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Summer school

Photo of BPL Courtyard

In my review of my bucket list earlier this week, I’ve come to the conclusion that one of my items (taking a class) isn’t realistic for me this summer. It’s been seven months since I completed my last college class, and I’m desperate for some sort of academic stimulation. So I’ve decided to jump on the DIY bandwagon and create my own summertime curriculum. I’m going to do my own research on topics that catch my attention: current events, changes in my industry, things I’ve never heard of before… Really, anything that piques my interest.

Part of (most of) my job involves marketing and publicity through traditional methods and digital platforms. My sources for information come primarily from business publications like Entrepreneur, Inc., Forbes, and the Harvard Business Review.

InboundvOutbound

Photo via Photo Pin

The New Age of Marketing (originally posted on exploreB2B)

Recently, there’s been a lot of buzz about companies catching on to new marketing methods. Businesses are asking: How do we connect with our audience? What is the best way to enhance engagement, build loyalty, and increase retention? Which tools are the best to use to achieve all of these goals and more? I decided to learn a little bit more about new, innovative marketing strategies: What works, what used to work, and how marketing and PR professionals can effectively implement these changes.

Inbound vs. Outbound

The new and old marketing strategies are distinguished by “inbound” and “outbound” marketing. Inbound marketing involves attracting customers to you with all the colors of a blooming peacock –rather than bombarding them with junk mail. Advances in technology (spam filters alone) make the rude interruption that is outbound marketing obsolete and ineffective in terms of cost and conversion rates. If you want to turn leads into loyal customers, focus inbound marketing efforts on the following three areas:

  • Blogging: Create and share useful, relevant, and interactive content that aligns with your customers’ needs and interests.
  • SEO: Optimize your pages with relevant keywords to make your content readily but organically available for buyers when they search.
  • Social media: Engage with customers and encourage feedback using these real-time customer service tools.

In all, don’t market at a person, but incite a conversation. Draw customers to you with creative and quality content. Supplement with stories, jokes, and interactive media. Ask and respond to questions, and address your customers’ needs to keep them coming back for more.

Additional resources:

  • HubspotInbound Marketing Methodology
  • IncThe New Rules for Marketing, Geoffrey James
  • MashableInbound Marketing vs. Outbound Marketing 
  • OptifyInbound vs. Outbound Marketing, Scott Fasser
  • Social Media TodayInbound or Outbound Marketing? Monica Jade Romeri
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