inbound marketing

Inbound Marketing for Lead Generation

Ashley Andersson · September 25, 2021 ·

Inbound marketing is a strategy that involves creating contextual content, targeting your audience with something they want to read.

Do you want to create an inbound marketing strategy that increases our volume of traffic, leads, and sales?

Inbound marketing is a strategy in which you attract visitors to your website by providing content that answers their questions or provides them with the information they need.

You can also use inbound marketing to convert this traffic into leads by offering something in exchange for their contact information, like a downloadable whitepaper.

The problem with most marketing strategies is that they’re interruptive. You have to pay for advertising, or you have to find ways of getting people’s attention, and these are both expensive and don’t always work.

Here at inbound marketing, we believe there is a better way forward. That’s why we provide content on our blog that answers questions your potential customers might have about your industry or products.

This helps us attract visitors who are already interested in what you do, which means less time explaining yourself before you get down to business!

Inbound Marketing isn’t just an idea anymore – it’s the future of internet marketing and sales strategy.

It gives businesses like yours a real advantage over competitors by providing quality leads without having to spend money on ads and other forms of interruption-based marketing tactics.

What is inbound marketing?

Inbound marketing is a strategy in which you attract visitors to your website by providing content that answers their questions or provides them with the information they need.

You can also use inbound marketing to convert this traffic into leads by offering something in exchange for their contact information, like a downloadable whitepaper or ebook.

What is outbound marketing?

Outbound marketing is a strategy in which you attract visitors to your website by providing content that answers their questions or provides them with the information they need when they want it.

Outbound marketing is different from inbound marketing in that it targets potential customers who are not yet aware of the products and services available on your site.
It’s important to note that outbound marketing requires more effort than inbound because it involves reaching out to people who may not be actively looking for what you have to offer.
The most common type of outbound campaign is a direct mail campaign in which you send postcards or letters to people in hopes of attracting their attention.
Another way in which outbound marketing is different from inbound marketing is that it can target potential customers who are already aware of what your company has to offer and may even be in the market for your product.
This strategy often involves advertising on social media networks like Facebook and Twitter to subtly attract users’ attention.
A good example of this method in action is when companies sponsor posts on Instagram with images or videos about their products.

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Inbound marketing vs. outbound marketing

Inbound marketing is a strategy in which you attract visitors to your website by providing content that answers their questions or provides them with the information they need.

It’s most often done in the form of blogs, videos, infographics, social media posts, etc.

You can also use inbound marketing to convert this traffic into leads by offering something in exchange for their contact information, like a 30-Day free trial.

Outbound marketing is different than inbound in that it targets potential customers who are not yet aware of the products and services available on your site.

This strategy often involves advertising on social media networks like Facebook and Twitter to subtly attract users’ attention.

Inbound marketing benefits

More leads: When customers find exactly what they’re looking for without searching, they want to buy from you right away. Inbound marketing helps attract these customers with ease.

Higher conversion rates: When the best content about your product or service is pointing people in your direction, they’re more likely to convert into sales than if they had found their way there on their own by performing extensive research.
Better ROI: Inbound marketing gives businesses in any industry a better return on their inbound marketing investment in part because it’s cost-effective.
More efficient distribution of inbound efforts: With inbound marketing, you can track your inbound content and inbound traffic to make sure your inbound efforts are going the way you want them to.
Improved SEO ranking: In addition to attracting more customers to your website with inbound marketing, you’re also likely to see an improvement in your search engine rankings when you have high-quality articles that focus on relevant topics.

Outbound marketing benefits

Leverage existing brand awareness: If you already have a presence in the marketplace through other means, like direct mail or outdoor advertising in your industry, outbound marketing can enable you to take advantage of this and attract more in-market customers who recognize and trust your brand.
Find prospects in new markets: Outbound marketing can enable you to reach in-market customers in new geographic areas where you do not have a strong presence.
Address unmet needs: For example, direct mail can in-market customers in industries where they may not be actively looking on the web. This opens up opportunities for brands specializing in particular niches or offering products related but different products from their main product line.

History of Inbound Marketing

Inbound marketing has been in use since 1994 when Jay Levinson, in his book entitled “Guerrilla Marketing,” outlined the benefits of inbound marketing in contrast to outbound marketing.

In inbound marketing, marketers encourage visitors to a company’s website by creating content that answers their questions and provides them with the information they need.

