Wednesday, July 23, 2014

Let's Start Inbound Marketing Now!

<- Previous Post | Main Post | Book review | Next Post ->


All that we have seen so far are plausible theories about inbound marketing. It’s now time to try out. 

About yourself


  • Assesses yourself. Calculate your website reach. Google website grader and find free service that can determine your web reach (see tracking your progress)
  • Listen and be patient
  • Be a half-marketer half-publisher
  • Create ‘remarkable content’ regularly. 
  • Use RSS reader. Read and comment on blogs regularly.
  • Find three closest competitors. Then find another three. Among these six, pick two with the greatest inbound marketing competence. Track them and learn from them. Add their name to your Google alert.


Wednesday, July 16, 2014

To be an innovator in this age, by Joi Lto @ TED

     Joi Lto gave a talk at TED about innovation. The world is changing very fast. The mentality to work hard briefly and relax for the rest of your life is over. To innovate in this age, we need to be connected, always learning, fully aware, and super present. We should focus on present, the future. Be a now-ist, not a futurist.


"Education is what people do to you; learning is what to do to yourself."

Thursday, July 10, 2014

Analytics: Being Smarter with Inbound Marketing [Inbound Marketing]

<- Previous Post | Main Post | Book review | Next Post ->


Inbound Marketing Strategy: A Funnel Approach

This is a simple strategy where you experiment on few tools (e.g., for 3--6 months) and replace poor performing marketing tactics with new inbound marketing ones. You may implement a funneling strategy as follows.
Divide people into four groups: Prospects, leads, opportunities, and customers. All people enter over the top of the funnel, and move down as they satisfy certain criteria. At each level, you need to devise marketing tactics for each level. Here is an example set of tactics:
  • Prospects: These are visitors. You just need to create remarkable contents for them to come back for. 
  • Leads: When prospects express interest (e.g., filling out form), they become leads. They are people who worth spending time with. Try to find a way to get them engaged, or at least busy. 
  • Opportunities: At this stage, someone in your company is trying to convinced these people to buy. 
  • Customers: The final stage where they have bought something from you. 
  • Prospects: These are visitors. You just need to create remarkable contents for them to come back for. 
To proceed, you need to define transition to the next level. Measure the size of each level, and its convergence rate. Finally, measure the total yield of the funnel--the percentage of prospects that turn into customers.

Hiring Practice: 4E and DARC

In general, you should hire someone with 4E qualities:
  • Energy, i.e., those who have passion.
  • Energizer, i.e., those who move people. These people take responsibilities when things go wrong, and give other credits when things go right.
  • Edge, i.e., those who like competition. They do not fear difficulty. They are not afraid to make hard decision.
  • Execute, i.e., those who focus on result.
To do inbound marketing, this is not enough. You also need to look at DARC, i.e.,
  • D (Digital Citizen): Hier someone digitally savvy. Here a few questions you might consider asking them. 
    • ‘What RSS readers do you use? Can you show it to me?’, 
    • ‘Do you rank first in your name in Google?,’ 
    • ‘What blogs do you read?’, 
    • ‘Do you use Delicious? Can you show it to me?’, 
    • ‘Do you have a blog? Can you show it to me?’, 
    • ‘Do you use Facebook or LinkedIn? When was the last time you update your profile?’, 
    • ‘Do you use Twitter? Can you show me?’, and 
    • ‘Do you have a channel on Youtube? Can you show me?’
  • A (Analytical Job): Everything in inbound marketing is measurable. So you need someone who can look at numbers or graphs and give you insight. You can even test your prospects during and interview.
  • R (Web Reach): Hire someone with a lot of followers. These people will bring their followers over to your company. In fact, these people are even more valuable if they talk about industry, as opposed their personal stuff, over their social media. So, do research and ask question likes how many followers do you have? or what do you usually blog about?
  • C (Content Creators): Hire someone with great writing skill, preferably journalists. Test their skill by paying them to write a blog for you. Measure the impact of the blog post. Also, hire someone with great video skill, or perhaps an intern who is studying filming.

PR Agencies and Competitors

PR agencies have good relationship with print media. They can help you get a good spot in the press. In the digital age, where almost everyone can be a journalist, the role of PR agency has subsided. Here are how you should evaluate your PR agency in digital age: 
  • Their people: See how much digital citizen and web reach their representatives are. Measure Facebook friends, Twitter followers, blog visitors, and so on.
  • Their firm: Run their website through website grader and see the result.
  • Their customers: Ask for site references. Go to websites of their former customers. Run their website through website grader. See the result.

Source:  Inbound Marketing: Get Found Using Google, Social Media, and Blogs 
---------------------------------------------------------------------------------------------------------

Book or Audiobooks?

          Personally, I prefer audiobooks. It's fun, and I can listen when I'm doing something else. It also makes other activities (e.g., jogging) a lot more fun. For more detail about audiobooks, please read [this post].
          There is one more reason that may encourage you to go for the audiobook version. You can get it now for FREE. Audible offers you a free trial for 14 days. Even if you get the book and cancel the subscription right away (so that you don't have to pay), you can keep the book. And, don't worry if you lost the audiobook file. Just log into audible.com. You can keep downloading the over and over again.

    About the summary: It takes time to finish up a book. And, when you do, sometimes, you want to review what you learn from the book. If you do not make  notes as you read, you might have to go through the book once again. This can be time-consuming when you are dealing with a book. But you can still flip through the book and locate what you are looking for.

However, when the material is an audiobook, it is extremely hard to locate a specific part of content. Most likely you will have to listen to the entire audiobook once again.

This book summary will help solve the pain of having to go through the book all over again.

I am leaving out the details of the books. Most books have interesting examples and case studies, not included here. Reading the original book would be much more entertaining and enlightening. If you like the summary, you may want to get the original from the source below.