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Gillian
by Gillian
on July 15, 2016

Unless you’ve been living in a cave you’ve probably been inundated with news about Pokemon Go. In fact, if you were living in a cave, there are probably some Digletts in there so please send me your location. This app is the next incarnation of the popular Pokemon franchise but it adds a level of augmented reality to the game. Pokemon Go leads you around your neighborhood (and beyond) in search of rare creatures and new Pokestops where you can earn points and collect power ups.

To call it a phenomenon would be putting it lightly.

Since it was first introduced last Friday, the app has amassed  more than 4 million players according to some sources.

Of course, the ManoByte team has been more than happy to do a little research into the massive hit and we came up with 5 ways that Pokemon Go is like inbound marketing. Ready? Let’s go.

Catch ‘Em All

The most exciting part of Pokemon Go is the thrill of finding new Pokemon as you go about your daily life. They could be hiding at the grocery store, at the office or even in your house, but once you get addicted to the game you’ll stop at virtually nothing to catch them.

What we’re chasing with an inbound marketing strategy isn’t quite as cute as a Meowth, but they can be a lot more valuable.

Omg so cute!

 

We’re chasing leads and we want to catch ‘em all.  Just like Pokemon, leads can be elusive and the highest value ones are only available to you after you’ve been ‘playing the game’ of inbound for a while.

Small Victories Add Up

When you start playing Pokemon Go, you’re going to see a lot of the same types of Pokemon. For me, it’s been Zubats and Ekans. They’re everywhere in my apartment and my neighborhood and frankly I’m sick of them. But every time I see one, I still catch it because it means points and it means I can evolve those pokemon faster and level up, getting more powerful.

So. Sick. Of. These. 

Likewise, the beginning of your inbound marketing journey can feel a bit tedious. You don’t know how many blog posts you have to write before you can expect the sales to start rolling in or how many infographics you have to build before one goes viral. But the truth is that even the 25 people who read your first blog post or the 250 that share your infographic are spreading and amplifying your message. Those Zubats can add up to a Gobat and before you know it, you’ll be on top of the Pokemon gym -- and by that I mean the world.

The Goal is to Evolve

Catching the Pokemon is half (or more!) of the fun, but to get all the Pokemon, you have to evolve your monsters by collecting many of the same type. Evolved monsters are more powerful.

Machop-Evolve-Inbound.png Machoke-Evolve-Inbound.png
This little guy is cute. But THIS GUY is a winner. 

With inbound marketing, you create new content each and every day -- from blog posts to landing pages to tweets -- with the goal being to constantly evolve your message into the ones that really speak to your key buyer personas. With HubSpot analytics, you can see what types of content convert the best and you can power up your lead generation with content that builds off of what you know about your personas.

You Have to Get Out of the House

Some people have lauded the fact that Pokemon Go is getting people out of the house. There are probably a few Pokemon creatures inside, but you’ll find most of them by lakes or just outside on the sidewalk, so if you want to catch ‘em, you have to get moving.

A great inbound marketing strategy can’t be built on what you think your users want, or what your CEO wants to see. Instead, you have to ‘get out of the house’ and really dig into buyer persona research and user testing in order to find the best ways to speak to your potential customers. It’s easy to get caught in the echo chamber of what you think looks good -- just like it’s easy to sit on your couch and wait for the Zubats to fly in -- but it isn’t the best way to level up.

Winning Battles is the Result of Hard Work

When you have a few powerful Pokemon, it’s time to take them to the Gym where you can have them battle rival monsters. Power level is only one indicator of skill and you never know when you and your pokemon might be able to claim a gym for your team. But you won’t be able to win any battles when you’re at level one and all your pokemon are inexperienced. In fact, you aren’t even allowed in the gym until you’re level five!

While it’s not quite as fanciful (or violent, hopefully), inbound marketing is a bit like a battle, too. You and your content have to fight against all the digital content that’s online if you want to reach your leads. And the only way you’ll be able to do that is with some practice and some power. That means building up your content through blog posts, increasing your hit point through regular Twitter posts and training your marketing strategy with optimized landing pages. Only with this diligent work will you be able to win the battle of inbound marketing.

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