ADDWSU Week Three Review: Inbound Marketing and SEO Optimization:

A grand salutations to you class and congratulations as we have made it three weeks into the semester already. In this blog I will be covering inbound marketing as discussed in class and Adrienne Lohr will be covering SEO (if you haven’t already, find her post here). To help alleviate the pangs of homework I hope this helps keep things light:

Why do digital marketers make great football receivers?

(FIND OUT AT THE END OF THE POST!)

Inbound Marketing:

With the third week over (again, nice work) I will be reviewing the elements covered by the lessons via HubSpot Academy. In these courses we discusses a couple major points:

  • What is Inbound marketing?
  • What is SEO and how does it affect your brand?

Where as traditional marketing is now viewed as invasive and annoying to viewers, we have seen that inbound marketing works to draw customers to websites and landing pages as a part of their own Buyer’s Journey in regards to where they’re at in the steps of inbound marketing methodology: attract, convert, close, and delight.

Inbound Marketing vs. Traditional Marketing

photo credit: http://www.wordstream.com/blog/ws/2013/05/29/what-is-inbound-marketing

As we have learned, digital marketing is focusing more and more and on consumers’ needs along with their trending purchases, site visits, and interactions with different websites and companies. Another big topic covered in the videos was Buyer Personas and how they can aid in representing data of past, current, and potential customers by personifying typical demographics, interests, and life aspects. By understanding the actions, interests, and motivation of our Buyer Personas, we can better gauge what works, why, and how to improve interactions and strategies to create an all around better experience for said customers. (Fooled ya, here’s the answer to the joke!: Because they always stay inbounds!)

In case you are interested in learning some more about inbound marketing, check out this video by HubSpot’s CEO, Brian Halligan, as he explains the importance of getting to know where and how to reach your consumers and the critical role of inbound marketing.

 

Questions:

I am well  aware that I did not cover too much, that’s where you guys come in:

  1. In regards to what we covered in class and watched in the videos, what did you find most valuable to improving a company’s brand and online presence regarding digital marketing?
  2. How are customers and the technological innovations shaping how companies brand and present themselves to the public with their products?
  3. In your opinion, how do you think receiving a certification in Inbound Marketing will help you?
  4. What do you think was going through the creator’s mind when they ever so carelessly pieced together Orange Cream Soda Pop-tarts?

Jurassic Park Malcolm, Ian

21 thoughts on “Inbound Marketing- AADWSU Week 3 Review

  • January 29, 2017 at 8:14 pm
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    In regards to what we covered in class and watched in the videos, what did you find most valuable to improving a company’s brand and online presence regarding digital marketing?
    I think figuring out the buyer persona and the type of people they should and want to target will be a major player in how well the company’s brand does among other competitors.

    How are customers and the technological innovations shaping how companies brand and present themselves to the public with their products?
    I believe company’s are taking advantage of how technology is playing apart is finding that ideal person to build a buyer persona. Customers are also using technology to find these companies.

    In your opinion, how do you think receiving a certification in Inbound Marketing will help you?
    I think the marketing experience, no matter how minor, will aid me in getting valuable experience finding a job with social media and possible more. Additionally, it could help me if I find a way to launch my own photography business.

    What do you think was going through the creator’s mind when they ever so carelessly pieced together Orange Cream Soda Pop-tarts?
    Orange Cream ice cream is delicious, as is soda, so maybe the creator just really likes orange cream soda from Stewarts.

    Reply
    • February 1, 2017 at 2:42 pm
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      That’s great to hear about your future ambitions Casey! And you’re right, technology is playing a HUGE role in how businesses and consumers are interacting. From becoming mobile app friendly and the other various actions able to be processed over a tablet, there seems to be no end to what will come out next for everyone to use. As for the poptarts, I suppose at least they tried haha

      Reply
  • January 30, 2017 at 5:09 pm
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    Andy, I love your post! It had me laughing out loud at parts! But as far as the questions go:

    1.In regards to what we covered in class and watched in the videos, what did you find most valuable to improving a company’s brand and online presence regarding digital marketing?
    I really do think that the Buyer’s Journey concept is a useful step to really make sure that a company is doing what it should as far as what it’s publishing. Getting audience response, especially online is always difficult, but I was struck by how helpful the buyers journey would be for a company when it comes to interacting with potential customers. It provides a framework to make connections and hopefully sell.

    2. How are customers and the technological innovations shaping how companies brand and present themselves to the public with their products?
    When it comes to the market, technology and customers go hand-in-hand. If one changes, the other promptly follows, at least in an ideal scenario. Companies today are focused more on convincing the customer to come to them, rather than trying to bombard the potential customers with “in your face” messages that tend to oversell a company’s product or service. Technology has shaped that, and inbound marketing was really only able to come to life due to technology. Social media and the internet in general are both bold inventions that companies have to fit into in order to be successful. For this reason, there are now ideal ways for companies to present themselves to the public, especially online, and there are more tools, such as social media marketing which companies can use to draw potential clients in.

