Archive for August, 2011

How to Crush the Competition With Inbound Marketing [#KillingIt]

Wednesday, August 31st, 2011

describe the imageThis is a guest blog post written David Kirkpatrick, B2B and consumer marketing beat reporter for MarketingSherpa. He is covering HubSpot’s participation at Dreamforce ’11 and offering insights on the various speakers and events.

I’m in San Francisco with 42,000+ attendees at Dreamforce ’11 as a guest of HubSpot this week (thanks a million, guys!), and for some reason, I keep seeing unicorns everywhere. In fact, three are resting on the table in front of me right now as I type.

The first presentation I caught was HubSpot CEO Brian Halligan’s “Killing It: How Inbound Marketing Can Help Your Company Crush the Competition.” His opener? “The traditional marketing playbook is broken.”

By that, he meant that you no longer need big money to be a successful marketer.

Brian said that at one point in time, you could buy your way to success with ads, lists, and more. Today, new marketing is about creativity and — using a term Brian borrowed from Seth Godin — “being remarkable.”

The assets of new marketing are social assets such as Twitter followers and Facebook “Likes.” The way to become successful is to increase those assets.

Top-of-the-Funnel Marketing

TOFU is Brian’s term for top-of-the-funnel marketing activities, and TOFU can be broken down into three steps:

1. Create content. This includes blog posts, videos, and releasing presentation slide decks on SlideShare.

Brian pointed out that content can come from unexpected places. For example, at Dreamforce, HubSpot’s event marketing team is using its free tool called Website Grader to provide competitive analyses of attendees’ websites. Website Grader is actually a tiny snippet of HubSpot’s paid software, and it’s also part of HubSpot’s content marketing.

“Each piece of content is a little mini magnet that draws people to you,” Brian explained.

He added that inbound links are the currency of the internet.

2. Optimize content. SEO (search engine optimization) is of course important, but don’t forget about SMO (social media optimization).

Brian offered two pieces of actionable advice: using great titles to drive social media sharing and adding “new blog post” and “please retweet” to Twitter posts to help drive viral tweets.

3. Promote content. Very simple actionable advice here: promote your original content across all social media platforms. Once that content is created, get the word out.

Middle-of-the-Funnel Marketing

As you might have guessed, this is middle-of-the-funnel activity. And as Brian put it, consumer marketers are MOFU geniuses. By that, he means B2C marketers do a great job of personalizing the online user experience, and he added that B2B marketers need to be more like consumer marketers in this regard.

He used Amazon and Netflix as examples of this personalization. For B2B marketers, the goal should be that the more often a visitor (or customer) comes to your website, the better their experience should become.

And increasing your total web users (and all that data that comes with them) should allow you to better refine the experience for each visitor. Essentially, your site should be collecting user data that allows you to continually optimize the overall user experience and personalize the visit for each individual visitor.

He presented a circular feedback loop to illustrate this point:

users > better personalization >

better value > better conversion >

back to users

Building a Killer Inbound Team

Don’t hire by pedigree, particularly for those old marketing skills like experience in buying television ads, billboard ads, and even Google ads.

You want to hire people who are D.A.R.C.:

  • Digital – You want marketers who speak the digital language.
  • Analytical – There’s a lot of data out there, and your marketers need to be able to make sense of that information.
  • Reach – Rolodexes are now for chumps. Social media reach is what’s important.
  • Content – Hire stellar content creators.

Along with hiring content creators as marketers, allow your entire organization — sales, IT, support, etc. — to contribute to the company blog and be active in social networks.

Crushing the Competition

There are metrics to look at with new marketing:

For TOFU marketing activities, these metrics include number of web visitors and web traffic rank, number of Twitter followers, number of pages on your site, number of domains linking to your site, blog statistics, etc.

MOFU metrics include turning visitors into leads, conversion percentages, and the overall shape of your sales funnel. (Hint: trending up is good.)

