Inbound marketing is the idea that people might stumble upon or search for you or your business online. Okay, Facebook, Twitter, Instagram, LinkedIn, Pinterest, all of these are places where you can add a bio, or a blurb, that talks a little about the work you do, or just as importantly, the work you want to do. Facebook, Twitter, Instagram, LinkedIn, Pinterest, Google+, what do all of these have in common? TheyвЂ™re places where you вЂ“ If your portfolio is on the web, or you post content on design networks like Dribbble, thatвЂ™s another source of inbound traffic. ItвЂ™s a source of traffic, people can find it, they can search for you and land on it. Even if it's just a landing page with your name or your business name on it with a small blurb about what you do. You donвЂ™t necessarily need this right out of the gate when youвЂ™re first starting, but after youвЂ™ve picked up some clients, some momentum, a freelancing website can add a lot of value over time. A good example of inbound marketing, a freelancerвЂ™s website. And the reason weвЂ™re covering both of these is because there are a lot of ways to find clients, and a lot of ways clients can find you. Outbound, youвЂ™re reaching out to find clients. You put something out there, which leads to clients finding you. Inbound marketing, or passive marketing, is usually something youвЂ™ve made. WeвЂ™re going to create great content which weвЂ™ll end up adding to our portfolio. Both humans and search engines value good work, good content. Now trust, authority, quality, reputability, thatвЂ™s a lot of nouns: but thereвЂ™s a common theme here. And thatвЂ™s a big part of how search results are ranked, what results show up when people search. When someone does a search on Google, both trust and authority are key indicators that help Google determine the quality and the reputability of content on the web.

But letвЂ™s look at this in the context of search engines. Now, weвЂ™ll talk about this as we reach out, develop our content, strategy, and design, and build the site for our client. And they want to know that youвЂ™re an authority on whatever your focus is, they want to know youвЂ™re really good at whatever you do. People want to trust that you do great work, that youвЂ™re reliable, that others depend on you. Two words so important just moments ago we listed them on the screen. And the goal of this portfolio is to communicate two things: trust and authority. It doesnвЂ™t need to be five examples or three dozen, weвЂ™ll start with one. It applies to almost every aspect of the freelancerвЂ™s journey and it goes like this: WeвЂ™re aiming to create a portfolio that features work we want to do.

And this is going to be one of those core references for the entire course.

Then weвЂ™ll end by doing a quick overview of inbound and outbound marketing, as they relate to getting clients. WeвЂ™ll start with trust and authority, how it applies to clients, search engines. And weвЂ™ll move fairly quickly so we can get to reaching out and setting up a meeting with a potential client. So this video is going to cover three concepts before we dig into actual research, and content, and design.

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