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Inbound Marketing - What is it, and How to Make it Work. PDF Print E-mail
Written by Edward F. Nesta   
Inbound Marketing, the art of earning your customer's attention through engaging content, social media, articles, white papers, and other media avenues. Why try to buy attention when you can seed the Internet with interesting, informative, and add-value content across channels, which has the potential to create a positive connection, thus making them more likely to engage your brand.

Inbound Marketing is a way to create brand awareness, improve your Search Engine Optimization, develop valuable customer relationships, establish credibility, and establish a reliable reputation.

So, is this a costly process? Is this new and "I have to learn something different" marketing technique?

The answer is no, this is not a costly process, and no, this is not another "new" Internet technique you need to learn to be successful. What you will need to do is integrate Inbound Marketing with your overall marketing strategy. Numerous studies have shown that with all of the channels available for a Company to use that a Company's website is still the single most important element concerning, informing, qualifying, and converting a lead.

People use the Internet to do research; thus, your job is to not to find leads and connections, but to help them find you. By seeding the Internet with your content across channels, you are increasing your chance of being found. Who knows your services and products better than you do? Thus, through your website, social media, white papers, etc, you speak out about the add-value that you provide, you offer solutions to problems, and you provide insight into areas that challenge your customer - you are making a connection.  

As noted, Inbound Marketing is a component of your overall marketing strategy. Far too often when I speak with Companies I hear things like, "Our Marketing is totally focused on Social Media," or "We are going to Tweet our way to growth." You do not stop everything you are doing and just do one thing, just as your customers are not searching just one channel to do their research. 

There are two keys to creating a successful Inbound Marketing program:

  1.  Once you connect with a lead, you need to act on it. The more time between an inquiry and a response, the more time the prospect has to find alternative solutions. Most selling happens when the sales people are not even in the office.
  2.  You cannot let your content and channels dry up. Fresh material across channels increases your ability to not only connect with a customer, but to show them that you are listening to them by creating content in response to their inquires, and thus building a reliable reputation.  

The final step to Inbound Marketing is when you have connected with the customer you now have the opportunity to lead them through your services and products, build more trust, and close the deal.

If you would like to learn more about our services, please visit Luxury Experience Company ( to see how we can make a marketing difference for your company.

We thank you for your continued support of Luxury Experience, and as always, your comments are welcome, so please send comments to This e-mail address is being protected from spam bots, you need JavaScript enabled to view it .

© April 2013. Luxury Experience. All rights reserved. 

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