Inbound Marketing (Glossary Definition)

Inbound marketing is the idea of attracting prospective clients to your business through content rather than interruption. 

Do you still receive unwanted emails and cold calls? Inbound marketing is the complete opposite, educating through content rather than buying contact lists and hoping for leads. 

Inbound marketing begins with detailed buyer personas or profiles of your ideal clients. From there, we create content for your buyer personas for each stage of their buyer's journey. 

The idea behind inbound marketing is all about getting found and not chasing leads. Blogging, keywords, educational content, social media, search engine optimization (SEO), and search engine marketing (SEM) can all be used to reach out to your ideal customers.

Inbound Methodology

The Inbound Methodology, coined by HubSpot, consists of four phases: 

• Attract
• Convert
• Close
• Delight 

We start by attracting potential clients to your website using things like blogs, keywords, and social media. 

Next, we convert those visitors into leads using calls-to-action, landing pages, and forms to capture lead data. 

Then we close those leads into clients using workflows and email messages, using a CRM to keep track of all data. 

Finally, we delight our customers with surveys, smart content, and social media monitoring so they become promoters of our business. 

The key to inbound marketing is having the right content in the right place at the right time in front of the right audience. 

Does your company interrupt potential clients or have you started using inbound marketing? Let us know your thoughts in the Comments section below.

Does your company need help with inbound marketing? Enroll now in our free 7-day eCourse: Go-to-Market Strategy 101 for B2B SaaS Startups and Scaleups.