SMX Advanced and Inbound Marketing

June 10, 2009

SMX Advanced last week introduced a number of discussions in the SEM industry. Matt Cutts’s comments about PageRank sculpting with nofollow could spur a show all its own, and is touched on briefly by Bruce, Susan and Virginia. Google’s JavaScript recommendations, attendance at the conference, and topics raised during the SEO Vets Take All Comers session, of which Bruce was a panelist, are also discussed. Of course, SMX Advanced centers around several inbound marketing techniques, including search engine optimization, pay per click marketing, and social media optimization. Inbound marketing is the focus of today’s show.

Larry Kim of WordStream In his role as founder and vice president of product development at WordStream, Larry Kim plays a vital role in his company’s inbound marketing efforts. Inbound marketing involves getting potential customers to come to your business. In contrast, traditional or outbound marketing is all about getting a marketing message in front of a potential consumer. Another common way to think of the two marketing methods is push and pull marketing, where push marketing is more traditional and pull marketing is aligned with inbound marketing. Larry, is cautious of falling into the trap of espousing theoretical virtues of inbound marketing. Instead he offers pragmatic suggestions for improving inbound marketing efforts.

Susan, Michael and Virginia finish off with a look at the psychology of inbound marketing. There’s a very different scenario that happens when a customer comes to a business because they want to and when a business reaches out to a customer when that contact is unexpected. The proactive customer who is looking for a solution is in a mindset much better suited to performing a conversion. As outbound marketing becomes easier to block through technology like spam filters and DVRs, inbound marketing may prove a more reliable strategy in the future.