Never pitch again

How do you generate new business? Or find a job? Or get ink in mainstream media?

Do you cold call? Do you send email pitches? Do you hang out in your tradeshow booth and approach passersby? Do you go to networking events and hand out business cards?

Each of these methods for generating attention requires you to approach others -- potential new customers or employers or journalists -- to tell them about what you do in the hope that they might be interested.

These classic outbound marketing techniques are all we really had prior to the ability to become brand journalists by creating valuable information on the Web. Yet many people operate as if we are still in 1993 and the only options available are outbound strategies.

Inbound Marketing

Many organizations are finding tremendous success by planting hundreds or even thousands of new business seeds in the form or blog posts, ebooks, infographics, videos, photos, how-to guides, research reports, Twitter feeds, and other forms of Web content.

In a technique called Inbound Marketing, each of these marketing assets gets indexed by Google, Bing, and the other search engines so when people enter search terms related to your business, they find you via your valuable information. When people find something interesting you created, they may share it on their social profiles on LinkedIn, Facebook, Pinterest, and the like.

Here are some real-world examples of Inbound Marketing in action in healthcare, from a rock star, in finding a first job, in retail products, for PR agencies, in politics, and for B2B products. You can acheive similar results.


Inbound 2012I'll be delivering a keynote at INBOUND 2012, a 3-day inbound marketing conference and training event produced by HubSpot.

More than 2,000 inbound marketers, entrepreneurs and executives are expected in Boston August 27-30 and the agenda includes keynotes, breakout sessions, parties, learning, and fun. I'm speaking the first day but will be at the event the entire time.

HubSpot has kindly offered readers of this blog a 25% discount on tickets to INBOUND 2012. Use the code DMS25. This link has the discount code already applied.

Disclosures: I am Marketer in Residence and on the advisory board at HubSpot. I wrote the foreword to the book Inbound Marketing, by HubSpot co-founders Brian Halligan and Dharmesh Shah, which is part of my New Rules of Social Media book series.

David Meerman Scott

Subscribe to Email Updates

sonic branding