The face of marketing continously changes over time with new technology and tools. All the traditional strategies still apply like attending trade shows, writing press releases, advertising where applicable, getting targeted media coverage by journalists or online venues, etc. However, there’s a new category called “Inbound Marketing” that can no longer be ignored.
Wikipedia’s Definition of Inbound Marketing is:
Inbound marketing is a marketing strategy that focuses on getting found by customers. This sense is related to relationship marketing and Seth Godin’s idea of permission marketing. David Meerman Scott recommends that marketers “earn their way in” (via publishing helpful information on a blog etc.) in contrast to outbound marketing where they used to have to “buy, beg, or bug their way in” (via paid advertisements, issuing press releases in the hope they get picked up by the trade press, or paying commissioned sales people, respectively). Brian Halligan, cofounder and CEO of HubSpot, claims he coined the usage of the term in this sense. wikipedia
Inbound Marketing Mediums are Broken Down into Three Categories:
- Content (Blogs, videos, white papers, eBooks, etc.)
- SEO (Search Engine Optimization and keyword analysis)
- Social Media (Twitter, Linked In, Facebook, etc.)
The Most Successful Inbound Marketing Campaigns Contain all three Key Components:
- First, inbound marketing content is created and published using the medium of choice (blog, video, white paper, eBook, etc.).
- Second, Search Engine Optimization increases the rank of the content and makes it more accessible.
- Third, social media (Twitter, Facebook, LinkedIn, etc.) continue to spread the content.
Additional ways to drive people to your website, or to you, can also be leveraged through listings in online product directories, getting listed on trade association websites as a member and by leaving comments on other people’s blogs or websites.
Tools to help Facilitate Inbound Marketing:
- TOOL – Hubspot www.hubspot.com – It used to be that you’d need a slew of disconnected services to manage your marketing. One service for blogging, another for analytics, and yet another for lead nurturing and email. Not anymore. HubSpot has taken all of the best inbound marketing methods and consolidated them into one integrated software package, so you can blog, tweet, optimize, capture leads and nurture them all in one place.
- BOOK – The Inbound Marketing Book: Inbound Marketing: Get Found Using Google, Social Media, and Blogs by Brian Halligan (Author), Dharmesh Shah (Author), David Meerman Scott (Foreword)
Important Content Networks
- SlideShare, Docstoc, Scribd, issuu
- Podcast Alley