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What is Inbound Marketing? And why is it so effective?

Written by Ruth McKay
Published 02/11/2018

Inbound Marketing is a new way to do business. It’s a philosophy and method of attracting new customers who want to buy from you. It’s a more human, customer centred approach.

By starting with the customer, and truly understanding their needs and expectations, your business can begin to deliver the right value at the right time to the leads, prospects and customers that are the best fit for your business goals.

Rather than you having to market at customers or hunt for them, you create a marketing funnel that attracts, converts and delights them.

The three pillars of inbound marketing are:

  • Be Human
  • Be Helpful
  • Be Holistic

With these actions followed correctly, you can look at your business and ask yourself “Is this how I would want to be marketed to?” and the answer, when applied, is yes.

The inbound methodology

Inbound marketing is about creating valuable experiences that have a positive impact on people and your business. How do you do that? You attract prospects and customers to your website and blog through relevant and helpful content. By promoting that content you increase your website traffic.

InboundMethodology

Once they arrive at your website, you engage with them using conversational tools like email, chat, social media and by promising continued value. With well designed call to actions, forms, automated and smart marketing on your website, social media and marketing tools you create a valuable experience for your prospects. And finally, you delight them by continuing to act as an empathetic advisor and expert.

Inbound marketing VS Outbound marketing

Unlike outbound marketing, with inbound marketing, you don’t need to fight for your potential customers’ attention. By creating content designed to address the problems and needs of your ideal customers, you attract qualified prospects and build trust and credibility for your business.

Prefer a visual explanation? Take a look at this detailed infographic by Mashable >>

Inbound isn't the future, it's the present

The way people buy from you has already changed. If you haven't already, it's time to adapt the way you market and sell.

"People shop and learn in a whole new way compared to just a few years ago, so marketers need to adapt or risk extinction." 

― Brian Halligan, CEO & Co-Founder, HubSpot

Download your guide to the state of Inbound Marketing in 2018 for fascinating insights and WOW moments.

Topics: Marketing, Inbound

The state of inbound marketing in 2018 report by HubSpot