Read it in chunks and implement implement implement. Great, practical advice.
This book makes me think of Guerilla Marketing but on digital steroids. Jim takes a new look at the marketing environment and has found ways to get around a great deal of the traditional marketing expenses we expect to pay. He doesn’t fully discount them, which I have to give credit for. It would be easy to dismiss traditional methods, but Jim simply suggests alternatives that wouldn’t cost as much.
The core of Jim’s methods involve content, interaction, relationship building and reputation management through digital methods. I love that he walks us first through the importance and impact of various methods and then on how we can baby-step our way into creative useful content.
One of the things that most stuck out to me was his way of viewing titles like ‘Author’ and how more of us should be using that as part of our job description. I’m actually writing a book, so that might not be as relevant to me as others, but it was interesting. I also liked his solid advice on building relationships through forum participation, blog comments and ‘friendly stalking’ via Google Alerts.
The most useful part about this book is Jim’s references to various free or cheap services and tools we can use. Better, you can find many of those resources and the most current updates on those resources or new options at his book’s website 101freemarketing.com.
This is a book worth keeping and re-reading as you run out of ideas for content creation and building of customers and leads. It’s not easy, but it will be worth your time.
If there was one thing I would lament about this book missing is the physical aspect. There’s not much about networking or building one-on-one relationships with people in person. There is a lot that digital media can replace, but personal contact should always be considered, especially with more local-oriented businesses.
Check out this book, all proceeds go to charity so it’s a double win if you ask me.