internet marketing

I spend zero dollars marketing my business. “Marketing” in its traditional sense includes advertising, baiting media outlets with press releases and, to paraphrase David Meerman Scott, buy, beg and borrow for leads and attention. The way people find out about my business is through two primary mechanisms: Word-of-Mouth recommendations and finding me through search engine results.

Word-of-Mouth, in this instance, is inclusive of people passing recommendations online. If an account manager at a public relations firm is looking for a social media consultant and asks his or her network online for a recommendation and my name surfaces, that’s word-of-mouth. When that recommendation comes from an electronic source, we have a tendency to say it’s not word-of-mouth. Machines don’t have mouths so we can’t quite wrap our head around the inclusion.

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