Brian concluded his presentation by emphasizing that inbound marketing, social media reach, and incoming links help create a “moat” around your brand that makes you difficult to compete with. A killing inbound marketing strategy is a great way to create competitive advantage.

What do you think is needed to crush your competition?

Image credit: photosteve101

essential-im-guide

Connect with HubSpot:

HubSpot on Twitter HubSpot on Facebook HubSpot on LinkedIn HubSpot on Google Buzz 

 


Read More…

A Step-by-Step Guide to Advertising on Facebook

Wednesday, August 31st, 2011

facebook homepageFacebook Ads allow you to promote your business, attract more fans for your business Page, and drive more leads for your sales team. Are you experimenting with Facebook ads to help supplement your organic Facebook marketing efforts?

Facebook Ads allow you to advertise a website or content you manage on Facebook (like a Group, Page, or Event). The ad creation and management tools are very similar to the Google AdWords interface. If you’re not already testing out Facebook ads in your marketing campaigns, this step-by-step guide will tell you everything you need to know to get started.

1. Get Started

To get started, visit http://www.facebook.com/advertising, and click “Create an Ad.” (Note: You must be logged in to create an ad.) Follow the step-by-step instructions to create your ad. You can choose to create a Facebook ad or a Sponsored Story.

First, choose your destination URL. This can be an external website or something you already own Facebook, such as a Facebook Page, Group, or Event.

Next, choose your ad type. ‘Sponsored Stories’ generate more distribution for News Feed stories within Facebook. ‘Facebook Ads’ allow you to promote a Facebook entity on your own website.  

IMAGE 1 facebook ads post resized 600

For Facebook Ads:

  1. Choose your destination tab. This is the landing page that your ad will point to.
  2. Choose your ad’s title. Choose an eye-catching, concise title.
  3. Create ad copy for the body. Create compelling copy to promote your ad.
  4. Choose an image. Images are highly recommended, as they increase your ad’s click-through rate. 
  5. Preview your ad. Then make changes as you see fit.

For Sponsored Stories:

  1. Choose your story type. You can select a “Page Like Story,” a “Page Post Story,” or a “Page Post Like Story.” Click the question mark icons on Facebook next to each option for further clarification.
  2. Preview your story.

2. Specify Ad Targeting Preferences

The second step is to choose your targeting options. Your ad is more likely to perform better and continue running successfully if it’s being displayed to users who are most likely to be interested in your product or service. Select the country you would like your ad to be displayed in. You can choose up to 25 countries, but note that if you target more than one country, you won’t be able to refine your targeting to specific cities. Next, choose the demographics you would like to target. You can also target people by likes/interests, and connections on Facebook.

IMAGE 2 facebook ads post resized 600

3. Set Your Campaigns, Pricing, and Scheduling

For the last step, select a payment type and budget for your ad campaign. Scroll down to the “Pricing” section and click on the “Set a Different Bid (Advanced Mode)” link. This will show you a suggested range of bids that are currently winning the auction among ads similar to yours. If you would like to set a different bid, you can do so here as well.

You can choose CPM (Pay for Impressions) or CPC (Pay for Clicks). Because click-through rate is usually low (< 0.1% for most ads), the “Pay for Clicks” option will offer the best value for the cost.

Once you’ve made your specifications, click “Review Ad” to see a preview of your ad before you publish it.

Facebook has built-in analytics to help you track ad performance in terms of number of impressions, clicks, and click-through rate. Run multiple ad variations at the same time and use the Ads Manager to determine which ones deliver the best results for your business.

Are you using Facebook’s advertising platform to complement your business’ Facebook marketing efforts? What kind of results have you seen?

This post is an adapted excerpt from our ebook, “How to Use Facebook for Business: An Introductory Guide” for 2011. Download your free copy today to learn more about how to use Facebook for business and marketing.

intro-to-facebook

Connect with HubSpot:

HubSpot on Twitter HubSpot on Facebook HubSpot on LinkedIn HubSpot on Google Buzz 

 


Read More…

10 Social Media Cartoons Guaranteed to Make You Smile

Wednesday, August 31st, 2011

It’s Wednesday, or Hump Day, as some call it. You’re just about halfway through the workweek at this point. How about an extra little push? No, we’re not talking about a second — or third — cup of coffee. What about some funnies?

