Social Media will help you to increase traffic on your website or blog. It will engage potential customers and generate interest. This can lead to increased leads and higher revenues for your organization. Couple of examples are. . . MASI bicycles doubled sales in two years using blogging and pod-casting to reach out. Dell made US$ 1 million using twitter. Businesses of all sizes are taking the advantage of social media. Are you yet? B2B companies are benefiting in a huge way as well with social media. Consultants and service companies are finding new leads and new customers much more easily using social media sites such as LinkedIn and others. Customer Relationship Management is the name of the game in this new age marketing. Customer relations management is becoming an integrated component of marketing now. Social media can help you to develop one-to-one relation with your customer base, which is really a unique situation. Take a look at some examples below. . . . . Virgin America and Wholefoods run marketing as well as one-to-one customer service initiatives via Twitter. COMCAST executive contacted a customer who tweeted about a bad experience in 20 minutes sitting in different corners of the globe. Mailchip gives response in 10 minutes of putting a comment on their Facebook page! Enhanced Online Reputation Management with monitoring of what people are saying about your company and about your products/services. There are millions of blogs online. People are talking about your business, products or services. There are millions of people on social networking sites and people there are also doing the same. In this environment, if you do not actively engage in listening what people are talking about your products and services, you do not get the insights or opportunities to manage negative publicity that will affect your reputation. Dell Hell was is a huge case study of how a Dell got into negative publicity storm on social media and how they recovered from it using social media. They could do it because they were listening to their customers. Sony could not repeat that for its PS3 because they did not adopt social media for online reputation management. PS3 sales suffered after the negative publicity on You Tube and it never recovered after that! Customer focused Product Development. Doing primary research and getting feedback straight from your customers was never so easy and inexpensive, as it is now with social media. It used to be an expensive exercise doing in coordination with market research firms. No more! Starbucks is developing products based on popular customer ideas using social media. Dell is doing the same. Many other companies are slashing their new product development research costs and developing more relevant products that the customers want.

Concentrating on the positive side of the income statement, rents generate the income for apartment & multifamily properties. Tenants pay those rents, so the focus of marketing and advertising is to fill the property with tenants paying market rents. High vacancy rates kill cash flow. But, there’s a balance that must be maintained between the cost of promotion and marketing and the results. Filling units by offering three months free rent might be easy, but that’s a really high marketing cost. So, assuming an apartment or multifamily project that’s in good condition, and represents itself well in the market, or even has one or more marketing niche opportunities, what are the available media and the strengths and weaknesses of each? Newspaper & Magazines There’s no mystery here, as these print media are staples for advertising apartment & multifamily properties. Newspapers and magazines can be some of the most expensive marketing, and the advertiser is paying for the reach, with no idea of how many readers will actually see the ads. Classified ads, especially those placed in area-specific sections of the newspaper can be effective and inexpensive, but must run with regularity in the same location. High end properties, such as executive rentals or luxury units can do well in magazines that are local and focused on high income readers. There are high income individuals who do not own, or prefer to rent for a variety of reasons. Targeting them in a city-focused high income reader magazine can work well. Apartment & Multifamily Marketing On The Web This isn’t just a website, though there’s ample evidence that every property should have an Internet presence with quality photos and descriptions of property amenities. It’s also free advertising on Craigslist. This online resource has grown to huge proportions simply because users like it and find what they want there. It’s free for most advertising, and many “for rent” ads are there. If the prospect tenant is a tech company employee, there’s little doubt that Web marketing has as much or a better chance of reaching them than print. Flyers, Bulletin Boards & Specialty Newsletters Especially for student rentals, flyers strategically placed on campus area bulletin boards can produce great results. Campus or major employer newsletters may take ads, and can bring quality tenants who want to be near the school or job. Marketing and advertising can keep down vacancy rates, but the cost shouldn’t negate the value. Begin with the least expensive and work up. Done properly, many owners find that they never reach the expensive end.

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Advertisements, the medium is a powerful thing – the average person spends an enormous amount of their consumption of life, in one form or another, and devote a significant part of that time to see, hear or see. If you use the power of the media, but you need to know what you’re doing, otherwise your investment will be a financial disaster. Here are the most common forms of advertising in the media. Without doubt you can think of others as well. Advertising in newspapers and magazines: There are two types of advertising that you can get in newspapers and magazines: classified and display. Classifieds are the small ads on the back of the publication, while display ads can be almost any size, from a small corner of a page to a massive spread. When a publication that you are interested in advertising, or go to his website (the rate card section) or call the advertising department to determine the rates it charges. Now select your jaw on the floor. Yes, this is advertising in newspapers, the really expensive, and most private companies, it is probably just not only economic. There is one exception: niche and trade magazines. If you have already looked at a kiosk, you saw how many magazines are out there, filling every conceivable gap in the market. You need the magazine that people who are interested in your services, could be read. For example, if you are a wedding photographer, a magazine called “Your Wedding”, “married” or something similar. Advertise in these magazines is much cheaper than an ad in a publication of the public, and much more in fact some answers. Radio Advertising: Where ever you are, chances are there is a local radio station. Once your home business is growing at a decent size, you might consider buying a little time. Really, though, the only kind of business at home, which can sufficiently benefit from radio advertising to justify the cost, which has nothing to do with cars. Since the radio use almost exclusively confined to the entertainment in the car now, you know that almost all of your ad will reach a car owner, and may be of interest so what you offer. If you do something that people need cheap, or even free, you can create a great response. Unfortunately, this response might be a bit too long – thanks to the sensitivity of the time of the radio, you have stormed the next day and then you forget all again. Radio advertising offers the listener a chance to get your ad and view it later, or back to the future. You will find that all ads are useless with a phone number and spectacular. TV Advertising: If your company is large enough, it would be a bad idea. They would have difficulty producing and disseminating an ad, even on local cable channels for less than $ 10,000. Of course, if there is a market for your product and you have the money for it, it could take a gamble and a fortune. Home-based businesses, which tend to more commercials on TV are the ones who must prove a “unique and useful invention” with easy-to-services – think infomercial. Research shows that you can sell almost any 60-second ad, a toll-free telephone number and a price of $ 19. 95th Advertising on billboards: Here is one that is often overlooked, but can be very effective if done properly. Billboard ads are relatively expensive, but they generally stay in place long ago, and they can just be focused in one region – one where they are physically. You get the best results with this option if you close one can exert enough so that your company might say, “at the next intersection, or something like that. The telephone numbers are pretty useless again turn left, even though you might to a small chance of a website address up there. advertising film set: Finally, here is one that is often forgotten. If you put the movies at first, you saw that against the big-budget ad, ads for local businesses are managed. This can be a great place to advertise relatively inexpensively in a very high level, and it works especially well for companies in the food industry are increasing.

