Times have changed. The days of placing an advertisement in a newspaper and customers flocking to your door are long gone. In today's marketplace, the customer is in control. They have questions that they want answered or issues that they want to solve, and they are not going to just Google your name and call you up. Instead, they are going to Google their issue or question and seek solutions.

Apparently Star Wars is a big deal. I wouldn’t know. I don’t like movies in general (why am I sitting here watching a bunch of rich people from Hollywood play pretend?), and the few movies I do like don’t usually involve stars, wars, robots and characters are almost human but not. Our CEO, Adam, however, does like the series. A lot. Him and I don’t necessarily see eye-to-eye on our preferred entertainment mediums, but we do agree on one thing: He is probably not the only SEO professional who’s a Star Wars fan. So Adam came up with a great idea: Why not create an inbound marketing campaign to recruit fighters for the Rebellion? Although it may not seem like it, I’m the perfect one to take care of this. Why? Because the most realistic scenario of any marketing campaign is that the one running it doesn’t know the client as well as the sales team. Like in any good campaign, I’ll need to conduct research to make this effective.

These are the slides from a talk I gave at Spark Baltimore on  August 2, 2017.