“Inbound marketing is a marketing strategy that focuses on getting found by customers. This sense is related to relationship marketing and Seth Godin‘s idea of permission marketing. David Meerman Scott recommends that marketers “earn their way in” (via publishing helpful information on a blog etc.) in contrast to outbound marketing where they used to have to “buy, beg, or bug their way in” (via paid advertisements, issuing press releases in the hope they get picked up by the trade press, or paying commissioned sales people, respectively).” *Courtesy of Wikipedia, the Free Encyclopedia
In simple terms this means that you can no longer push your product out to the public, people don’t respond well to being sold. You need to concentrate on creating marketing campaigns that PULL people into your business. Pulling people into your business is accomplished when you offer useful information, tools and resources that attract people to your business and it’s website, while interacting and developing relationships with consumers on the web.
Here are 3 Case Studies of people that have successfully built their businesses using Inbound Marketing;
Dale Chumbley uses inbound marketing to gain 16k ‘likes’ at his Facebook Business Page:
Back in early 2010 Dale set up the facebook business page – 365 Things to Do in Vancouver WA. Every day of that year he put up a blog at www.clarkcountyrealestateguide.com with pictures, sometimes a video and about 250 words of content describe a business, events and fairs.
Every time a new blog was published, a post went up at his facebook page – 365 Things to do in Vancouver WA. Every Facebook post and tweet was linked to his blog, and back at his blog Dale took care of business with a Property Search link, information on the neighborhoods he serves and a short video.
At the end of the year, Chumbley had 14000 ‘likes’, at least a couple marketing awards and the Thanks and goodwill from the people of Vancouver WA.
Further research shows some more how Chumbley uses Social Networking:
Website – http://clarkcountyrealestateguide.com
Facebook Profile – 3348 friends
Facebook.com/VancourverWARealEstate – 414 ‘likes’
Facebook.com/WhyVancouverWA – 16,220 ‘likes’
Twitter.com/DaleChumbley – 31,970 tweets, 5246 followers
LinkedIn.com – 500+ connections, 7 recommendations
ActiveRain – Full Bio
Flickr – 365 contacts, 50 groups and 2 testimonials
Google+, 104 people in circles
Youtube – 304 uploads, 32 favorites, 62 subscriptions
Zillow – profile, video, contact info
2010 Inman News award – 100 Most Influential Real Estate Leaders
Speaker, teacher, organizer of Real Estate training events
Klout Score – 65
Shashank Shekhar, of Arcus Lending, offers social networking presentation to Real Estate Companies
Shashank Shekhar of Arcus Lending in San Jose CA, started offering to speak at Real Estate office meetings, offering free social networking training for real estate agents. He invites everyone to use his blog content at their websites as long as they give credit where it is due.
Along the way Shekhar has developed and contributed a lot of Social Media content:
Facebook Profile – 1354 friends
Facebook.com/take2consulting – 230 ‘likes’
Facebook.com/FirstTimeHomeBuying101 – 331 ‘likes’
Twitter.com/ShashankTweets, 4028 tweets, 1014 followers
LinkedIn.com – 500+ connections, 8 recommendations
ActiveRain – Full bio
YouTube-20 uploads, 87 subscribers
Google+- 79 people in circles
Zillow – Profile, video contact info
Klout Score – 49
Author of 2 books on Mortgages, Internet Marketing Speaker & Consultant
Ben Kinney, Realtor in Bellingham and Seattle Washington, is a real estate marketing coach and motivational speaker
Kinney, a SEO addict and Social Media futurist was awarded the 2008 WCAR Realtor of the Year and in 2008 Realtor magazine included Kinney in their “30 under 30”. Kinney helps clients dominate the real estate industry through the use of aggressive marketing, internet technologies and sales strategies.
Dig a little deeper and you will find all sorts of Social Media content that Kinney has contributed;
Facebook.com/techcorner – 4541 ‘likes’
Facebook.com/imsd – 4430 ‘likes’
Twitter.com – 1735 tweets. 11,741 followers
LinkedIn.com – 500+ connections, 5 recommendations
ActiveRain – full bio, lots of links
Youtube – 4 videos, 41 subscribers
Google+ – 241 people in circles
Zillow – profile, video, contact info, 123 listings
Klout Score – 72%
Board of Directors, Active Rain
Webinar – 37 Ways Not to Suck at Real Estate Marketing
NOTE: All of this data was compiled on 12/5/11, and due to the nature of Social Media, it changes from day to day. For up to date data, do a Google Search on each of their names.
Thanks for taking the time to read these Inbound Marketing Case Studies. I would love to hear your comments, please add them below. BONUS! Would you like to learn more about how to grow your business with simple marketing ideas? Get instant access to a free Marketing Ideas video (a $47 value) by going to Free Training.