Colleen Coyne recently posted this on
Hubspot's Blog. She does a great job using Nike and its commercial to
demonstrate what we should do with our marketing to build our brand
awareness. Hats off to Colleen! Janet
Nike
is famous for creating commercials that make you want to jump out of
your chair or off the couch and go do something.
"It" to be specific. I was doing some research (I
promise, boss)
on
the importance of preparation when I came across this Nike commercial
for Nike.com.hk. It struck me that pretty much every two-word cue
they include can be applied directly to inbound marketing. My ideas
are below. What do you think
1.
Create it: Not
everything you create needs to be a production like the one above. In
fact, non of it does (although that would be cool)> Just think
outside the box a bit and try to create something interesting.
2.
Tag it: Make
sure to label, tag or categorize your content using relevant keywords
soit is easier to find for those looking for that type of information.
3.
Enjoy it:
Creating
content doesn't have to be the arduous and dreadful task a lot of
folks make it out to be. Let yourself get creative. Create something
with a small group. Let yourself have fun and you'll probably create
something pretty cool.
4. Say
it. Don't
be afraid to speak your mind. Differing opinions, ideas and insights
are what make content and the conversations they spur interesting.
Take a stand. Pick a side. Push back on conventional wisdom.
5.
Shout
it.
Spread the word. Once you've created something interesting, make sure
everyone who might be interested in it hears about it. Use your
social networks, but don't forget about traditional channels like
email to get the word out.
6.
Push it: Get
outside your comfort zone. Challenge yourself. You'll be amazed
what is possible.
7.
Bite
it.
Rather, don't be afraid to bite it. Risk taking doesn't always have a
happy ending. Calculated risks have better odds, but there is always
a chance things aren't going to pan out they way you planned.
8.
Perfect it:
From
the point above. Learn from your experiments; the failures and the
successes and use that new knowledge to move ahead smarter and more
savvy.
9.
Believe it:
Trust
that you have the knowledge and ability to contribute to your
community in interesting and meaningful ways.
10.
Face it:
Inbound
marketing must become a part of your marketing mix. People are
finding the products and services they need and want online more than
ever. The opportunity is right there for the taking.
11.
Live it: Creating
and sharing content should not be one-off, "special projects"
that get assigned periodically. This is an investment that will
payoff well into the future. Make it part of your company's culture.
12.
Love it:
Reap
the benefits. Inbound marketing works. Everything above will add up
to a greater awareness of your brand. Couple this with a strong
conversion strategy (offers, calls to actions and landing pages) and
you'll see more leads and customers.
Just
do it.
What
do you think?
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