ECISMG Follow Up: Why I Believe in Inbound Marketing

Ben Wachtel of Element Three came in and gave a great presentation on Inbound Marketing at the last East Central Indiana Social Media Group Meeting. I recommend that anyone interested in learning more about the topic, check out his PowerPoint from today.

Instead of adding on more tips and tricks about Inbound Marketing. I wanted to use this blog post to talk about why I am a big believer in the power of Inbound Marketing. When I first started working in social media marketing, I had some close friends express surprise because I haven’t always had the most positive things to say about marketing.

I am not a fan for example of most TV advertising. I understand psychology experts say that all the seemingly inscrutable storylines, catchy phrases, and bold logos are subtly influencing me to like some brands over others. I will go as far as to admit that they are probably right. I just don’t like it. When I make a purchase, I would like to think it is because I did the research and selected the best product. Not because some Don Draper-esque ad man tricked me into it.

When I bought our last television, I spent weeks reading reviews and checking deal sites to make sure I got the best product for the best price. I would like to believe that it was that research and not some commercial that influenced me to make that decision.

The best way one of those companies could have won me over is to have made easier for me to have done that research. They could have linked to independent reviews, published an article about LCDs vs. Plasma, or provided detailed spec sheets to compare themselves to the competitors. This would all be great inbound marketing. It would be me coming to them for information.

I don’t know if I am the only one, but there is a huge difference to me between attempting to subconsciously influence me to buying a product and providing me with valuable information to come to the conclusion that you have the best product. One just seems more honest than the other.

That’s the guiding principle behind anything I post. Does this content provide value to the audience or just me? That is how I became comfortable working in marketing. I redefined marketing in my head to mean: “The art of providing value to potential consumers.”

What is your definition of marketing? I want to find out if I am alone in this view or not.

My name is Josh Schweigert. I graduated in May 2012 with an M.A. in Digital Storytelling from Ball State University, and I am the Social Media Manager at Roosevelt University.

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