“HOW TO” (eBook) Twitter for Business: An Introductory Guide This is Part 1 of a 10 part blog series featuring Hubspot’s AWESOME eBook “Using Twitter for Business: An Introductory Guide” http://bit.ly/HubSpotTwitter4Business The majority of today‘s “traditional” marketers use outbound marketing to reach their audiences. For message distribution, they use print media, radio, and TV advertisements. For lead generation, they use direct mail, cold calls, and email blasts. While these methods may have worked in the past, by using tools like TIVO/DVR, email spam-blockers, and caller ID, now consumers can easily block messages they don‘t want. People are in more control over how they consume media and what messages they care to hear. But don‘t worry — all is not lost! Consumers still want to learn about the best products and services for their needs. It‘s just that these days, they want to find this information on their own, most often by using the internet to conduct research and make better educated decisions about their purchases. For example, someone might peruse the blogosphere to find out about others‘ first-hand experiences with a particular product or service. Maybe that person will also search for reviews online or engage with others in social media to learn about other views and opinions. This changing nature of consumers‘ shopping habits means that instead of continuing to push marketing messages out, effective marketers must adapt to consumers‘ new behavior by creating marketing campaigns that pull people in to their business. This strategy is called inbound marketing. Inbound marketers offer useful information, tools, and resources to attract people to their business and its website, while...
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Keith Keller: The Global Twitter Marketing Specialist