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What is Inbound Marketing?

By definition, inbound marketing refers to marketing activities that focus on bringing visitors in, as a way to get a potential customer’s attention. The key principle of inbound marketing is earning the attention of customers through insightful, interesting, or useful content that strategically attracts both leads and search engines.

When done correctly, the basic process of inbound marketing can make your company easy to find and practically irresistible to prospective leads. By aligning the content you publish with a customer’s interests, you organically attract inbound traffic that you can then convert, close, and delight over time. Ultimately, the goal of every marketing endeavor you undergo should be to provide your customer with a solution to a problem or need they’re currently facing. 

How Inbound Marketing Works

Since 2006, inbound marketing has been the most effective online marketing tool for businesses to attract, convert, close, and delight their customers. By creating content such as blog posts, emails, and landing pages designed specifically for your “ideal” customer, you naturally attract qualified leads to your business with content that keeps them coming back for more. After all, you’re likely not looking to simply attract website visitors, but rather attract the right kind of visitors. The key here is to create targeted and original content that addresses a potential customer’s basic questions and needs, and then share it! Inbound marketing attracts these visitors with content like a high-quality blog, eBook, landing pages, and more. 

After you’ve attracted the right customers and converted the right leads, it’s then time to transform those leads into customers. Closing the deal is all about making content personal to a customer’s specific needs. Take the time to learn more about your leads so you can continue to personalize your content to them with continued content, personalized emails, follow-up surveys, and more! 

Essentially, Inbound marketing focuses on creating content for your customers and then continuing to create a positive experience for them. Truly successful inbound marketing attracts a potential customer and personally leads them through their buying journey. Inbound Marketing attracts visitors, converts leads, closes customers, and delights promoters.

To learn more about the tools you need to successfully create an inbound marketing campaign, we invite you to read this article that outlines the basic processes of inbound marketing. 

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