    3. In your opinion, how do you think receiving a certification in Inbound Marketing will help you?
    An inbound marketing certification will broaden my scope of employment possibilities. There’s no question that there are a lot of companies in the world and there are a lot of companies online, and if I have a certification that shows I know how to use a tool that allows companies to be successful online, then I become more valuable in the job market. Plus, if I ever decide to market my own products or services one day, I’ll already have an idea for how to do it so that I may draw the correct people to me, and hopefully find success!

    4. What do you think was going through the creator’s mind when they ever so carelessly pieced together Orange Cream Soda Pop-tarts?
    I think, as the wonderful Jeff Goldblum states, there definitely had to be some debate in the Pop Tarts headquarters that day… the question is: Did the right side win? I will say, I did like the Orange Cream Soda Pop Tarts, but has anybody had their blue raspberry flavor? That’s delicious!

    Reply
    • February 1, 2017 at 2:13 pm
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      Thank you Jonah, and I agree with your point on receiving certificates to better improve one’s credentials and qualifications (even if it’s just a basic understanding). I like how you added the buyer’s journey being a framework to make connections for current and potential customers, that idea helps maintain the importance of recognizing and effectively targeting consumers in ways that readily engage and excite them. As for the raspberry flavor, that needs to happen….for sure.

      Reply
  • January 31, 2017 at 11:22 am
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    Well played on the football joke, Andy, well played.

    In regards to the videos we’ve watched and what we’ve learned in class, I have to agree with Casey and Jonah that the Buyer Persona really is crucial. It might not be the easiest thing to develop, as it takes quite a bit of research and profiling (of the good variety, I promise) to find the trends necessary to create such personas. However, once you can create one, they become an invaluable asset in figuring out the best ways to catch the interest of a potential buyer and how to best cater your product and/or services to their needs. In a day and age where everyone wants to feel special, Buyer Personas really provide a good way for companies to do so in a way that is still feasible, especially for larger scale brands.

    Since we live in the age of technology, I think companies are really thinking twice about how to attract customers and how to best market their brand, because it’s no longer as simple as using a short-tail keyword to bring people’s attention to your brand. It’s about making sure you have all of your bases covered, but still keeping things relevant. To me, it becomes a big game of balance. You need to make sure that you’ve spread yourself across as many bases as you can, but you can’t spread yourself too thin, otherwise you risk using irrelevant terms to link back to your content. You need to keep in mind what your Buyer Personas would be most interested in, but you also can’t cater so specifically to one over the other that you alienate other potential clients. Above all else, I think it’s about how to best showcase your brand and why a customer should be interested without being too over the top or “in your face” about it.

    I think an Inbound Marketing certification will help me in my future career ventures because it’ll showcase that I have knowledge and experience with what goes into the Inbound Marketing process and that I would have all the necessary fundamentals to be able to utilize this. I think it would be a benefit, as it would show that I know how to do a range of tasks, from developing Buyer Personas to creating content for each spot of the Buyer’s Journey to being able to assist in finalizing any sort of customer/brand transaction, because I possess all the necessary skills to do so. It also shows initiative in that the time was taken to complete such a certification and to better myself as a potential employee.

    As for the Orange Cream Soda Poptarts, I don’t think they would have been as bad had they chosen to go another route with the base for the orange soda flavor, but I personally think Orange Crush is disgusting, so that was their first mistake. But hey, as much as we want to criticize them for being so blatantly awful, we kinda did buy them, because they piqued our curiosity, so they might actually be doing something right there…

    Reply
    • February 1, 2017 at 2:17 pm
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      Its great to hear about how you predict these certifications will help you in the future, i believe this class is very well structured around setting up the students as best as possible to enable more opportunities with the potential to stand out more. As for the poptarts, touche. In this case curiosity certainly killed my interest in orange cream soda…

      Reply
  • January 31, 2017 at 5:22 pm
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    1.Most important for improving a companies brand to me would be training in SoMe which we find that some brands are doing now.
    2. Social media is helping customers shape how companies rand themselves because of how powerful the outlet is.
    3.In my opinion the certificate will do me personally no good because I don’t plan to use those skills.
    4. I have no idea what the creator of orange creme soda was thinking, he should be barred from ever creating anything else in life.

    Reply
    • February 1, 2017 at 2:19 pm
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      Good point on the importance of social media and keeping track of current trends and ideas, that helps a lot! Maybe a bit harsh with the poptart creator..but I suppose they were pretty bad…

      Reply
  • February 1, 2017 at 12:11 pm
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    Like others have said I think the buyer persona is a really valuable addition to improving a company’s brand. Companies need to think about the people who are actually using their products or platforms and I just think it’s a great tool to have as an online marketer.

