Inbound Marketers flip outbound marketing on its head.
Instead of interrupting people with television ads, they create videos that potential customers want to see. Instead of buying display ads in print publications, they create their own blog that people subscribe to and look forward to reading. Instead of cold calling, they create useful content and tools so that people call them looking for more information.
This definition concentrates on content creation, but the real meat is the phrase “people call them.”
It’s the old push / pull marketing terms with new names. The result, though, is the same. You can either push your message to people who don’t care, won’t listen, and are happy to round file your resume … I call this the spaghetti strategy … or you can pull your target market to you with a clear, compelling, and visible brand. Which would you rather do?
Inbound marketing has everything to do with proactively managing your career and the very best time to begin is when you are happy, satisfied, and doing well in your current position. If you are a CFO or finance executive who has been missing the social media boat, it is not too late to jump on board. You have everything to gain and absolutely nothing to lose.
Executives at the top, as well as people lower down the career ladder are sometimes so desperate to leave their job that they don't plan their career moves and lurch from job to job instead of waiting for the right position.
Desperation can often become the breeding ground for bad decision-making and/or result in a very long job search. I was talking with an executive recruiter who places CFOs earlier this week and he told me one of the most aggravating parts of his job was when prospective candidates, who clearly did not meet his client’s specs, tried to talk him into believing they could do the job anyway. Desperation can also cause otherwise great networking contacts to sour very quickly.
Think of your career as Business You and begin strategizing your inbound marketing plan today.