This blog is the first of a series. We met Kathy through a chance encounter with her husband at the Apple Store (we love that place). Kathy Edwards is a traditional marketer. She’s a PR expert with more than 20 years of experience in marketing. Knows traditional marketing up and down. Has developed a clear understanding of social media and using websites and blogging to build business. She was (to put it lightly) very skeptical about inbound marketing. It is, after all, the “new kid” on the block, but gaining popularity more and more every year.
Don’t believe me? Let’s consult Hubspot’s 2013 State of Inbound Marketing Report.
- Sixty percent of companies will execute inbound marketing strategies in 2013
- Marketers allocate 34% of their overall budgets to inbound tactics – 11% more than they dedicate to outbound strategies, like banners, direct mail, and more.
- This year, 48% of marketers plan to increase their inbound marketing spending – the third year in a row that inbound budgets are increasing at a near 50% pace.
Kathy realized something at our meeting. She realized that innovating with marketing is valuable. She will be writing weekly blogs as she continues to go through Hubspot Academy with our firm and becomes Inbound Certified.
We can’t wait to watch her become as passionate about Inbound as we are.
Enjoy Kathy’s unique perspective on our industry ☺
Inbound marketing – teaching an old dog to surf
It’s been a love-hate relationship being out of work for four months. I’ve cleaned, cooked, volunteered, read, crafted, and kindly suggested to my husband that he try to clean up after himself. I guess I must be getting on my his last nerve because he messaged me, “I met a great PR lady who you’re going to love. She is so smart and she talks real fast!” When he got home and we talked, I found that Britt, co-owner of What She Said Marketing Solutions, was young and “really knew about modern marketing.” He handed me her business card (very cool translucent plastic) and strongly suggested that I call her.
I’ll admit, my feelings were ruffled at first. I opened the What She Said Marketing Solutions website (www.wssmarketing.com), saw Britt’s photo, and thought, “Pffftttt, what could such a young woman know?” The more I read about inbound marketing, the more I knew this young woman could teach this old dog some new and marketable tricks.
Always curious, I emailed Britt and set up a meeting with her and Amber, her partner. Over appetizers, I learned they use Hubspot software to help their clients get the most from their websites: the most leads, the most sales, and the most loyal customers. They told me they rarely used print and relied on a robust social media strategy (the fab-four: Facebook, Twitter, Linked In and Google+) plus the all-important blog.
The two were so excited about their product. They showed me what the Hubspot software looks like, what it does and how easy it is to navigate. It’s intuitive – kind of like Google Analytics, but on steroids, and for dummies. They urged me to go to Hubspot and read up – even to take the online inbound marketing certification course.
OK. I was energized about learning something new. Once online, I found that I had been doing much of what inbound marketing is. Choosing keywords for webpages, pulling people into the site with blogs, boosting social media content. But, I had been so busy with production (web, print, media, photography, video), I did not have the chance to plan strategy or see statistics to prove results. All-important to successful inbound campaigns.
So, the question is: can this old dog pitch her surfboard into the ocean and seize the wave of the future of marketing and public relations? Will I be able to catch the best wave, to balance, and to joyfully ride the crest with the dolphins? I’m certainly going to give it my best. I know I’m somewhat coordinated (though there was the time when I took surfing lessons at the college aquatic center in San Diego and my instructor rolled with laughter on the beach as I wiped out – getting on the board – but I digress), I am driven, and I am excited about learning and doing.
Stay tuned. I have no doubt that this old dog will soon be pulling her longboard out of the back of the woody. I can see myself paddling out to the break, turning the board, waiting for the right wave, and barreling down into the tube with the dolphins. It will be a thing of beauty.