The book “Inbound Marketing” by Brian Halligan and Dharmesh Shah provides a clear strategic vision about a new way of marketing. According to the authors the revolution in the way of communication driven by social media, necessarily means a revolution in the way of marketing; it’s no longer time to disturb customers with advertising through traditional channels such as traditional media and e-mail marketing (outbound marketing), but you must work to let customers “find” your message when they need it.
For this purpose it is necessary that the website of a company is not only a digital brochure, as happens too often, but an interactive “hub” where people and companies will be compelled to find you and can find the information they need. And to let customers find you is necessary to exploit tools such as google (giving attention to Search Engine Optimization), social media and if possible a company blog that is able to attract the trust of readers.
At Nextbit we follow the advice of the book and we start to see very good results.
So to quote the words of Guy Kawasaki: “If you have more Money than brains, you should focus on Outbound Marketing. If you have more Brains than money, you should focus on Inbound Marketing by reading this book”. We could not agree more with Guy. Also because the book offers practical ideas very interesting and the two authors, via the company software Hubspot that they founded, also offer the technological tools to implement the strategy proposed in the book.
We have carried out a test of the HubSpot software and in the next post will publish our opinions.
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