What Is “Inbound Marketing,” Anyway? [Marketing Mojo Video]

24
Apr 2017

Recently I got a request from a local marketing organization to come speak to them about inbound marketing. Apparently there’s a lot of confusion around this concept, so allow me to offer you my short-and-sweet explanation (featuring a video-bombing pug who was in the mood to play):

If you’re ever confused about inbound marketing, think of it this way:

  • Outbound marketing is interruption-based (think banner ads, billboards, TV ads)
  • Inbound marketing is attraction-based (think content marketing, SEO, podcasts)

If you want to learn more about content marketing — a vital component of any inbound marketing strategy — grab a copy of The Content Marketing Coach: Everything You Need to Get in the Game … and WIN. To learn more about the book and to download a free chapter, visit contentmarketingcoachbook.com!


Today’s Video Transcript

Hey! Folks Rachel here with you ‘Monday Morning Marketing Mojo’ and Sophie is in a playful mood today, so please pardon the background noise. I’m going to try to multitask while I play with her.

So happy Monday to you, I have my big ginormous Monday coffee mug with me because it’s Monday. So today I want to talk about ‘Inbound Marketing’. I recently got a call from someone at one of the organizations that I have spoken to several times, and they want me to come talk about ‘Inbound Marketing’, and I said well that’s fine, there are entire week long conferences dedicated to Inbound Marketing, what do you want me to talk about? And he said, you know our membership, there’s a lot of confusion about inbound marketing, about what it is, and how it; what it looks like when it’s done right.

So today I really want you to talk about ‘Inbound Marketing’, what is it really? You know is SEO Inbound Marketing, is it the same as Content marketing, so what we; the way to understand inbound marketing, first we need to talk about out bound marketing. Which is the practice of interruption based marketing, for lack of a better word. Its, you know someone is driving down the street Boom! they see a billboard, or someone is reading a magazine Boom! There’s an Ad, or someone is visiting a website, Boom! There is a banner Ad, that’s what outbound marketing is, and I wouldn’t say that out bound marketing is ineffective, because it definitely does work, it just doesn’t work as well as it used to. There are many reasons behind that, but that’s another Mojo for another day.

So what we need to do today is to practice inbound marketing. So whereas outbound marketing is interruption based, inbound marketing is attraction based, inbound marketing says “Hey! I have something of value that I thing you would appreciate, I have a podcast that I think you would really enjoy listening to. I have a blog where I share some deep industry insights that can be really helpful to you”, and so we’re attracting people rather than picking up a bull horn and saying buy my stuff.

So what does inbound marketing encompass? SEO is part of inbound Marketing, content marketing is part of inbound marketing, social media done a certain way is inbound marketing. So social media saying buy my stuff is not inbound marketing, but social media where we share relevant, interesting, engaging insights that is absolutely inbound marketing. So that’s all inbound marketing is. Its marketing based on an attraction rather than interruption.

So that is your Monday Morning Mojo for today, and if you want to learn more about content marketing, which is of course and aspect of inbound marketing , pick up a copy of  “The Content Marketing Coach” – Everything You Need to Get in the Game and Win!, and you can actually download a free chapter at http://contentmarketingcoachbook.com/

Have a wonderful week, I’m going to get back to play with the Puggy here, and I will see you next Monday. Take care.


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About the Author

Rachel Parker, Founder & CEO of Resonance Content Marketing

A self-described geek who can recite entire episodes of South Park by heart, Rachel Parker has had a passion for content ever since she was old enough to hold a crayon (purple, please).

As Founder and CEO of Resonance, Rachel helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and author of the book The Content Marketing Coach: Everything You Need to Get in the Game … and WIN!
content_marketing_50 BizSugar Featured Author on Business 2 Community

Our Clients Are Saying

  • Increased our likes and interaction rates

    Working with Rachel was a delight. Not only does she communicate very well, but she provided valuable insight about our social media platforms and followers. We have much better engagement with our fans and followers, which increased our likes and interaction rates.

     

  • Event Sold Out Two Years In A Row!

    Rachel worked with me on creating a content marketing calendar and content for the Big Social Media Summit (Big SMS) three years in a row. She is very organized and knows just the right amount of posts on social, email newsletters and content to send.  Her content marketing efforts helping us sell out our event three years in a row!  I am expecting the same for October 2014.

