As  a lead generation company, we're always discussing the importance of being found on the internet through SEO, blogging, content development, the list goes on. But in addition to being found -  you must be REMEMBERED.

Let's face it, getting found is a difficult task unless you have a big budget for marketing (which most  of us don't). So, when you do get found, you'll want to take advantage of that opportunity and draw people in with something special and unique.

How do you do that? By telling YOUR story. Stories are retained, much more so than a list of products or services.  A  story will help you stand out in the crowd of companies vying for attention. You may say, "I don't have a story," but you do.  Everyone has a story.

Now that we've talked about the what, why and how of inbound marketing, it's time to learn the playbook, the many tools you can use to attract prospects to your company and convert them to customers. Following these steps and techniques, you'll get content in front of your prospects and nurture them to become your customers when they're ready to buy. In honor of my professional baseball-playing son, Sean, I'll use a baseball analogy of running the bases. With inbound, just like baseball, you need to know when to act and when to hold back. This playbook will help you know when to apply certain techniques to get the run.

What IS Inbound Marketing Anyway?

Simply put, it's a way to attract customers with online content that addresses their specific needs and establishes your company as a trustworthy and credible one they want to do business with. Let's take a closer look, and start thinking about how to teach the concept to your organization.

Generally, someone who's not in the marketing field views marketing as the pretty visuals, videos and advertisments that make you want to buy things.
They're not technically wrong but those who are in marketing know there's more to it than making things look nice. In my opinion, one of the more difficult sub-categories of marketing is manufacturing marketing. I only say this because as a marketer in manufacturing, you're making machines, civil structures, or technical products sound exciting. Not so easy.

When I joined Acadia, I was new to the industry, so I thought I'd take this time to reflect on the most important things I've come to learn over the last few years in the riviting and glamorous field of manufacturing marketing. 

"It's called inbound marketing." 

If you've spent any time reading blogs, attending workshops or executing content-driven programs, I'm sure you've heard a key theme - present yourself as a subject matter expert in your particular area. But here's the problem: Everyone is becoming an expert. Who do you believe? Who do you follow? Who provides you with what you're looking for? It can almost be maddening. As a consumer of content on a regular basis, I love to learn. What I don't love is reading the same old blah, blah, blah. I need to learn something or I become disinterested.