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Inbound Marketing Done Right: How it Works


Inbound Marketing: It’s who we are, it’s what we do. We’ve seen it work for both our ourselves and our clients. So what is inbound marketing? And why does it matter? We’ve got those answers and more for you today here on the Inbound Brew Blog.

What Is Inbound Marketing?

By definition, inbound marketing refers to marketing activities that focus on bringing visitors in, rather than marketers having to go out to get a potential customer’s attention. It stands in contrast to traditional outbound marketing methods such as postcards, coupons, and brochures. Inbound marketing earns the attention of customers through original and useful content, which in turn, makes the company easy to be found and draws customers to the company website.

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. Which brings us to our next point…

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.

So let’s break this down for you.

1. Attract

We’re 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:

  • A High Quality Blog
  • Search Engine Optimization
  • Using the Right Keywords
  • Dynamic Web Pages

2. Convert

Once you’re attracted the right kind of visitors to your website, you’ll want to convert these visitors into leads by collecting their contact information. After all, even the most devoted customers start off as strangers, visitors, contacts, and customers. The most effective way to do this is by:

  • Calls-to-Actions
  • Landing Pages
  • Contact Forms
  • Contact

3. Close

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 better personalize your content to them. Certain marketing tools can be used at this stage to make this process the most effective, which include:

  • Creative Email Campaigns
  • Marketing Automation Tools
  • Customer Relationship Management

4. Delight

Inbound marketing focuses on creating content for your customers and then continuing the positive experience with the following tools:

  • Follow-up Materials
  • Smart Calls-to-Action
  • Surveys
  • Social Monitoring

Conclusion: A Comprehensive Approach

As its name suggests, inbound marketing attracts customers to a business with entertaining and educational content that appears on the company’s website. Ultimately, 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. The Internet has fundamentally changed the way we live our lives. Shouldn’t the way we market our businesses change too?


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