The HOT new job in Marketing
If you want a job that will get you hired tomorrow and let you name your salary, become a Blog and Viral Marketing Manager. Corporations are already looking for these people and law firms will start soon.
Speaking at the Marketing Sherpa online marketing conference in New York, Scott Butler, the VP of Marketing for Blockbuster Video, said he is looking for a Blog and Viral Marketing Manager now, but can't find one. (You can contact him in Dallas at 214-854-3000).
This job involves contacting bloggers and getting them interested in writing about your firm. The marketer emails or phones up the blogger and says, "to make blogging easier for you, here is some information you can use." Often it helps to give them free access or a free copy of what you're selling. This approach netted Blockbuster 500 blog posts, primarily favorable, about their Total Access service.
The Blog and Viral Marketing Manager also looks for ways to bundle the firm's services with online vehicles. For Blockbuster, this involved getting Web site owners to put a banner or link online, offering their visitors a free trial of the Blockbuster service. For law firms this might involve bundling a marketing message with a news site, listserv or online forum. The idea is to create buzz about your firm's services.
Blog and viral marketing (along with many traditional marketing techniques) netted 3.5 million subscribers to Blockbuster's Total Access program in six months.