In recent years, inbound marketing has experienced a surge in popularity due to its effectiveness in today’s digital age.

When inbound marketing spending aligns with a company’s inbound sales and inbound lead generation strategies, inbound marketing can help bring in more in-market customers who are actively looking for what you have to offer.

Inbound Marketing Stats

Blogging As of 2019, a survey of bloggers found that 32% of respondents always checked the analytics of their blog posts.

(Statista, 2020) WordPress users produce about 70 million new posts and 77 million new comments each month. (WordPress, 2020)

Blogs are among the primary three forms of media used in content strategies today. (HubSpot, 2020)

89% of content marketers used blog posts in their content creation strategy in 2020. (Content Marketing Institute, 2020)

18% of marketers choose WordPress as their website content management system (CMS). (HubSpot, 2020)

Marketing spending is expected to grow by 14% in 2021. (Deloitte, 2020)

83% of traffic to marketing blogs comes from desktops. (SEMrush, 2019)

Content Strategy 70% of marketers are actively investing in content marketing. (HubSpot, 2020)

78% of companies have a team of one to three content specialists. (SEMrush, 2019)

Web traffic is among the top two most common measurements of success for content marketing strategies. (HubSpot, 2020)

Marketers today create content for multiple audience segments — marketing to three audience segments is most common. (HubSpot, 2020)

Nearly 40% of marketers say content marketing is a very important part of their overall marketing strategy. (HubSpot, 2020)

“Content Marketing Strategy” is the most searched query related to content marketing. (SEMrush, 2019)

Inbound marketing and sales conversions

In inbound marketing, prospects naturally find your company to get the information they need in an easy and timely manner. In inbound marketing, you can use inbound advertising on social media networks to attract users’ attention more subtly.

The best content about your product or service points people in your direction, which makes it more likely to convert into sales than if they had found their way there on their own by performing extensive research.

If you are just getting started with inbound marketing, you want to have a plan to know what kind of content you are going to post regularly and how often.

Much inbound marketing depends on the correct automation in online marketing. Marketers in inbound marketing use various automation tools to make their inbound marketing more efficient and effective.

Inbound is not inbound without proper automation.

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Here are some key things to think about when considering inbound marketing automation

Understand the success metrics of your business
Choose an inbound platform that is scalable
Implement a lead scoring system
Automate the nurturing process
Optimize lead nurturing with behavior data
Define value-based engagement campaigns for your audience
Be in complete control of your inbound marketing
Identify and prioritize inbound leads
Manage inbound leads across multiple channels, like email and social media
Implement lead tracking, so you know exactly how your leads are coming in
Qualify leads accurately so they don’t fall through the cracks
Measure the performance of every channel so you can figure out what to scale and what to cut
Prepare reports to keep everyone on board apprised of progress.

What is the inbound marketing process?

The inbound marketing process in inbound marketing is a lot like in any other type of marketing campaign. You want to start with key content to get your audience to know what you offer and why they should invest in your company.

You want to be proactive in communicating with prospective customers and make sure that you provide them with valuable information and tips to get them to convert into sales or at least become loyal customers.

You can also use inbound marketing for lead nurturing which ultimately benefits your business by keeping your contact prospects engaged and informed about upcoming promotions and changes in your products or services.

The inbound marketing process typically starts with creating website content such as blog posts, infographics, email newsletters, and ebooks to promote your company’s inbound marketing strategies.

Inbound marketing is a marketable strategy because it allows you to attract visitors and provide them with the information they need easily and quickly. In inbound marketing, companies also use inbound advertising on social media networks to attract users’ attention more subtly.

Marketers today create content for multiple audience segments — marketing to three audience segments is most common. Nearly 40% of marketers say content marketing is a very important part of their overall marketing strategy. “Content Marketing Strategy” is the most searched query related to content marketing.

In inbound marketing, prospects naturally find your company to learn more about your inbound marketing strategies.

Email is one of the most effective inbound channels in an inbound marketing process. Email lists are often used to provide visitors with information that they want promptly, but marketers should be aware of their email list’s deliverability.

The inbound lead nurturing process allows you to identify which leads are showing interest in your business and take them through an automated sales pipeline to ensure that they are kept engaged until the very end by offering them relevant content at every step along the way. The nurturing period typically lasts about six months before prospects can be converted into customers or regular contact clients.

