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The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly

The most updated edition yet of the benchmark guide to marketing and PR, with the latest social media, marketing, and sales trends, tools, and real-world examples of success

This is the fifth edition of the pioneering guide to the future of marketing. The New Rules of Marketing & PR is an international bestseller with more than 350,000 copies sold in over twenty-five languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to directly communicate with buyers, raise visibility, and increase sales. This practical guide is written for marketing professionals, PR professionals, and entrepreneurs who want to grow their businesses and create success. Learn how companies, nonprofits, and organizations of all sizes can leverage web-based content to get timely, relevant information to eager, responsive buyers for a fraction of the cost of big-budget campaigns.

This fifth edition—the most extensively revised edition yet—includes:

• Dozens of compelling case studies with revisions


• Real-world examples of content marketing and inbound marketing strategies and tactics


• A fresh introduction


• A new chapter on sales and service


• Coverage of the latest social media platforms, including Periscope, Meerkat, and Snapchat

The New Rules of Marketing & PR is an unparalleled resource for entrepreneurs, business owners, nonprofit managers, and all of those working in marketing or publicity departments. This practical guide shows how to devise successful marketing and PR strategies to grow any business.

David Meerman Scott is a marketing strategist, bestselling author of ten books—including three international bestsellers—advisor to emerging companies such as HubSpot, and a professional speaker on marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two publicly traded US companies and was Asia marketing director for Knight-Ridder, at the time one of the world’s largest information companies.

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The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly

The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly

The most updated edition yet of the benchmark guide to marketing and PR, with the latest social media, marketing, and sales trends, tools, and real-world examples of success

This is the fifth edition of the pioneering guide to the future of marketing. The New Rules of Marketing & PR is an international bestseller with more than 350,000 copies sold in over twenty-five languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to directly communicate with buyers, raise visibility, and increase sales. This practical guide is written for marketing professionals, PR professionals, and entrepreneurs who want to grow their businesses and create success. Learn how companies, nonprofits, and organizations of all sizes can leverage web-based content to get timely, relevant information to eager, responsive buyers for a fraction of the cost of big-budget campaigns.

This fifth edition—the most extensively revised edition yet—includes:

• Dozens of compelling case studies with revisions


• Real-world examples of content marketing and inbound marketing strategies and tactics


• A fresh introduction


• A new chapter on sales and service


• Coverage of the latest social media platforms, including Periscope, Meerkat, and Snapchat

The New Rules of Marketing & PR is an unparalleled resource for entrepreneurs, business owners, nonprofit managers, and all of those working in marketing or publicity departments. This practical guide shows how to devise successful marketing and PR strategies to grow any business.

David Meerman Scott is a marketing strategist, bestselling author of ten books—including three international bestsellers—advisor to emerging companies such as HubSpot, and a professional speaker on marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two publicly traded US companies and was Asia marketing director for Knight-Ridder, at the time one of the world’s largest information companies.

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3 Tips To Keep You In Line With New FTC Endorsement Rules

This just in: If you rely on endorsements in your marketing, you might be up for a few unexpected run-ins with the Federal Trade Commission (FTC).

New guidelines published on the FTC’s Q&A on Endorsement Guides clarify the right ways to use endorsements in social media, advertising, and marketing. Fortunately, with the updated guidelines, there should now be less confusion when navigating FTC rules. Unfortunately, specific new policies can easily turn into a coming crackdown if you aren’t careful with your marketing activities.

To keep you from toeing the line, let’s run through a quick checklist of 3 tips to ensure you’re handling your endorsements and contests correctly.

Tip #1: Display your contest rules clearly.

According to a recent report, contest forms are converting at a rate of 35%. With this ROI, marketers are turning to social media contests to engage customers.

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A recent study named YouTube as the top social media site to introduce a new company—offering a staggering 14% conversion rate. With this kind of influence, YouTube is a great platform for hosting a contest…as long as the rules are displayed front and center.

According to the FTC’s updated endorsement guides, all contest disclosures must be “clear and conspicuous.” This means contest rules should be placed close to the contest claims and should stand out from the background. If you’re running a video contest, rules should display for a sufficient amount of time or be super noticeable (think font and color). And all rules should be written in plain and clear language.

In 2014, the FTC flagged a Pinterest contest from Cole Haan on accusation of not clearly communicating the contest to participants. Entrants had to take a picture of their favorite place, posted with the tag #WanderingSole, in hopes of winning $1000.

Essentially, the FTC viewed the posts as unlabeled endorsements for the brand since there was no clear indication that they were part of contest. If you plan on running a social media campaign, make sure that your hashtag includes “contest” or “sweepstakes” in the interest of full disclosure.

#2: Be transparent about endorsements with social media personalities.

As with contests, endorsements on social media must be clear. If you’ve snagged a celebrity endorsement deal, make sure that deal is fully disclosed.

