Understanding Inbound Marketing!

Make strangers readers and readers into customers and customers into customers.

That’s the promise of Inbound marketing.

Inbound marketing is a potent marketing concept that was developed as a response to requirements of the digital media.

At a time in which 67% of a customer’s journey is over before they have even spoken to the sales representative inbound marketing can be an opportunity to companies that have seen their returns diminish from traditional marketing.

But, in spite of its massive expansion in recent years Inbound marketing is mostly ignored.

In this article I’ll go over the fundamental marketing concepts inbound and guide you through how to use it to boost your business.

The need for marketing inbound

The best way to grasp the importance of inbound marketing is to look at it in relation to traditional marketing.

Every marketing strategy is focused on disrupting your user’s journey. Imagine an advertisement for radio, or commercial on television. The content isn’t always entertaining and nearly never informative. However, consumers are required to endure it – a task that very only a few can would like to experience.

In digital media, interruptive marketing is not always effective. Many people do not even bother with advertising such as display ads. Display advertisements, for example are characterized by a low 0.06 percent click-through rates as per SmartInsights.com. Some go out of their method to block all ads using advertising blocker software (around 25.8 percent of Internet users are able to block advertisements).

To connect with those customers, you require an approach to marketing that will draw them in instead of givingthem an advertising message.

This is the reason we require inbound marketing.

This is a different phenomenon that is that the majority of your clients are seeking solutions online.

Take an interest in these figures:

  • 81% of buyers do their research on the internet prior to buying. For B2B buyers, this figure is at or above 94%..
  • 54% of people purchase a product after having seen an item on Instagram.
  • 57 percent of consumers make use of social media to receive suggestions.

What does this mean:

What was once performed by salespeople in the past – teaching customers and giving solutions to customers – is currently being carried out by the customers themselves via search and social media.

If your potential customers cannot find you when they look to find you via Google or ask for recommendations on social media, you could possibly lose customers for ever.

That leads us to the most crucial question What is the definition of inbound marketing?

Understanding inbound marketing

In simple terms it is a broad term used to describe various marketing strategies which aim to attract, qualify , and convert customers to a positive experience by offering helpful content.

The underlying principle of marketing inbound lies the simple notion the idea that helpingis more effective in comparison to making sales.

If you produce useful content that assists customers to understand their challenges and solve their problems, you “earn” the trust of customers and their their time. If you are able to do it consistently and efficiently enough you will be able to offer them your services.

This is a major contrast to traditional marketing in which you purchase advertising space to broadcast an advertisement to potential customers.

While it may sound like a radical idea although it sounds like something new, inbound marketing is an old concept. From Campbell’s recipe books up to Michelin Restaurant Reviews, companies have been creating useful content to encourage purchases for a long time.

Indeed the top salespersons will inform you that the best method to gain a client’s trust is to be their trusted advisor that helps clients to understand their needs.

Inbound marketing basically brings this method of marketing online via customer-oriented focused, permission-based, and ownership-oriented marketing.

Inbound Marketing is about customer-first marketing

The primary rule of Inbound Marketing is to put the client over all other aspects. All your activities, right from preparing content, to distribution, is dependent on your clients.

This is the reason the reason why there isn’t a fixed method for inbound marketing. what works for one company could not be effective for another.

For instance, if your potential customers are active on Instagram and are more inclined to watch videos rather than reading texts, your inbound marketing strategy should concentrate upon creating visually appealing content (infographics videos, infographics GIFs and so on.) and sharing them across Instagram as well as YouTube.

However If your clients are mid-sized businesses that require detailed information prior to buying the product, it’s better writing whitepapers to distribute them via LinkedIn and marketing emails.

This is another feature of pull-marketing. Instead of interrupting your customer’s experience with a blatant advertising message or ad, Inbound Marketing lets to create content that customers will love and share it to the places they already browse on the internet.

The concept of inbound marketing permission-based

Imagine a gruelling TV commercial or an advertisement packed web page.

Not exactly the best user-experience is it?

Consider the last time you signed-up to receive a company’s newsletter via email. It’s likely that you did so because you found the information informative and would like to know more. If you’ve given up your email address There’s a good chance that you’ll get their emails and listen to their thoughts. tell you.

Seth Godin calls this “permission-based marketing” It is the basis of inbound marketing.

Inbound marketing ensures that customers will not receive any messages from you unless:

  • Search for it explicitly and social media.
  • You must give consent to receive this information, by signing up to your email list or by following your social networks.

An individual who has agreed to receive your email messages will be more likely to be interested in what you are saying. This is the reason email marketing can have open rates of up to 30.5 percent. It’s a miracle if only a tiny fraction of them watch the YouTube advertisement or click the link to your ad.