So-called “warm” leads have already expressed interest in your inbound marketing strategies in some way, which means that you can begin to nurture them to make sure they turn into sales. Nurturing inbound marketing is all about providing visitors with relevant and timely information to get the results you need in the end.

In inbound marketing, marketers should think of their “ideal” customer to create content for them and better serve their needs over time by becoming better acquainted with them via your website. By using such a strategy, marketers may see an increase in leads by 15% or more in six months compared to other types of campaigns.

One important thing in any inbound marketing process is in complete control of your messages so that you can determine how they reach your prospects in the inbound marketing system.

A strong inbound marketing strategy includes blogging. By creating content in blogs, you naturally draw visitors to your website in an inbound marketing process.

You can also use email newsletters to reach new audiences and establish yourself as a thought leader in your industry by aggregating all of your latest thoughts and opinions on a specific topic in one place. As a result, both old and prospective customers learn more about what you have to offer them because you make it a point to provide them with valuable information rather than promotional material intended for selling purposes only.

The inbound marketing method allows you to earn money over time via multiple channels, or in other words, getting paid for helping them solve their problems in a way they like best. There are several different types of lead generation programs available to marketers today. The list below shows the three main program types:

Lead Generation (Online/Print) – Generating leads via print advertisements and direct mail pieces.
Leads on Demand (Online) – Leads generated in real-time using inbound marketing advertising.
Self-Service (Offline) – Leads generated in formats such as newspaper and magazine ads, in which the consumer calls one central number to get in touch with your company directly.

The inbound marketing process is a method that helps marketers earn money over time by earning inbound links and other referrals from visitors in an inbound marketing system.

Why is inbound marketing important for marketers?

Why inbound marketing important marketers?

Marketers need to use this strategy because customers are six times more likely to buy from someone they know and trust than contacting a vendor directly. When you use an inbound approach, customers can become acquainted with you and your company firsthand instead of relying on what other people say about you if they need a product or service.

One important thing in any inbound marketing process is in complete control of your messages so that you can determine how they reach your prospects in the inbound marketing system.

Other strategies marketers may use include building backlinks or social media engagement through inbound promotion to attract new audiences in an inbound marketing process. You should also use inbound links through outbound campaigns to gain more exposure for your website while allowing other marketers to do the same in return by sharing their content with your audience.

Inbound Tactical used by marketers

Blogging is important

Blogging is a powerful inbound marketing tool in which you can share your opinions in a way that builds trust with your audience. In inbound marketing, the inbound links you earn from doing this in a very natural way allow you to increase your search engine rankings over time.

For inbound marketing to work in the best way possible, you should use blogging to provide valuable information to your existing and potential customers in an inbound marketing process. In inbound marketing, inbound links combined with a strong social media presence helps marketers reach new audiences over time by sharing their content in an inbound system that benefits everyone involved.

The form of sharing used by marketers today includes things such as blog posts on WordPress or Tumblr blogs so that they can share their latest ideas and opinions with readers directly via RSS feeds when compared to using methods such as inbound marketing in which a company can share their latest blog posts in an inbound system with no interruption.

In inbound marketing, content sharing is a natural process in which companies or professionals deliver valuable or educational information in an inbound system that benefits everyone involved.

This tactic is used by marketers today to earn new business from existing and potential customers alike. In an inbound marketing approach, earning shares for your articles may lead to more attention from Google over time due to the high-quality nature of your content.

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Social media has proven effective in inbound marketing.

Online social networks like Facebook, Twitter, and LinkedIn are becoming more and more essential in inbound marketing because they provide free platforms for businesses to interact with their target audience. Social media makes it easy to share your content with other social media users, which helps attract even more visitors to your site. Content shared on these web pages can also be indexed by search engines, further boosting the reach of your inbound marketing strategy.

There are many different social media sites, and some examples include Twitter, LinkedIn, Pinterest, Reddit, and YouTube. Social media in inbound marketing is a powerful tool in which you can share your opinion in a way that builds trust with your audience in an inbound system.

In inbound marketing, the inbound links you earn from doing this in a very natural way over time allow you to increase your search engine rankings.

For inbound marketing to work in the best way possible, you should use blogging in an inbound system whereby customers can become acquainted with you and your company firsthand.

In inbound marketing, inbound links combined with a strong social media presence helps marketers reach new audiences over time by sharing their content in an inbound system that benefits everyone involved.