Over the past few years, we’ve published 45 marketing cartoons. To be honest, it’s actually one of our favorite types of content to publish. After all, cartoons are…well…fun! So to help you cut back on your caffeine intake today, give you a few little chuckles, and offer you some social media marketing knowledge along the way, here are our top 10 marketing cartoons.

1. Making Friends in Social Media

HubSpot Making Friends resized 6002. New Facebook Terms Allow Confiscating Furniture 

Facebook Moving truck resized 6003. Twitterhea: The Unstoppable Urge to Tweet

hubspot twitterhea resized 6004. Social Media Marketing Madness

HubSpot Social media marketing madness cartoo resized 6005. Twitter in Real Life: The Follow-Back

twitter follow back final resized 6006. Digg in Real Life: The Bury Brigade

HubSpot Digg bury brigade resized 6007. Facebook in Real Life: Throwing Sheep

HubSpot Facebook sheep resized 6008. Big Morning in Social Media

Hubspot Twitter News resized 6009. Google+ vs. Facebook

Hubspot Zuck & Google (1) resized 600 resized 60010. Retweeting in Real Life

Hubspot Retweeting in real  resized 600

What other social media or marketing cartoons have tickled your funny bone? Which of our top 10 is your personal favorite?

intro-to-twitter-ebook

 

Connect with HubSpot:

HubSpot on Twitter HubSpot on Facebook HubSpot on LinkedIn HubSpot on Google Buzz 

 


Read More…

Multi-Channel Funnels in Google Analytics Goes Live

Wednesday, August 31st, 2011


I’ve been waiting along time for Google to release this, but last week I finally got access to multi-channel funnels. I must say I am quite impressed – although I can already see a few problems. I’ve been trying out the non-brand vs brand channel grouping that Shark SEO ran through on SEO Gadget, which [...]

Multi-Channel Funnels in Google Analytics Goes Live is a post from: Dave Naylor’s SEO Blog.


Read More…

How to Leverage the 5 Tiers of B2B Funnel Optimization

Wednesday, August 31st, 2011

funnel-targetThis is a guest post written by Jonathan Hosier, MarketingSherpa Marketing Manager. Use HubSpot’s Promo Code 159-ST-1004 to receive $500 off your B2B Summit ticket.

The performance of B2B marketing tactics in this downtrodden economy has turned some of the best marketing plans into haphazard stabs in the dark. There is no secret about how the B2B marketing effort starts. It all begins with lead generation at the top of the funnel. The idea is, when you put more leads in, you get more customers out. Does that sound like an optimized or effective strategy to you?

That’s the thing — due to smaller budgets, trimmed manpower, and time contraints, many marketers have just looked for a quick fix to their lackluster lead gen performance.

According to a recent market analysis performed by MarketingSherpa‘s Senior Research Manager Jen Doyle, 68% of organizations do not have a clearly defined marketing funnel, and only 27% of B2B inquiries are qualified before they are turned over to Sales. “The truth is, in order to get results and convert modern buyers in a struggling economy, we have to address the full spectrum of the funnel,” Doyle explains.

Defining your funnel is important. It will prove to be a trusted friend and will yield the numbers your organization has set out to attain. You must also remember that like any good friendship, there is a dynamic relationship there. You must constantly interact with the structure of the funnel, and as it is put into practice, you must continually optimize its application. According to recent marketplace research performed by MarketingSherpa, the optimization of a funnel occurs in five tiers.

The Five Tiers of Funnel Optimization

1. Target the Most Valuable Leads: The first tier of funnel optimization suggests that marketers focus on targeting the most valuable leads by examining how customers sought the information to begin with. Value propositions that resonate with select groups will facilitate the differentiation of these targets. This can be the most effective when exemplified by website design, management, and optimization. 

