Hubspot, a leader in Inbound Marketing, recently surveyed 644 companies to ascertain the state of both Traditional Media (print ads, telemarketing, tradeshows, etc.) & Inbound Marketing. As Hubspot defines it: “Inbound Marketing is a set of marketing strategies and techniques focused on pulling relevant prospects and customers towards a business and it’s products.”
This is part 13 of a 13 part series of blog posts that share bite-size portions of Hubspot’s overall report “The 2011 State of Inbound Marketing.” If you’d like a full copy of the report, feel free to contact me by clicking here or search for the report by name on Google.
I’ve already covered the importance of a company blog several times in this series, so I won’t go over that again. Besides, it’s pretty self evident from the graph above. However, I would like to point out that video has had a pretty big increase since 2009. Are you using custom video production as part of an effective marketing campaign?
One thing to watch for with video is that they don’t just optimize for search the same way long tail keywords research helps written content. Since the search engines can’t “read” video or pictures, you have to make sure to add that content in the right places, wherever the video content is being posted.
If your budget allows it, direct response TV ads can be an excellent and cost effective way to drive awareness and traffic to your website. Since the cost of retaining a direct response advertising agency like The Association is higher than using a free blog, it’s a good idea to get primary and secondary research done on your target market. That kind of consumer analysis can go along way, if properly done, in weeding out uninterested people from calling in after viewing a direct response TV ad.
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