In inbound marketing marketers, sharing is a natural process whereby companies or professionals deliver value to information naturally that benefits everyone involved. This tactic is used by marketers today to earn new business from existing and potential customers alike. In an inbound marketing approach, earning shares for your articles may lead to more attention from Google over time due to the high-quality nature of your content.

Lead nurturing

Lead nurturing is when inbound marketers monitor inbound traffic to qualify these inbound prospects for inbound marketers to create content in the form of email messages or automated messages that will convert inbound prospects. For inbound marketers, lead nurturing is considered inbound marketing in action.

Landing pages

When inbound marketers use inbound marketing techniques to attract inbound prospects to landing pages on their website, they use inbound marketing. Inbound marketers use landing pages because they are the best way to ensure that inbound traffic will convert into leads.

When you visit a landing page, there should be an immediate benefit offered to you upon entry, like a downloadable whitepaper, for example. If this benefit isn’t immediately obvious when you first arrive at the landing page, it’s probably not converting visitors into leads properly and needs some improvement.

Social media

It might be surprising for some people that social media can be used in inbound marketing. Still, inbound marketers know that social media platforms like Facebook, Instagram, Twitter, and Pinterest are ideal for inbound marketers.

Social media is where leads come from. Social media is the essence of digital marketing because it uses social media effectively as an inbound marketer. You need to create content that answers questions people have about your products or services, which means that your content on social media must be educational.

Content Marketing

Education-based content is also called “informational” or “how-to” content by inbound marketers.

When you build a library of useful, informative articles on your website to attract more visitors to read these articles, which are sometimes written in the form of blog posts, inbound marketers refer to this as “content marketing.”

Inbound marketers know that to attract inbound prospects with content, you must make it relevant and useful.

Paid advertising

In some cases, inbound marketers can successfully use paid advertising to convert inbound prospects into leads.

Online advertising is a great way for inbound marketers to quickly build a pool of inbound prospects, making conversion rates higher on their landing pages because a higher volume of people is now exposed to their content.

This strategy is only effective if the inbound marketer has an effective lead nurturing system in place, though, or they will lose most of those potential leads they just spent so much money acquiring.

Traditional inbound marketing

Traditional inbound marketing is when inbound marketers combine inbound and outbound techniques to attract inbound prospects.

This strategy is more advantageous for inbound marketers because it means that they don’t have to spend as much money acquiring inbound leads to grow their businesses, and it also ensures lead nurturing because the inbound marketer’s website has lots of useful content on it which attracts visitors and converts them into leads.

Email marketing

Email marketing is another inbound method in which inbound marketers use to market to inbound prospects.

Email marketing consists of inbound marketers sending email messages to promote their products and services and convert these inbound prospects into customers.

Website optimization is important

Website optimization is important in inbound marketing because it impacts the number of visitors that you receive.

When you optimize your website, you can rank higher in the search engine rankings, which will drive more traffic to your site. Website optimization includes not just on-page SEO but also off-page SEO strategies like link building and social media.

SEO and inbound marketing

Search Engine Optimization (SEO) is a marketing strategy that you want to rank higher in search engine results. This is done by writing keyword-rich content, having a high-quality backlink profile, and scheduling social media posts in advance to create engagements. Create inbound links for SEO’s benefit

Creating inbound links is important in inbound marketing because it will improve your search engine optimization.

Search engines like Google use these inbound links to determine the rank of each website, so they are very important when trying to increase traffic to your site. You can create inbound links by guest blogging on other websites in your industry or offering up resources (like white papers) on your website in exchange for them linking back to you.

An inbound link is an online reference to a web page deemed relevant and helpful by another web page. It is considered ‘inbound’ because it is coming towards the web page rather than pointing away from the web page (which would be considered an ‘outbound link’). There are several ways in which you can inbound links to your website.

Long-tail keywords are in phrases.

The long-tail keywords are in phrases, and they describe in more detail what the user is searching for. They usually contain three or more words in a specific order concerning the topic that is being searched. These phrases also include synonyms, spelling variants, and related searches.

SEO difficulty

The way search engines rank websites is based on relevance, quality, and reputation.

The natural SEO guidebooks say that users determine relevance by seeing how many visits a page receives from other websites or social media shares from current visitors.

Search ranking

To increase your natural rankings, make sure every website page contains search engine optimization criteria such as titles, meta descriptions, and keywords.

High-quality content with relevant information will win over a site packed with keyword stuffing – the use of very specific words or phrases that have little to do with the topic at hand – because it can negatively impact the search engine’s algorithms.

