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Episode 46: Real-Time Marketing | Author David Meerman Scott

David Meerman Scott is a marketing strategist, advisor to emerging companies, best-selling author of eight books including three national best-sellers, and a professional speaker on topics including marketing, leadership, and social media. In Episode 46 of the Defining Success Podcast, David shares his ideas on real-time marketing and how you can use real-time marketing to help your business grow.

Real-Time Marketing David Meerman Scott Defining Success Podcast New Rules of Marketing and PR Defining Success Podcast Zeb Welborn

David Meerman Scott

David Meerman Scott wrote the New Rules of Marketing and PR and he’s helping businesses understand how the marketing world has shifted to giving and receiving instant feedback so you can be found online.  In Episode 46 of the Defining Success Podcast, David Meerman Scott talks about Real-Time Marketing and its implication for the future.

David’s first job was at a Wall Street Street Bond Trading desk which he hated.  He then began selling economic services to traders and he learned that he was really doing more marketing than he was selling.  He then got a job in marketing for a company called Knight Ridder and he’s been a marketer ever since.

In 2002, David Meerman Scott worked for the News Edge Corporation was acquired by Thompson-Reuters and he was an officer and was asked to leave because they didn’t need the management team going forward and it gave him an opportunity to see what he wanted to do moving forward.  At 39, he realized he could do some consulting on his own and in 2005, his second book was called Cashing in With Content and his most well-known book is the New Rules of Marketing and PR which has sold 300,000 copies.

Since 2007, David has been earning his income on the speaking market.  He drifted from one point to another.  David wasn’t afraid to do things that others said would be a mistake.  And these events all worked out great for him.  In 2002 when David decided to start his own thing and many people looked down on people who started their own businesses because it was seen as if you couldn’t find a real job.

Each of the things that paid off the most were risks that Scott took.

The old rules of marketing and PR were that you either had to buy attention for your business or yourself in the form of advertising, you had to convince media outlets to write about you or you had to reach customers individually through direct selling.  The new rules of marketing and PR is the idea that on the web there are millions of people who are looking for things online to buy or do and they go to search engines or they ask their friends, colleagues and social networks.  The organizations and the people that create the best content will be the ones that show up in search engines and the more likely friends are to share them.

The New Rules of Marketing & PR Fourth Edition by David Meerman Scott

The New Rules of Marketing & PR Fourth Edition

The New Rules of Marketing and PR is about how to create content.  World Wide Rave is another book by David Meerman Scott and in the last year, David has made his book completely free, and to get it search for World Wide Rave.  David wrote another book called Real-Time Marketing and PR.  When people are making purchasing decisions, they are doing it right now and his book is designed to show how to engage people in real-time.  Most companies and organizations are focused on campaign marketing and most companies are doing that exclusively.

The idea of marketing is switching it around from doing it when a business is ready to when the customers are ready.  News Jacking is the art and science of turning your ideas into a news story.  It provides really cool ideas on how you can create something that people will see because you’re piggy-backing off of a breaking news story.

David gives 35 speeches a year all over the world.  This month, David is traveling to Cairo and Cutter and he’ll be gone for six days.  In November, he’s traveling to Buenos Aires and Istanbul.

The biggest mistake David sees companies make is that they talk about themselves way too much.  And that doesn’t work in today’s world.

It’s very important to create content on the web.  To have a great website, to have real-time content around that website, whether it’s a blog or YouTube videos and it’s important to put yourself out there on the web and through social networking.

Facebook has only been open since 2007.  Twitter has only been around since 2007.  It’s important for businesses to understand what this means for them and their future.

David Meerman Scott on the Defining Success Podcast with Zeb Welborn

David Meerman Scott

Engaging Discussion Questions:

  • Do you interact with your customers in Real-Time?
  • Are you creating content on the web?  If so, how?

Links to Great Stuff:

  • David Meerman Scott – “David’s book The New Rules of Marketing & PR opened people’s eyes to the new realities of marketing and public relations on the Web. Six months on the BusinessWeek bestseller list and published in 26 languages from Bulgarian to Vietnamese, New Rules, now in its 4th edition, is a modern business classic. Scott’s popular blog and hundreds of speaking engagements around the world give him a singular perspective on how businesses are implementing new strategies to reach buyers.”

Success Quotes:

  • “Success is creating a path that allows you to enjoy life.”
  • “Social media is about engaging people.”
  • “Social media is about listening.”
  • “Social media is about sharing the content you create elsewhere.”
  • “The way that people are solving other people’s problems on the web.”
  • “No matter what you’re doing you’re gaining incredible knowledge, you’re learning and interacting with people.”
  • “Everything that I’ve done all pointed me to where I am now so I don’t have any regrets.”
  • “Create the content that will be valuable to the people you’re trying to reach.”
  • “You need to be helpful on the web that will be beneficial to people.”
  • “The New Rules of Marketing and PR is the idea that on the web there are millions of people who are looking for things online to buy.”
  • “It’s the organizations and the people that create the best content that generate the higher search engine results and promoted in social networks.”
  • “The New Rules of Marketing and PR is that the better your content is the more attention you drive to yourself and to your business.”
  • “If you’re blogging, creating videos and active on social networks than you’re more likely to get noticed than someone who isn’t.”
  • “I enjoy helping people and being able to interact with people and share ideas.”
  • “I wasn’t scared to do things that people actually told me were a mistake.”

Special Requests:

  • Connect with us on Facebook, Twitter, LinkedIn, of by leaving reviews on our iTunes page!  Find us anywhere by searching for the Defining Success Podcast!
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Episode 21: Networking Secrets for Entrepreneurs | Esther Kiss from EstherKiss.com

Esther Kiss helps entrepreneurs build better businesses.  She considers herself to be a mentor and has a lot of advice for entrepreneurs on how they can build their business, reach more customers and make more money.  The key to getting what you want, explains Esther, is giving yourself to others.  By helping others you will receive benefits and, in turn, become successful

Esther Kiss

Esther Kiss

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Recap

Esther Kiss, from EstherKiss.com, mentors entrepreneurs.  She helps experts and service providers generate a steady flow of ideal clients and helps to convert leads more effectively than ever before.  In short, she will show you how to get more clients and make more money in your business.

Esther has an extensive background in business.  She grew up in a small family that had a lot of investments in hotels, real estate, and trading and shipping companies.  Esther lost a lot of her investments in the stock market and so she started her own business to teach others how to speak Hungarian.  She was able to package her business in a way to have only the people who are very committed and had enough time to learn Hungarian.  She was able to get them pre-paid and paying triple the market value.

She then realized that her expertise would be perfect in a business coaching context.

Esther than got a job at the Beverly Hills Lingual Institute to show that she has some credibility in the industry.  It gave her the credentials to show that she could do it.  She reached out to her circle to ask if people knew anyone who was interested in learning Hungarian and her business blossomed from there.

In the interview, Esther provides lots of valuable tips on time management for entrepreneurs.  She encourages all of you to write down what you do on a daily basis literally to the minute because in order to manage your time effectively, you need to know where you’re spending your time.  Do the highest revenue generating activities and then you will be better at time management.  You should divide your time into three categories:  flex time is devoted towards the day-to-day operations of your business, focus time is focused on long-term projects like your marketing campaigns and the third is your free time which is the rest of your life.

If you want to do a better job at networking, see who the decision makers are at a company and see who they know.  If you know someone who might be connected to someone you’re trying to get a hold of then reach out to that person and see if they can connect you.  Another great tool entrepreneurs can use when networking is to be a giver, because people will think you’re a nice guy.

Esther says there are a variety of different ways to figure out who the decision makers are and there’s a lot of different tools to figure out who those decision makers are.  Facebook, LinkedIn, Google+ are great tools to figure out who the decision makers are, but you can also view the website or get access to information online about who you’re trying to reach.

Many entrepreneurs struggle because they are able to make a certain amount of income but they are never able to cross the hump to live a more comfortable lifestyle.  Esther helps entrepreneurs by delving into their business to find ways to make their business more efficient and reach out to others for a higher potential profit.

Many business owners go for low income sales and focus on volume, but Esther recommends entrepreneurs target the customers that are willing to invest more and more often.

Esther Kiss at the Emmy's

Esther Kiss at the Emmy’s

Most entrepreneurs make the mistake of trying to be like everyone else while they think they are making themself unique.  If you’re doing what everyone else is doing, you’re getting followers, but it doesn’t necessarily mean your making money.  Esther recommends having a system that works and that when you turn it on you know you’ll be able to get customers.

Esther considers herself to be a business mentor.  Coaching typically involves spending a lot of time with a person to help them come to their own conclusions.  Esther than gives entrepreneurs shortcuts to come to their own conclusions.

Esther considers herself to be very logical and analytical.  She focuses much more on results and numbers and she tries to help find her business produce results.  Esther is also very strong at connecting with others.

Willpower is an app that will not let you go onto certain websites for a particular amount of time.  These external tools can help, but it really comes to your own willpower that will determine your success.

Spend an hour a day looking for referral or promotional partners.  If you’re a marketing coach you would be interested in working with a website designer or a PR Director.

If you’re not able to say exactly what they are interested in you will not be successful in business.

Engaging Discussion Questions:

  • How important do you think giving is in business?
  • What traits do you look for in a business coach?
  • How do you network?

Links to Great Stuff:

  • EstherKiss.com – “Esther loves teaching her creative business & marketing strategies, mentoring entrepreneurs to help them get more high paying clients.”
  • Beverly Hills Lingual Institute – “The Beverly Hills Lingual Institute is your best choice for learning a language in Los Angeles and Orange County.  Offering language classes in over 25 languages with the most comprehensive schedule of classes available, we are Southern California’s Premier Language School.”

Success Quotes:

  • “Success is having the confidence and ability to building what you want from scratch.”
  • “If you come from a place of wanting to help and serve rather than selling something to them . . . you build more confidence and leads because every person will have a great experience.”
  • “Tune in to the core desire of your ideal client, pinpoint it and speak to their highest need.”
  • “Entrepreneurs are usually very excited and energetic in trying new things.”
  • “Most entrepreneurs have entrepreneurial ADD where they start a million projects and none of them get finished.”
  • “Be very clear about the results you can get for people.”

Special Requests

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