Gone are the days when just a catchy jingle or expensive image marketing campaign set your business on the fast-track to growth. Today, businesses rely on compelling content to pull in leads. Realizing what businesses need to attract leads and generate sales in this climate – a robust repository of online content and actionable marketing -Co-Communications added Inbound Marketing to its suite of marketing and PR services in 2011. Fast-forward fourteen months and my colleague, Jessica, and I are headed to PRSA’s International Conference in San Francisco to present a workshop on Integrating Inbound Marketing Into Your Communications Campaigns.
In anticipation of the workshop, we’ve spent a lot of time thinking about how companies used to generate leads – print advertising, face-to-face meetings, tradeshows, events – and how to preserve what made these traditional communications tactics successful. We’ve also thought about the challenges of using these traditional tactics and how Inbound Marketing tools can help businesses to bridge the gap.
In an age where it seems that nearly every individual, business and nonprofit is generating online content, the importance of developing targeted messages that break through the clutter and drive action cannot be overstated. Organizations need to focus on what makes them unique, the compelling tips/advice that they can use to attract prospective clients and build trust, and developing a big idea that can unify their communications.
The beauty of Inbound Marketing is that companies can receive data in real-time, which can be used to refine their Inbound Marketing Strategy. As we learned from author and strategist David Meerman-Scott, it’s all about real-time marketing.
Now is the time for companies to determine how they can use Inbound Marketing, or ‘pull,’ strategies to attract prospects and cultivate them into leads and, ultimately, clients. Oftentimes, we find that companies are already generating great content and, with a little finessing, this content can be easily transformed into the foundation for an Inbound Marketing program.
If you are attending the PRSA International Conference, I encourage you to check-out our workshop, Integrating Inbound Marketing Into Your Communications Campaigns, on Sunday, October 14th from 3-4:15 p.m. If you can’t attend the conference, follow me on Twitter for conference highlights and/or follow the Conference hashtag, #PRSAICON.
Looking for a speaker for an upcoming professional development event? Contact us today to learn more about booking a speaker from the Co-Communications team!