    With technology continuously advancing, so many companies are taking advantage of social media and other tools to make their companies better to keep up to date. Customers today are using platforms that aren’t complicated, but more user friendly. I think a lot of companies are becoming more relaxed and less intimidating to attract their buyers.

    Having a certification in the inbound marketing will be very beneficial especially in my attempts to start a company, having this positions my company as an expert in marketing as opposed to those companies without certifications. It definitely will give me credibility and a sense of trust in the business world, and ultimately give me more traffic and opportunities.

    The person who made those horrifying pop-tarts should be arrested, or fired. The over-powering flavor of literal raw orange peel stayed in my mouth and now I hate everything orange flavored. I’m not sure what was going through the creator’s mind, there’s a strong chance he was only thinking of children…

    Reply
    • February 1, 2017 at 2:34 pm
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      Thanks Scott, not real sure what you mean by the children thing but we’ll brush past it before it becomes a legal issue. As for your thoughts on the certifications, I’m glad this class will help you better understand how digital marketing can really help (or hurt) a company. I’m sure you’ll do great with it all!

      Reply
  • February 1, 2017 at 12:20 pm
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    Hubspot’s marketing platform is how I am currently engaged by companies. Most of the business content that I consume is through social media, however conventional marketing techniques such as television commercials still work on me. The days of constant marketing bombardment are over, and I say good riddance .

    The emergence of Social Media platforms, especially Facebook and Twitter, has elevated the role that organic marketing plays in general. These platforms make it easy for businesses to produce content for the masses and for consumers to easily digest that content. Social Media takes the whole word of mouth method of brand awareness and puts it on steroids.

    Receiving a certification in Inbound Marketing will prove to potential employers that I have a basic understanding of current and evolving marketing trends.

    Pure madness Andy…..PURE MADNESS

    Reply
    • February 1, 2017 at 2:31 pm
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      I agree Hasan, thanks for the input. I’m sure no one will miss those pesky pop-up ads. And though social media does significantly increase ones reach (organic or paid) it plays a double edged rule that can not only help spread one’s brand but also harm it in cases such as over-posting, having content poor posts, and even not having a known presence. She’s a tricky mistress but at least there are videos of kittens to help break the research and work.

      Reply
  • February 1, 2017 at 1:47 pm
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    First off, Andy this is a great blog post! Fun and informative throughout!

    1. As for the first question, a lot of attention has been given to creating the perfect buyer persona or personas. Which makes since considering the right persona will lead to gaining customers who will most likely buy a particular product. However, I think creating remarkable content is just as important. Think about it, if you can address the right niche audience for your products, but you lose their attention because your content is lame, there won’t be anyone to buy your products at the end of the buyer’s journey. The buyer will be D.O.A. Informative content that teaches and engages your audience is the life blood of the Inbound strategy.

    2. Technology has continued to change the game of digital marketing. For instance, most buyers are on their smart phones the majority of the day. Beating out T.V., tablets, and conventional computers. So, companies have to design content that is increasingly more mobile friendly and be active on the social media platforms that their audiences most engage with.

    3. In my opinion, the Inbound certification will be another nice stamp on my growing resume. But, it goes a little deeper than that. The Inbound method to marketing is the perfect digital marketing strategy for any business. If we get a strong grasp on the concepts and learn the different steps that lead to selling products, we can really market ourselves as digital marketing strategist.

    4. I don’t want to know what was going through the minds of the evil people who created those awful cream soda pop tarts! They should be tried in court for crimes against humanity! (If I do say so myself.)

    Nice blog Andy!

    Reply
    • February 1, 2017 at 2:39 pm
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      Thanks for the great ideas Cameron! I agree with technology’s increasing impact on commercialization of brands and products, there never seems to be a stand still on how people are marketing their ideas and goods. One thing I found particularly interesting was how inbound marketing doesn’t directly focus on costumers in the sense of attracting them or directly engaging them, rather making them seek out the company. Which is great if you can stand on your own, perhaps not so great if you can’t.

      Reply
  • February 1, 2017 at 3:06 pm
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    Hi, Andrew! Thanks for the great post!

    In regards to what we covered in class and watched in the videos, what did you find most valuable to improving a company’s brand and online presence regarding digital marketing?

    I think that the most important thing a company could do is to not bombard their audience and buyers with too much analytical and business talk. They need to sort of “dumb down” what they are trying to get across so that people actually read it and engage with it.

    How are customers and the technological innovations shaping how companies brand and present themselves to the public with their products?

