#12: Getting the Lowdown on Inbound Marketing

By Clive Maloney

8 May, 2017


What You'll Learn

Sales and marketing is an ever-changing landscape. What worked well a few years ago often doesn’t work nearly as well today.

This could not be truer for activities we broadly consider traditional marketing. This includes cold calling, emailing strangers and door to door leaflet drops, to name just a few.

The problem is that traditional marketing is interruption based. You might, for example, be watching your favourite TV programme. It seems the moment you’ve become absorbed in your episode, everything stops and you’re made to endure several long minutes of shampoo and sanitary towel adverts.

While traditional outbound marketing methods still work, they’re more costly and less effective than they used to be. Instead, what we’re seeing is a massive surge in popularity for what’s now being called Inbound Marketing

Inbound is the modern form of marketing that makes traditional activities look old school.

While traditional marketing is interruption based, inbound marketing is permission based.

It takes advantage of how consumers seek information online by providing relevant and useful content and then leverages that opportunity to start a conversation and seek opportunities to connect further.

Inbound marketing is also known as content marketing. It includes that handy blog post, video or podcast (like this one). Its intent is not to sell, but merely begin a conversation and segue into other further discussion and opportunities with the provider.

Inbound marketing, as you might imagine, involves a number of things working in concert. What I’ve tried to do in today’s podcast is provide a snapshot of what those things are and how it all works together.

Today's free cheat sheet

To help you get started with Inbound marketing (or review your current Inbound activities) I’ve put together a cheat sheet for you.

In the cheat sheet, you’ll find crib notes from today’s podcast together with fill in the blank exercises that will put you on the right track to Inbound success.

PDF

CLICK HERE TO GET CLIVE'S CHEAT SHEET: GETTING THE LOWDOWN ON INBOUND MARKETING

Inbound marketing is no one hit wonder. If you want it to work for you, it requires consistent and persistent content creation combined with smart follow up systems.

HubSpot have captured the process very well in this infographic:

HubSpot inbound methodology

Source: Hubspot.com

If you’re serious about generating leads for your business online, inbound marketing should have pride of place in your marketing plan.

Links mentioned in this episode:

Note: Some of the resources below may be affiliate links, meaning I get paid a commission (at no extra cost to you) if you use that link to make a purchase.

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Until next time!

Clive Maloney

About the author

Clive Maloney has been helping small business owners double and often triple their sales for nearly a decade. He is the host of the 5-star rated Get Real About Business Podcast. He lives in Essex and is married to his wonderful wife Julie and has two sons, Peter and Craig, and a dog called Max.

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