As a strategist working in the field of digital marketing, the hit of COVID-19 presented both opportunities and challenges. As remote work suddenly became a necessity for many, productivity tools' stock prices soared. In addition, we witnessed a dramatic increase in companies' interest and investment in their online presence. On the other hand, it is clear that each segment of the market experienced the unexpected disruption a little differently.
My mom was really good at getting information out of me when I was a teenager. And that’s because she didn’t pounce on me the minute I walked in the door after school and pepper me with a never-ending list of questions. Instead, she would share something she knew that was relevant to me. It could have been a story from when she was in high school/college, a bit of gossip from another mom, or some other inspired source. After she broke the ice, I would share more about my day than I originally meant. Let's not get into whether this was parenting genius or classic manipulation. Whatever it was, she knew that you “have to give a little to get a lot.” The same can be said for Content Marketing.
The inbound marketing approach contrasts greatly with traditional marketing. Standard advertising pushes OUT messages using methods such as cold-calling, direct mail, radio, TV ads, flyers, email spam and telemarketing. Inbound marketing delights your potential customers by providing them with something they actually want — when they want it — rather than annoying them with interruptions at the worst times. Remember how receptive you are to getting telemarketing calls during dinner?
Happy birthday LinkedIn! After 17 years this platform has continued to grow exponentially. After reaching 100,000 members in its first year, LinkedIn now has 630 million users. Yet this social media outlet still seems to be the most intimidating and the most misunderstood due to its positioning as a network for professionals. Let’s take a look at three roadblocks I often hear when asked why organizations don’t include LinkedIn in their inbound marketing strategy.