Inbound marketing

Inbound marketing by HubSpot



How to turn strangers into customers and promoters for your business.


From 2006 Inbound marketing became the most effective marketing method for doing businesses online. People ‘s behavior has changed over the years and now it is time to create marketing that people love. Traditional outbound marketing, including cold calling, emails (spam) and interruptive ads is becoming outdated.


Today is the age of inbound marketing. This focuses on creating quality content which brings people to your company or product, where they actually want to be. If the right content is created, then the interested customers will naturally be attracted. This the whole purpose – that people find exactly what they are looking for.


Using the variety of inbound tools, a person comes in as a stranger and turns out to be customer, which in the end becomes a promoter. The goal is to attract individual, afterwards convert, close and delight him/her so the outcome is the person who is a promoter of your company.


Inbound marketing is about creating marketing that people love which furthermore brings potential customers to you, instead of investing money in ads or time in placing phone calls and emails in order to fight for attention. Quality content attracts the right people to your business and keeps them coming back for more.

The Four Inbound Marketing Actions



Attract: Consists of creating content and optimising it in order to attract the right traffic on your website. But who is the right traffic? The ideal customer aka buyer persona. By identifying the buyer personas and at which stage of the buyer’s journey they are, the right content could be distributed through various sources.


  • Inbound marketing requires blogging.

A blog is a simple but effective way to attract customers to your website. Creating educational content to inform and answer questions is a way for the right prospective customer to find you.


  • The customer’s online buying process

Normally starts with questions they have while using the search engine. To make yourself prominent online when they do their search, you need to carefully pick keywords, enhance your pages, create content and have links to terms your buyer is searching for.


  • Consider your website as a digital store front.

You have to optimize your website to appeal to your ideal customers, by turning it into a guidebook of helpful information that will attract the right visitors to your site.


  • Social Publishing

For inbound strategies to be successful you must have excellent content. Social Publishing allows you to share important information on the social web, communicate with potential prospects and to humanize your brand. Engage with your optimal clients on the networks where they spend most of their time.


in4Convert: Once your website visitors are attracted, the next step is to convert them into leads. How do we do that? Since the contact information is the most valuable for every marketer, you need at least to get the e-mail addresses of your leads. In order to get it, there is something that needs to be given in return which is valuable for the lead. It is usually again some content, just in the some of information that will interest them including eBooks, infographics, videos, whitepapers and sheets. In order to convert the visitor into leads there are various methods which are used.


  • Get your visitor to fill out a form and submit their information.

Make sure the form has an easy conversion process for optimal performance.


  • Call-to-Action

These are buttons or links that entice visitors to take action such as download documents. If the Calls-to-Action is too few or not enticing you will not generate many.


  • Landing Pages

Clicking on a call-to-action will send the user to a landing page. Here is where the offer is fulfilled and the prospects provide information. Your sale teams are now able to communicate with them. First time visitors become a contact once they fill out the form on the landing page for the first time.


  • The central marketing data base

It keeps track of all your converted leads. Having the data all centralized make interaction with contacts more simple, be it via e-mail, landing pages, social media, etc. This will make future communications more efficient in attracting, converting and delighting your buyer personas.



Close: At this stage, when visitors already became a lead, what you need is transform them into customers. Various marketing tools and techniques are used to close the right leads at the right times.


  • Customer Relationship Management

(CRM) systems facilitate sales as it provides easy to access information about potential prospects. It provides contacts and company details and allows you to keep in touch with the right prospect across all your channels.


  • Closed-loop Reporting

The CRM system analysis demonstrates how well your marketing and sales teams are performing. From which market plans are bringing in the best leads, to how well your sales teams are converting leads into customers.


  • Even after a visitor has followed all the convert actions and still is not a customer

A series of emails that provide useful and relevant content will bring trust with a prospect and make them ready to be a buyer.


  • Marketing Automation involves email marketing.

These emails are customised to the needs and lifestyles of an individual lead. For instance, by looking at what a lead has downloaded from a white paper, we can see what they are interest in. You may then send them emails related to their particular interest. Also, depending on what pages they are following on your website, you can change its messaging to cater to those specific interests.




Delight: By providing the remarkable content you are attracting the right people. If they are already existing customers, you still need to delight and keep engaging them, that is the way inbound companies work. Because the main goal is to make customers happy so they become promoters of your company. Tools used to delight customers include:


  • Surveys

Asking a user is the best way to find out what they want or need. Surveys and feedbacks will also let you know if you are providing your customers with what they are seeking for.


  • Smart Call-to-action

Provides different users with offers based on the persona and lifestyle.


  • Smart Text

Existing customers are provided with content tailored to their interest and needs. It introduces new products and feature that may interest them and help customers achieve their own goals and overcome challenges they may face.


  • Social Monitoring

Tracks social comments that interest you. Listen to customer comments, questions, likes and dislikes, as well as interacting them through suited content.


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