Inbound Marketing – The Book and the process

Published for Wakefly.com in February 2010

Recently, five members of the Wakefly team got their Inbound Marketing Certification from the Inbound Marketing University at Hubspot. This is a great achievement for our team and we are very proud of them. There has been a strong shift in the industry towards inbound marketing. People are letting go of traditional marketing practices and adopting new innovative processes like ‘Inbound Marketing.”

Being found online is more important for businesses now, than it ever was. Inbound marketing brings together various online channels to market your business successfully in the online space. Many businesses have been prophesying about online marketing and its advantages but very few actually get what inbound marketing really is. Hubspot is one of those few businesses that really gets it. They discuss reasons why Search Engine Marketing, Social Media, Email Marketing and Content Marketing are important. And they provide sound reasoning. They deploy the inbound marketing practices successfully and they practice what they preach. In simple words Inbound Marketing can be defined as a channel to deploy the right services to market in the online/digital realm.

Dharmesh Shah and Brian Halligan in their book ‘Inbound Marketing, Get found using Google, Social Media, And Blogs’ take you through the journey of innovative and futuristic marketing practices. It’s no longer about creating several billboards and placing them everywhere. Now it’s about placing subtle messages in areas that the new generation is becoming familiar with. It’s about having a ‘unique’ strategy to position your brand in the right platform. In their book they emphasize that ‘having a remarkable strategy in the inbound marketing era is more critical than ever for two reasons.

First, the Internet enables you to reach many more people than you could pre-Internet, but it also opens you to up to potential competitors everywhere (e.g. globally versus locally). The trick is to stand out by becoming as remarkable (unique and valuable) as possible to a segment of buyers.

Secong, the Internet enables remarkable ideas to spread extremely quickly – far more quickly than pre-internet days. Unremarkable ideas languish infound.”

According to Google Public Data in 2008 72.4% of the population in the U.S. was using the internet.

This goes to show that the internet is becoming increasingly important and in our world today all channels of communication and businesses are very internet dependent. In a world like ours it becomes important to adopt practices that help us market successfully on the internet. Inbound Marketing is a book that takes you through the journey of unconventional marketing and introduces you to the domain of ‘inbound marketing’ and ways of leveraging your brand/company on a whole new platform. As the web is changing the way we interact with the world, inbound marketing practices have become really important. This book defines all the key concepts and also provides a step-by-step guide of implementing an inbound strategy.

Inbound Marketing practices can be adopted by communicating effectively with your target audience. It’s all about letting them find you online, letting them stumble upon your website or come across your content. The way to do this is to have remarkable online content, produce blogs, videos, have conversations, to be found in search engines, have a presence on major Social media networks (Facebook, Twitter, Linkedin, Buzz, Digg, Youtube etc.) and to communicate through channels that your audience is familiar with. Now it’s all about humanizing your brand to connect to people online, to identify channels that they use and to strategize keeping inbound marketing practices in mind.

Inbound marketing is a remarkable book and is a must read. I recently wrote a review for it on Amazon and I think that anyone who wants to take their business to the next level should familiarize himself with Inbound Marketing. Thanks to @dharmesh on twitter for introducing me to successful inbound marketing.

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