Book Review: The Science of Marketing

Title: The Science of Marketing – When to Tweet, What to Post, How to Blog, And Other Proven Strategies
Author: Dan Zarrella
Year: 2013
Publisher: Wiley
Pages: 183
Topics Covered: Digital Marketing, Social Media, Analytics

When I first heard about this book, it peaked my interest because I’ve always believed that marketing is part science and part art. The ‘Science’ of Marketing has come to the forefront because of the ability for brands to capture and analyze an abundant amount of customer data collected from various platforms.  Dan Zarrella works for HubSpot, a business-to-business (B2B) company that sells marketing software to a customer base that is largely using the Web to generate leads. In his book, The Science of Marketing, Dan takes the reader through some key insights on what one can do to improve their chances of success in key tactics like social media, email, blogging, webinars, ebooks and lead generation.

What I Learned

A couple of key insights from this book:

  • A vast majority of consumers trust organic search engine results more than paid which is bad for marketers with more money than time but good for those who invest in quality content on their site.
  • With regards to Twitter and Retweets, the best way to get retweets is to ask for them within the tweet. The most retweets occur on Friday during 4pm according to the data that Dan looked at.
  • Facebook for most people is a photo-sharing site. In fact, according to Dan’s data, photo posts performed the best, followed by status, video and link posts. Your tone on Facebook also needs to be more relaxed. Organizations need to take it easy on the corporate content and talk to users in a way that won’t remind them of the inside of a cubicle. If talking about yourself is bad on Twitter, the opposite is true on Facebook.
  • Posts published between 4pm and 6pm Eastern time had the highest rate of sharing. Easy ways to incite more comments are to use fill-in-the-blank posts and ask readers to finish your statement with a comment.
  • Blog posts published on Monday tend to get the most views, and posts published on the weekend tend to have lower numbers.
  • If you want people to read your blog regularly, be sure there is something new there in the morning for them.

One of the things that I found most controversial is when Dan stated the following:

“Do not think of ‘engaging in the conversation’ on Twitter as a way of building your reach. Instead, focus on gathering and sharing as much interesting, relevant content as you can.”

Everything I’ve read thus far has stated to get involved in conversations within social media.

Final Thoughts

You should read this book to learn about Dan’s study on what works on specific marketing tactics and what doesn’t.  There definitely is a lot of data presented and it’s refreshing to read a book that tries to validate certain claims that have been made by others.

Full-Disclosure: A copy of this book was graciously provided to me by Wiley. They have not paid me for this post and everything I have written are my true feelings and opinions about it.

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