Posted by: Bret Simmons | May 8, 2010

Inbound Mediocrity

I just reviewed a website of a ski resort in my area. It’s a beautiful website for sure – lots of exceptional photography of people skiing on the spectacular slopes. One of the things that excited me the most about the site was it has blog that is easy to find on the first page!

But I’m a blog snob, and this blog does not measure up. The blog has current content – a big plus – and once again we see lots of gorgeous pictures of folks enjoying the slopes. It has the opportunity to be a very relational blog.  There are at least 4 different authors on the blog, and not a single one of them gives us a personal introduction with their real name and picture. Not surprisingly, the blog gets very few comments. And unfortunately, when someone does show up to comment, the author of the blog post never responds with even a “hello” or “thank you.”

I just don’t get it. It would not take much for this to be an excellent inbound marketing website – one that pulls people in for meaningful conversation around remarkable content. But for whatever reason, they decided to be quasi-relational instead of truly personal.

The measure of inbound marketing excellence is in the operational pudding. Remarkable content that meets the needs of customers, the ability to facilitate compellingly personal conversation around that content, mechanisms to build permission with people that land on the site, and spokes off the site (e.g. Twiter and Facebook) to help draw people in are what I look for.

If you never tell us your name, show us your face, and engage us in real conversation, then even if you have the capacity to do otherwise, operationally you are just broadcasting. That might provide a degree of effectiveness for your company, but I would tell you that you could be even more effective if you would do just a few simple things differently.

Related Posts:

Are You Really Listening?

The Importance Of Relevance And Relationships

The New Marketing Paradigm



  1. Out of curiosity, what ski resort website was that?


    • A fair question, Mike, but I left them anonymous for a reason. I chewed on the issue for a while and in the end decided it was too close to home to name names. I could get my point across without potentially offending anyone.

      Thanks! Bret

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