在感恩节上向您的家人解释入站营销的5种方法

当感恩节临近时，我们不希望听到一些问题：“您什么时候结婚？”“我什么时候得到孙子？”“你在保湿吗？”

And yet, none of those oh-so-polite questions even come close to the complexity of explaining what, as an inbound marketer, you actuallydo为了生计。

It's not that inbound marketing requires a long, drawn-out answer — after all, it can easily be described in44 words. But explaining it requires some fundamental knowledge of how technology, marketing, and the internet work. You know, the things that your grandparents might not fully grasp in one fell swoop.

Good news — all you really need are a few storytelling strategies. We found five ways you can explain inbound marketing to your family. And sure, some of these are useful, and some are just sarcastic. But hey, family is family, right? They'll still love you.

在感恩节上向您的家人解释入站营销的5种方法

1.食物类比

来源：giphy

在美国，感恩节通常包括一些主食：火鸡，土豆泥和南瓜派，仅举几例。虽然听起来很奇怪，但您可以通过将食物制备作为进食营销的不同方面的类比来利用这些知识来发挥自己的优势。

解释养育铅，您可以使用南瓜派。向销售发送未熟悉的线索就像为客人提供未烘烤的南瓜派。我想南瓜派可以被生吃，但是...毛。取而代之的是，您应该烘烤南瓜派 - 最终使其更富有，更可口。

培养潜在客户在销售联系之前以相同的方式工作。它使他们成为您的品牌，并开始为他们提供有关他们可能需要的更好的信息。像煮熟的派一样，“温暖”的线索已经熟悉您的业务，并且比“冷”的速度要高得多。

Use whatever analogy you like to describe inbound marketing — it clarifies confusing issues by comparing them to something that, quite literally, is right in front of everyone.

2.现实情况

来源：giphy

When I'm asked about inbound marketing, I like to use real-life examples of interruptions that they'll likely recognize, and explain how the inbound methodology pertains to it. It usually sounds something like this:

Amanda: Hey, Dad. You know how much you hate telemarketers calling you in the middle of dinner?

爸爸： 是的。讨厌它。为什么？那是您工作的工作吗？

Amanda：不，实际上。入站营销恰恰相反。那是有用的营销。他们从字面上打断了你。这么烦人，对吧？

爸爸： 是的。我很惊讶他们现在没有打扰我们。

Amanda：好吧，在我的工作中，我创建的营销不会打扰人们在做什么。实际上，我创建了人们正在积极寻找的内容，因为它是有用的，娱乐性的或有益的。我没有打电话给您出售汤匙的电话推销员，而是创建了寻找有关汤匙信息的东西，可能会在互联网上搜索。

爸爸：所以我会找到你，而不是你打扰我吗？

Amanda： 是的！我为您提供了我公司的实际价值，这使您对我的公司销售更感兴趣。bob全站app

这里的钥匙：1）确定晚餐客人熟悉哪种干扰性媒体，以及2）在与该媒体打交道时发挥他们的痛苦点。当您这样解释时，即使您的家人在营销或传播方面不起作用，入站营销也更加合乎逻辑。

3.戏剧

来源：giphy

如果您感到特别有创造力 - 并且至少有一位愿意参加的感恩节客人 - 您可以设置角色扮演。您可以采取很多措施，但是经典的场景将是电视/晚餐嘉宾场景。

Let's use the telemarketing example above — and be warned, it might require a few minutes of planning before everyone sits down to dinner. You play the role of the telemarketer, and your dinner guest can be, well, the dinner guest. First, put his or her phone's ringer on the highest volume possible. Then, as soon as someone asks you about your job, excuse yourself and duck out to a quiet area with your own phone.

Next, call the dinner guest, and have him or her answer the call on speaker while you pretend to be a telemarketer selling something completely unnecessary at that point: Halloween costumes.

确保您的晚餐客人使用关键短语，例如中断me in the middle of Thanksgiving dinner with this无关紧要打电话给“或者，“你不认为打电话给我万圣节有点晚？”或者，如果您真的想疯了targeted, personalized emailin October about those costumes — I would have bought them."

然后,让他们桌子上摔下电话。You can return from your "bathroom break" and say, "See? Telemarketing, or any type of interruptive marketing like that, is profoundly annoying. In my job, I create marketing that helps people — not annoy them."

最终场景。

根据客人的才华，您也许可以改进整个事情。否则，您可能需要键入脚本并事先将其通过电子邮件发送给来宾。如果你真的想要过分，在整个晚餐中保持角色。您的景象打扮成一个带有耳机的Skeezy电视推销员将太激烈而忘记了……也就是说，至少在您的母亲要求之前，“请删除桌子上的耳机。”

4. The Puzzle Pieces

来源：WebNode

该技术归结为一个古老的哲学问题：Is the whole greater than the sum of its parts?Aristotlethought so, but when you're describing inbound marketing to an unfamiliar audience, it's probably okay to explain the three ways you might apply inbound marketing specifically: attract, engage, and delight.

Try explaining inbound marketing by breaking it up into those three aspects, and explaining each one individually.

例如，您可能会对奶奶说：“Attractmeans drawing in the right people with valuable content and conversations that establish you as a trusted advisor with whom they want to engage.Engagemeans presenting insights and solutions that align with their pain points and goals so they are more likely to buy from you. And喜means providing help and support to empower your customers to find success with their purchase."

Of course, it's easier said than done. And I'm willing to bet diving into how the inbound methodology serves as a strong foundation for theflywheel这完全是另一个壮举。

5.“我在互联网上写文章”

来源：imoviequotes

如果前四个都失败了，您总是可以说：“我在互联网上写文章以谋生。”我的意思是，这有些准确 - 您通过入站营销来取得真正的业务成果，而您不仅仅是散发出关于您的感受的废话博客 - 但它可以使您的家人退缩，尤其是如果您不确定他们有兴趣听听整个Shebang。如果您选择这条道路，请准备好听博客的容易，以及您的家庭成员希望他们能得到报酬来做到这一点。

Then, try to switch the subject quickly to something everyone can relate to. "Hey, Uncle Eddie, I'd love to get your amazing stuffing recipe." Trust us ... It works every time.

We're Grateful for You

Good luck out there. And remember: There are so many people who want to know what you do — which, admittedly, is why we love writing about it every day.

我们总是感谢您，我们的出色读者。为了表达我们的感激之情，我们将我们希望的视频放在一起，讲述了我们家人认为的事情。感恩节快乐！

编者注：该帖子最初于2013年11月发表，并已更新，并具有新鲜度，准确性和全面性。