A Review of Inbound Marketing – Chapter 2:
Assuming you still haven’t had the time to read and fully absorb Inbound Marketing by Hubspot founders Brian Halligan and Dharmesh Shah, I present…
It’s all about connections… man….
Long, long ago, in the days before Seacrest, before OMG-ing, when networked computers crawled out of the primordial ooze (roughly 1991), the Internet began.
Until this time marketing had been a one-way medium. People wanted you to buy their stuff and their advertising said, “Hey you, buy our stuff!” As the Internet matured past its awkward infancy, people learned to tune out messages broadcast at top volume by traditional outbound marketers. Marketing “noise” blasted through a megaphone began to fall on deaf ears. Consumers realized that they could direct their own buying and save their hearing at the same time. This was the genesis of Inbound Marketing.
You’re good enough, you’re smart enough, and doggone it, people like your web site
Inbound marketing relies on search engines, social media and the construction of virtual communities to publicize products or services.
Inbound marketing relies on the interconnectedness of websites to increase the visibility of companies and their wares. More importantly, inbound marketing is successful: Hubspot recently reported that “41% of marketers said inbound marketing produced measurable revenue growth in 2013.”
If traditional, outbound marketing can be characterized with a megaphone, then inbound marketing is best illustrated by the concept of a hub and spoke. If your website is the hub, then the many connections that it has to other online entities and communities are the spokes. The more spokes you have the better. The more spokes you have the more customers you have.
There are many ways to increase the number of connections that you have, but the biggest and most cost effective creator of connections is still high-quality, relevant, creative marketing content. If you have a product or service that people want, create content that informs them and tells them where to find it. It’s all about strategic planning and connections.
Efficiently compacting a chapter into two sentences
Outbound Marketing is noise. Inbound Marketing is a conversation.
Step right up, come one, come all
In 2013, 53% of CEOs/CMOs increased their inbound marketing budgets. This is no coincidence. As the authors of Inbound Marketing phrase it, “you want your site to be a city with loads of highways, airports, and train stations.”
If you want to learn more about how inbound marketing can dramatically increase your brand’s reach and engage your customers, give Intelligent Demand a call. We’d be happy to talk with you.
To see all of the other chapters we’ve reviewed, be sure to visit our Demand Generation blog category.