On TV, consumers realize that actors and athletes are being paid for their rave reviews in commercials. But on social media, it’s a bit different. It’s the responsibility of us marketers to make it clear when tweets, Facebook posts, and Instagram photos that praise a brand are the result of paid endorsement.

For example, imagine you’re running a Twitter contest with the reward being a personal training session with Jillian Michaels. If you want Jillian to tweet about her excitement to be a part of the contest, her tweet should also note that her excitement is an advertisement. Even if abbreviations are used, the endorsement should be clear to avoid violating FTC policy.

#3: Earn real Facebook likes from real people.

Last, but certainly not least, we need to consider how these new rules affect a particularly shadowy area of marketing: purchased Facebook “likes.” Many new brands buy a specific number of Facebook likes to give the appearance of activity, prestige, and reach on social media.

Of course, purchased likes are inherently invaluable. They aren’t backed by genuine, interested customers and, as such, are frowned upon in most areas.

The FTC doesn’t stop at just disapproval. The new regulations list purchased Facebook likes as fraudulent and in violation of endorsement policies. Both ends of the transaction—buyers and sellers—could soon find themselves having an unpleasant conversation with the FTC. Additionally, Facebook itself has announced a plan to purge its site of the fraud. The social media site is in the process of removing all fake accounts, which make up nearly 10 percent of Facebook’s total users.

Author: Chris Lucas

Chris Lucas is the vice president of business development at View full profile ›

3 Tips To Keep You In Line With New FTC Endorsement Rules

Learn the new rules of marketing and promotion on the world's largest social network

With 1 out of every 2 people on the Internet logging in to Facebook each month, the social networking platform dominates all players. If you want your business to reach people online, then marketing on Facebook isn’t an option — it’s a requirement.

But if you’re still using Facebook like it’s 2013, then you’re missing opportunities while wasting energy and effort. Facebook has evolved dramatically since it became mainstream, and with that evolution, the strategies and tactics for businesses trying to reach their audience have completely changed.

It’s funny to say this, but there is an “old way” and a “new way” for businesses to use Facebook. The old ways are fast becoming obsolete … yet most of us are still using Facebook the “old way.”

In the old way, businesses used it as means to connect with their audience online as a social networking tool. In the new way, Facebook is a advanced advertising platform.

5 ways Facebook has changed forever

Focus on sharing content on Business Page to engage and attract audience	Focus on sharing content on your Business Page to impress and affirm your reputation
Focus on relevant content that would get delivered to Fan News Feeds	Focus on specific audiences on Facebook to deliver relevant content
Focus on creating a surplus of content for posting multiple times a day	Focus on creating meaningful content for posting multiple times a week
Focus on Reach, Likes and Shares (people who engage your post content),	Focus on Clicks, Conversion, and Actions (people who act on your post content)
Free promotion to Fans of your Business Page	Paid advertising to Customers (future and current)

Adapt or lose

There are plenty of people and companies complaining about how Facebook is no longer relevant, how businesses shouldn’t pay to promote to their audiences, and how they’re going to use a different social network. Those people will lose in the long run.

Just about every successful website, search engine (like Google), or social media site starts by giving away value to businesses for free or very low cost. This is to support the creation of an ecosystem of audience members and promotional partners.

But those same sites need to make money. They will give away value until the audience is large enough or valuable enough to charge advertisers a fee. It’s simple economics.

So unless you’re committed to always switching your marketing platforms to those not as successful as their competitors, then you have to adapt to the new environment. Otherwise, you’ll lose out on the business and opportunity it represents.

The solution

Adapting involves learning … learning about the new environment, new tools, new strategies, and new tactics in using Facebook Ads to make your way in the new business realities and marketplace in which we work.

Do you want learn how to implement the new strategies and tactics for using Facebook the “new way”? Then join us on Tuesday, June 2, for a live online training (webinar style) to learn the new rules of marketing on Facebook.

We’ll cover new content posting strategies and how it’s no longer about reach, clicks and shares.

We’ll also show you how to use Facebook’s powerful advertising platform for pennies on the dollar. We’ll even give you specific, effective, and real Facebook campaign examples to generate and promote business.

Learn the new rules of marketing and promotion on the world"s largest social network

7 Rules You Must Follow for Email Marketing

Let’s be honest, no-one likes to keep to the rules… it’s much more fun to break them, right? Well unfortunately it is not so for email marketing, unless you’re prepared to suffer the consequences that is. Here I have prepared 7 rules you would be silly to break. Can your brand risk losing their reputation? No? Read on and find out how to prevent this.

1. Unsubscribe:
Often through no fault of your own, some people will unsubscribe from your newsletters. But how many of you can say you have promptly removed these recipients off your mailing list? I personally have been subject to these annoying emails. Even though you have pressed unsubscribe, you continue to receive them. It really makes you despise the company doesn’t it? Why would anyone in their right mind ever want to buy anything from that company again? You are damaging your potential for repeat business. Ensure you actively remove these individuals before they despair, and write something horrible for all to see on social media. No-one wants that!

