Get Our Newsletter

Tech Cocktail

The Secret to Inbound Marketing: Caring


Inbound marketing is a tactical game. Building keyword-focused content, sharing it via specific outlets at specific times, mastering SEO, and generating and nurturing leads all can be measured rather precisely. Unfortunately, going through the motions isn’t going to make a marked impact on your business. Sure, you’ll see vanity metrics improve, but it’s highly unlikely that you’ll be able to move the needle on the bottom line numbers like you could if you possessed one motivating trait above all else.

So, what’s the secret? It’s all about caring. Caring about:

  1. Your customers’ needs: How can I help those within my target market before they’re my customers?
  2. Your content and its ability to fulfill those needs: Am I generating content that is genuinely useful?
  3. Your customers’ feedback: How can I better understand my customers and reflect this in my content?

The rule of “quality over quantity” holds true, but taking it a step further is not only beneficial, but also necessary if you want to win in the marathon of inbound marketing. Here’s why caring matters:

  • Your content is more transparent than you think. Nowhere is caring more reflective and evident than in your content. Do you have a clever title masking below-average content? If so, your visitors will notice – quickly and easily. Given the criticism you’re opening yourself up to from a brand perspective, it’s better to avoid inbound marketing altogether if caring isn’t something you can pull off.
  • Volume breeds skepticism. As a planet, we’re now searching Google more than five billion times per day. At the same time, data is feeding content creation at unprecedented rates. Consequently, we (as searchers) have to be able to quickly sift through large quantities of data ourselves to get what we’re looking for – and we’re getting really good at it. If something isn’t straight to the point, easy to digest, and overall useful, we’re leaving – and we’re not coming back.
  • Your content is your homepage: The simple goal of inbound marketing is to be found. If your keyword goals and SEO practices are on target, you’ll generate organic traffic from your content. It’s likely that a high percentage of those who click on your content are visiting your site for the first time. Thus, your content is the first page they see. Do you spend as much time designing and optimizing your content pages as you do your homepage?
  • Relationships are built, not acquired: The practice of lead nurturing is a delicate one. When a lead converts on one of your marketing offers, they’re giving you permission to email/contact them. How will you use this power? Overuse it, and you’ll lose permission (unsubscribe/spam); underuse it, and you’ll quickly fade from memory. Practice care in finding the right balance as you walk your leads downward through your sales funnel.
  • Word-of-mouth marketing still wins. The goal of any marketing campaign should be to inspire the most effective form of marketing ever invented (which also happens to be the cheapest form of marketing ever invented): word-of-mouth (WOM) marketing. If you’ve cared enough to build a relationship with a customer – or even a lead – you’ve gone a long way towards creating your own luck when it comes to WOM.

At the end of the day, caring is not something that can be faked, but it is something that can improve both the quality and effectiveness of your inbound marketing efforts.

Guest author Eddie Earnest is a big-thinking entrepreneur focused on staying ahead of the marketing curve and using that knowledge to help build awesome companies. Follow him on Twitter: @eddie_earnest.

Get more delivered to your inbox just like it!
Get Our Newsletter
Sorry about that. Try these articles instead!
About the Author'

Tech Cocktail is a literal "cocktail" of tech, startup, gadget, product and people news. If you are interested in writing for Tech Cocktail please apply here.


15 Responses to “The Secret to Inbound Marketing: Caring”


    Milwaukee SEO

    My brother suggested I may like this web site. He used to be totally right.
    This submit truly made my day. You can not believe simply how so much time I had spent for this information!


    long distance moving company Frisco

    Have you ever thought about including a little bit more than just your articles?
    I mean, what you say is valuable and everything.
    But imagine if you added some great photos or video clips to give your posts more,
    “pop”! Your content is excellent but with pics and videos, this website could undeniably be one of
    the best in its field. Very good blog!



    Hello there, just became aware of your blog through Google, and found that it’s really informative. I am gonna watch out for brussels. I’ll appreciate if you continue this in future.
    Numerous people will be benefited from your
    writing. Cheers!



    Keep in mind that Vladimir uses his health to cast spells rather than mana, this allows for laning presence
    but also requires the player to keep watch of his health bar
    at all times. By her own husband’s definition, she hasn’t experienced that
    “dignity of work” he believes poor women should have to experience.
    Starting with professionals, on-line gaming has presented a new door for every single avid gamer.


    This is very interesting, You’re a very skilled blogger.
    I’ve joined your feed and look forward to seeking more of your excellent post.
    Also, I’ve shared your site in my social networks!


    Plastic Surgeons in Akron Ohio

    An outstanding share! I have just forwarded this onto a colleague who has been doing a little homework on this.
    And he in fact bought me dinner due to the fact that I found it for him…
    lol. So let me reword this…. Thank YOU for the meal!! But yeah, thanx for spending some time
    to discuss this matter here on your site.



    Hi colleagues, how is all, and what you desire to
    say about this post, in my view its actually remarkable for me.


    amazing garcinia

    Nice weblog here! Additionally your web site rather a lot up fast!
    What web host are you the usage of? Can I am getting your associate hyperlink in your host?
    I want my website loaded up as quickly as yours lol


  1.  The Secret to Inbound Marketing: Caring | Giầy cao gót đẹp
  2.  8 Old School SEO Techniques That need to Die |
  3.  The Secret to Inbound Marketing: Caring – Tech Cocktail -
  4.  Fresh Pressed: 2/5/2013 | CopyPressed

Leave a Reply

  • (will not be published)