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Renting leads from other people (buying advertising) is not a long term strategy for lead generation. Renting is OK for experiments, and for transitions, and for testing. But it should not be the centerpiece of your long term strategy.
Instead, think about building a long term asset, just like the machinery in a factory. Build tools that will attract leads at a low cost while you sleep, and without additional cost per lead.
Examples of outbound marketing, or rented marketing are all different forms of advertising that do not help you build an asset that your company owns and controls. Inbound marketing helps you build assets that attract leads to your company at a low cost over time.
But, blogging about your product is not the right strategy. You should blog about the things that most interest your target customer persona. Think like a media company – like Oprah – and think about what people want to read, not what you want them to read.
Transcript of "Integrating Social Media into Marketing"
Integrating Social Media into a Successful Marketing Program<br />Mike VolpeVP of Marketing HubSpot @mvolpe<br />
Brand Building 1.0<br />Brand Building 1.0.<br />Buy ads on TV & in print<br />Come up with creative<br />Buy more advertising<br />Hire an agency<br />Your brand comes out, all perfect (and sterile).<br />Flickr: jamesjyu<br />
A Brand is What People Say It Is<br />A brand is whatever<br />people say it is.<br />Flickr: chelmsfordpubliclibrary<br />
Grow brand by cultivation,<br />not control.<br />
Promote All Feedback<br />http://www.microsoft.com/windows/social/<br />
Promote All Feedback<br />www.ShowUsYourPizza.com<br />