Take the Marketing 2.0 Challenge

Are you up for the challenge? Marketing 2.0 is a mindset. It’s all about Inbound Marketing! Think like a publisher and a collaborator.  The two pillars are content marketing and relationship building. Social media is a communication channel, not a magic wand. But, without a strategy you’ll fail!

The questions in the Marketing 2.0 Challenge are designed to challenge and inspire you. After you review them add your comments below and engage with your peers around the world who are invited to participate in this conversation. When adding a comment preface it with Q#. For example, Q3 for question 3.

Let’s get started…

Q1. What is your Inbound Marketing strategy?

Your Inbound Marketing strategy should uniquely comprise of online and offline strategies that engage your target customers through content and relationship building so that they will be attracted to your business. Tactics may include SEO, SEM, blogging, social networking and other forms of engaging content that produces trust and appeal to your target buyer.

Q2. What are the staffing implications of an Inbound Marketing strategy?

The staffing implications of your Inbound Marketing strategy are huge. Staff must have a mindset for Inbound Marketing. Applying the outdated style of shouting at customers doesn’t work in the new Marketing 2.0 model. Your staff must think like publishers and collaborators.

Q3. How do you manage social media in your business?

Manage social media in your business first by listening and engaging in relevant communities. Develop a strategy and assign social media platforms to staff according to strengths and interests. If necessary get outside help but always maintain an authentic and human voice in social media.

Q4. What is your content marketing strategy?

Your content marketing strategy should be unique to your business. Produce and re-purpose content that meets the criteria of the three E’s; educate, enlighten, entertain. Your content marketing strategy should never end. Content marketing is an ongoing process. Share content on and offline with your community.

Q5. How much emphasis do you place on building relationships online?

The emphasis of building relationships online is an important factor. It comes back to the mindset. Building relationships online with relevant people builds trust and strengthens your brand. Relationships create fans, loyalty and spreads the word about your content your products and your people, all of which produces positive results.

Q6. How do you measure results of your Inbound Marketing strategy?

To measure Inbound Marketing results start by setting goals. Create a baseline picture of “today.” Over time measure the results of your inbound marketing activities. Frequently measure details such as subscriptions, company mentions, referring traffic, sentiment of your brand and of course, progress on your goals.

Q7. What are the risks of an Inbound Marketing strategy?

There are risks in an Inbound Marketing strategy. The biggest risk is not doing it and falling behind your competition. Another big risk is applying yesterday’s mindset to it. This is Marketing 2.0. Avoid doing it the same way you did it in 1.0. Think like a publisher and build relationships and you’ll minimize all risks.

Q8. What are the roles of SEO and SEM in your Inbound Marketing strategy?

Use best practices to develop a sound SEO strategy. Similarly use SEM best practices to avoid over spending. Create landing pages around very specific themes. Test different versions of your landing pages. Measure everything to determine what works and cut non performing keywords and landing pages.

Q9. How do you integrate offline marketing with online marketing in your business?

Integrate offline marketing with online marketing by creating content that can be used in both media channels. The same principles apply. Take this blog post as an example. It is also available as a physical booklet. But the most value you’ll get from it is the user generated conversation on all these questions below.

Q10. What is your Inbound Marketing strategy if your customers don’t spend a lot of time online?

If your customers don’t spend a lot of time online your Inbound Marketing strategy is exactly the same in mindset. The tactics will differ through offline media. You should still aim to educate, enlighten and entertain with your content and be trustworthy and attractive to your community. You can think like a publisher and collaborator offline as well as online.

Add your comments below. Remember to precede each comment with the question number.