Your publicity in the media are the means of communication that you use to send your marketing messages. Therefore, in addition to those who choose to reach your target you, you want to make sure that it the best possible results for the least time and money. In this article I will jump to the most commonly used commercial vehicles and answer types for small and medium enterprises, such as: Direct Mail Magazines and newspapers displaying ads to television and Internet-Radio Outdoor Media – billboards, transit signs press releases and public relations Yellow pages and more. . . Obviously, the trick is to get your message to match your market with a suitable vehicle. For example, it makes no sense to announce your retirement home, with a rapid pace, stronghold radio station on a Hip-Hop. . . no matter what the seller says! So before you buy, make sure that your target group created correctly identified prospects; messages that motivate them and chose the promotion. Here are some tips for choosing your advertising medium. 1st If your target audience is broad, it is best to choose to 2-3 primary advertising medium. . . those who can afford to dominate. Never, never rely solely on one form of communication with the public – it’s just too risky. Instead, choose the media that complement each other and make sure you listen to your prospects in many forms. 2nd Select methods, based on cost, position and reaction. . . Each campaign can be broken in cost per thousand, and if you direct mail (which you should) reference to your success in sales with a cost per use. Your cost is the cost of the design (also known as the Creation), production (printing or production of your display), and placement (radio, advertising, purchase list and shipping). In general, more focused environment, the greater the cost. In return you should expect a higher response rate, so the cost per response can be less than less expensive methods. Choose the advertising and promotional methods that are tailored to your audience. , companies that sell advertising, provide much useful information about their audience. In addition, look it’s a good idea to include other types of companies that continue to use different media. Next goal to ensure that the same audience as you. Bottom line: Avoid fumbled through tests before they are on major purchases. 3rd Make sure you know that your marketing budget total less what has already been spent or “promise”. This assumes you have already developed and that it is involved: the profit margins necessary industry standard cash opportunity costs of risk tolerance League Average Lifetime Value (CLV) – the value of a client on their time with the business with a company. In other words, CLV = income to obtain – costs and Keep4. Find out what your competitors are spending on media in the same markets. For example, if you choose an ad on the radio in the Chicago market, held twice daily at two stations for two weeks and a competitor, a similar ad is running on the same market, but in the course of one day 15 times in 15 runs stations for 15 weeks, then you would try to fool your money to compete waste. . . no one pays attention to you. This is another reason it is so important, the advertising agency for the purchase of this type of advertising is (also known for the television). 5th Even if your budget can dictate significantly in the medium of your choice, you must also be aware of and sensitive to your own sales cycle. For example, if you own a company of air conditioning that you understand that consumers do not buy a unit per year. Therefore, you have your communication be consistently and continuously, so you “on top” when they are ready to buy. You also need to develop other means of communication, have especially in the heat of summer, for people who intend a burning sensation “(no pun) desire to buy. Also, if you are a jeweler you might want to jump on your advertising Mother’s Day, Christmas and Valentine’s Day and do little or nothing in August. beef sixth monitor and measure your results … advertising is a complex science. Therefore, the best way to be sure that something is or is not working to to measure using predetermined indicators. Review of the effectiveness of your advertising from the beginning by detailed records of what you were doing when, for whom, for how long and what happened. Certainly, the results of some ads difficult to judge. However, if you not measure and save your results you can waste money and miss an opportunity to make your decisions much easier next time. The key to assessing the cost per thousand, cost per response and reaction points. N ‘Remember also that the advertising is a part of your business plan in order to be profitable is the goal. If your advertising does not produce an additional gross profits (more than the costs directly associated with the average) you need to know why. 7th understand and respect the law … Before Your promotional methods, make sure to choose, you are familiar with all local, county, state and federal laws on data protection, consumer protection, privacy and customer opt-out schemes. This is particularly important if you are in the maintenance and use of Mailing Lists (e-mail and other), personal data of customers, telemarketing, direct mail, are involved in fax-marketing and e-mailing. Hopefully, these tips will be useful. Sunflower Marketing!