Hubspot's blog has a list of "4 Inbound Marketing Lessons Learned from the Cupcake." (via The New York Times
The first two:
The cupcake wouldn’t have gained its popularity if the first bakery hadn’t offered it to customers. They may have been selling dozens of regular cakes a day but little did they know they could be drawing in more customers by experimenting with the offering of cupcakes.
Marketing Takeaway: You won’t know if it is going to work until you try it. If you are using HubSpot’s software, you can use tracking URL’s on any new call-to-action you experiment with. What channels haven’t you experimented with yet – YouTube, Twitter, email marketing? How are you going to grow your reach if you don’t try new channels?
One of the great things about cupcakes is they allow you to offer a variety of flavors to your guests. If you can’t entice someone with chocolate, perhaps a luscious lemon cupcake will get them to table.
Marketing Takeaway: As suggested by Prashant Kaw in “Are All Your Referral Eggs in One Basket” depending on one traffic source is really risky. It is important that you draw traffic in from a variety of sources. Connect with your target audience through a variety of channels. Don’t just offer them vanilla, use social media to share your content, answer questions on LinkedIn and listen to what is being said on Twitter and Facebook. Your target audience likely has different preferences on how they access information, so publish videos to YouTube in addition to blogging, and try some targeted email campaigns that pull people to your site.
The first two:
1. Experiment with New Channels and Offers
The cupcake wouldn’t have gained its popularity if the first bakery hadn’t offered it to customers. They may have been selling dozens of regular cakes a day but little did they know they could be drawing in more customers by experimenting with the offering of cupcakes.
Marketing Takeaway: You won’t know if it is going to work until you try it. If you are using HubSpot’s software, you can use tracking URL’s on any new call-to-action you experiment with. What channels haven’t you experimented with yet – YouTube, Twitter, email marketing? How are you going to grow your reach if you don’t try new channels?
2. Diversify Your Content
One of the great things about cupcakes is they allow you to offer a variety of flavors to your guests. If you can’t entice someone with chocolate, perhaps a luscious lemon cupcake will get them to table.
Marketing Takeaway: As suggested by Prashant Kaw in “Are All Your Referral Eggs in One Basket” depending on one traffic source is really risky. It is important that you draw traffic in from a variety of sources. Connect with your target audience through a variety of channels. Don’t just offer them vanilla, use social media to share your content, answer questions on LinkedIn and listen to what is being said on Twitter and Facebook. Your target audience likely has different preferences on how they access information, so publish videos to YouTube in addition to blogging, and try some targeted email campaigns that pull people to your site.
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