, 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
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.