Search volume

One factor in ranking on the search engines is the number of searches related to a particular topic. SEO is a long-tail keyword strategy that separates phrases into two parts: umbrella keywords and long-tail keywords.

Sales funnels

A sales funnel is a model that describes the process in which someone goes through in order to take action in response to an inbound marketing campaign.

A customer typically enters at the top of the funnel and then opts in to engage in email or social media marketing in order to learn about what you have to offer.

They’ll work their way down the funnel until they make a purchase. Here are the basics of inbound marketing basics in more detail.

Content – The cornerstone of inbound marketing is great content that provides value to your customers in some way or another, but doesn’t necessarily sell them on any products or services right away.
Promotion – A critical element in inbound marketing is promotion through social media channels like Facebook and Twitter to get people interested in you and what you have to offer. Promoting your content across these platforms allows it to reach a larger audience, hopefully enticing people down your sales funnel where they can opt in for even more information about your company or industry. If they become customers, consider yourself successful in this internet-based strategy that most businesses are employing today.
Landing Pages – Landing Pages in inbound marketing are the webpages in which you offer inbound services. It is important to create landing pages with in-depth content in order to convert traffic into leads. A landing page should have a call-to-action that gives the visitor some incentive to take some kind of action. The most direct way in which you can do this is by offering an ebook or other downloadable item in exchange for their email address. Landing pages also have a very significant role in outbound marketing, where it is necessary to create a landing page in order to allow people access information about your organization on the internet.
Thank-you pages – In inbound marketing, a thank-you page is a website in which you offer inbound services. In this web-based strategy that most businesses employ today, the main goal of the thank-you page is to turn inbound leads into customers.

The customer will enter a thank-you page in order to take advantage of the inbounds services. It is important for this webpage to have content in-depth in order to convert cross-traffic into leads with an incentive.

The most direct way in which you can do this is by offering ebooks or other downloadable items in exchange for their email address.

Thank-you pages also have a very significant role in outbound marketing, where it is necessary to create these pages in order to allow people in the inbound services.

Conversion – The conversion in inbound marketing is a web page in which you offer inbounds service in order to motivate customers to engage in further e-services in pursuit of purchasing something or opting in for more information about your company or industry. It is important for this webpage with content in depth and an incentive; the most direct way is offering an ebook or other downloadable items in exchange for their email address, creating thank-you pages with e-services like social media channels like Facebook and Twitter. Thank-you pages also have a very significant in inbound marketing where it is necessary to create these pages in order for people in the inbound services.

It is important for this webpage with content in-depth and an incentive; the most direct way is offering an ebook or other downloadable items in exchange for their email address, creating thank you pages with e-services like social media channels like Facebook and Twitter.

Tools to use in inbound marketing

Tools to use in inbound marketing are vital.

An inbound marketing tool that helps businesses in inbound marketing with tools to automate inbound marketing.

SharpSpring aims to make marketing management more efficient for marketers by automating inbound marketing.

SharpSpring provides automation tools that streamline inbound lead management, web forms, landing pages, online ads, and social media promotions. SharpSpring uses A/B testing to measure the return on investment of inbound lead generation campaigns.

The most recent trends in inbound marketing are becoming more advanced in data science and behavioral machine learning with advanced software algorithms.

They also use visitor behavior intelligence to create contextual ad content for their audience through big data analysis.

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Important inbound marketing tools are inbound lead management, inbound web forms, landing pages, inbound social media promotions, A/B testing to measure the return on investment of inbound lead generation campaigns.

These are critical tools in achieving inbound marketing success using software algorithms that offer marketers contextual ad content for their audience through big data analysis.

In all business fields, including digital marketing and traditional, an up-to-date understanding of new trends is necessary to deliver value for customers or clients while maintaining a competitive edge over others within the same industry.

Denver Digital Marketing Agency process agile

That’s why businesses need to stay on top of inbound marketing automation to provide inbound marketing solutions.

Sign up for a free demo today if you want to learn more about inbound lead management, inbound web forms, inbound landing pages, inbound social media promotion, and A/B testing with SharpSpring.

Keap

Keap is an inbound marketing tool that helps businesses grow their customer base by automating inbound marketing for e-commerce marketers, including tight integration with Shopify.

Keep inbound marketing software automatically sharing inbound web content in a sequence that maximizes conversions, generating more inbound leads. Keep inbound marketing automation software highly affordable for any inbound campaign.

