Inbound marketing is a highly effective way to generate awareness, convert customers and give advocates something to talk about. In a world where advertising is increasingly “tuned out,” the creation and sharing of media and publishing content is paramount to achieving business goals. Inbound marketing focuses on online channels and their usage. By providing value in the form of information and making that information findable via search (SEO) as well as distributing it through social channels, prospective customers learn about the brand driven by their interests, rather than as a result of interruption marketing or outbound cold calls. Between content curation and content creation efforts, inbound marketing efforts should be aligned with the channels that are most connected with your community. The mix of inbound marketing outreach activities varies by channel, but a good place to start is with a balanced approach along the lines of: Blog posts : 1-3 times per week, with content useful to your customers Social media distribution : Share content to Facebook, Twitter, Google+, LinkedIn, Slideshare, Medium, Reddit, Quora, StumbleUpon, Tumblr etc., based on which channels are most relevant to your prospects and customers Other blogs : Participate in conversations relevant to your brand and industry without being spammy Email newsletters : Twice a month, not too long, ONE call-to-action Guest posts : Write them first then offer to others Ebooks : Visually appealing, on-topic, with designated landing page for lead generation Videos: Short video (less than two minutes) almost always wins Others: Infographics, how-to guides, case studies, whitepapers
Posted on: Wed, 29 Jan 2014 13:19:41 +0000
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