We’re often asked, “So, exactly what is Inbound Marketing?” For answers, we have an elevator speech; a painfully long version; the version for those who know a little; one for those who know a lot; and a version for those who are just being polite.
To all, my favorite reply is, “Inbound Marketing is creating an online vacuum that sucks in qualified leads by helping them.”
If that’s not quite enough information to satisfy your curiosity, here’s a nutshell that explains inbound marketing and how it appeals to your ideal buyer personas. For a complete overview, check out our guide, What is inbound marketing for complex industries?
Inbound marketing focuses on helping customers while simultaneously driving business growth. It revolves around a specific set of marketing tools and processes that allows you to attract, engage and delight prospects and customers — in short, to grow your business better.
The inbound methodology matches the way today’s buyers make purchase decisions by requiring you to:
All these marketing methodologies are executed seamlessly with the help of marketing automation software (the best was developed by HubSpot, a highly respected leader in the field) that is fully integrated with your website CMS and CRM.
An integrated marketing automation platform will help you attract, engage, and delight customers by creating quality content in ways that outbound marketing simply can’t. Even though much of the engagement and nurturing process is automated, it can still be highly personalized to the needs of customers through a holistic approach and customized workflows.
If you're looking for a way to visually convey the inbound marketing definition to your leadership and sales teams, here's a helpful infographic from our friends at Easel.ly. (And if you're wondering why you need organizational buy-in, we've got a resource for you on that too: What Does Organizational Buy-In Have to do With Inbound Results?)
The foundation of any successful inbound marketing strategy is relevant content. But even that can be broadly defined. Here are the most common types of inbound marketing content.
With an Inbound Marketing agency at your side to help develop a strategy and do SEO, web design, content creation and more (Hey! I know one you should talk to!), you’ll have turned your website into the hardest working sales tool you have — and the one with the greatest ROI.
Want a deeper dive into the world of inbound marketing? Check out our online guide with everything you need to know. Just click the link below.