The New Rules of Marketing and PR. David Meerman Scott
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Название: The New Rules of Marketing and PR
Автор: David Meerman Scott
Издательство: John Wiley & Sons Limited
Жанр: Маркетинг, PR, реклама
isbn: 9781119651604
isbn:
Facebook serves to keep people updated about what ZeroTrash is up to. For example, on a recent First Saturday, the Laguna Beach community helped to remove another 590 pounds of trash and 375 pounds of recyclables from the streets; McDermott used the social media sites to report these totals to interested people.
After the initial success in Laguna Beach, ZeroTrash now also serves Newport Beach and Dana Point in Southern California and Chico in Northern California, and is launching in Seattle, Washington, soon. “We want people to take individual ownership of each new local ZeroTrash community,” he says. “How can they get people with a passion to take control and start in their own communities? The obvious answer is to use social media to influence people.”
There’s no doubt that getting the word out about an idea, a product, or a service is much simpler when you can rely on social media sites like blogs, Facebook, and Twitter. The web allows any organization (including nonprofits like ZeroTrash, as well as companies large and small, government agencies, and schools) and any individual (including candidates for public office, artists, and even job seekers) to reach buyers directly. This power is clear to nearly everyone these days, but many executives and entrepreneurs still struggle to find the right mix of traditional advertising and direct communication with buyers.
The Right Marketing in a Wired World
Century 21 Real Estate LLC3 is the franchisor of the world’s largest residential real estate sales organization, an industry giant with approximately 8,000 offices in 45 countries. The company had been spending on television advertising for years but, in a significant strategy change, pulled its national television advertising and invested those resources into online marketing.
Wow! I’ve seen Century 21 TV ads for years. We’re talking millions of dollars shifting from TV to the web. This is a big deal.
“We are moving our advertising investments to the mediums that have the greatest relevance to our target buyers and sellers, and to where the return on our investment is most significant,” says Bev Thorne, chief marketing officer at Century 21. “We found that our online investments provided a return that was substantively higher than our more traditional TV media investments.”
Thorne and her team learned that people who are in the market to buy or sell a home rely heavily on the web and that the closer they get to a real estate transaction, the more they use online resources. “We are embracing LinkedIn, Facebook, Twitter, ActiveRain, and others,” Thorne says. “YouTube is a central component of our activities, and we seek to utilize it even more.”
Many companies spending large amounts of money on television advertising (and other offline marketing such as direct mail, magazine and newspaper advertising, and Yellow Pages listings) are afraid to make even partial moves away from their comfort zones and into online marketing and social media. But the evidence describing how people actually research products overwhelmingly suggests that companies must tell their stories and spread their ideas online, at the precise moment that potential buyers are searching for answers.
It’s an exciting time to be a marketer, no matter what business you’re in. We have been liberated from relying exclusively on buying access through advertising or convincing mainstream media to talk us up. Now we can publish information on the web that people are eager to pay attention to.
Let the World Know about Your Expertise
All people and organizations possess the power to elevate themselves on the web to a position of importance. In the new e-marketplace of ideas, organizations highlight their expertise in online media that focus on buyers’ needs. The web allows organizations to deliver the right information to buyers, right at the point when they are most receptive to the information. The tools at our disposal as marketers are web-based media to deliver our own thoughtful and informative content via websites, blogs, e-books, white papers, images, photos, audio content, video, and even things like product placement, games, and virtual reality. We also have the ability to interact and participate in conversations that other people begin on social media sites like Twitter, blogs, chat rooms, and forums. What links all of these techniques together is that organizations of all types behave like publishers, creating content that people are eager to consume. Organizations gain credibility and loyalty with buyers through content, and smart marketers now think and act like publishers in order to create and deliver content targeted directly at their audience.
The Lodge at Chaa Creek,4 an eco-resort on a 265-acre rain-forest reserve in western Belize in Central America, is a publisher of valuable content about rain-forest wildlife, nearby destinations such as ancient Mayan cities, and the country of Belize itself. This content marketing effort helps the Lodge at Chaa Creek achieve high search engine rankings for many important phrases associated with travel to Belize. This work generates a remarkable 80 percent of new business for the lodge. Its story is among the best I know for learning how content drives business.
As anyone who has built a website knows, there is much more to think about than just the content. Design, color, navigation, and appropriate technology are all important aspects of a good website. Unfortunately, these other concerns often dominate. Why is that? I think it’s easier to focus on a site’s design or technology than on its content.
The global hotel chains fall into this trap: big-budget design and poor content. If you visit the sites of any of the majors (Hilton, Starwood, Marriott, etc.), you’ll notice they all look the same. The content is all created by corporate headquarters, so individual property pages rarely contain original content about the location of each hotel. The result is that most hotel sites are just big brochures that pull product features like room types and food offerings from a global database.
The Lodge at Chaa Creek’s website couldn’t be more different. The team behind it includes co-owner Lucy Fleming, who oversees marketing; Australia-based writer and former newspaper editor Mark Langan, who creates most of the written content; and an on-site marketer who focuses on social media and search engine optimization. The team researches what people are searching on—terms like “Belize honeymoon” and “Belize all-inclusive vacation”—and then works to craft content for the Lodge at Chaa Creek’s site, as well as its Belize Travel Blog.5 The goal is to offer content that is valuable for those researching a Belize vacation, content that will be ranked highly in the search engines.
Can you see what’s happening here? Somebody goes to Google and wants to learn about bird-watching in Belize. And because the content on the Chaa Creek site and blog includes stories about the birds of Belize, this searcher ends up on the Chaa Creek site or blog. For people searching for information on planning a wedding trip to Belize, Chaa Creek publishes content such as “Ten Reasons Why Belize Makes for Honeymoon Bliss” on the Belize Travel Blog.
Notice that this kind of information is not about the lodge itself. Instead, the Chaa Creek publishing program focuses on delivering information to people planning a trip to Belize. Then, when they are ready to book a place to stay, they’re likely to consider the Lodge at Chaa Creek, the place where they learned about traveling in the country.
My favorite examples of this technique are the team’s articles about the Mayan sites located in the vicinity of the Lodge at Chaa Creek, such as the Xunantunich Maya Temples. Anyone using a search engine to find information on “Xunantunich СКАЧАТЬ