Author’s Note: I’m reading this book about effective ways that companies are marketing themselves. I want to share what I’ve learned so far. This is the first in a three part series.
“Inbound Marketing: Get Found Using Google, Social Media, and Blogs” by Brian Halligan and Dharmesh Shah hit bookshelves in 2009. It’s chock full of valuable information for any company that wants to grow by using inbound marketing. At the end of each chapter is a section called Inbound in Action. An organization is highlighted for their use of inbound marketing practices. Below I’ll summarize what I learned about each.
Barack Obama for President (Chapter 1, Shopping Has Changed…Has Your Marketing?)
- Enabled users to share his message easily using Facebook, Twitter and my.barackobama.com
- Didn’t use Twitter as a simple broadcast medium but instead to engage in conversation and to listen
37Signals (Chapter 2, Is Your Web Site a Marketing Hub?)
- Created compelling content with the Signals vs. Noise blog which evolved into a industry hub
- Articles were linked to by other bloggers and shared via email/social media which resulted in appearing in Google search results
The Grateful Dead (Chapter 3, Are You Worthy?)
- While most bands played a simple concert to drive album sales they blazed their own trail by offering a unique concert going experience
- Let concert goers tape their shows which spread awareness and created a rabid following
Wikipedia (Chapter 4, Create Remarkable Content)
- A content factory where anyone can create remarkable content
- Google considers it a authoritative site because of the over 6 million pages that link to their articles
Whole Foods (Chapter 5 – Get Found in the Blogosphere)
- Doesn’t overtly try to sell products in their blog
- Engages readers of their blog by answering questions in comments or posting a new blog post
- Article titles are short, clever and search friendly (for example: “Natural Approaches To Allergies”, “And The Green Prom Winner Is…”)
Is your company using outbound marketing or have you gone purely inbound? What effect has it had on your business? I’d love to hear what you have to say in the comments.
Continue reading about successful examples of inbound marketing in part 2.
P.S. — You can buzz about this book on Libboo here: www.libboo.com/read/inbound-marketing