Mind on Marketing

I really like Hubspot’s Blog and also the many webinars they offer. They know how to market their business. Today’s post got my attention via a ReTweet from HootSuite, “How Do You Market Successfully Today? Same as Always: Creatively.” They make a point that took me awhile to learn on my own–social media, which was new to me many months ago, is just another tool for inbound marketing (what we used to call in the old days, prior to 1996 or so, direct marketing). There’s no pixie dust. Darn. I love technology and often fall in love with the next new thing, hoping for for magic.

The thing is, a lot of businesses engage in social media and other inbound marketing channels without paying enough attention to their websites–the home base for most of these activities. You drive prospects to your website, right? What shape is it in? Neglecting your website is like inviting prospects to your office. You put away files, make sure they have a place to sit, and offer a cup of coffee when they arrive. You made a great first impression. But deals get done when you show you care and good relationships are forged.

Hubspot points out that content creation is the marketing strategy. It’s what makes an impact on the first visit, and what compels people to come back for more–provided you continually refresh your website with new and relevant content. Blogs are a great way to do that and help your SEO position–I’ve learned that by experience. Google loves fresh and frequent content. As one comment in response to the blog post observes, static sites don’t cut it.

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