CEDIA’s Industry Best Practices Action Team has released a new white paper to give CEDIA member companies and industry professionals a framework for understanding the concept of inbound marketing as well as the basic structure of an inbound marketing campaign. The document is available to CEDIA members free of charge and to non-members for a nominal fee.
The paper defines inbound marketing as the practice of making company information available and accessible to consumers in the hope that they will seek out and share the information and become potential clients. It is contrasted with traditional or “outbound” marketing, which focuses on delivering information directly to clients and potential clients.
To hear Residential Systems editorial director explain the concept in more detail, click here.
The paper outlines the key elements involved in inbound marketing, complete with tips for execution. The document also includes CEDIA member testimonials designed to help the reader determine whether inbound marketing is appropriate for their company. The paper was developed under the guidance of subject matter expert Mark Komanecky, owner of Westborough, Massachusetts-based CEDIA member company simpleHome.
“Inbound marketing can enable our electronic systems contractor members to establish a modern, cost-effective marketing program,” Komanecky said. “The Internet is used more and more by homeowners, architects, designers, and home builders to learn more about home technologies and identify qualified design and installation professionals. All electronic systems contractors should consider using inbound marketing as part of their overall plan to help drive growth for their businesses.”
The Inbound Marketing White Paper is targeted toward companies with no experience in inbound marketing as well as those with limited to moderate experience who are looking to build on their knowledge of the concept. The paper is available to CEDIA members at no cost via CEDIA Crosspoint (www.cediacrosspoint.com) and the CEDIA Marketplace (www.cedia.org/marketplace). It is also available to non-members for a fee of $25 through the CEDIA Marketplace.
Three additional business-focused white papers are slated for 2010, including one on Strategic Selling. Topic suggestions for future papers may be directed to Erica Shonkwiler, CEDIA’s executive and volunteer projects manager, at email@example.com.
The Industry Best Practices Action Team also oversees the administration of CEDIA’s Benchmarking Survey, an annual quantitative analysis of CEDIA member companies. The 2010 Benchmarking Survey report will be available for pre-order by both CEDIA members and non-members beginning July 1 in the CEDIA Marketplace at www.cedia.org/marketplace.