Inbound marketing concerns ownership

When you market your products on television or radio, you’re basically rentingyour the attention of your audience. After the 30-second time limit is up, your viewers’ focus shifts to other things. And, of course, you’ll also be competing with other businesses that are advertising in the same space or on the same platform.

Inbound marketing is that drives traffic to your properties. Any leads you gather remain with you. You are free to contact them at any time you’d like, however you prefer. Should you choose to launch an exciting new campaign at 2AM at the beginning of the week, then you won’t need to pay a publisher for advertising . You can make an email announcement at no cost. You can also add a call-to- action to your site.

The ability to own your audience also allows you to take ownership of your own story. Instead of limiting your message in a 15 second space or a 300×250 pixel banner on your website, you’ll be able to have actual dialogues with people who are your customers.

Have a look at this letter from Alex Turnbull, the founder of GrooveHQ.

In writing these private emails, which are which are written under the CEO’s identity, GrooveHQ is able to create a personal tale about its company that no 15 second commercial can do.

Four stages in marketing inbound

Contrary to traditional marketing Inbound marketing does more than lead leads to a funnel but also assists in determining and nurture them, before closing the deal.

Inbound marketing actually is a step ahead and can even help you please your current customers and make them lifelong followers.

Based on this it is possible to break down marketing inbound into four phases:

  1. Attract customers

In this ‘top of funnel’ phase where you convert people who aren’t familiar with your brand into site visitors. But, it’s not enough to only draw the attention of a crowd; you must attract the appropriate typeof people.

It involves three steps:

  • Making appropriate buyer personas.
  • Create content based on these buyers personas.
  • Distribution of content via social, search and outreach.

Also, the type of content you write and how you distribute it is entirely dependent on your clients as well as your budget and experience.

The strategies you can employ to get traffic to your website are:

  • SEOSearch-optimized material backed with an effective link building strategy and blogger outreach campaigns can be a potent source of quality traffic.
  • Link construction: While this is an variant of SEO however, it’s worthy of being mentioned in its own right due to its effectiveness. Links will not only aid your website’s rank and increase your visibility, but if you implement the right strategies for building links that will result in direct traffic , too.
  • Blogs:Creating pertinent content that people actually would liketo read is a fantastic method to draw direct referrals and traffic to social media. Of course, creating keywords-focused content can benefit SEO too. In addition, good blog content can earn you a lot of shares on social media.
  • Social media publishingCreating videos for YouTube and sharing images on Instagram and creating Infographics to post on Pinterest are all effective ways to draw attention.
  1. Converting visitors to leads

“Conversion” or “conversion” in marketing inbound terms refers to when you receive the permission of a website visitor to contact them with a message.

It usually happens when a user signs up for any kind of content – such as an email program, whitepaper, webinar, and so on. They also provide you with their contact details (phone phone number, email address, etc.).) in exchange. In this manner, he can go from ‘visitor’ to’.

There are a variety of techniques and tools that you can apply here to convert visitorsinto customers, like:

  • Content provides:In order to get the contact details of a potential visitor you must offer something back in exchange. Most often, it’s a kind of valuable content which is in addition to the content you use in order to lure the visitor to your website (such such as an eBook or whitepaper). It is also called lead magnet.
  • FormulasYou’ll make use of forms on a page, or on separate landing pages, to gather contact details.
  • Page for Landing:Landing pages are designed to collect the visitor’s contact details. The amount of information you are able to solicit depends on the existing relationship with the person visiting. A person who trusts you and your site’s content is likely to offer additional contact information, besides email and name. Thanks to software for landing pages that makes them easy to build.
  1. Qualify leads and convert them into customers

In recent times, we’ve seen marketing become more involved in tasks related to sales in the middle and at the high in the sales funnel. It includes the nurturing of leads and evaluating leads, which was prior to being the sole responsibility of sales.

It is good to know that inbound marketing can assist in automating the process of nurturing leads, determining their qualifications, and even closing. This is accomplished through tools like:

  • Autoresponders for emails: Once a lead has provided his contact details you can then send him a string of automated emails to move him further down the funnel of sales. This assists in lead qualification and nurturing. The more email a lead receives and the more involved they are in their issue (and the solution you propose). Email marketing services like ActiveCampaign help make this process easier and cost-effective than ever before.
  • marketing automationThe Chief Executive Officer of a 500-person company that downloads all whitepapers on your top-quality products is an entirely different customer profile as compared to a solopreneur wanting to purchase your most affordable product. With marketing automation, you are able to offer these customers customized and relevant offers automatically. There are a lot of marketing automation tools that are available.
  • CRMFor B2B business sales, you’ll require accurate and current contact details for all your clients. A CRM can make this simple and effortless. It also helps you determine which part of the funnel that prospects are trapped in. It’s especially useful in the event that your CRM is integrated with your email service.
  1. Rejoice and transform customers into customers into

Making a lead into a customer is fairly easy. Making a customer an advocate who will recommend your product to friends and family is a lot more difficult.

