What Is Inbound Marketing?
Posted by heatherrast on October 7th, 2008HubSpot Asks
Our friends at Hubspot have issued a call for opinions, and I’m not about to let the call go unanswered. They want to know what you think about terms like “digital marketing,” “online marketing,” and in particular, “inbound marketing.”
I posted a comment to this effect on their site, but I’ll elaborate some on my personal observations/opinions–to some degree, I think the terms are only semantically separated. Or rather, how highly one magnifies their zoom when considering the (and other, similar) terms, if you really want to get technical.
Six In One Hand, Half…
In a general sense, I equate digital marketing with online or Internet marketing. The implication is leveraging the far-reaching power of the clouds to target, appeal to, and connect with audiences. The ‘net is a far more intimate or personal way to reach people because of the intrinsic (pardon the pun) interactive nature of the medium. People online are selectively choosing what they view, hear, read. They are actively seeking information to fill a particular need, be it humor (think YouTube video), education (school research, etc.), resource/quick fix (how many cups in an quart? Can 3 monitors plug into that unit?), or a virtual touch (Facebook connecting a deployed soldier with family). Those at their computer, full of purpose and intent, will not brook interruptions or distractions that even whiff of disingenuity.
An ad is still an ad. And they already TiVo’d the ad from the tube; what makes you think the same game will work online?
It won’t.
Just When They Least Expect You’re Selling Them
To be effective, online messages have to be compelling (well-written, motivating), and they have to reach people predisposed to similar type of content (say, a luggage manufacturer’s ad on a travel site). It starts as mere logistics–your blurb there where they shop–but with the right message, you can appeal to a fear, a vanity, or even a price-conscious interest.
When you reach them in the right place, with the right message, and serve up the right offer, then you can begin to provide value. Now they have the affordable, attractive, sturdy luggage they need for that international trip. Whew, what a relief.
So don’t blast out messages and hope one sticks to a random someone.
To circle back around, lest I digress, I equate “digital” and “online” because I see no advantage in distinguishing between what might be construed as an advertising tactic or collection of tactics, and a communications channel. It’s all about using the Internet to reach people. Just precisely HOW they’re reached online of course necessitates intentional strategies.
Inbound. One-Way Road. Hmmm
Now on to “inbound” marketing. Reminds me of the days I was involved in some qualifying and lead development programs for IBM Business Solutions and GTE Wireless. Those programs included a call center component, blended inbound and outbound environment. Inbound meant the call originated with the consumer/end user.
In my observation, infrequently is the consumer a source of original contact for a brand. A consumer doesn’t wake up and say to self, “I think I’ll buy that new Seth Godin book.” While Seth himself didn’t call up Sally and “ask for the sale,” Seth created his own gravitational pull that essentially ensured that customer–and/or others–bought his material.
That’s right, he just pulled them in. Created a vacuum and [slurping sound] sucked ‘em right up.
While Seth (as if we’re acquainted! ha!) may be an extreme example, the point is clear. Have a good product. Evangelize it. Talk with people about it. Create a conversation that envelopes the consumer and provokes them to think, consider. Be compelling. Be bold and maybe even brash and tell them what’s wrong and how you can fix it. It can be that simple. But don’t forget–because this intimate relationship was forged in a more personable manner, there are obligations. Like Pete Blackshaw says, you gotta take care of those customers.
So while I content that HubSpot can’t channel the hand of [omnipotent being] and incite people to purchase their services, they CAN (and do) share their perspectives generously (Twitter, webinars), offer small demonstrations of their value (free tools), and attract a loyal following with their candor and wit.
So how’s that for inbound marketing? They got me to write about them (now I’m an advocate) and all I got was a stinking T-shirt! (:-) LOL.
Well, and maybe some link juice. Hopefully.
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Tags: Digital Marketing, HubSpot, Inbound Marketing, Online Marketing
Inbound Marketing is the concept of incorporating SEO, Blogging, & Social Media strategies to be found by people who are interested in what you doing. By demonstrating your authority through these means, you will create better opportunities for people to find you online.
Once you are “found” through your inbound marketing efforts, prospects will explore your site and you r content. The messaging on your site should also entice those visitors to participate with you – whether though comments (such as this one), requesting more information about your services, or leaving their contact information for you to follow up with them personally.
At the end of the day, I’m more interested in connecting with business that have successfully attracted me through quality content that shows why there are a leader in their industry than a company who had the budget to buy a keyword or an ad.
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