2. Optimize Content: Within the second layer of the funnel, optimization takes place within 3 specific content generation tactics: utilizing a multi-channel messaging strategy, improving thought leadership positioning, and segmenting the content’s delivery.

3. Qualify Leads: This is where optimization takes place in the third tier of the funnel. On average, only 27% of B2B inquiries are qualified before they are given to the sales team.This should not be the case.

4. Improve Lead Nurturing: Moving on to the fourth tier, the spotlight moves to making improvements to one’s lead nurturing process. Market analysis shows that only 56% of organizations verify valid business leads before they are handed over to Sales.

5. Measure Success: Once you have optimized to this point, on average, 20% of your leads will have converted into sales. This number is even more important when you realize only 32% of organizations have actually identified their marketing funnels. 

“There is no doubt that B2B marketing is immensely challenging right now, but for those who do break through boundaries and put in the work, there is great opportunity to become true contributors to success, recognized leaders in the industry, and champions over the competition,” concludes Doyle.

For more information on optimizing your B2B marketing funnel, visit MarketingSherpa B2B Summit 2011. Use Promo Code 159-ST-1004 and receive $500 off your ticket price.

Image credit: Oliver Le Moal

lead-gen-lessons-ebook

Connect with HubSpot:

HubSpot on Twitter HubSpot on Facebook HubSpot on LinkedIn HubSpot on Google Buzz 

 


Read More…

MarketingSherpa 2012 SEO Benchmark Report

Wednesday, August 31st, 2011

MarketingSherpa SEO GuideOne of the report categories from MarketingSherpa that I’ve been reviewing for a long time, as in 5 or more years, is their coverage of Search Engine Marketing.  In particular, the Search Engine Marketing Benchmark Report – SEO Edition.  (See last year’s review here).

The sub-title is appropriately a great indication of the theme for this guide: “Research and Insights for Creating and Capitalizing on a Rich End-User Search Experience. This is a far cry from the days of “Boost Your Search Engine Rankings and More!”.  As Online Marketers have matured, there is an increasing focus on optimizing for customers and customer experience vs. the sole KPIs of rankings and traffic.

Authored by Research Analyst Kaci Bower, MarketingSherpa’s 2012 Search Marketing Benchmark Report SEO Edition is broken down into an executive summary that outlines key findings from the survey from which the report is based, 10 chapters on everything from integrating Social Media & SEO to Mobile tactics to SEO Success Stories. There’s also an appendix that includes charts from the research.

If you’re a nut for data, charts and research based insights, this guide is priceless. The section on Planning and Tracking budgets as well as the Agency Perspectives offer helpful information for consultants and of course the SEO Objectives/Tactics, Local, Mobile and  Content Marketing sections offer plenty of tactics and insights for practitioners.

If you read Online Marketing Blog, you know we’ve been promoting the notion of “optimize for customers” over a sole focus on keywords. That perspective blends well with the customer-centric theme of MarketingSherpa’s SEO Report.

Just think about the richness of users search experience today in stark contrast to the bland search results made up mostly of just web pages several years ago. With Google in particular, Universal Search, Personalized Search, Social Search, Instant Search, Local/Mobile, Preview and even the currently suspended Real-Time Search all factor together to  give users what they’re looking for. The diversity of search experience is the basis for the research and recommendations in the 2012 SEO Guide.

One of the interesting insights from the research in this report includes the disconnect between marketers that consider SEO Strategy an important challenge to overcome, but not a a top objective.  That mismatch in priorities can be costly in terms of ineffective prioritization of tactics and inefficient utilization of resources. The real irony is stated in the report, “Interestingly, increasing measurable ROI ranked higher as an objective than developing an actual strategy to do so!”

