Remember when the Internet was new and referred to as “The World Wide Web?” You saw the “AOL Keyword” hovering in the corner of most TV ads, and brochure sites were popping up left and right.

As marketers quickly recognized the limitless marketing power of this amazing new channel, specialty marketing disciplines grew and buzz words emerged en mass.

As the magnitude of the Internet grew, the number of online marketing specialties grew as well. Functions began to pair up into logical sub categories of related or coordinated specialties.  It became more difficult to be a “general online marketer,” and many marketers gravitated toward more specific online marketing specialities.

So now we have Inbound Marketing. While not a new concept, its growing appeal among businesses is impressive.

Side note: the term is believed to have been coined by Brian Halligan, CEO of  HubSpot and author of the book Inbound Marketing.

What is Inbound Marketing?

Wiki defines inbound marketing as getting found by customers, as opposed to interruptive advertising.

Whereas an outbound marketer pushes messages out (via advertising, purchased email lists, trade shows, cold calling, etc.) hoping it will attract the attention of the desired customer.

Why is Inbound marketing important?

It creates quality leads – prospective customers who want to to find you. A deliciously self-targeted, highly qualified prospect!

It’s also cost effective – the smart use of tools and time is much less than the price tag of most traditional outbound advertising. While not intended to replace outbound marketing, it’s strategic role in the mix is growing.

Who is it best for?

While it can have a role for companies of all sizes, it is particularly attractive to small to medium-sized businesses who cannot compete head-on with larger authority sites with the scale to well-target their outbound marketing efforts.

But if you’re not an Amazon or eBay, it’s time to get creative and use more inbound marketing as part of your mix.

How does it work?

This is the best part. It’s simple! There are three key components:

1. Build an optimized website with a blog
2. Create quality content that your prospective customers want
3. Take that content to where they are through social channels

With any strategy, there is a mix of art and perseverance to success.  But if you build a smart site, create quality stuff your customers wants to read, and take it to where they are hanging out, you will find you have built both relationships AND referrals.

My six year old daughter just asked me “were you born in the old days, Mom?”

I stared at her for a moment, then asked her to better define “old days.”

“Before cars.”

“No” I stated succinctly.

Then I got to thinking. I bet my kids wouldn’t know how to use a rotary wall phone. Have they ever seen a turntable? Can they imagine a long car trip without a DSi or iPad in the car?  Not texting their friends, or Skyping with their granny?

These technology advances are great. Don’t get me wrong. But they’re changing the way we interact with each other. Not a good or bad, just different.

Before, if you had a message to post or something to sell, you pinned it up on a community board. And chances are you stopped to chat with someone along the way. Now you use social media, craigslist, or eBay.

Remember family game night? We played dominos, cards, monopoly, crazy 8, etc. We talked, we laughed. It was great.

Now the family may be together physically, but each doing their own thing. iPad, iPod, smart phones, texting, Kindle, laptop, etc. All exciting windows to the world outside. Yet very individual.

Despite the digitally available access to the outside world, we still only have so much bandwidth to connect.

Because of that, we spend more time online and less time in face-to-face interaction.

I’m sure this has societal implications that redefine the psychology of relationships. I leave that analysis to the experts.

But savvy marketers who are customer-centric get it. If you want to reach your target market, you have to reach them where they are. And that’s a moving target.

That’s not a bad thing at all. It’s a win-win. With the digital data available to companies, consumers are more likely to be targeted with information relevant to them. And companies are finding smarter (and more measureable) uses of their marketing dollars.

It’s not enough just to have a Facebook page or Twitter account. That’s so early 2011. Keep your eyes on the horizon to see what’s next. For example, watch what the opinion leaders are doing on their mobile devices.

Ok, so maybe I was born in the old days. But one day my daughter will get the same question from her kids. It will be interesting to see what stories she tells.

I’m just thrilled to be a marketer in today’s digital times. Even if our eventual grandkids one day look back and laugh.

I’m often asked why a local business would bother with social media.  My short answer, is that it doesn’t make sense, unless it’s part of your strategy. By itself, it’s a waste of time and an unnecessary distraction.  However, when used as part of your e-marketing strategy, it feeds the hungry sales funnel.

I’m a visual person, so let me show you what I mean in the funnel chart below. On the left are actions that you take to find customers.  On the right are the reactions that your customers take as a result of your actions. Because you do not know where potential customers are in their “buying” cycle, you have to meet them where they are.

Why Marketing is like dating.

Social media gets you out where your customers are already hanging out. Woo them, get to know them, build a relationship.  Have you ever been on a date with an overeager suitor?  Yea…don’t be that person.  Social media is a non-threatening way to connect, get noticed, and hopefully get clicked on.  It’s a first meeting.

Once you have their attention, you’ve got to show them you offer something of value.  That’s the first date.  Then, and only then, will they comfortably evaluate if they’re ready to take the “next step” in the relationship, such as signing up for your email list, RSS feed, comment on your blog, etc.

When the time comes to close a sale, it’s organic.  When they need what you offer, they’ll think of you first.  And because it’s a relationship and not a one-night-stand, they’ll probably tell all their friends.

What’s in YOUR funnel?  Will you and your customers live happily ever after?