To be in the inbound business, marketers should pay attention to trends in inbound marketing automation. To succeed in inbound marketing, marketers should read up on inbound lead management, inbound web forms, landing pages, and A/B testing with Keep.

Keep (Infusionsoft)is great for Shopify and other e-commerce customers.

Examples of inbound marketing

You can find inbound marketing in any industry in which you’re running in competition with other companies to get the attention of potential customers.

Leads in inbound marketing are also known as inbound leads.

The term inbound marketing defines inbound lead generation that is based on attracting potential customers through content. The content may be in the form of blogs, free offers, videos, or social media.

What does it take to do inbound marketing effectively?

To do inbound marketing effectively, you need to think in terms of the inbound approach to marketing rather than focusing on outbound marketing.

This means that you will generate an inbound lead instead of waiting for one to come in.

This may seem easy enough to do, but it’s not as easy as it seems because to generate an inbound lead, you must know what your customer wants and give them content relevant to their needs.

To make inbound marketing work for your company, you need first to identify your customers and what they want. Then, create content that will address their wants and needs by giving them what they want first.

In today’s digital age, inbound marketing is an important tool for businesses of all shapes and sizes, including new start-ups looking to establish a presence in their industry.

Conclusion about Inbound Marketing Basics

Are you looking to increase your leads and sales?

Inbound marketing is the process of drawing customers towards a business through content instead of pitching them with ads. It’s about earning attention by creating valuable, relevant content that pulls people in. And it works! Companies that use inbound marketing strategies see an average of 20% more traffic than those that don’t.

We can help you create a strategy that will work for your business and get results fast! Our team has years of experience working with businesses like yours to develop custom plans tailored to their needs. Let us show you how we do it so you can start seeing real results today!

Click here and contact us for a free consultation on how we can help grow your business using inbound marketing strategies!

General FAQs

What is inbound marketing is and how does it work?

Inbound marketing is a strategy in which you attract visitors to your website by providing content that answers their questions or provides them with the information they need. You can also use inbound marketing to convert this traffic into leads by offering something in exchange for their contact information, like a downloadable whitepaper for example.

What’s the difference between inbound and outbound marketing?

Inbound marketing is the newest type of online marketing in which companies attract visitors to their site by providing content that answers their questions or provides them with the information they need. inbound marketing can also be used for conversion, in which you offer something in exchange for an address or contact information, like a downloadable whitepaper. Outbound marketing involves counteracting advertisements that are not wanted at places where people might see them. this means these ads are visible to people even if they don’t want them in some way or another.

How do inbound marketers generate leads through content?

Inbound marketers generate leads through content by providing in-depth blog posts on their websites that answer basic buying questions in order to steer customers in the right direction. This means inbound marketing is custom-tailored for companies because it provides visitors with the information they need before making a purchase decision.

What inbound marketing tools and tactics do inbound marketers use?

Inbound marketers use in-depth blog posts, infographics, white papers, ebooks, explainer videos, press releases, social media campaigns, video content marketing, and so on.

Inbound Isn’t Enough: Blending Outbound and Inbound Marketing

George · December 14, 2017 ·

Inbound marketing has countless advantages and is an effective way to reach the wary consumer today. But, all too often, companies devote all their talent to tackling the market from that one single-angle. Inbound is great, but sometimes a broader approach might be more useful.

This got me wondering: is inbound really enough? Does it provide enough support for small and medium-sized companies that want to grow quickly and efficiently? I came to the conclusion that it’s not enough.

I look at inbound marketing as a marketing foundation to be built upon, rather than a stand-alone, independent strategy.

Instead of relying on inbound marketing as an exclusive marketing strategy, my experience has taught me that taking a holistic approach to marketing and integrating multiple strategies and methods is more effective in achieving revenue growth. So, what all should we include in our marketing plan?

What is inbound marketing?

Inbound marketing is the process of helping potential customers find your company. Inbound marketing frequently happens before the customer is ready to make a purchase. If you make a contact early in the buying journey and you create brand preference, more leads, and better sales conversion.

Inbound marketing is a strategy that utilizes many forms of pull marketing. For example, digital marketing like content marketing, blogging, events, search engine optimization (SEO), social media, website design, and more.

Outbound marketing seeks out customers, inbound marketing focuses on visibility, so potential buyers come to you. Instead of “renting attention,” through advertising only.

