The concept of Inbound Marketing is for people to find you not for you to find people. This approach uses Social Media to make it easier for your potential fans, followers or tribesmen to find you.
The traditional marketing model (Outbound) relied on you actively pursuing customer or followers. Big companies spent big bucks on this model and it mostly worked but not anymore — Social Media has changed the game.
For most businesses, Outbound Marketing is a nonstarter — not only is it unaffordable, the results are mediocre, boarding on dismal. Explaining Inbound Marketing can be confusing.
Luckily, a new book by the founders of http://www.hubspot.com (Brian Halligan and Dharmesh Shah) sheds some light on the concept and how your business can benefit from it. It’s called Inbound Marketing: Get Found Using Google, Social Media, and Blogs. It’s a quick read and well worth it.
The nice thing about this book is that it gives you examples (via the Inbound In Action) that demonstrate how Inbound Marketing works. These case studies reinforce the concepts and are relevant.
The other nice feature is the To Do lists that follow the cast studies. It’s always nice to have some simple, actionable items to go off and perform once you have learned a concept.
The end of the book also has “Tips from the Trenches for Startups” that has 26 things you can do today to improve your businesses Inbound Marketing.
The concept of being “remarkable” is a common thread throughout the book and it captures the essence of Inbound Marketing. Being “remarkable” means that you generate quality content that others want to comment and share.
Quality content is the key. Without that, the rest of your Inbound Marketing actions will fizzle. Quality content also means that your personality shines through in your content and that you are authentically interacting with your community, which means services that auto generate content are not really worth it.
Overall, Inbound Marketing is a great reference from guys who have been successful in building “remarkable” content. You can even download a sample chapter for free: http://inboundmarketing.com/book and you can grade your website or blog (http://websitegrader.com/) to see where you need work.