2. Keep it fresh:
I’m sure you’ll agree, everyone thrives on a bit of variety in their life. The same goes for email newsletters. This may be an unwritten rule, but it is nevertheless as important. Why would anyone want to receive newsletters that first of all always look exactly the same, and second of all showcase recycled content that has been used in previous emails? If there’s nothing new in it for your recipients, they will not open your email, it is that simple.

The answer here is to plan, plan and plan again. Get organised and decide way in advance what topics and themes you would like to adopt for your emails. Start by considering what information recipients would be interested in. Stuck for ideas? Why not subscribe to competitors newsletters, obviously with your personal email address. This may just give you some ideas of what you could implement.

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3. One size does not fit all:
If you are expecting to receive high engagement, creating a targeted email is essential! This could entail sending a variety of emails based on your product range or potentially demographics of recipients. This way recipients will only receive content they are truly interested in.

But how can you achieve this I hear you ask? Some email marketing software such as newsondemand® makes this easily achievable. This software allows recipients to receive content solely based on their own preferences. This includes frequency of emails, language and topics. And the sender only has to open the dashboard, add a title, content and upload. The software will do the rest. Easy!

4. Keep it personal:
A simple ‘Dear Mrs Jones’ will make all the difference to your engagement levels. Personalisation makes your emails look like they are solely aimed at the recipient, and will encourage then to read your content. It may sound small but it will make all the difference. Why not try it.

5. Visual impact:
Don’t be fooled into thinking it’s all about the content. Images play a vital part in engaging readers. You don’t include images? Well expect a high bounce rate. Recipients want easy to read, clear content, and if images help this process then use them. This may be a basic rule, but believe me, it’s a rule many forget.

6. Subject titles:
Nothing annoys me more than misleading subject titles. The ones that trick you into thinking you have signed up to something or the ones that look like they are responding to your email. If you are looking for recipients to only click on your emails once, then use this method, but if you are expecting recipients to read and be interested in your company, then this is not going to work. A reliable, trusted brand takes years to build but will only take a second to break. Don’t make this silly mistake.

7. Check, check and check again:
Spelling mistakes, ugly formatting and hyperlink gaffes. These are all errors which are unforgiveable. One of the most important rules is to portray your professionalism. By double checking all emails before sending, you can rectify all issues before they are received.

So save the rule breaking for another day and adopt these pointers. Trust me, you will thank me later.

7 Rules You Must Follow for Email Marketing

4 rules to follow for successful email campaigns

Kristina: How can a strong email data strategy help brands better profile customers and behaviors?

Aaron Beach, Data Scientist, SendGrid: Current email providers like Yahoo and Google are using algorithms to track email engagement and determine if your email marketing campaign will be delivered to the inbox or the spam folder. Instead of fixing the problem by using data to enhance and add value to their email marketing campaigns, many marketers are trying to find loop holes in the algorithms which allow them to fake a good email so it gets delivered. However, just because an email was delivered doesn’t mean that it was opened or clicked on.

Kristina: Is the worth of email list members skewed?

Aaron: As shared in the [Winterberry Group] report, more than $9 billion of the $11.5 billion will go into perfecting mailing lists because marketers realize the importance of good email sending. There has been an incorrect assumption for some time now that the most engaged recipients are just 2 to 3 times more engaged than less engaged recipients. This assumption directly leads to bad sending strategies. The truth is, the top 10 percent of engaged recipients are 100 times more likely to engage in your email marketing campaign. By recognizing this, marketers will see that sending strategies can’t be one-size-fits-all. For example, if you’re a daily deal sender and a specific customer on your email recipient list doesn’t engage with your email within 60 days, then we recommend you remove them from your email lists to prevent being marked as spam. To do this automatically, you need to build a model to determine engagement frequency, which, is one way to bake a data-driven culture into a marketing organization.

Kristina: What are the four rules marketers need to abide by in email?

Aaron: Maximize the subject line: Subject lines of six to 10 words are most effective, yielding open rates of 21 percent, while subject lines of 11 to 15 words secured only 14 percent open rates.
Don’t overuse images: If an image is used in an email marketing campaign, make sure it’s sensibly balanced with at least two lines of text per picture, to reduce the risk of emails being classified as spam.
Focus on formatting: Today’s email recipients access their accounts via a range of devices, so it’s vital to cater to smartphones, tablets and desktops to avoid being directed to spam. Include a plain text version in HTML email and make use of responsive design templates.
Get personal: Personalizing messages can see an uplift of 20 percent to email open rates. Why go through the hard work of asking for a first and last name during the sign-up process if you don’t use them?

Image via Shutterstock

Tags: SendGrid, email marketing, email marketing tips, rules of email

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4 rules to follow for successful email campaigns