The Core Assets of Inbound Marketing


October 2, 2012

According to Harvard Health Publications, all bodily movement originates or moves through your core. This is why doctors, physical therapists, fitness instructors and yogi’s all emphasize core strength. This sturdy, central link of muscles connects the lower body to the upper body and has a direct effect on how well your arms and legs function.

Much like your body, your Web presence has a core – a key set of assets that, when properly strengthened and activated, improve the overall effectiveness of your inbound marketing strategy. Too many companies these days are neglecting core strength. This happens when you ignore the value of establishing core assets, or when you focus too much energy on the extremities. Just like a weak core in your body a weak Web presence core saps power, causes poor balance and compromises stability. It also makes you vulnerable to falls and injuries.

There are seven assets that make up the core of Web presence:

Website: Still a key component of Web presence, this asset should be focused on facilitating product or service consumption. Most consumers visit websites having previously formed their consideration set. They are ready to buy, and are generally looking for red flags and validation before proceeding. The more credible, directed and easy to use your website is, the more likely you are to win the business.

YouTube® Channel: YouTube is the second largest search engine next to Google, serving more than 4 billion videos per day. Simply put, people like video answers to common questions – the questions your products and services provide answers for. Consumers look to videos for demonstrations, evidence, entertainment and credibility. An active asset providing content that “infotains” is key to the core strength of your inbound strategy.

Blog: Active blogging not only puts useful, attractive content into your market space, but it builds an arsenal of key phrase rich content that search engines love. This muscle is at the middle of the core – a real workhorse toward making the entire presence more powerful.

Facebook® Page: For many connected consumers, Facebook® has become a preferred method of reaching out to companies with comments, concerns, or questions. Having an active page tells the consumer you are available, listening and responsive – not to mention likable. An active page also provides a promotional outlet for new blog or video content, a place to establish brand personality, and a forum for weighing in on current events that affect your business category.

LinkedIn® Company Page: This networking Mecca becomes a useful hub of discovery and connectivity – especially for service businesses. Vendors and employees like to link their own profiles to your page, and activation of the page keep it visible and viable for attracting those who use Linkedin to find vendors, products and services.

Twitter® Page: This micro-blogging powerhouse is not only a worthwhile method of content promotion, but a rich source of real time market intelligence. Proper listening and responding using this asset can effectively excite social engagement.

Google+ Page: While market adoption does not justify activation of a Google+ page, Google’s affinity for it does. Having an active page linked to your presence helps your organic ranking with the world’s largest search engine – a big reason to include it in your core.

If you are a marketing director or social media manager, make sure you focus your energy on strengthening these core assets first. Then, once you gain the benefits of balance and stability, your overall movement will be much more powerful and effective.