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More Practical Advise on Building Your Following

September 28, 2012

A few days ago we shared this post offering the 70/20/10 rule of thumb for leveraging content on social media to build your following and your business.  If you have not yet had a chance to take a look, we think you will find some useful insights on how you should be thinking about sharing stuff on Facebook, Twitter, Linked In and Pinterest.

No sooner did we push ‘publish’ than this post from Hubspot (a technology platform at the forefront of automating content marketing– they call it Inbound Marketing– for companies large and small): Inbound Marketing Explained in 6 Simple Analogies.  If you are looking for a deeper understanding of the art and science associated with this style of marketing, check this piece out.   Here are some excerpts:

  • Inbound marketing is like dating …   You don’t ask someone to marry you on the first date.  But if you’re doing something like slapping ‘Contact Us’ as the only call-to-action on every page of your site, that’s essentially what you’re doing — asking your leads to get too serious, too soon.  But if you’re doing something like slapping ‘Contact Us’ as the only call-to-action on every page of your site, that’s essentially what you’re doing — asking your leads to get too serious, too soon.
  • Blogging is like jogging …  You’re going to see better results if you do it 30 minutes every other day than if you run like a total maniac just once a month.   We often hear people say they’ve tried blogging, but “it doesn’t work.” When we dig a little deeper, however, we find that they blogged three days in a row last January and then gave up when their site traffic didn’t jump. Big shock. Business blogging requires consistent, long-term effort, not short sprints of intense activity.
  • Keyword strategy is like applying to college …   You’re going to apply to reach, target, and safety schools. You might get into your reach school, your safety schools are a sure thing, and everything in between is what you’re gunning for … and with hard work, you’ll probably get in, too.   Approach your keyword selection the same way.
  • The internet is like a popularity contest …  The more people that vote for you, the more likely it is you’ll make prom queen. Or class president. Or chess club secretary.   This analogy helps people understand how inbound links work. When content is really good, people want to link to it. That’s how the “internet” knows your content is good — lots of people have linked to, or “voted for” it. And since Google only wants to return the best results in the SERPs to make their searchers happy, the more times people have voted that yourcontent is great via their inbound links, the more likely it is you’ll show up in the top search results for a related term.
  • The conversion path is like a Discovery Channel documentary …  Wait, what? Stay with me, this one’s awesome. The conversion path is like a Discovery Channel documentary. You lure an animal in, capture it, tag it, then release it back into the wild.   The conversion path refers to the process that turns site visitors into leads and customers — the call-to-action, landing page, form submission, and thank-you page. Here’s how this Discovery Channel analogy breaks down:
    • Call-to-Action (The Bait): Lure them in with a compelling offer, promoted with some enticing messaging and an eye-catching design.
    • Landing Page (The Capture): You’ve got them in your grips! You just need to make sure they don’t escape — remove your navigation, write clear copy, make sure your landing page is well optimized — before you’re able to get the information you need. Which leads us to …
    • Form (The Tag): They fill out their information so you know who they are. That way, when they leave your site to go back into that internet wild, you’ll still be able to identify them among all the other visitors when they come back to your site.
    • Thank-You Page (The Release): Once you’ve captured your lead intelligence, you can release them to explore other elements of your site, or even off-site elements like your social media accounts.
  • Marketing automation is like air travel …   You could get take three days to drive there in a car. Or you could hop on a plane and get there in 5 hours.    That’s the value of automating your marketing — where you can, at least. Let’s consider email automation, for example. You could spend time crafting a personalized email message for everyone on your email list — like, every one of the hundreds of thousands of people on your email list — and then take the time to individually email every single one of those people with your message. One. by. one. Oh, and then you can do the follow-up for all of them, too!

    Click for the entire post and/or to learn more about Hubspot.

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