Last week I mentioned my guest blog post for OpenView in which I say that inbound marketing has passed its expiration date and Bullseye Marketing is a more useful successor.
I got a lot of positive feedback to that piece. But a few people contacted me to say “no, no, no!” They all had the same story: they had created one or two pieces of content that had been very effective in attracting new, qualified leads.
This is a great strategy: rather than attempting the traditional inbound approach of (in basketball parlance) flooding the zone with hundreds of pieces of content – HubSpot has a chart that shows that results usually start to improve when you have posted over 100 blog posts — focus on creating just one or two outstanding pieces that really answer the questions of your prospects and promote the hell out of that.
Similarly, instead of tweeting and posting broadly to social media to try to get attention, do what Evan Kirstel describes in my interview with him (on this website and in my book): use social media to gain the attention of the influencers in your industry, and narrowcast with the hashtags of specific events.
Unless you have a massive budget and can afford to go big, hyper-focusing with fewer, higher quality interactions may be how to break through to the people that really matter to you.
