October 2, 2012

How inbound marketing benefits businesses

Joanna Lord on Dreamforce and social media from JD Lasica on Vimeo.

Joanna Lord of SEOmoz on creating content that answers a need

Target audience: Marketers, businesses, content creators, PR professionals, journalists, general public.

JD LasicaI‘m a huge fan of Joanna Lord, who was one of the original partners here at Socialmedia.biz before moving on to become vice president of growth marketing at SEOmoz. I caught up with her the other day just after her appearance at Dreamforce in San Francisco, where she and Dharmesh Shah of HubSpot talked about how small businesses can play big through the use of inbound marketing.

Watch, embed or download the video on Vimeo.

“The conversation is about social, and you can’t ignore it. It’s merging so closely with search, you need to see the players and the tools,” Joanna says, entreating businesses to pay attention to how your websites are doing. Are you getting the results yoiu want and reaching the right customers or readers?

“It’s important to understand how your website is doing,” she says. “Are you set up to succeed in search? Are you putting the right content into the right channels?

Two golden rules for inbound marketers

Joanna had two big tips for her audience — consisting chiefly of marketing professionals and small business owners — at Dreamforce:

1Create great, quality content. “Produce content that answers a need , that’s really beautiful — you should invest in design — and that solves for something,” she says.

2Be extra authentic in your interactions with inbound marketing. “With paid marketing there’s this aura where we’re bombarding people with messages — we’re intererrupting conversations,” she says. “With inbound (unpaid) marketing, you can start great friendships — you can do karma marketing, where you’re just honestly trying to help your customers find what they need.”

Watch the 5 1/2 minute video for the latest in inbound marketing and moves afoot by SEOmoz.JD Lasica, founder of Socialmedia.biz, is now co-founder of the cruise discovery engine Cruiseable. See his About page, contact JD or follow him on Twitter or Google Plus.

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