    Rachel was hired to write content for our email newsletter and content for our social platforms. In addition, she had a budget to do advertising on social media. She participated in the event live and after the fact to assure buzz was created before, during and after the event. As a result, our event sold out.

    When I work with Rachel, I have total peace of mind.  I know that she is on target, on time, reliable and delivers over and above the results I expect.

    I trust Rachel totally with her ideas on strategy, marketing and the content used to not only promote our events, but also post on my behalf on social networks. I have been doing social media for 8 years, and I hire Resonance to post on some of my social sites as it saves me time, and keeps my social sites relevant and current. They always post great, engaging content that gets my social properties likes, comments and shares.

     

  • Added 5 figures to my business in less than 4 weeks

    Rachel took the overwhelm and stress out of writing content for my marketing campaign! When I approached Rachel, I was really concerned that I wouldn’t have the time to focus on writing copy for a lengthy marketing campaign that included sales pages, solo emails, newsletters and social media updates. Well, let’s just say I’m glad I hired Rachel because I couldn’t have done it without her support and expertise. I loved how she used my voice and words to craft content that helped me reach and attract my ideal client. As a result of working with Rachel, I added 5 figures to my business in less than 4 weeks, hundreds of new social media followers and exceeded my sales and list building goals! You know your marketing copy is working when you hear someone say, “I see you everywhere”. Thank you Rachel for helping me not only get seen by my ideal clients but get paid!

  • Social Media Ranking Better Than Ever!

    We are so happy to have hired Resonance for our social media needs. We spend most of our time serving our clients and studying our field so we can provide the highest quality possible. We no longer worry about our social media, as we have total confidence in the wonderful work Rachel and her team have accomplished.

    Our social media is active, promoted, and is ranking better than ever! People often comment about what they see on our Facebook page. Resonance has added a creative, and artistic twist to our social media that is appealing and captivating to our audience. This has allowed me more time to work with my team and clients, so I can focus on service towards the people that help our business grow.

    I know there will be wonderful content on Facebook, and that Rachel will answer to posts, comments and questions as soon as a comment arrives. I am often impressed at how quickly she responds! Thank you Resonance! I highly endorse Resonance and encourage companies who need social media strategies to work with Resonance! You won’t regret it! 

  • Produced ROI Result

    Form.io needed someone who could grasp the complexities of our product, capture the subtlety of our differentiating value propositions, and convey them in the right voice for an exacting customer audience…. Resonance delivered, by crafting a multi-faceted online content marketing strategy that drove traffic and conversion, producing the ROI result we were looking for….

  • Professionalism and Sincere Desire to Help

    I just didn’t seem to be able to find the time or the right words to explain what I offer and how my company helps people accomplish their goals. Rachel was able to ask me some questions, do some research and capture my voice while writing my website copy exactly as I needed it to be written.  Now, the copy on my website is much more professional than what I would have created and having this task handled by Rachel and Resonance freed up my time to complete other tasks I am better suited to do.

    It was a joy to work with Rachel. Her professionalism and sincere desire to help was apparent from the first communication until the final delivery. I will definitely use Resonance again and highly recommend their services.

  • Increased website traffic, New Lead Generation

    We were experiencing a lack of internal resources to consistently maintain the Ustream blog. So we turned to Resonance Content Marketing to write blog posts on current industry topics while maintaining a consistent tone with the brand. The result is increased website traffic, new lead generation from gated assets on blog, and better educated/qualified leads. And I now have more time to spend on marketing strategy with the confidence that the content we push out is extremely well written and engaging.

    Rachel is an amazing writer and has really managed to create engaging and relevant blog material on topics that aren’t always super interesting. On many occasions, she has been able to quickly turn around one-off requests and the results are always top-notch. She has also helped guide our content strategy based on her expertise in content marketing, which has been a huge asset to our team.

  • One of the best “vendor” relationships I’ve ever had.

    My company had little or no time to spend on social media. Our needs were to ensure a steady stream of posts across three platforms (Facebook, LinkedIn and Twitter) by harvesting and re-purposing content from our own site and news streams. So I contacted Rachel Parker of Resonance Content Marketing.

    The result was two-fold. Not only did our ranks of followers grew steadily, the steady drip, drip, drip of content helped us train our personnel and direct their own individual social media efforts.

    Rachel and her team are extremely organized and open to discussion and new ideas. They deliver a rapid response to new opportunities — and an overall feeling of being on the same team. One of the best “vendor” relationships I’ve ever had.

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