The rules of marketing and public relations are changing at the same rate as every time you download a new social media app to your phone. The key to connecting to consumers is keeping your content ahead of consumers. There’s a new set of rules in town, listen up marketers!
Last fall I took a general introduction to marketing course to start my marketing minor in assisting my public relations major. I had little idea of the connection between the two or strong relationship they offer each other. Anyway, the professor of the course was kind enough to work with me outside of the class to receive an extra honors credit. The deal he struck me was to find something I am interested in and he will relate it to marketing and that’s what we will study together. I immediately knew I wanted to study social media so I could prove it was useful beyond tweeting pictures of my latest dinner to my parents. B, that’s what we’ll call my professor, was immediately excited because he had been studying and practicing social media marketing for a while. So B decided I would read Inbound Marketing: Attract, Engage, and Delight Customers Online by my now favorite bloggers, Brian Halligan and Dharmesh Shah. Sold. I’m in. You got me B, congratulations.
Fast forward a year and here we are. My latest read has made me not only fall deeper in love with digital marketing but reaffirmed my passion for public relations. Hats off to David Meerman Scott for sneaking his way into competition with Brian and Dharmesh. I just finished Scott’s The New Rules of Marketing and PR: How to use social media, online video, mobile applications, blogs, news releases & viral marketing to reach buyers directly,and more excited for the world of marketing and public relations than ever.
As a student still trying to create my own brand and online identity I will be sure to use the new rules as I head into the marketing and public relations world.
What are the new rules of marketing and PR?
- Partnership with your publics. Customers want authentic content they can be involved in and feel they are a part of. This means for marketers you have to have a relationship with customers instead of simply advertising to them. For PR practitioners this means putting public back in public relations and connecting with publics instead of just media.
- Content, Content, Content. More of it, more often, more types. To keep up with your customers you need to create new content regularly for consumers and publics to stay interested. Because the web has opened up a world of multimedia content is only getting more exciting. The use of blogs, online videos, and social media interaction among other things allow your customers to interact directly with the organization.
- In-bound is in. Stop pushing so hard towards your consumers. Customers are already searching for you, all you have to do is pull them in. Create quality content and more importantly, be able to be found. A strong web and social media presence with strong SEO means when your customers see your content and search for more, you will be found.
Do they really work though?
For those of you doubting if these new in-bound strategies are working, log into twitter, search your favorite restaurant on Twitter. Do they have a Twitter? Are they tweeting often and engaging with customers? How many followers do they have? Let’s take a look at Denny’s for example. Denny’s marketing tactic changed when the web got involved. Denny’s is now known for having a comedic Twitter and Tumblr that engages with customers and generally has a sarcastic tone that sets well with their customers. They established an online profile that keeps consumers searching for what they’re up to next on the web.
Social media not only is a platform for content but a way for organizations to keep up to date with popular news which can sometimes be to their advantage (For an example refer to the Mento’s example in my last blog, Storyteller to StorySeller).
Blogging and video-blogging, or vlogging, are continuing to grow at unbelievable speeds. If you aren’t sure if using blogs or vlog’s will work for your company, look at the CEO blog for the Marriot and how it grew customer relations for the company. Companies like Audible.com by Amazon are now using popular video bloggers like Tyler Oakley for promotional’s in in videos on YouTube to help promote their products.
David Scott’s book is full of innovative new way’s to expand relations and customer action for marketers and public relations. Remember that the web is your greatest tool. Use it and create exciting content.
BRAND YOURSELF 