Small businesses are employing inbound marketing focus on new methods geared toward building awareness, developing relationships, and generating leads.

Inbound Marketing – Hey, It Does Work.

Nobody is saying that inbound marketing isn’t effective – especially in today’s world where the consumer has limitless content options and full control over what they choose to consume.

According to HubSpot, 86 percent of consumers skip through television ads and 91 percent of email users unsubscribe from a company email. The old interruptive forms of marketing where advertisements are forced in consumers’ faces isn’t always the best option anymore.

Marketing is becoming less about disruptive one-way communication and more about having a conversation. Inbound marketing helps to build the path for consumers to find you through content creation.

Try this quick quiz to gage your knowledge.

When you decide to tackle inbound marketing, keep in mind that it can take time to get right and start seeing results. Content creation is an intensive and often times intensive process that requires research, planning, and SEO strategy (to ensure your content actually gets read).

You’ll need to refine a technique for content creation in order to reach your audience on a more personal and effective level.

When you put a content engine in place and create awesome blogs with an abundance of helpful information, conversion-designed CTAS, and beautiful landing pages with enticing offers, then you’ve got the inbound machine rolling.

But, what if your company is freshly established with a brand-new website and a limited database? If no one knows who you are, it’s going to take a while to get people to your site through pure SEO and email marketing – and a lot of us don’t have the time or the money to wait for the traffic to slowly build.

Outbound Marketing

Outbound marketing is a form of marketing that aims to push out your company’s message rather than trying to bring in new customers through content.

Below, I’ve included a sample of some highly effective outbound marketing strategies that you can integrate with your inbound marketing to create better connect with your ideal customers.

Public Relations

Having a solid relationship with the media boosts your credibility and drives visitors to your site. Not to mention, when you get a press pickup, it often includes a link back to your site which can help to boost your domain authority and help you achieve your SEO goal of getting to the number one spot on the Google SERPs.

Digital PR

Digital PR is another great way to help you build your online presence and gain backlinks for your website. Digital PR is essentially the same as traditional PR in that you build relationships with online writers to get media hits or backlinks. Some specific tactics include distributing traditional press releases, guest blogging for other sites, and conducting outreach to offer up your current content as a resource for other blogs.

A key component of digital PR is that, before you do any outreach, you should make sure the website you are contacting has a strong domain authority (DA)– we recommend a DA of at least 30. Domain authority shows the site’s credibility, and it’s best to get backlinks from highly credible sources. Google may actually penalize you if you receive backlinks from untrustworthy websites.

Influencer Marketing

With the rising popularity of social media, bloggers and influencers have become a valuable source for additional outside marketing in the B2C world. Social media influencers bring the benefit of a large, devoted base to engage with your content.

Influencers also strengthen user loyalty to your brand. When users engage with a relatable blogger/influencer who has personal experience with your product, they are much more likely to trust and appreciate the interaction.

Social Media

A strong social media presence can be incredibly powerful. But, making the most of your social media presence doesn’t just mean pumping out content three to five times a day. There are a couple of steps you need to consider before you start creating social media content.

Set Your Goals.

First of all, determine what your company’s goals are for the account. Brand awareness? New leads? Who are you trying to reach? You should have a solid understanding of who your target audience is before you set up any social media accounts. This requires careful thought. You should consider the demographics, psychographics, and emotional desires of your target customer, but you should also know how and when they like to consumer information.

Define Your Audience.

By understanding who you’re trying to reach, you’ll be able to design a more effective social media strategy, because not all social media channels are the same! You need to be able to tweak your messages to fit the form culture of each individual channel that you are active on. In fact, you may not need to be on some social media channels at all.

For example, if you are a B2B manufacturing company, there’s no need for you to spend time developing a presence on Instagram – use those resources to build up an incredible LinkedIn profile.

Stay Organized.

Once you’ve established the basics, you need plan and organize your content for each channel to ensure you’re distributing timely, relevant content consistently. Luckily, there are tons of free templates online to help you organize your content in a schedule and post to the appropriate channels. Check out our social media content calendar here if you need some help with organization.

Measure and Analyze.

Careful attention to detail and planning will help to get your social media machine up and running, but that’s only part of the equation. You need to make sure that you are collecting your social media data in order to analyze the effectiveness of your practices and develop methods to revise results if needed.

There are tons of free apps online available to help you review your social media data. For example, Buzzsumo and Keyhole can help measure user engagement with your various social channels.