    I think that customers have a huge impact on how companies market their products. I think that businesses are constantly changing their strategies to keep up with the trends and demands of their customers.
    In your opinion, how do you think receiving a certification in Inbound Marketing will help you?

    I think that being able to show potential employers that I not only am aware of inbound marketing but I know it well enough that I have a certification in it will help me get a step above the other applicants.

    What do you think was going through the creator’s mind when they ever so carelessly pieced together Orange Cream Soda Pop-tarts?

    I think that the creators of the orange cream soda pop tarts were probably going through some rough period in their life and tried to think of a way to make other people feel the same pain they were and thus came orange cream soda pop tarts.

    Reply
    • February 1, 2017 at 4:45 pm
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      Hey Danielle! Thanks for the awesome comment! I totally agree with the “dumbing down” process, people are too used to getting information with just a glance, if people want their content to be seen they need to quickly attract and draw in consumers’ attention. And I definitely think you’re onto something with that pop tart theory…

      Reply
  • February 1, 2017 at 11:53 pm
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    In regards to what we covered in class and watched in the videos, what did you find most valuable to improving a company’s brand and online presence regarding digital marketing?
    In my opinion, the most valuable lesson last weeks videos were about creating the personas, and understanding the buyers journey. This is such a key way to not be annoying on social media, which a lot of brands even my favorites are doing. I feel that actually gathering information that is specific and personalized to each of a brands demographics can create a feeling of true passion in a brands consumer, and that;s what people like. Many brands are doing the same old tricks to pull consumers in and are not only obvious but wack. The sooner online brands really catch on to this method the better.

    Reply
  • February 1, 2017 at 11:58 pm
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    Like others have mentioned, I think that if companies focus on buyer personas, they’ll be able to tailor their content to the ideal customer. When it comes to online presence, I think it’s important for companies to be connect with consumers in a unique way. For example, Wendy’s has been clapping back at customers which has caused the company to trend and gain traffic.

    I think companies are jumping on whatever technology seems to be what the public enjoys in the moment. For now, that would be social media and apps. Social media allows for quick communication between the companies and the customers while apps can enhance the consumer experience.

    I think the certificate will look good on my resume. Mass communication and marketing go hand in hand and it will be good to know how to effectively use social media while also knowing how to properly market.

    Imma let you finish, but Orange Cream Soda Pop Tarts are the best Pop Tarts of all time.

    Just kidding.

    I didn’t try them.

    Who tries orange cream Crush flavored items?

    The devil.

    That’s who.

    Reply
  • February 2, 2017 at 2:36 am
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    Good job, Andy! :]

    In regards to what we covered in class and watched in the videos, what did you find most valuable to improving a company’s brand and online presence regarding digital marketing?

    I mean, I think it’s fairly obvious that I’m a little bit biased with this question, hahaha. I’m a pretty analytical person, so I’ve really enjoyed learning about search engine optimization and how that applies to brand awareness and maintaining company objectives.

    How are customers and the technological innovations shaping how companies brand and present themselves to the public with their products?

    I think, with the advance of technology and it’s widespread acceptance, companies have had no choice but to adapt to the digital climate and incorporate these tactics into their business strategies. There’s been a huge paradigm shift in the way that companies market to their consumers based on the online experience that we’re expecting, and those who are embracing the shift seem to be having more success than those who don’t. I think brands are realizing that if they aren’t willing to follow their consumers, then another company will. It’s essential to compete.

    In your opinion, how do you think receiving a certification in Inbound Marketing will help you?

    I would really like to work for an arts organization like the Victoria Theatre Association someday doing marketing or PR, and so much of that industry has to do with attracting specific clients and consumers. The information provided by the Inbound marketing certification focuses heavily on understanding your audience and working to attract new leads based on specific personas, and with an industry as niche as theatre is, this awareness and knowledge would allow me to understand how to market to an artsy audience.

    What do you think was going through the creator’s mind when they ever so carelessly pieced together Orange Cream Soda Pop-tarts?

    Whoever came up with this idea needed more love as a child. Not a fan. At all.

    Reply
  • February 2, 2017 at 5:12 pm
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    What I found to be the most valuable is that I now have an understanding of why certain websites pop up when I search.

    The technological innovations and the customers’ ability to order things online have changed the way companies present their products. Social media posts with pictures and links to that product’s page are very useful now. If Nike posts a pair of Kobe 10’s with a picture and a link I may have no intention of buying them, but I see them and think I need them.

    Receiving the certification is something that is definitely a resume builder, but it also gives me a better understanding on how to reach customers.

    I think that they had an idea to co-market Orange Crush and Pop-tarts in a combination that would hopefully increase the sale of Orange Crush soda. I’m not sure that they were hoping that the Pop-tart would sell great, but the 7up company probably were hoping that their sales in pop would go up.

    Reply

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