Industry News, Vertic Blog, Vertic News by Katie Ferrara

Inbound Marketing, written by Brian Halligan and Dharmesh Shah, is the newest addition to our book collection here at Vertic. Halligan and Shah, founders of Hubspot, provide readers with insight into Inbound Marketing, the new wave of marketing that is upon us.

Long gone are the days where brands needed to allocate large marketing budgets to interrupt customers and try to capture their attention. Now, thanks to the internet, brands have the opportunity to let customer’s come to them, and earn their interest instead of buying it. This communication between brand and customer is now an interactive two way street, where customers can speak to brands and brands can speak to customers. Instead of using untargeted and highly expensive methods such as TV and print, companies can communicate through online videos, which are shared with friends, or a company blog that users look forward to reading.

With great opportunity comes great responsibility – this is what enables inbound marketing to be efficient, successful, and brilliant. Since inbound marketing requires brands to build a community and create unique content, it is often misunderstood or not done correctly. Inbound Marketing informs readers on the importance of creating a self-sustaining hub instead of a loud obnoxious megaphone for a website. This hub is the foundation to a community where conversation begins and one-way sales messaging ends. In order to create this conversation and to have this community flourish, companies need to build “remarkable” content. This remarkable content will attract readers and keep them coming back without any outbound marketing tactics! Inbound Marketinguses a great example to represent remarkable content: The Grateful Dead. Instead of competing with bands like The Rolling Stones and The Beatles for record sales, The Grateful Dead focused their attention somewhere else – their concerts. The Grateful Dead focused in on a small niche market and gave these fans a unique experience each time they attended a concert, which in turn turned them into loyal fans that crisscrossed the country to follow the band year round. This strategy would be even more successful today, due to the internet’s capabilities to spread information rapidly and easily.

However, remarkable content creation is only one of three vital components to a successful inbound marketing campaign. The goal is to have a hub that models a large interconnected city instead of a small town with only one highway passing through it, and that is where search engine optimization and social media comes in. Building a site and inbound links to maximize ranking is search engine optimization (SEO), and SEO is crucial because a search engine is where most customers begin their buying process. Social media then provides the channels for users to share company’s content and amplify its reach and influence. As content is shared through social media it becomes “more authentic and nuanced”.

Lower costs, better targeting, and only a one-time investment, that’s inbound marketing.



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