Gray Matter at White Space

I recently dug out a bookmarked New York Times article from several years back: Small Players Seek an Alternative to the Expense of Pay-Per-Click. 

The article profiles a few business owners who learn an expensive lesson. While early PPC (pay-per-click) results can be seductive, this initial success is often followed by diminishing returns. In the hunt for other avenues to qualified lead generation, the authors find inbound marketing, a path to generating more leads at a lower cost.

Today, twice as many growing businesses are using inbound marketing as when this article was written. Driving inbound marketing traffic to your website - driving unpaid traffic - is practically a mainstream philosophy. 

In the early days of White Space Marketing Group, we drank that Kool-Aid, too -- but today, I have a slightly contrarian view to share. 

We've found that paid ads - carefully tested and measured - can augment your inbound programs with efficient lead conversion. Here's how.

This week, over 14,000 business people have converged on Boston for the mother of all digital marketing conferences.  

I attended in 2012, 2013, and 2014 ... and this year, Bari and I are excited to be back.

Here's why I attend  INBOUND every year ...

and if you run a growing business, here's why you should pay attention to Inbound Marketing, too.