We are in a cooperative environment. Google+ has shown us that together we can accomplish more than if we go it alone. That lesson is being learnt across many social media platforms. +John KelldenÂ has established #sensemaking Â as one of the predominant aims of the Conversation community he runs. +Zara Altair’s Midweek Zap HOA has consistently shown what’s possible when people get together to share ideas and expertise. These are our guests in the year’s final #SMTPowerTalk . Hosting it, as usual, is +David Amerland. Do not miss it.
What Is Inbound Marketing?
Inbound marketingÂ is promoting a company throughÂ blogs,Â podcasts,Â video,Â eBooks,Â enewsletters,Â whitepapers,Â SEO,Â social media marketing, and other forms ofÂ content marketingÂ which serve to bring customers in closer to the brand, where they want to be.Â In contrast, buying attention,Â cold-calling,Â direct paper mail,Â radio, TV advertisements,Â sales flyers,Â spam,Â telemarketingÂ and traditionalÂ advertisingÂ are considered "outbound marketing". Inbound marketing earns the attention of customers,Â makes the company easy to be foundÂ and draws customers to the websiteÂ by producing interesting content.
David Meerman ScottÂ recommends that marketers "earn their way in" (via publishing helpful information on aÂ blogÂ etc.) in contrast to outbound marketing where they "buy, beg, or bug their way in" (via paid advertisements, issuing press releases, or paying commissioned sales people, respectively).Â The term is synonymous with the concept ofÂ permission marketing, which is the title of a book byÂ Seth Godin.Â The inbound marketing term was coined by HubSpotâ€™sÂ Brian Halligan,Â in 2005.Â According to HubSpot, inbound marketing is especially effective for small businessesÂ that deal with high dollar values, long research cycles and knowledge-based products. In these areas prospects are more likely to get informed and hire someone who demonstrates expertise.
- Attract traffic
- Convert visitors to leads
- Convert leads to sales
- Turn customers into repeat higher margin customers
- Analyze for continuous improvement
Complex inbound marketing practices target potential customers at various different levels of product/brand awareness. The most scaled tactics attempt to funnel customers from semantically related market segments, who have no product awareness or intention to purchase. This is usually achieved by taking the customer through a structured informational path, that builds awareness and increases interest over time.
Social Media Marketing is essential in a tourist destination such as New Smyrna Beach, Florida USA. There are over 375 restaurants in New Smyrna Beach according to city-data.com and 21 Fire Safe Hotels. I’m pretty sure those numbers do not account for the sum total of economic indicators for our area. How much does the world really […]
Every marketing campaign needed an angle that would relate a relationship to the consumer. The “Mac Attack!” related a person’s hunger with a solution. It was convenient, fast and cool to do!
About Social Media Social Media was defined by Wikipedia as: The social interaction among people in which they create, share or exchange information and ideas inÂ virtual communitiesÂ andÂ networks.Â SocialÂ MediaÂ as “a group of Internet-based applications that build on the ideological and technological foundations ofÂ Web 2.0, and that allow the creation and exchange ofÂ user-generated content.”Â Furthermore, social media depend […]
What does an attention-obsessed media look like? And do we want it? What is the Attention Metrics? For the last 20 years, we’ve been measuring clicks; not people. Let’s change that! Next-generation tools can show us if content is capturing people’s attention. Even when they’re not clicking. Every few months media types seem to loop […]
Here’s Why with Mark & Eric Here’s Why With Mark & Eric was started by Eric Enge2 on March 3, 2014 and was created to answer a wide array of questions that others may have on any given digital marketing topic. It is usually co-hosted by Mark Traphagen3, Senior Director of Online Marketing. This YouTube video […]
Inbound Marketing Strategy That works! Inbound marketing is promoting a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing which serve to bring customers in closer to the brand, where they want to be. In contrast, buying attention, cold-calling, direct paper mail, radio, TV advertisements, sales flyers, spam, telemarketing and traditional advertising are considered “outbound marketing”. Inbound marketing earns the attention of customers, makes the company easy to […]
Eric Enge requires no sales force. His successful digital consultancy Stone Temple Consulting gets 100% of its customers from inbound marketing. No cold calling, no hard sales just a steady stream of prospects picking up the phone and asking â€œhow do we get started?â€ How does Eric create such a predictable flow of sales enquiries […]