A brilliant concept that I came across -Take a look
The days of relying solely on tradeshows, cold calls, and print advertisements are over. The fact is that people tune out many traditional forms of marketing. And who can blame them? Let’s face it, we all screen telemarketing calls, commercials, and direct mail, to name a few. Prospective buyers can afford to do so because we live in a world where they can educate themselves before engaging with sales. The Internet allows them to research their options without the annoyance of a hard sales pitch.
In the new world where buyers are in control of self-educating, your job as a marketer is not to find leads; it is to help leads find you. Inbound marketing is a way of reaching prospects in this new buying model. In fact, as outbound marketing gets less effective and more annoying, inbound marketing takes on a bigger role in your marketing mix.
So what is inbound marketing? Our definition of inbound marketing is: The process of helping potential customers find your company – often before they are even looking to make a purchase – and then turning that early awareness into brand preference and, ultimately, into leads and revenue. At its core, inbound marketing is about creating interesting, informative, and even entertaining content and optimizing and distributing it across online channels so it can be found by – and hopefully engage – prospective buyers.
Nandini is a traveling teacher who teaches entrepreneurship in several ivy-league business schools around the world including Princeton, LSE and NUS overseas and in India in IIM–A, IIM–B, IIM–L and ISB. From being just a word in the dictionary six years ago, it has now consumed her whole being.
In July 2010, she founded CARMa (Creating Access to Resources & Markets), (www.carmaconnect.in) with a lofty ambition: to change the karma of entrepreneurs in India.
She writes a regular monthly column for the magazine, Entrepreneur. It delights her no end that it is from smaller towns that aspiring and practicing entrepreneurs reach out to her after reading it.
She is a TED speaker.
Her best-selling book Entrepedia – a Step-by-Step Guide to Becoming an Entrepreneur in India, has touched the lives of many a start-up entrepreneur in India as evidenced by the no.of mails she receives every month. She cherishes them all but her favourite is from a 77-year old retired business man, who wrote to her saying ‘I’m angry with you that you didn’t write this book 40 years ago when I started my business.