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What Is Inbound Marketing?

A great marketing plan can help take your business to the next level. But with technology and trends constantly changing, it‘s difficult to underpin your plan with a solid digital strategy.

Today, we all have endless amounts of information at our fingertips. This information empowers us, as buyers, to make informed decisions about what brands we support and what products we buy. Inbound marketing embraces this and aims to provide consumers with helpful information when they need it the most.

Inbound marketing might seem like a buzzword; it’s on everybody’s lips these days. But there are some good reasons for this:

  • 79% of companies with blogs report positive ROIs for inbound marketing.
  • 80% of business decision-makers prefer to get information via a series of articles over an ad.
  • Properly-executed inbound marketing is ten times more effective for lead conversion than outbound marketing.

Inbound marketing works. Read on to learn more about inbound marketing and how helping your prospects can grow your business. 

Inbound Marketing Strategies Defined

In its simplest form, inbound marketing attracts customers by creating valuable content that provides consumers with the information they need at the right time.

Hubspot, the leader of inbound marketing, defines the term as the following:


“Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don’t always want, inbound marketing forms connections they are looking for and solves problems they already have.”


Essentially, people want to feel in control when making purchasing decisions. They are looking for helpful, authentic brands that speak to their personal values and interests.

Before the days of the internet, we relied on direct marketing like television, newspaper, and magazine ads to tell us what product we needed. Now, we have the power to make decisions on our own. When we have a need, we can search for solutions online, find which products might be able to help, research our options, and make a final choice about which product to try.

So as people‘s buying habits changed, marketing had to change as well. The days of aggressive advertising are over, and it‘s becoming increasingly important to focus on content marketing, social media, and SEO — all of which can be a part of a strong inbound marketing strategy. 

Inbound marketing focuses on each step of the buyer‘s journey, attracting visitors to your website with valuable, engaging content and providing excellent customer service and user experience to build trust along the way.

Inbound marketing is a strategy that really works — and the results are traceable. Just how much of an impact can inbound marketing have on your organisation?

  • Businesses that employ inbound marketing strategies save over $14 for every newly acquired customer compared to other marketing strategies.
  • Inbound leads cost an average of 60% less than outbound leads do. This cost per lead drops 80% when you consistently implement inbound marketing campaigns over five months.

In both of these cases, savings accumulate quickly. When comparing inbound marketing versus outbound strategies, inbound marketing works to attract leads a little differently by leveraging customer-focused content that allows your prospective leads to build a relationship with your brand. 

What Makes Inbound Marketing Effective?

It‘s easy to see why inbound marketing makes sense in today‘s customer landscape. With a huge amount of information available through a simple Google search, consumers no longer have to listen to advertisers to tell them what to buy. Self-promotion simply doesn‘t work for businesses anymore.

Instead, it‘s our job to show our prospects why our solution is best, how we can solve their problem, and why they should buy from us as opposed to a competitor. 

While this may sound like a challenge, it‘s worth it. Inbound marketing produces 54% more leads than traditional marketing practices at only a fraction of the cost. This is because qualified leads are attracted to your website through the content you produce.

Inbound works because it‘s built on authenticity, creating a relationship of trust between brand and consumer from the very beginning, which can help turn one-time customers into life-long fans. 

Easy Inbound Marketing Tips for Your Business

There’s a lot that goes into a well-crafted inbound marketing strategy. What kinds of things should you consider as you look to optimise your inbound marketing impact? According to Forbes, the six places you should focus your efforts include:

  • Search Engine Optimisation (SEO): SEO refers to building your website and optimising its structure to rank high on the search engine results page (SERP) organically. Google’s web crawlers can easily identify and index your website so that it shows up for free at the top of the results page. This is important because the top listing on Google’s SERP gets 33% of the traffic.

  • Social Media Marketing: This is one of the most effective inbound marketing strategies there is. You gain access to a platform where you can engage with real customers and build a loyal audience. 71% percent of customers with a positive experience with a company’s social media page are more likely to recommend that company. 

