Matthew W Certo

Found: Connecting with Customers in the Digital Age Matthew W Certo

Today's customers are harried, glued to their smartphones and more pressed for time than ever. To reach them with your message, your company must communicate differently than in the past. And while many marketers accept that digital marketing is the key to doing so, far too few approach the matter with a methodology that works.  FOUND teaches the reader how to blend social media marketing, search engine marketing, and content marketing into a formula that reaches the right audience at the right time. FOUND teaches the reader how to stop wasting money and effort on "shotgun" marketing that tries to interrupt consumers with messages they don't want and instead focus on reaching them at those times when they most desperately need your product or service--their "parachute moments."  Research tells us that consumers now consult Google first when trying to solve a problem, research a product, or find a place to buy what they want. FOUND helps you insert your brand into that equation by following a simple, 4-Step model based on (1) knowing your audience better, (2) creating online content that helps them, (3) optimizing your website for Google, and (4) leveraging the power of social media. Among other things, readers will learn the following about digital marketing strategy: -Understand why content--not advertising--is the key to acquiring new customers in the digital age. -How to develop buyer personas for your audience members. -Learn how to create great content that informs and influences your target audience. -Figure out what your customers truly care about and be there for them online when they need you. -Identify which social networks are best for your audience. -Understand the nuances of Facebook, Instagram, Twitter, LinkedIn, and other social networks. -Get your arms about what it takes to be visible to customers in a Google search. -Understand why a blog is an component of any company website. -Much, much more. More on the book, including an introductory video trailer from the author, can be found online at FoundTheBook.com. Advance Praise for FOUND ------------------------------------------------------------- "After reading Found, my digital IQ increased significantly." Eugene Lee President & COO Darden Restaurants (NYSE: DRI) "Certo has been helping clients develop successful digital marketing strategies since I met him in the late 1990s. Found provides you with detailed practical advice on how to do it in your own business."  W. Earl Sasser Baker Foundation Professor Harvard Business School "Found brilliantly captures the challenges and opportunities in digital marketing today--getting this right is the x-factor in the success or failure of a business." Lori Wright Chief Marketing Officer TIBCO (NASD: TIBX) "Found is the guidebook that every CEO should read. Matt Certo lays out a step by step process to identify and capture customers in the social marketing era." Julian E. (Jay) Whitehurst President and COO National Retail Properties (NYSE: NNN)