Inbound Marketing – why would anyone need this?

Increasingly, we are dealing with the concept of “Inbound Marketing”. Why does each person engaged in business should know what this means?

To understand the “inbound marketing” lets focus first on the rival, the “Outbound Marketing”. How are they different?
Outbound Marketing or traditional marketing is primarily a radio, TV, newspaper, billboards, and direct e-mails. Human behaviour has changed. We are moving away from the old and inefficient marketing methods in favour of a strategy that ensures lower costs and greater efficiency.

Inbound Marketing is about creating valuable content that your prospects will love.

Inbound Marketing is made up of elements such as:

  • Blog – Photos & Infographics
  • Video & Podcasts
  • E-book
  • Presentations
  • Social Media


Cost of Inbound Marketing strategy is cheaper by 61% than Outbound Marketing strategy.

Source: Hubspot 2012 “State of inbound marketing”

1) Attract:

In the first step you should drag people to your website to generate Leads. Certainly, we need to define the profile of our ideal customer. Will it be a private person [B2C- Business to Consumer], or other company [B2B Business to Business]?


  • Blog: blogging is a tedious process requiring a lot of patience and commitment. The effect is not immediate, but regular entries not quite that well can raise visibility in the search engines, giving valuable content to build bond with our audience by helping them in many cases, we educate them. Our credibility is growing because we put ourselves in the role of an expert.
  • SEO: Mostly customers are looking for information on the Internet already, so it is very important visibility on the Web. Adjusts the keywords that describe your business. The website should be properly optimised, as well as the importance of building links.
    More about SEO.
  • Website: not only pretty but also functional. Often consternation among customers raises the question:
    “Why do you need a website?” You must answer what role is to fulfil our web, and where to direct customers.
  • Social Media: You have many opportunities to reach your customers through different channels. Creating a value of Content is the key to a successful inbound marketing strategy.

2) Convert.

Bravo, the first step is done. You are getting first visitors on your site through various channels of promotion. What’s next?

Your task is to turn visitors into a “Lead.” What do we need? At least e-mail address, but the best would be to find out more: name, profession, what role in the company: a CEO, Account Manger, Sale Rep? How to encourage a person to leave information about themselves? There’s nothing for free. Give them something: an e-book or access to webinars.


  • Form: to get the lead, should be encouraged to fill out a form. Try to make as simple as possible.
  • Call to Action: buttons encouraging action, “Subscribe” / “Get the latest e-book”. Often the shape or colour is important to convert customers, so I recommend to do A / B tests, which will show which one is more effective.
  • Landing Page: When you click on the button Call to Action (CTA), you should redirect the person to your landing page, which has a specific task: usually contains a form. When the customer completes the form, we have our Lead!

3) Close.

You not far from success. You have a person who is aware of your business. Now you need to turn user into lead.
[See also: Generating sales leads]


  • CRM (Customer relationship management): CRM fits properly, will allow you to keep track of communications with your customers. You can edit customer data, add notes or create a reminder of the promised phone, sent an e-mail.
  • E-mail: Be sure to create different types of e-mail communication and test which work best.
  • Phone: sometimes nothing beats talking to a customer. We are not all pass through the e-mails, so invest a few minutes in conversation with the client it will help to built a long-term relationship.

4) Delight

Inbound marketing is based on continuous customer care. Besides, every business should rely on a long-term relationship with the customer. Relations! Not only issuing monthly invoices for your services. Try to constantly encourage and educate and surprise your client. Your satisfied customers will recommend you to others.


  • Surveys: to keep examine customer satisfaction. Ask them what they like and what they don’t in your product. Customers will tell you what is missing in your services. At the same time it shows that you care.
  • Monitoring the social media: Interact with your audience. Answer the questions; react to any comments, likes.
  • Personalised content: Give your customers the content they need. Analyse their business and deliver what will help them achieve their business goals. Introduce the things that are dedicated to them.


Dynamics of changes in the Internet industry also entails the transformation of marketing. Based on the modern approach – inbound marketing, opens range of benefits, which derive both the development of your business as well as strengthen the brand in a particular industry sector.

The key is to focus on the effect of quality, not quantity. Unfortunately, a large part of the Directors, still think in terms of quantity. Increasing sales and forgetting about quality of service. With tragic consequences.

Make yourself aware, act wisely.

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