Learning the inbound marketing way - why we start with certification

Like most things these days, marketing isn't what is used to be. I'm a millennial, so I'm not entirely sure what it used to be, but I know it evolved into what we now know as inbound marketing.

Let's look to how the Oxford Dictionary defines marketing: "The action or business of promoting and selling products or services, including market research and advertising."

Whilst this is by no means wrong, a quick Google search gave me this rather more eloquent and specific (if not a little lengthy) definition by Julie Barile, Vice President of eCommerce for Fairway Market.

"Marketing is traditionally the means by which an organization communicates to, connects with, and engages its target audience to convey the value of and ultimately sell its products and services. 

However, since the emergence of digital media, in particular social media and technology innovations, it has increasingly become more about companies building deeper, more meaningful and lasting relationships with the people that they want to buy their products and services.

The ever-increasingly fragmented world of media complicates marketers' ability to connect, and at the same time, presents incredible opportunity to forge new territory."

This definition also (by sheer coincidence, honest) lends itself wonderfully to the way we here at Six & Flow choose to market our clients' products and services.

As an experienced inbound marketing agency, we've worked with brands from all backgrounds to deliver bespoke inbound strategies across a variety of channel. We help people better identify and attract those who matter most to their growth ambitions. Want to know more? Read "Lessons from an inbound marketing agency".

What is inbound marketing? 

Marketing was once a challenging maze of secret passages and endless pits disguised as bean bags, where glory and gold were teased around every corner. The problem is, the only map was in a different language and there was a strong chance you had it upside down. 

Enter, inbound marketing. This method now serves as your light in the darkness, the metaphorical beacon at the center of your treacherous maze, leading you step by step to your organisation's goals.

For me this was a rather new concept, at least in such a precise description. Connecting with your potential customer by providing relevant and valuable content was one of the most relevant and valuable lessons I ever learnt about marketing. The exact methodology, however, wasn't as obvious.

Consistency is arguably at the heart of everything about inbound marketing. You need a consistent message, a consistent voice, a consistent brand. To follow on with that ethos, we as an agency must be consistent with our understanding and application of Inbound Kung Fu.

That's where HubSpot's inbound certifications help. A full package of end to end training courses explain exactly what inbound marketing is and how you can implement best practices.

The importance of completing these training modules becomes more apparent the deeper down the rabbit hole you go. That old saying about not knowing what you don't know fits perfectly here.

As an inbound marketing agency rookie, I've had to pass various certificates to get up to scratch with the rest of the team. This initiation process serves several purposes.

One, it levels the playing field. No matter whether you join as a manager or an intern you are only as good as your last inbound score. This creates a humble air around the place (at least for some of the time). We all must always be learning in order to develop as individuals and as a company.

It also means we all understand the direction we are taking with our clients, and how we plan to help them grow, because we base all our movements off of the same blueprint.

Last but not least, our ability to master these skills as an inbound marketing agency allows us to guide your company through the maze of marketing. The more knowledge we have, the swifter and less perilous the journey will be.

As an experienced inbound marketing agency, we've worked with brands from all backgrounds to deliver bespoke inbound strategies across a variety of channel. We help people better identify and attract those who matter most to their growth ambitions. Want to know more? Read "Lessons from an inbound marketing agency".