The Science Behind Inbound Marketing Techniques

by Bob Ruffolo on March 23, 2012

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Inbound Marketing Techniques


In September of last year, popular marketing website Salesforce held its “Dreamforce” conference in San Francisco in which they discussed the “science” of inbound marketing techniques and why it’s such an effective marketing method.


We’ll go over some of the key points that they discussed in the session that helps back up the fact that inbound marketing is by far the more preferable method of marketing in comparison to, say, outbound marketing.

Your Marketing Efforts Don’t Have to Stink


A very interesting point was made at the Dreamforce conference: a lot of marketers these days figure that they have no choice but to churn out mediocre and generally ineffective marketing material, thanks to the flooded marketing scene. With so many products, services, and marketing techniques, why bother trying to even come out on top, right? WRONG! This is just plain lazy.


Your Marketing is Boring


If you think it’s your industry that’s a bore, think again. You can put a spin on absolutely anything and make it exciting and enticing to any potential customer. If it’s boring, then the problem lies in your marketing technique; NOT in your industry.


The Balance of Power Has Shifted


This may have to do with why many marketing firms have seemingly just stopped trying. People are choosing what they listen to and notice a lot more than they ever have. Consumers are becoming pretty wise to marketers and their tactics, and refuse to be tricked anymore.


No One Likes Outbound Marketing


By outbound marketing, we mean spam, junk mail, cold calls while you’re eating dinner on a Sunday night… that type of thing. Not only do people ignore several outbound marketing techniques, but if they find out that your business is behind the spam or late night phone calls they have been getting, you’ll be on their black list.


Beyond that, modern technology has allowed us to block out many outbound marketing techniques. Caller ID and DVR's alone have enabled users to skip or ignore outbound marketing messages.


There are Three Parts to Inbound Marketing


Dreamforce identified three main components in inbound marketing:



It’s all about drawing the people in, turning them into leads and hopefully customers, and then continually testing and experimenting with different marketing techniques to see what works, and what doesn’t.


The “Second Order” Prompt


One of the interesting points discussed was the “second order” prompt. They described it as helping those that mention you to get more attention – and over time, YOU then get more mentions.


An example of this would be coming across an article that mentions you or your company. If that happens, help try to get that article more traffic! If someone mentions you or your company on Twitter, retweet it. If the original person who wrote the article, or who wrote the tweet notices that they get a lot of attention by mentioning you, trust me – they’re sure to mention you again.


After all, people aren’t posting articles and hanging out on Twitter to be ignored. They want to be noticed.


SEO Tips


This conference had two great and important SEO tips that a lot of new, start-up businesses often forget. The first is that you need to plant your SEO seeds early. This means that you shouldn’t even try to have an online presence without having properly implemented SEO. The sooner you have SEO in place, the more successful your site will be.


They also mentioned that the best SEO strategy is one that helps Google “make humans happy”.  Google’s search engine is all about finding quality, relevant content that people want to read. This is what makes Google a credible search engine, and is a good reason why Google is the #1 search engine on the web. So if you create content that helps Google achieve this, you’ll rank higher in the search engines.


Got Analytics? Then Do Something About Them


So you got the top of the line marketing analytical software. Great. But if you don’t actually take any sort of action on what that software is suggesting that you should do, then what’s the point? Start learning about what you should be analyzing today with our free eBook.


Key Takeaways


The conference was a bit of an eye opener for marketers everywhere. There was a point for everyone that was of important. For those who blamed their dull industry for being the cause of their marketing failure, they were forced to realize that it was they who were the problem.


It was also made abundantly clear that outbound marketing, while it has its place, is becoming outdated and generally ignored by the public. It really makes one reconsider their marketing budget and where they are allocating those funds.


Need Help?


If inbound marketing is something you are interested in but are having trouble getting started, contact us today to schedule your free marketing analysis.


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