Over the course of the past five years, the marketing landscape has dramatically shifted. People care less and less about advertising and more about building a relationship with a brand. While this shift has caused more traditional marketers to panic, there is one group that has had a disproportionate amount of success at attracting and retaining online crowds.
Inbound Marketers (going under the alias of “Content Marketers” in some arenas) have made their living on building audiences, allowing brands to “own eyeballs” rather than to rent them from media outlets. While this would have been impossible even a few years ago, today it is the hottest trend in the marketing business and there is one company in Indianapolis who’s working diligently to evangelize for inbound.
This year, Element Three is holding the second annual GoInbound Conference here in Indianapolis. This awesome event will feature an all-star slate of speakers includes HubSpot CTO and Co-Founder Dharmesh Shah, MOZ Co-Founder Gillian Muessig and Wistia CEO Chris Savage. Tickets are still available (but going fast) here.
I sat down with the Founder of Element Three, Tiffany Sauder, to talk more about the importance of inbound in today’s shifting marketing environment. Here are my key takeaways.
Inbound Marketing Isn’t Just About Brand, It’s About Business
One of the largest misconceptions I’ve seen surrounding inbound marketing is that it’s strictly a brand play. People believe that inbound marketing is all about blogging and tweeting to grow your brand. What few realize, however, is that when inbound marketing is done well, it’s about generating a repeatable revenue process. Tiffany was able to create just that for her team at Element Three. By practicing what they preach, they have experienced rapid growth over the past year and are planning to expand even further.
“If we’re not growing, for real no one should hire us.” -Tiffany Sauder
As you look to get involved in the inbound marketing world, I’d encourage you to look at it as a business and not a brand. In today’s business climate, one of the most effective ways you can achieve fast growth on a budget is through an effective inbound marketing campaign, and Element Three is proof of that.
Long Live Traditional Media
GoInbound: Tiffany Sauder Interview from PERQ on Vimeo. As we get increasingly digital, it’s easy to get disenchanted with traditional media. There has been a slew of articles and books alike declaring the death of traditional media, but that rally cry is misguided.
“I think if you really look closely, traditional media is becoming more and more inbound.” -Tiffany Sauder
Today, traditional media plays a valuable part in the increasingly measurable world of marketing. We don’t just need to get in front of eyeballs with TV, radio, or direct mail, we need to measure what eyeballs respond and which ones don’t. Enter inbound. By taking those traditional mediums and applying an inbound spin, we’re able to effectively measure marketing more efficiently than ever. Here at PERQ, we like to use things like games and promotions and sometimes pieces of premium content like an E-Guide.
Want To Learn More?
This year, Element Three is holding the second annual GoInbound Conference here in Indianapolis. This awesome event will feature an all-star slate of speakers includes HubSpot CTO and Co-Founder Dharmesh Shah, MOZ Co-Founder Gillian Muessig and Wistia CEO Chris Savage. Tickets are still available (but going fast) here. Here at PERQ, we’ve teamed up with the GoInbound crew to bring you exclusive, behind the scenes interviews from every single speaker in our GoInbound Review. This is an absolute must-have resource for anyone in the field of digital marketing, and we’re giving it away for free! Click here to pre-register for our Review and we’ll send it to you the morning after the conference! Are you going to this year’s GoInbound Conference? What speaker are you most excited for? What questions do you have for this awesome lineup?