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David Meerman Scott Quotes

David Meerman Scott

David Meerman Scott quotes: intelligent quotes by the internet marketing expert.

“The urgent can drown out the important.”

“‘What if I fail?’ The more profound question is, ‘What if I never fail?’ Stop making excuses and start managing your fear.”

“Today, anyone with a story to tell can command an audience—and customers—on the web. Your potential customers are looking for products and services like yours right now, today, this minute. We’re liberated from the tyranny of always relying on mainstream media to get our information into the marketplace. Now we can tell our story directly. And the best part is that when you tell the story well, you’ll get found by people who are eager to do business with you.”

“Prior to the web, we as entrepreneurs, as business owners, as marketers, basically had three ways to reach people. One way we could reach people is buying attention. So that means buying advertising. Buying magazine, radio and television ads; newspaper billboards by the side of the road, direct mail lists and trade show booths. That is one way to generate attention. Another way is that you could use traditional media relations and trying to reach people by getting the media to tell your story for you in the editorial section of newspapers, magazines, radio and TV. The third way to generate attention is hiring salespeople. There’s nothing wrong with any of those ways. I’m not suggesting that people should stop if those things are working.”

“But there is another way to generate attention, create really interesting information on the web. It could be a YouTube video. It could be a blog post. It could be a white paper, an eBook, a Twitter feed. All sorts of different ways that people can, what I call, earn attention online. Today, everybody is going to the search engines. Everybody is asking their friends, colleagues and family members online for advice on what kind of companies to do business with. If you are not in front of those people, you’re not going to be considered for the work.”

“The first step and main thing to get going is this concept (it’s pretty hard sometimes for traditional marketers): nobody really cares about you or your products and what they really care about are themselves. The challenge for people as they’re creating content is—don’t talk about yourself. Don’t talk about your own products and services. Instead, understand really deeply who your buyers are. Who are the people that you are trying to reach? Who are the people who have problems that your product or service can solve?”

“Everything starts with great content. However you want to spin it, content is king. It has been, and it will continue to be, the most essential element of any successful internet marketing strategy. Without quality, unique content your website has very little to differentiate itself from its growing competition. Web marketing is all about providing effective content to users when they ask for it. Invest a considerable amount of time and money each month on developing content (articles, photos, videos, podcasts, slide decks, infographics, etc.) that will prove that your business is a relevant, authoritative resource.”

“Creating great content that educates and informs is always the best marketing strategy.”

“Think like a publisher, not a marketer.”

“If you are a marketing professional who wants to reach your buyers directly, many experts will say that the media is the only way to tell your story, and that press releases only reach journalists (not your buyers directly). They’ll say that bloggers are geeks in pajamas who don’t matter. They are wrong.”

“It’s no longer about pitching the Today Show. It’s about creating content that will attract the Today Show.”

“Today’s marketing success comes from self-publishing web content that people want to share. It’s not about gimmicks. It’s not about paying an agency to interrupt others.”

“It’s fascinating how the fundamentals of business-to-business marketing are the same today as they were 50 years ago. It’s still about relationships, although today we have new tools and techniques at our disposal.”

“There were 6.8 billion mobile subscriptions at the end of 2013—that’s 96 cell phone subscriptions for every 100 people in the world, a greater percentage of people than have access to a toothbrush. So it’s no surprise that, in order to reach the individuals who would be interested in their organizations, smart marketers everywhere have altered the way they think about marketing and PR.”

“Because of the infinite amount of information available on the Web, buyers now have more information than sellers, and therefore buyers have the upper hand in negotiations.”

“To be successful in a world where fans rule, we must be convinced that relationships with customers are more important than the the products or services we sell to them.”

“Don’t start by talking about your products and services; instead think about the people you are trying to reach.”

“Focus on your buyers and your buyers’ problems.”

“When people come to you online, they are not looking for TV commercials. They are looking for information to help them make a decision.”

“Who are my readers? How do I reach them? What are their motivations? What are the problems I can help them solve? How can I entertain them and inform them at the same time?”

“You can buy attention (advertising). You can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free. You sell more when you stop selling.”

“Don’t fear sharing your best ideas online: 1) Competition already knows what you are up to; and 2) People like leaders not followers.”

“Tweaking bad Web content is just putting lipstick on a pig.”

“In the old days, you either had to buy expensive advertising or beg the media to tell your story. Sadly, many organizations don’t realize that they have a much better option: they can tell their story directly to an interested market.”

“Instead of one-way interruption, Web marketing is about delivering useful content at just the right moment that a buyer needs it.”

“On the Web, you are what you publish.”

Social Media are tools, ‘real time’ is a mindset. Real time is a new mindset in marketing, and that’s what inbound marketing is all about. The time is now. Now we can market in real time. Now we can market instantly.”

“The secret to building a following on social networks is that there is no secret. You must participate.”

“Organize your marketing team in this way: you want someone responsible for ‘getting found’ (filling the top of your funnel), someone responsible for ‘converting’ the folks who are getting pulled in, and someone responsible for ‘analyzing’ the numbers and helping you make better decisions.”

“As financial market players know, advantage comes from reacting to news first. The same thing is true for all companies. When you start the conversation, you are recognized as someone who is plugged into the marketplace of ideas. If you talk about an idea early, you naturally get more exposure because the threads of conversation stem from what you have said. If you’re in late, you get lost in the cacophony.”

“Marketing is not about your agency winning awards. It’s about your organization winning business.”

“Break down the walls between sales and marketing, and your business will improve. We are no longer in a world where marketing passes the baton to sales and sales leaders are seen as the primary measurement of marketing’s success.”

“Consider what kind of a positive force your business can be. By putting the needs of your customers (who then become your fans) before those of the company, you are providing products and services but also understanding more about how to develop those in the right way to service your community and become a positive force in their lives, not just a supplier to them.”

“Look at your strategy as it pertains to building a culture. We all focus on product lines, service lines, capabilities, marketing and distribution, when we are considering our corporate strategies. ‘How do we sell more of X product to Y people?’ Aim instead to build and serve a community.”

“Think about lifetime value and profits over the longer term, not the classic quarterly focus. In a subscription and service economy, revenues and share of wallet come in smaller ‘drops’ rather than a big deluge. As a result, your service and the customer experience has a really big influence on whether you keep receiving those drops or not.”

“The pendulum has swung too far in the direction of superficial online communications at a time the people are hungry for true human communication.”

“You can’t work with anyone if you don’t know who they are and what they love.”

“When customers have the opportunity to establish an emotional bond with others as a result of doing business with you, it sticks. They feel compelled to experience it again and tell others about the fantastic experience you gave them.”

“It comes down to goals. The goal with giving things away is to spread ideas as far and wide as possible. All my online content is totally free with no registration. And yes, I recommend to people in my speeches and seminars that everyone consider making their content totally free with no registration required.”

“Once people consume some valuable free content, they know what to do. You don’t have to coerce them to contact you. If they like what the see, they will reach out and want to do business with you and your organization.”

“I didn’t plan on becoming an online thought leadership and viral marketing strategist on purpose. I came upon it accidentally.”

“Why not help your fans and customers link and connect with others? The importance of listening (and hearing) are a critical part. Focus on encouraging individuality. In a world where digitization is every company’s strategy, you can do so much more to inspire loyalty by going the extra mile to understand your customers.”

“Share what you love and enjoy with passion. Once you have that higher purpose as a business, seek to ignite that spark everywhere—in your team meetings, your customer communications, how you build and share what you make or do. This principle-led approach is increasingly important in a world of climate change, shared ownership, fake news. We are already seeing customers buying on principle rather than price.”

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