Inbound Marketing Education is in Middle School
Inbound marketing has been around for several years now. It’s the subject of bestselling books by David Meerman Scott and HubSpot founders Brian Halligan and Dharmesh Shah. In fact, HubSpot has surpassed the 5000-customer mark for the Internet-based content management system they invented to put all of the pieces of inbound marketing together.
Yet, when I sit in a roomful of business owners and ask how many people know what inbound marketing is, frequently all hands stay down. Or a hand will shoot up and the eager contributor will say, “Social Media.”
It’s clear to me that we inbound marketers have a lot more work to do educating the marketplace about the approach. Yes, social media is a component of inbound marketing, but it’s only one.
There seems to be pretty widespread awareness of other inbound marketing components, too, like SEO, blogging and email marketing. Yet there’s little awareness of how all of these efforts can coalesce in an effective and measurable process. This post is one of a number I’ve written to help flesh out the process in a way that’s meaningful to business people.
At heart, inbound marketing is just marketing updated to reach our potential customers where they are – online – then to get their interest and win their trust so that when they buy, they buy from us. These days, it’s harder, if not impossible, to find our prospects by advertising in newspapers (why they’re shrinking), by telemarketing (think voicemail), on TV (thanks to TiVo and DVR) and other traditional channels. But future buyers are almost all online – at least enough of them to keep our businesses growing.
Business owners and managers I speak with will often say, “Well, we’re driving lots of traffic to our website, but we’re not sure what it’s getting us.” Then I ask, “What’s your bounce rate? And what are you doing to convert traffic to leads?”
They begin to understand inbound marketing when I explain how it serves as a lead generation and lead nurturing system. When they realize that inbound marketing can be planned and implemented with the objective of helping them reach revenue goals, it becomes a much more interesting idea to explore. It becomes a compelling idea when they recognize that analytics can be integrated and success measured.
There are a lot of steps to inbound marketing. It can seem daunting at first. It does take some re-thinking about how you do marketing. And it does take an investment of time, staff resources and budget. But, properly done, it works and pays big dividends.
I use HubSpot’s content management system for my own company’s inbound marketing. There are other ways to approach and handle inbound marketing using multiple sources. But for me, HubSpot offers the best system, education and support – especially for small to mid-sized companies I work with.
As the product matures, there’s now a developer’s marketplace growing up around HubSpot that’s yielding and will continue to produce plug-ins, variations and customization for the original software, similar to WordPress. They’ve also made some recent acquisitions that will beef up various aspects of the product – including middle-of-the-funnel and larger enterprise functionality.
At minimum, HubSpot walks the walk regarding sharing useful information. The company is a virtual content factory and you can immerse in free educational downloads, blogs and other information, free webinars and a free trial to get a good feel for how inbound marketing works.
In the interest of disclosure, I’m a HubSpot Value Added Reseller in addition to being a user. But I don’t mean this post to be a commercial. I became a VAR because HubSpot is the most intelligent and efficient inbound marketing system I’ve found. It can help my clients to grow their businesses and I can help clients to better utilize the system from the VAR position.
Have you learned enough about inbound marketing to begin implementing it in some form?