What is Inbound Marketing?

Inbound Marketing the new buzzword everyone seems to be talking about. But what is it?

Inbound marketing consists of marketing activities that draw your ideal customers ‘in’ rather than you having to go ‘out’ and chase their attention. Thinking ‘inbound’ is a huge shift from the traditional mindset of marketing when everything was an ‘outbound’ affair.

Inbound marketing involves creating content that is interesting and engaging for your target audience so they are literally drawn towards you. And trust us, it makes your life a whole lot easier when your audience is already interested in your service or product, impressed by your industry knowledge, informed about your track record and ready to buy when they reach out to you.

Rather than fighting to be heard above the racket of a crowded digital marketplace, or paying big dollars to broadcast your message to the world via print advertising, TV, radio, flyers, cold calling and telemarketing, inbound marketing brings visitors ‘in’ – converting them into loyal buyers, dedicated followers, and passionate promoters of your brand.

The Benefits of Automated Inbound Marketing


Track Campaign Performance

to the nth degree with intelligent data analytics that help you make critical marketing and budgetary decisions.

Content Creation and Content Distribution

Relevant content on the right channels answers your buyers’ questions and needs, and compels them to act, ‘like’ and share socially.

Lifecycle Marketing

Your brand evangelists start off as people who’ve never heard of you. Then they become website visitors, database contacts, buyers, and finally, loyal followers and promoters.


Tailor your content to engage with your ideal audience. As you learn more about your buyers over time and how they behave, you can better personalize your messages to meet their specific needs.


By its very nature inbound marketing is multi-channel because it hangs out where your audience hangs out, ensuring you’re in the right place at the right time.

Automated Integration

Content, publishing and data analytics all work together like a well-oiled machine so you can on-publish the right content in the right place, at the right time.

How does Inbound Marketing work?

There are four phases of inbound marketing. They effectively create a conversion funnel that works to Attract, Convert, Close and Delight your audience. This methodology covers the entire lifecycle of online sales, turning strangers into customers and then into promoters of your brand.


ATTRACT – the right kind of visitor traffic to your website

Your ideal customers are the people who are most likely to engage, ‘like’ and buy. Inbound attracts these people using blogs, SEO, web design, and micro content on social media.


CONVERT – your audience into leads

Convert your website visitors into leads by offering something in return for their contact information. For example, you can offer them an eBook, whitepaper, or presentation to download.


CLOSE – transform leads into customers

Use tactical marketing tools such as CRM tracking, email, and life-cycle based marketing automation to close sales and keep them coming back for more.



Once you’ve made the sale, don’t forget that your customers have the potential to build a community around your brand by becoming brand promoters and evangelists.

Tools to delight customers include surveys, calls-to-action (different CTAs for different stages of the buying cycle), smart content that appeals to individual needs and social media monitoring. And best of all, we can automate inbound marketing tools to make it easier to track performance and ROI so that you can connect with your audience in more efficient and engaging ways.

Moving from data-driven to intent-driven campaigns.

The ‘automated’ part of inbound marketing works by determining which content assets (blog articles, infographics, videos, etc.) work best to attract and convert those prospects that demonstrate a clear intent to buy.

Automation provides valuable data that helps to utilize intent-driven, actionable, marketing tactics – making your campaigns smarter, more engaging and ultimately delivering better business results.

Here’s where the magic of inbound marketing automation really comes into its own. You now have a valuable data-analysis tool that helps you to:

  • Identify actionable ideas
  • Measure and act on buyer intent
  • Predict new and rich opportunities
  • Forecast and optimize conversion rates

You’ll also find out which content assets resonate best with which target audience personas, therefore driving increased engagement and increased revenues. Tease out meaningful insights – instead of just massive chunks of data – to ascertain specific marketing actions.

Finally, marketers have easy-to-digest, marketing performance data at their fingertips. Usable data that speaks directly to revenue generation and tangible business results – closing the loop between sales and marketing even more.

We create inbound content marketing solutions that your audience will love. Want to know more?