This week in #MaristSM16, our readings focused on search
engine marketing and optimization as a means to reaching buyers directly. Over
the course of the semester, we’ve learned about the new rules of marketing and
public relations. According to Scott (2015), if you’re following the rules, you
have already built an effective search engine marketing program: starting with
buyer personas, building content especially for those buyers, and delivering
the content in the online forms they prefer (p. 396).
In reflecting on the lessons, tips and rules we’ve discussed
in class, it is easy to think about how they can be applied to my own personal
and professional social media habits. One of Scott’s new marketing & PR
rules that resonated the most with me is “You are what you publish” (p. 37).
For a business, success stems from considering organizational goals and
focusing on buyers first – showing that the business understands their
customers and has the solutions to fit their needs. Content is the main driver behind this.
Above: Scott summarizes his new
rule of marketing & PR: “If you’re publishing great content on the web,
you’re great. If you’re publishing nothing on the web, you’re nothing. And if
you’re publishing bad content on the web, you’re bad.” (Retrieved from YouTube)
I will implement this
rule by carefully considering the content I publish in both personal and
professional social media contexts. To make the most impact, the content should
make sense for the target audience, be easy to understand, and reflect the
specific goals of the situation/context. Whether posting a simple update to
friends on my own Facebook page or sharing a link to an article about my
company, it all comes down to the right content at the right moment.
One tip/tool that may
be more challenging to adopt is the development of a presence in the world of
blogging. As Scott (2015) mentions, “blogging is not for everyone,” as
businesses may question the return on investment behind blogging given some
difficulties to quantify (p. 79). Especially for smaller businesses, there are
resource limitations that may prevent the creation of a blog – particularly the
amount of time required to maintain it. On a personal level, I also have some
reservations about the practicality and overall usefulness of maintaining a
personal blog. Creating great content takes time, and that is a consideration
both businesses and individuals need to take into account.
 |
| (Image: Nielsen) |
But for organizations that have the resources to maintain a blog, it can
be an extremely powerful tool. Take my employer, Nielsen, for example. The business
maintains an insights-driven blog called “Uncommon Sense”, a vibrant
hub of all things Nielsen: recent reports, insights from senior executives, and
dynamic infographics about viewing and consumption habits. The blog is just one
“spoke of the wheel” intended to drive prospects to Nielsen’s landing page –
which in turn leads to customer conversion (Turner,
2013).
We see through this example and many others that everything is
connected: every social media component must be well planned and executed for maximum impact.
References:
Scott,
D. M. (2015). The new rules of marketing and
PR (5th ed.). Hoboken, New Jersey: John Wiley &
Sons, Inc.
Turner,
J. (2013). An in-depth guide on how to calculate the ROI of a social media
campaign. Retrieved from http://60secondmarketer.com/blog/2013/11/17/in-depth-guide-calculating-social-media-roi/.
