How to Cut Out Advertising in Favor of Inbound Marketing

Dan Moyle, Amerifirst

Social Pros New Header How to Cut Out Advertising in Favor of Inbound Marketing

social pros icon How to Cut Out Advertising in Favor of Inbound Marketing

 How to Cut Out Advertising in Favor of Inbound Marketing

Dan Moyle, Amerifirst @danmoyle

Dan Moyle, inbound marketing evangelist at Amerifirst, joins the Social Pros Podcast this week to discuss the importance of educating consumers, why advertising is a waste of money, and how a mortgage company got so many followers on Pinterest.

Read on for some of the highlights and tweetable moments, or listen to the full podcast.

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Tweetable Moments

“It’s not about going viral; it’s about being useful.” -@danmoyle (tweet this)

Videographers before Bloggers

Dan Moyle is the entire online marketing team for home mortgage bank Amerifirst. Maintaining multiple platforms himself just takes careful planning and prioritizing, Dan says. For example, posting to Amerifirst’s popular Pinterest page takes just a few moments but has a strong ROI because every post keeps the 3,000+ followers so engaged.

As a further indication of the route that marketers are taking with creating content, Dan recently added a video marketer to his marketing efforts. It’s meaningful that the first person he hired to enhance his content efforts wasn’t a blogger or a designer but a video producer. Amerifirst’s video series called “60 Second Mortgage Tips” does exactly that: they answer a question or give a piece of advice regarding mortgages in just 60 seconds. The intention isn’t for these videos to go viral; it’s just to create value for someone who is looking for an answer to a question. “It seems to payoff in huge dividends when it comes to views converting into leads.” They even have a video introducing a viewer to their YouTube channel and making it clear where to go for different types of information.

Their channel has over 220 videos, so this simple welcome video with annotations and links to help people get where they’re going is a welcome roadmap.

This attitude about the importance of educating the consumer permeates every channel that Amerifirst maintains on social platforms. Buying a house is one of the biggest financial decisions people will make in their lives, and Amerifirst covers all the bases of trying to make the process approachable. Of course, much of the education comes in face to face interaction with customers, but making this culture clear on social platforms has served them well in terms of creating meaningful leads.

Amerifirst has done away with advertising and relies entirely on inbound marketing. Daily blog posts, free whitepapers, and their video content is where they spend everything they would have been spending on billboards, radio spots, and television ads. It’s a game plan with a long-term vision, but it’s one that has worked well for them.

Social Media Stat of the Week: 78% of U.S. Facebook users are mobile

In an effort to make their statistics more transparent, Facebook released data on its mobile growth. Not all users are created equal, in terms of how much money Facebook makes from them, so this data is important.

The Facebook mobile app is a stripped-down version of the website, without access to tabs or apps. The mobile experience becomes almost entirely about the newsfeed. For companies trying to understand how people use Facebook, this is a hugely significant datapoint. The additional bells and whistles people use on Facebook are much less important than the straightforward newsfeed, and this is huge for brands to realize.

Holy Social!

In response to the large number of teachers that use Pinterest to pin educational ideas, and in honor of the “back to school” season, Pinterest has created a content hub for teachers: Teachers on Pinterest. The hub had thousands of followers before the company’s official announcement earlier this week.

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With boards for every grade level, plus special interest boards like “Montessori,” “Classroom Management,” and “Science,” this hub could really be a community center for educators on Pinterest. The idea of a unified community is not something we tend to imagine when we think of Pinterest, so maybe this could be a way to add that aspect to the Pinterest experience.

Four Your Information

How did you get involved with social media?
Dan first signed up for Facebook to connect with friends and family around the country. At first he didn’t understand Twitter when he joined, but after he got a smartphone he became increasingly involved with various social media platforms.

What do you like best about social media today?
“Social media to me is very stale, and boring, and terrible, until you take it offline,” Dan says. “I love making connections in real life.” That means meeting up with Twitter friends and becoming friends in the real world, too.

What do you like least about social media?
A popular answer: the complaining. Human beings can be big complainers, but at some point we need to stop complaining and just enjoy life.

If you could do a Skype call with any living person, who would it be?
As a big music fan, Dan would like to do a Skype call with his favorite band, Metallica.

See you next week!

Related
  • James Dean

    Very nice article. being a part of a marketing agency, I agree with how important inbound marketing is. Thanks for this fun read.

  • http://kayakonlinemarketing.com/ Randy Milanovic

    In 2011, my boutique creative firm switched from outbound “interruptive” marketing, to inbound “attraction” techniques resulting a 10x increase in business (so far). Outbound, you’re history!

  • http://jeffkorhan.com Jeff Korhan

    Thanks for the retail report. Good stuff!

  • Amee Kent

    Can you share the analytics tool(s) Dan uses to track lead gen?