So this is where Brian Halligan first discovered the Inbound term? AH....
Inbound 2012 was a HUGE success. Plenty of people in attendance, a ton of great information exchanged, fabulous keynote speakers, and some really exciting innovations being released by Hubspot. With the announcement of Hubspot 3, Dharmesh Shah and Brian Halligan are certainly on their way to changing the perception of marketers and are creating a culture of LOVE at Hubspot.
But, we all know the special ingredients that make Hubspot the KING of Inbound Marketing. What I want to share with you is way more important and earth shattering. I want to share the grade that I have given THE T in Boston for its Inbound Marketing efforts. Yes, I know, it is a bit odd, but it was all I could do to stay sane while a hurricane was hitting my home state.
So, while Hurricane Isaac decided to put its sights on Baton Rouge, LA, I decided I could not get enough LOVE from Hubspot. So, much like Randy Quaid in Christmas Vacation, I decided to invite myself to the Hubspot headquarters in Cambridge, Mass.
So, I decided to take the T, which is the Mass Transit System in Boston. For someone who lives in an area of the country where public transportation is of last resort, I must say the T is extremely effecient and convenient. However, the developers of the T obviously did not read the book by Darmesh Shah and Brian Halligan, Inbound Marketing: Get Found by using Google, Social Media, and Blogs.
#1 Rule Of Inbound Marketing - When someone comes to your site, be clear on what you want them to do. Immediately, when I stepped into the subway portion of the T, I was completely confused. I am all for being detailed, but this sign really makes me want to bounce off and NEVER come back...:}
Violates all Inbound Rules:
* Have Permanent Redirects
* Limit the amount of consumer choices
* Do NOT overwhelm the consumer
MY HEAD HURTS AND I AM LOST....MAY HAVE TO CALL SUPPORT.
INBOUND MARKETING GRADE FOR SIMPLICITY OF YOUR HOMEPAGE........ F
Inbound Marketing Rule #2 - clear and concise call to actions. I don't know about you, but I am really still scratching my head on this call to action. Any of you Bostonians want to help me out?
Inbound to what? Where? I think there needs to be some A/B testing going on here.
Clear and Concise Call To Actions GRADE........... D-
Inbound Marketing Rule #3 - Traditional Advertising is DEAD. I need to call Brian Halligan on this one. These guys definitely have not received the message.
IPAD AD noticed while waiting for THE T.
* How many leads is this ad generating? Do they have a landing page built? Is there a tracking code? Are we converting visitors into leads with this ad?
Traditional Marketing is dead grade... C-
Inbound Marketing Rule #4 - Create Fresh Content that attracts and converts.
UM...NOT SEEING IT HERE.
* NEED TO DOWNLOAD ONE OF THOSE HUBSPOT PAPERS ON CREATING KILLER CONTENT THAT ATTRACTS.
FRESH CONTENT GRADE.... F
ATTRACTING NEW LEADS.... F-
Inbound Marketing Rule #5 - Don't invest your time in design, place the emphasis on functionality and converting leads into customers.
I am all for focusing more on converting visitors to leads and leads to consumers, but ...um...huh.. yeah. We need to work a little on the design here.
Funtionality ..... D-
Design ..... F-
So, if you are like me and you were hoping to discover Inbound Marketing inspiration by taking the T in Boston, you may want to think twice. However, if you are thinking of taking the T in Boston for fast, effecient, and productive travel, then I would absolutely recommend it. There should be public transportantion of this sort all over the nation.
Jared Broussard is the founder of BlinkJar Media. He is also the founder of the non-profit organization, Heartwaves.org. BlinkJar Media is a Silver Level Hubspot VAR agency. Heartwaves.org also uses the Hubspot CMS. So, you can say we are happy Hubspotters.