Inbound marketing can be helpful here too. By creating relevant content for existing customers, identifying their needs better by conducting surveys, and adjusting your messages according to past behaviour and preferences, you can please customers and make them followers.

For instance, you might offer a customized ebook download form that has been filled with information to a client who has previously purchased from you. Perhaps you’ll send out a message to customers via pertinent surveys and questions in relation to their browsing habits.

Some methods you can use to delight customers include:

  • Personalization of emails:Send different emails to various customers in response to their previous interaction with us.
  • Personalized Landing Page:By making your own landing pages to demonstrate to your customers that you appreciate them and that you’ve got the most relevant and relevant offers to them.
  • surveys:By constantly collecting comments from your customers, you will demonstrate that you value their business and communicate with them in a way that is compatible with them.

What happens? When you turn your customers to fans, you’ll dramatically lower the rate of the rate of customer churn.

Marketing through inbound vs. Content marketing and social media marketing along with email marketing

There’s a lot confusion in the business world about the difference of inbound marketing marketing via social media and marketing via email.

It’s a simple distinction to grasp: all of the marketing channels mentioned above including email as well as social media and content are subsets of the inbound marketing.

It all boils down to:

Inbound marketing is an easy way to categorize marketing channels that draw customers instead of disrupting them.

To attract and convert leads, a company could:

  • Create content of high-quality that helps prospective customers better understand a challenge ( Content Marketing).
  • Distribute content across social media (Social Media Marketing).
  • Get leads to you and then send out marketing messages via emails ( Email Marketing)

If you were able to close an opportunity this way you could say you utilized inbound marketing to achieve the sale.

Inbound marketing vs growth hacking

Although the distinction of inbound marketing and content/social/email marketing are very clear, it’s difficult to distinguish between growth hacking, mainly because they sound alike.

(Interestingly the two terms have gained quite a amount of traction in the last few times).

Inbound is the totality of methods employed to attract, convert , and delight customers, growth hacking can be described as a set of tools to attract new customers.

Growth hacking, however, and inbound marketing are different in four key areas:

  • Philosophy:Inbound marketing is all about placing customers first. Growth hacking is the process of acquiring new customers over and above everything else, often at the expense of customer experience.
  • Methodology:Inbound marketing is process-oriented and can be scaled. The growth hacking method, on contrary, is based on one-off strategies that cannot effectively scale up.
  • Long-term in contrast to. shorter-termInbound marketing can’t bring results until that you are committed to the process for couple of months at a minimum. Growth hacking, if executed correctly, can bring immediate results, but it’s not working effectively over the long term.
  • Funnel operationInbound marketing controls the entire marketing funnel, from attracting visitors to taking care of leads. Through marketing automation, it’s possible to assume some sales responsibilities. Growing hacking on other hand, is primarily focused on attracting new users. This is why it works mostly in the upper reaches in the funnel.

Utilizing either content or growth hacking, you’ll soon be bringing leads to inbound channels.

This means that inbound is the entire thing growth hacking, email marketing, content/social/etc. are all a part of the totality.

If you need to decide between inbound marketing or growth hacking, select the latter method if you’re looking for rapid results that could be temporary or not. Select the former as the long-term method to get leads, traffic, and influence.

In a perfect world, you’d utilize them in conjunction with each other.


The most effective way to comprehend the inbound market is to think of it as a complicated system composed of many components.

Each of these components SEO and social media, analytics emails and so on. These can be used to help you get customers and traffic by themselves However, when they are combined they produce something more appealing called inbound marketing.

However, it’s equally crucial to keep in mind that the inbound approach to marketing can be a aspect of the overall marketing plan.

The inbound marketing approach doesn’t mean you need to completely ignore outbound marketing. It is a part of every successful marketing plan.

Here’s a brief summary of what you can be able to take away from this post:

  • Inbound marketing is focused on drawing customers into the fold by helping them resolve their issues.
  • Inbound marketing is more affordable as well as more efficient and more suited to the needs of the digital age.
  • Inbound marketing is about customer service that is permission-based and focuses on ownership by the audience.
  • Inbound marketing is a process that involves four stages that include attracting visitors (Attract) and then turning these leads (Convert) and converting leads to customers (Close) and customers to fans (Delight).
  • The inbound marketing approach does not mean that you have to abandon outbound marketing completely. Each strategy has its place.