www.kickstartall.com Inbound Marketing: Just Another Marketing Buzz Phrase? Definitions of social media marketing and inbound marketing sound very similar at first glance. But if you look closely, “social media marketing” focuses on the media, the channels for communication such as Twitter, LinkedIn, Facebook, YouTube, etc. Unless it is part of a broader marketing strategy, a social presence for a business simply is not enough. “Inbound marketing”, however, focuses on getting found by customers, and it represents more than just the media used. It is a larger, more strategic vision. In fact, making it easier for buyers to find you is the reverse of “outbound marketing”, which pushes out via advertising, cold calling or telemarketing, and direct marketing. Inbound marketing turns the outbound marketing approach toward customers upside down, pulling instead of pushing. This distinction between outbound and inbound marketing activities is important, because potential buyers, as we are frequently reminded, are constantly deluged by outbound marketing communications and messages. They mentally block out advertisements, screen phone calls and filter mail they consider to be junk unless they are in an appropriately ready buying stage for that particular product. What constitutes Inbound Marketing? Social media is an important part of inbound marketing, but it is not the end game. HubSpot identifies three components of inbound marketing:
Content - The heart of any inbound marketing campaign, content is the set of online information that attracts potential customers to your site or to your business. It may take many forms that serve to educate visitors about what you offer. Types of Content
Make available different types of content for various stages in the buying cycle. The vast majority of marketing messages that are aimed at people do not really “reach” them. Rather than trying to grab buyers’ attention, inbound marketing draws the attention of those who are already curious and leads them to content that tells them what they need to know at different stages in the cycle.
Search Engine Optimization - Organic SEO is less costly than paid search, and it plays nicely with social media and content. I can search for “riding stables” along with the name of my hometown and find all the relevant businesses that have a findable website, and I can share links with friends who would be interested. Furthermore, “search” no longer belongs only to Google and other search engines. Social networks are providing the capability to do in-network searches. I can search Facebook for “marketing Portland” and find thousands of people talking about marketing in that locale. It still isn’t quite as robust as the search engines, but in-network search is actually the fastest-growing vehicle for finding information online. Again, the line between search and social is blurring. Social Media Once content is in place, you can increase your exposure to it by placing links to the content strategically in social networks, and invite target customers to come learn about you. Keep your social messages short; on Twitter, you have no choice. Learn what makes good headlines that invite readers to click for more information. Why you need to be doing inbound marketing
Make your case for an inbound marketing budget. A good source for data to back up your budget request is HubSpot’s February 2010 The State of Inbound Marketing, a free download. The argument for a comprehensive Inbound Marketing Budget is much more compelling than cases for its individual components. And in fact, inbound marketing is far more than the sum of its parts (content, SEO and social media). It’s not just a buzz phrase, it’s the real thing. About the Author March 2010 |