Inbound Marketing is more than marketing tactics and tools—it's a way of thinking.

Inbound Marketing is a methodology that utilizes marketing techniques that naturally draw potential customers to your product or service.


Inbound Marketing
is about creating and sharing relevant and useful content that will appeal to your ideal customers.

Instead of traditional direct marketing methods like buying media (TV commercials, radio spots, magazine ads) and purchasing email lists, Inbound Marketing focuses on creating quality content that attracts people to your company and product.

By aligning the content you publish with your customer’s interests, you naturally attract traffic that you can then convert, close, and delight over time. When your marketing becomes relevant and helpful—not intrusive or interruptive—people will embrace it.





The graphic above illustrates the Inbound Marketing methodology. It contains four phases—Attract, Convert, Close, and Delight. Each phase moves consumers seamlessly through all the customer lifecycle stages: Stranger, Visitor, Lead, Customer, and Promoter. Specific marketing tactics like blogging, social publishing, landing pages, CTAs, email, and more help to transform those strangers into promoters.

Here's some insight into each phase and lifecycle stage. 


1. Attract Strangers

You don’t want just anyone coming to your website. Rather, you want people who are most likely to become leads, and, ultimately, happy customers. Inbound Marketing is about finding people who need and want your product—not hard selling to the masses.

Who are the “right” people? Ideal customers can be categorized into buyer personas. Buyer personas are holistic ideals of what your customers are really like, inside and out. Personas encompass the goals, challenges, pain points, common objections to products and services, as well as personal and demographic information shared among all members of that particular customer type. Your personas are the people around whom your whole business is built.

It's important to attract those people with relevant content at the right time when they’re looking for it.

Some marketing techniques to attract the right users to your site include—

  • Blogging. A blog is the single best way to attract new visitors to your website. In order to get found by the right prospective customers, you must create educational content that speaks to them and answers their questions.

  • On-site SEO. Your customers begin their buying process online, usually by using a search engine like Google or Bing. That being the case, you need to make sure you appear prominently when and where they search. To do that, you need to carefully pick keywords, optimize your pages, create content, and build links around the terms your ideal buyers are searching for. Learn more about our SEO services.

  • Social Publishing. Successful Inbound strategies are all about remarkable content - and social publishing allows you to share that valuable information on the social web, engage with your prospects, and put a human face on your brand. Interact on the networks where your ideal buyers spend their time.

2. Convert Vistors

Once you’ve attracted website visitors, the next step is to convert those visitors into leads by gathering their contact information. At the very least, you’ll need their email addresses. Contact information is the most valuable currency there is to the online marketer and a huge goal to collect as apart of the Inbound Marketing methodology.

In order for your visitors to offer up that personal information currency willingly, you need to offer them something in return! That “payment” comes in the form of content, like e-books, white papers, or tip sheets—whatever information would be interesting and valuable to each of your personas.

Offer your visitors these intriguing gateways to lead them through the inbound marketing journey—

  • In-page Forms. In order for visitors to become leads, they must fill out a form and submit their information. Optimize your form to make this step of the conversion process as easy as possible.

  • Calls-to-Action. Calls-to-action (CTAs) are buttons or links that encourage your visitors to take action, like “Download a White Paper” or “Attend a Webinar.” If you don’t have enough calls-to-action or your calls-to-action aren’t enticing enough, you won’t generate leads.

  • Landing Pages. When a website visitor clicks on a call-to-action, they should then be sent to a landing page. A landing page is where the offer in the call-to-action is fulfilled, and where the prospect submits information that your sales team can use to begin a conversation with them. When website visitors fill out a form on a landing page for the first time, that visitor becomes a contact.

3. Close Leads

Once you’ve attracted the right visitors and converted them into leads, you need to transform those leads into customers. How can you most effectively accomplish this feat? Certain marketing tools can be used at this stage to make sure you’re closing the right leads at the right times. Plus, as you learn about your leads, you'll have more chances to send optimized messages that will increasingly address their specific needs—and that's what closes sales.

Tools used to engage and track leads include—

  • Customer Relationship Management System (CRM). Keep track of the leads you're converting in a centralized marketing database. Having all your data in one place helps you make sense out of every interaction you’ve had with your contacts—be it through email, a landing page, social media, or otherwise—and how to optimize your future interactions to more effectively attract, convert, close, and delight your buyer personas.

  • Email. What do you do if a visitor clicks on your call-to-action, fills out a landing page, or downloads your white paper, but still isn’t ready to become a customer? A series of emails focused on useful, relevant content can build trust with a prospect and help them become more ready to buy.

  • Email Automation. This process involves creating email marketing and lead nurturing tailored to the needs and lifecycle stage of each lead. For example, if a visitor downloaded a white paper on a certain topic from you in the past, you might want to send that lead a series of related emails. But if they follow you on Twitter and visited certain pages on your website, you might want to change the messaging to reflect those different interests.

4. Delight Customers

Inbound Marketing is all about providing remarkable content to users, whether they be visitors, leads, or existing customers. Just because someone has already written you a check doesn’t mean you can forget about them. It's important to engage with, delight, and (hopefully) up-sell to your current customer base. Delighted customers will buy more, stay with you longer, refer their friends, and be happy to tell the world they love you.

Tools used to delight current customers include—

  • Surveys. The best way to figure out what your users want is by asking them. Use feedback and surveys to ensure you’re providing customers with what they’re looking for or need.

  • Smart Content. Smart content, also referred to as dynamic content, is website content that changes based on the interests or past behavior of the viewer. Smart content is designed to offer a more relevant and personalized experience to your website visitors—one that static content can't provide. Help them achieve their own goals, as well as introduce new products and features that might be of interest to them.

  • Social Monitoring. Keep track of the social conversations that matter to you most. Listen for your customers’ questions, comments, likes, and dislikes—and follow up with them!

In a nutshell, Inbound Marketing strategically moves buyer personas through lifecycle stages by using focused marketing actions and tools that nurture them from stranger to promoter.


Whether you want to learn more about Inbound Marketing or you're ready to talk with someone about implementing Inbound Marking at your company, here are few next steps to consider.

  • Download our e-book,The Power of Inbound Marketing, to explore the different elements of Inbound Marketing and how they can all come together to help your business grow exponentially.
  • Schedule a call with one of our marketing experts—Jon or Benjamin—to learn more about how to optimize your business and get more traffic, leads, and customers with Inbound Marketing.
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  • Click the red, live chat button in the corner of this page to talk to one of our team members right now.