By: Adam Earnheardt, Ph.D.
DOYO Live, the Valley’s first digital marketing and interactive media conference, will take place at YSU’s Williamson College of Business on Aug. 4. The one-day event will feature panels, vendors, interactive displays and keynote talks from two of the top minds in digital and inbound marketing.
Nate Riggs, inbound marketing guru and founder and CEO NR Media Group based in Columbus, will deliver one of those two featured keynotes. Not sure what inbound marketing is?
Think of it this way – with traditional (“interruption”) marketing, someone cold calls your house asking if you want to buy a good or service. Conversely, inbound marketing entices the customer to call your business because you offer some compelling content (usually online).
“The strategy behind inbound marketing is simple and powerful,” Riggs said. “But it requires businesses to rethink the way they market.”
Riggs’ group works exclusively with HubSpot customers. HubSpot is an inbound marketing platform that helps businesses convert leads and build a stronger customer base.
“One of the first things we do with any new client is to look at the competitive landscape and ask some basic questions,” Riggs said. “How do you make money? Where do you want to be?”
According to HubSpot, inbound marketing includes three basic elements: attract, convert, delight.
The “attract” element is easy. Answer customer questions before they even ask with compelling blog posts and other content, and optimize that content so future customers can find it. The “convert” element is a little trickier, but it’s where Riggs and his group shine. With HubSpot, they help businesses convert search engine traffic into customers. To convert, clients learn how to lure customers with valuable material and reel them in with clear calls to action.
“We look at where our client stands in terms of an online presence compared to their top three competitors,” Riggs said. “We ask our clients: Who is your audience today? Who do you want your audience to be? Are the people you’re talking to online reflective of the audience you want?”
The “delight” element is the equivalent of hitting pay dirt. Leads become customers, and those customers offer important information so that businesses can sell products and services. According to Riggs, NR Media Group clients get excited when they see the inbound marketing process working.
“When [content] gets ranked on Google, when they’re in the top search results, the client sees it working they’re really surprised,” Riggs said. “When our clients actually see results, it’s magic.” Riggs sets up his clients for success by showing them how easy it is to do inbound marketing.
“Seeing the momentum build is really exciting. They’re putting time into it, and they’re actually seeing leads generated. They think digital marketing is difficult, and it’s really not.” When asked about why it’s important to attend digital marketing conferences such as DoYo Live, Riggs added, “It’s a real struggle to keep up. You can reading about [digital marketing], work in the field, but we tend to put the office blinders on. The only way to stay up on this is to get out there, interact with experts and others, and learn.”
For information on DOYO Live, check out doyolive.com.
Dr. Adam Earnheardt is chairman of the department of communication at Youngstown State University. Read his blog at adamearn.com and follow him on Twitter at @adamearn.