Since 1994, most of the marketing and lead generating I’ve done for companies involves using new media and technology. That was back before broadband, MySpace, Go-to-Meeting, Google … and Mark Zuckerberg was still in middle school. I’m proud of these gray hairs!
Now there’s a term for the type of marketing we were experimenting with back in the salad days of conducting business online: Inbound Marketing.
Inbound marketing is based on the concept of earning attention vs buying it.The goals are to make your enterprise easy to find and to magnetize customers by producing content people find valuable, entertaining and/or otherwise welcome.
Blogs, social media marketing, podcasts, video, email newsletters, whitepapers, ebooks and other forms of content marketing are hallmarks of inbound marketing. By contrast, “outbound marketing” includes direct mail, radio, cold-calling, TV commercials, sales fliers, billboards, spam and more traditional advertising methods.
With inbound marketing, you cycle through 3 essential steps:
1. Create and publish quality content – using text, images, audio and/or video.
2. Optimize that content for search engines so it shows up in the free, organic search results.
3. Share your content on social networks – Facebook, Pinterest, Twitter, YouTube, LinkedIn, etc.
My favorite kind of inbound marketing is visual content marketing. It is engaging, functional and highly magnetic. That means it is made for social media sharing. Are you ready to get in the game?