For this week’s episode of Tech Club, James and I interviewed Aptera’s Director of Marketing Aaron Eisberg (my boss) about Inbound Marketing and how publishing content (like these podcasts) can help businesses attract customers. Aaron is in charge of Aptera’s own marketing, but he works closely with our Digital Marketing Practice Leader Ron Mattocks, whose team focuses on helping clients with their own inbound strategies.
Tune in for about a half hour and you’ll learn what inbound is, how it works, and what steps you would take to implement your own comprehensive inbound strategy. You’ll also learn how marketing automation platforms like HubSpot—a partner of ours—make it possible for you to track the ROI of your campaigns in a way that just wasn’t possible with traditional, or outbound, approaches. And, since we cater mostly to businesses in the manufacturing industry, Aaron uses the example of a tradeshow to demonstrate how inbound tactics work in a real-world setting.
Here’s a list of the main questions we answer:
- Why we started the Tech Club podcast as part of our own Inbound Marketing Strategy
- What distinguishes inbound from outbound marketing
- Why the first step is to research the people you’re marketing to, i.e. your buyer personas
- Why mapping out your personas’ decision-making process—or buyer’s journey—is important
- What kind of content attracts your personas and how you can reach them with it
- What role social media plays in the inbound methodology and how you can customize it to your targeted audience
- Why Tech Club cohost James Swihart loves the Delight stage of the buyer’s journey so much
Aaron is really easygoing for a marketing director, and when you listen you’ll see why I think he’s pretty cool as far as bosses go. But James and I had to trick him into the interview because he tends to wander so far into the realm of the modern multitasking manager. We set up the mics and invited him to a “quick meeting.” When he saw what we were up to, though, he just said, “Oh man, what am I getting into?” before pulling up a chair and talking to us.
James’ theory is that ambush interviews like this are the best way to get engaging banter. Let us know what you think in the comment section below or via email: email@example.com.
If you’re interested in learning more about inbound, I've put some of my favorite links in the bullet points above. Here are some other good posts to start with: