Inbound marketing – heard about it?

Inbound marketing isn’t easy to achieve, just use the right instruments, like user generated content!

Inbound marketing isn't easy to achieve, just use the right instruments, like user generated content!

Yeah, isn’t inbound marketing that invention by Hubspot?

Exactly! A term invented solely for marketing purposes but that actually has something going on there.

Lay it on me

So here’s the deal: Inbound marketing is supposed to upgrade conventional marketing and turn the table, where once the marketer went out to find clients, convert them and make a sale, now the client comes to your website, which does all the work.

How, you ask? Easy — with a series of on-page elements that make sure the visitor reads, follows and does exactly what you want him to, by creating a “bread-crumb” like path for them to follow.
Something in the lines of — a header, an explanation/demo video, a CTA, a form and a blank square where you should leave your credit card number.

That sounds easy — teach me, I’m listening!

Oh no, if you wan’t to learn about inbound marketing just go to Hubspot’s website and learn from them, they’re much better at explaining about it than me!

What I do want to talk to you about is about the main element in inbound marketing: bringing them in. If you remember I’ve already talked about landing a good landing page, so I won’t talk about that again (for now).

Bringing them in means that in some automagical™ way, whether that being a post on social media (preferably with a UTM link), an ad on Google Search or even just a mention on someone else’s blog or website.

The best way, and that’s what I’m gonna expand on today, is word-of-mouth. It’s a method that’s old as the world itself, people talking to each other, suggesting one another to use something. Whether that being to use a rock instead of a stick, metal instead of leather or an app instead of its competitor, people often prefer listening to friends (or even strangers) for advice rather than hearing it from the producer himself.

Author: Shay Stibelman

Digital marketing consultant in Milan, Italy. Born in Israel, raised in Germany by Russian parents.

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