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Friday, 16 November 2012

In Out Shake it All About

The Okekokey of Inbound and Outbound Marketing

Inbound marketing is based on the concept of earning the attention of prospects (and others!) making yourself easy to be found and drawing customers to your website by producing content customers, potential customers and others value.  This is where Social media activity comes in; Facebook Pages, Twitter, Google +, Pinterest, YouTube and indeed this Blog.

This goes hand in hand with building Social Media Authority in the eyes of Google and visitors. Klout and Peerindex give a relative measure of Social Authority.  Some say getting a high Peerindex rating is nothing more than an Ego driven game and leads to following people who will NEVER EVER become customers.  Is that a problem? Not for Google search it isn't. And not for me as engaging and sharing with a wide universe can only help give me/us greater insight, leading to competitive advantage and a view "outside the box". I guess its a matter of percentages and moving the odds in our favour and away from the competition.

Anyway ... to my point.  Traditional Outbound Marketing involving direct mail, advertising and cold calling is  very different to Inbound Marketing.   Never the twain should meet but in my view there is some cross-over and value in using social media to, errr ... "sell" occasionally. The impact is more immediate, but short term and if over done will irritate and alienate.  You know who you are!

That's my excuse for not using social media to try and sell all the time, we have internal and external sales for that and a Marketing Department to take care of traditional Outbound Marketing.  But perhaps I try to sell a little too much via social media? Please scroll through the blog and let me know.

Maybe I am doing nothing more than recognising and using all the OPPORTUNITIES that social media offers.  In the old days we would have called it Public Relations.


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