  • Pay-Per-Click (PPC) Marketing: PPC may be a paid tactic, but it still falls under the inbound marketing umbrella because the ads appear where users are actively searching. PPC marketing can increase brand awareness by as much as 80%

  • Landing Pages: When a consumer clicks on a paid search ad or a call-to-action (CTA) on your site, an effective landing page can make all the difference. Whether it’s a form, a product page, or a subscription page, your landing page should be designed to convert leads. After all, 80% percent of traffic goes to the top 10% of landing pages. 

  • Content Marketing: Creating useful, valuable content is one of the most important things you can do to keep and convert new leads, and you can create all kinds of content to share with your visitors as part of your content marketing strategy in the form of blog posts, guides, white-papers, customer testimonials, and case studies. 53% percent of marketers say that creating blog content is their top inbound marketing priority. The catch? You can’t just create content to make content — it needs to stand out and have a purpose.

  • Email Marketing: Email marketing as part of an inbound strategy is meant to share content with your subscribers, therefore boosting customer retention. Marketers reported a 760% increase in their email revenue from segmented email campaigns.

Get Started Today

What else can you do with inbound marketing? Not every element of inbound marketing means building a new landing page or setting up email automation. There are things you can do today to begin to work towards an inbound marketing strategy! 

You don’t have to completely overhaul your entire website overnight to implement inbound marketing strategies. If you want to get started with inbound marketing, but it seems a little overwhelming, there are a few quick, easy ways to get started:

Start a Blog

Blogging is one of the most important parts of your inbound marketing plan. It‘s a place to show off your knowledge about your industry and prove that you have deep knowledge and understanding of what your customers need.

When creating blog articles, start with a question your potential customers might have, and use the post to elaborate on the answer.

For example, if your brand sells athletic socks, someone may make a search engine query such as “How can I keep my feet dry while exercising?“

If you base your blog posts around questions that your customers may have, people will have an easier time finding your brand, and you‘ll get a boost in search engine rankings. 

Answer The Public is a great tool to help you find questions that users are searching for online.

Focus on Social Media

Social media is a place to connect with potential customers and show them the real personality behind your brand. People also turn to social media when they have customer service questions, so making sure you have a strong social media presence helps make you feel accessible to your customers. 

Get tagging and sharing your content so that new visitors will start to find you. 

Create a Video

Video is another way to communicate what makes you unique and sets you apart from your competitors.

People prefer to see video content above all else from their favorite brands.

High-quality video improves your authority, helping you rank higher on search engine results pages. It‘s a greater way to combine both education and entertainment, which will help people remember your brand when it comes time for them to make a purchase.

Educate Your Audience

Focus on education rather than promotion — people don‘t want to feel pressured into buying something. The focus of your inbound marketing strategy should be providing information rather than trying to sell.

Remember, the final purchasing decision is up to them. When the power is in the consumer‘s hands, they are more likely to choose a brand that has helped them find information and seems like an honest and trustworthy partner. 

A Smart Tool

Inbound marketing works for a few reasons:

  • Because your online visibility increases. Over time this helps with organic lead generation.
  • Because you have the chance to establish yourself as an expert for new leads and for existing contacts by sharing things you likely already know!

We all know what it feels like to be the recipient of an aggressive sales pitch — it’s no fun. Inbound marketing takes that pressure off of you and puts your leads back in the driver’s seat. It gives them a sense of ownership over their “discovery” of your brand. Inbound isn‘t directly about selling — it‘s about showing why you‘re the best choice for your potential customers with high-quality content and letting new customers find you organically.

At Hub Masters, we’re firm believers in the power of inbound marketing. We’ll use HubSpot to help you scale your sales and marketing operations, all through the use of proven, effective inbound marketing techniques. Ready to learn more? Book a no-risk, 30-minute call with our marketing technologist today!

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