Estate Proper, The blog

In “The New Rules of Marketing and PR”, 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 organization’s 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 “thought leadership”. 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 influencer’s 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)?