SEO Strategy

Another key finding concerns the importance of Content Marketing, which was rated  as one of the most effective tactics for SEO but also one of the most difficult to implement. Content has been a hot topic for years, with many SEOs dismissing “content is king” as a whitehat SEO battle cry. But of course, relevant (optimized) content is effective for link building, sharing and certainly for inspiring prospects to become customers.  The SEO Report identifies many other top SEO tactics as well, segmenting by organization SEO maturity and industry.

Content Marketing SEO

I could go on and on, but I think you get the idea. MarketingSherpa has done a great job at providing data sliced and diced every way you can imagine with this year’s version of the SEO Report.  The survey findings presented according to level of SEO maturity is especially helpful for companies that have been utilizing SEO best practices for some time, but want to continue to advance their progress.

For organizations that are just starting to investigate a more holistic approach to SEO to professionals that want to incorporate SEO best practices in their areas of expertise (like Public Relations, Web Design, Interactive), the 2012 SEO Guide is full of data, examples and insights.

You can get a sneak peek at the Search Marketing Benchmark Report, SEO Edition and more information about the report overall on the MarketingSherpa website (affiliate link).

 


Email Newsletter
Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog, 2011. |
MarketingSherpa 2012 SEO Benchmark Report | http://www.toprankblog.com


Read More…

33% of B2B Marketers Don’t Measure Marketing ROI [Data]

Tuesday, August 30th, 2011

confusedEek! Did you read that title? Um…there’s something wrong with this picture. To put it bluntly, if you’re a marketer and you’re not reporting your return on investment to your company’s executives, then you have a problem.

In new research reported by eMarketer, a B2B marketing survey conducted by Sagefrog Marketing Group revealed that 68% of B2B companies in the U.S. allocate just 5% or less of their company revenue on marketing. For small businesses, this means marketing budgets are pretty darn tight.

However, while it’s evident that small business marketers have pretty tightened purse strings, they also don’t seem to be making the case for bigger budgets.

Consider this: Recent research conducted by Lenskold and the Pedowitz Group showed that just 1 in 3 B2B marketers worldwide report financial-contribution metrics to senior management. While a third of B2B marketers are actually tracking revenue metrics associated with marketing-generated opportunities, closed deals, and percent of total sales, they’re simply not communicating that to upper management. And although 58% are reporting on marketing performance metrics like leads and 48% are reporting opportunities created, they’re failing to report metrics that reflect the bottom of the funnel like leads closed to sales, which is what really matters to upper management.

In fact, 33% of B2B marketers indicated they don’t measure marketing ROI (financial metrics)… at all.

emarketer metrics

This means there are a ton of marketers out there who aren’t measuring how their marketing efforts are contributing to the bottom line. And even when they are measuring their performance, they’re not even telling their bosses how they’re doing. No wonder executives aren’t allocating more money to marketing budgets. If they’re not getting shown their marketers are generating results with the money they’re already getting, why hand out more?

Marketing Takeaway

Marketing analytics are an important part of inbound marketing. Measuring the performance and ROI of your marketing initiatives can not only help you understand which channels are effective, what’s working, and what’s not, but it can also help you prove to your business’ executive team that the money they’re investing in your marketing budget is actually generating results.

Don’t undermine your marketing efforts by putting the work into measuring your results but failing to report them. Or worse — limiting your analytics to just performance-based metrics or failing to measure ROI efforts altogether. The beauty of inbound marketing is that you won’t need as big a budget as you would if you were focusing on outbound marketing strategies. But that said, it’s always nice to have a little extra padding in your purse.

Photo Credit: Alex Bellink

essential-im-guide

Connect with HubSpot:

HubSpot on Twitter HubSpot on Facebook HubSpot on LinkedIn HubSpot on Google Buzz 

 


Read More…

#Optimize Your Online Marketing With Social Media, SEO & Content

Tuesday, August 30th, 2011

OptimizeWith the boom in brands publishing content and the explosion of user generated content from social networks, the competition to stand out is only going to get more challenging for companies that rely on the web to attract new business.  Online Marketers that adapt, evolve and scale through a more holistic approach to marketing online gain both short and long term benefits, distinct from competitors reliant on the latest tactic du jour.

