The Bad News
The bad news is that it's not going to get any cheaper to advertise and keep up with the advertising budgets of your competitors. The problem with most forms of paid advertising is that there is a finite supply and an almost infinite demand. There are only so many local listings, television spots, etc. and an overwhelming number of people who want to advertise in those spaces given the right price. This is especially true if your business is limited to a specific geographic region. As advertising becomes more sophisticated and campaigns can be targeted towards certain geographic regions, those with a smaller audience (such as the UK) are going to become even more expensive.
The Good News
The good news is that Inbound Marketing completely turns the tables on the old methods of marketing. When you create your own supply there is no limit to how much you can create. If what you create is truly remarkable then the traffic will come to you. In this new marketing era knowledge and expertise are the currency instead of dollars or euros.
The other good news, for those of you reading this in the UK, is that while your competitors are out there figuring out how they are going to spend their marketing budget you can be brainstorming ideas on ways to educate your customers not only giving you a headstart on your Inbound Marketing strategy but also saving you money while you do so.
Get Started Now
With the new year just getting underway, there's no better time to get started than right now. If you don't already have a blog it's time to start one. A lot of businesses are hesitant to start a blog because they are unsure of what they should write about. Think about the questions you get asked on a regular basis, from your friends, from your customers, in your email. Instead of answering these questions on a one off basis post the answers in your blog.
Before you start pumping out blog posts make sure you do some keyword research in order to figure out what words and phrases you should be targeting. This will dramatically increase the probability that your website shows up on the search engine results pages.
Start to track your progress. If you don't have any way to measure the traffic on your site how are you going to be able to tell if your hard work is paying off or not. HubSpot's product offers a great analytics application for both your website and your blog so you can see exactly what people are looking at, what's working, and what's not. If you'd like to try out HubSpot's product for free for 30 days you can sign up here .
Originally published Jan 20, 2011 3:00:00 AM, updated June 10 2021