The process of change starts with acknowledgment that change is needed and then extends to identifying goals, understanding target audiences & communities, developing an approach and tactical mix for reaching business objectives. Assessing a starting point is usually accomplished through an audit, research and benchmarking for future performance tracking.

When taking a look at our TopRank Slideshare account for past presentations I found one on Social Media & SEO from back in 2007 offering the following advice:

  • Inventory your media & content
  • Keyword optimize your media
  • Research social media communities
  • Make it easy for readers to save/share content
  • Create profiles and grow a network of friends
  • Participate in the community
  • Measure results

That’s as solid advice today as it was then. As a advocate of the power of optimization (not just search engine optimization but optimizing online marketing for better performance) it’s interesting how much hasn’t changed in the past 4 years.  No matter what BS certain mainstream publications or social media pontificators say, SEO brings a competitive advantage to an online marketing mix.  It may not be the silver bullet it once was, but SEO is an amplifier and catalyst to Social Media and Content Marketing. What smart marketers know, is how and when to apply SEO best practices to extend the reach of their social media and content marketing efforts.

Last week I gave my first presentation at Social Media Breakfast Minneapolis St. Paul #SMBMSP on the intersection of SEO, Social Media and the importance of Content in Online Marketing. In order to scale the impact of Social SEO & Content, internal advocates need to become Social SEO Heroes that can lead, educate and support the organizational change necessary to empower business social media and SEO literacy.  This presentation starts with context and perspective, then provides a framework and even specific tactics for the Content Marketing Trilogy of  Discovery, Consumption and Sharing. I hope you find it useful and share your feedback in the comments.

I’m looking forward to giving a more Content Marketing centric version of this presentation at Content Marketing World: “A Content Marketer’s Guide to SEO and Social Media Strategy” on Thursday, Sept. 8th in Cleveland.  After that I’ll be giving the opening keynote at the 2nd Annual Minnesota Blogger Conference with a presentation on how I’ve used blogging to grow our business from a tiny lifestyle company to one of the best known agencies for online marketing in the U.S.. I hope to see you there.


Email Newsletter
Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog, 2011. |
#Optimize Your Online Marketing With Social Media, SEO & Content | http://www.toprankblog.com


Read More…

Why Spam Commenters Are Better At Marketing Than You

Tuesday, August 30th, 2011

spamSpam is annoying. The problem is, if it didn’t actually work, then no one would do it. One of the worst types of spam is blog comment spam. You put you all of your effort into writing an awesome blog post only to find that all the comments on it are spam. Nothing from a real person. What’s even worse is when you don’t realize a blog comment is spam. You might think you’ve generated a genuine comment when, in reality, it’s just an evil ploy for inbound links and clicks.

Let’s take a step back. Sometimes the most valuable lessons come from things we don’t like. As inbound marketers working to drive leads to our business, what can we learn from blog comment spam?

Marketing Lessons From Spam Commenters

1. Flattery Gets You Everywhere – Ever read a comment on your blog or on your Facebook page and thought, “Aww that sure was nice of them”? Ever revisit that same comment only to realize, “Hey this isn’t a real person, this is spam!”? Yeah, that happens. Many of the spam comments that go undeleted last simply because of flattery. Your customers are no different than you. They are much more interested in hearing how great they are than how awesome your product is. Take a look at your inbound marketing strategy and determine how you can incorporate more flattery for your prospects and customers. This could include simple things like customer profiles or video interviews for your blog.

2. Passion and Enthusiasm Win – The other type of spam comment that you have likely let survive the harsh fate of the delete button is the highly passionate and enthusiastic comment. It matters less how many spammy links the comment has when the text around them is filled with excitement and passion related to the article’s topic. The same holds true for you inbound marketing tactics. Be a company people want to spend their money on. Have passion for the problem your product or service solves. Make sure this passion is part of the content and communication you have with your prospects and customers.

3. Have a Call-to-Action – Spammers are out to make a buck. You should be, too. Just like a spam commenter includes a link that directs a person to a transaction-focused page, so should your business. Make sure you include relevant calls-to-action on not only your product pages, but also on your blog and social media channels. These calls-to-action should take a visitor to a landing page for a relevant offer form that converts them into a lead for your business.

4. Be Real – Think about the spam comments you instantly delete. They all have one major indicator of fraud: a crazy fake name. You know that “Air Jordans” isn’t a real commenter, but it is harder to know that “Bob Smith” isn’t. The same goes for your inbound marketing efforts. Use your real company’s name or your real personal name when interacting with prospects online as a way to establish trust.

5. Be Concise – The best spam commenters get to the point. They take all of the advice outlined in this post, and they execute it in a sentence or two. So should you. Get to the point and be clear with your website visitors, blog subscribers, and social media connections. Get them the information they need as simply and quickly as possible. Think about what is the best content experience for them, not for you. You will be shocked at how much being concise can help bolster your conversion rates.

What else have you learned from spam commenters?

Image Credit: namestartswithj89

essential-im-guide

Connect with HubSpot:

HubSpot on Twitter HubSpot on Facebook HubSpot on LinkedIn HubSpot on Google Buzz 

 


Read More…

4 Marketing Lessons From Steve Jobs [Marketing Update]

Tuesday, August 30th, 2011

In case you somehow hadn’t heard, Steve Jobs, an amazing marketer, presenter, and product designer, resigned as CEO of Apple earlier this week. This week on the Marketing Update, Karen Rubin and Kipp Bodnar discussed lessons marketers can learn from Jobs. The Wall Street Journal published a great article about his best quotes. Below are some of our favorites and how they apply to marketing. 

Quote #1: Marketing Budget

“Innovation has nothing to do with how many R&D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R&D. It’s not about money. It’s about the people you have, how you’re led, and how much you get it.” Fortune, November 9, 1998

Marketing Takeaway: Innovation in marketing has nothing to do with how much budget you have either. In fact, this is what makes inbound marketing a much better, cost-effective alternative to traditional outbound marketing. Make sure your team is filled with passionate people who believe in what they are marketing. In inbound marketing, it’s about the size of your brain, not the size of your wallet. Create amazing, remarkable content, and you’ll be amazed at the kinds of results you can achieve. 

Quote #2: Inbound vs. Outbound Marketing

“When you’re young, you look at television and think, there’s a conspiracy. The networks have conspired to dumb us down. But when you get a little older, you realize that’s not true. The networks are in business to give people exactly what they want. That’s a far more depressing thought. Conspiracy is optimistic! You can shoot the bastards! We can have a revolution! But the networks are really in business to give people what they want. It’s the truth.” Wired, February 1996

Marketing Takeaway: More people are ignoring television ads by blocking them with TiVo and DVR technologies every day. At some point, the television networks will catch on that their business model is no longer working. As a marketer, make sure you have started using inbound marketing techniques to stop interrupting people and start engaging with them. 

Quote #3: Differentiation

“It’s more fun to be a pirate than to join the navy.” 1982, quoted in Odyssey: Pepsi to Apple, 1987

Marketing Takeaway: Be unique in your marketing! Try new things, and be remarkable and different. Wearing an eye patch and a peg leg could do wonders for your marketing!

Quote #4: Passion

“And the only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle. As with all matters of the heart, you’ll know when you find it.” Stanford Commencement 2005

Marketing Takeaway: Inbound marketing demands passion. You can’t create remarkable content if you don’t believe in what you’re creating. Hire people who are passionate about what your business has to offer, and it will inspire an awesome inbound marketing strategy that features amazing content that generates results.

What else can Steve Jobs teach you about inbound marketing?

essential-im-guide

Connect with HubSpot:

HubSpot on Twitter HubSpot on Facebook HubSpot on LinkedIn HubSpot on Google Buzz 

 


Read More…