Now it can be argued that inbound marketing and social media are connected, but everything you actively push out to bring people in constitutes outbound marketing.

Events

Sometimes called experiential marketing, marketing based around designed events can be an effective way to reach out to your customer base on a personal level and create a more intimate connection.

Entrepreneur defines experiential marketing as, “Work done with retailers and brands to connect directly with shoppers – usually through an event that happens inside a store or externally in the community… Experiential marketing can range from anything from us handing out samples in a store, to staffing grand opening celebrations, to being behind the truck of a mobile tour.”

There’s something to be said about the human connection and being able to meet face to face with a person. If your company visits trade shows and conferences, those locations would be the perfect place to design a cool and engaging event to draw in your audience and engage them on a different level.

For example, years ago, I worked for an IT services firm, and we’d sponsor and exhibit at a particular event that resulted in 75 percent of the practice’s revenue. Sure this is atypical, but it means you can’t rule out the value of some industry events that target your customers.

PPC Advertising

My last outbound marketing tactic is a bit newer in the marketing world, but it’s proving to be highly effective. PPC advertising, or pay per click advertising, is a digital marketing tactic in which you advertise within a search engine’s sponsored results by bidding for the keywords connected to your product.

If you win the bid for your word, then your product or service will be advertised at the top of Google’s first page of results (as seen in the picture below).

One great thing about PPC ads is that you’re able to hone in on your target audience through geo-targeting and by bidding on keywords that your ideal customer uses to search for your product or service.

You also only have to pay if someone clicks on your ad, which means the majority of your ad spend is only going toward people who are actually interested in your company.

For more information on PPC ads and to see if they’re right for your company, check out our previous blog: Intro to PPC: A Beginner’s Guide to Pay Per Click Advertising.

Don’t Sell Your Company Short

Inbound marketing is a great foundation, but to accelerate your performance, you need to consider other ways to drive and engage your audience.

By diversifying your marketing methods with inbound and outbound marketing, you can reach a greater audience by connecting with them through different channels and presenting your products or services during opportune moments.

Use tactics that are tailored to your specific audience, and you’ll see that your integrated marketing efforts help you generate quality leads and close sales most efficiently.

This article was originally published in September 2015 but has been republished for new understanding and clarity. Update 2021.

6 Inbound Marketing Best Practices: Attract, Convert & Close

Sabine Wolf · October 17, 2017 ·

In our noisy world, people are looking for solutions to their problems and these inbound marketing best practices can help you boost leads and sales.

With inbound marketing, your marketing focuses on creating value by helping your target audience with content marketing and other inbound marketing strategies.

The inbound methodology is not new. Unlike outbound marketing, inbound marketing drives potential customers to the website using search engine optimization (SEO), landing pages, calls to action, and content to get more leads generated.

Once the contact information is in your system you can begin to build trust with case studies and begin to find a fit with the pain and your product or service. Once the prospect is ready to buy your inbound marketing focuses shifts to converting, closing, and delighting the customer.

The high-speed evolution of digital marketing tactics challenges professionals at every turn. Yet in the consumer-focused world of online business, it is imperative to keep up with changing trends and remain on the cutting edge of marketing technology.

Naturally, each stage of your marketing funnel must be continually optimized, but there is always a risk of pouring too many resources into one element, ultimately endangering your overarching strategy.

Despite this concern, getting the most out of your marketing doesn’t need to be complicated. But, having a detailed plan, and an in-depth understanding of your objectives is essential.

A good place to start is with your approach to inbound marketing, as your content will often be the first point of contact a potential lead has with your brand. Continue reading to learn about six inbound marketing best practices that will help you attract, convert and close new leads.

1. Define Your Objectives for Inbound Marketing

This may be an elementary step, but it’s important enough to restate nonetheless. To fully optimize your marketing approach, schedule content efficiently, and budget effectively, you will need a clearly defined plan. This means identifying your marketing objectives, choosing your niche, and determining exactly what message you wish to convey.

Once you are able to answer those questions, you can define long-term and short-term goals, set realistic timeframes for their completion, and make provision for any potential setbacks.

Not only does this reduce pressure on your team by giving them a clear path to follow, but it also minimizes potential stress on your budget by avoiding the expense of having to overcome an unforeseen obstacle.

2. Optimize Your Site

Having a strong SEO can underpin the success of your entire marketing campaign. After all, what good is amazing content if it doesn’t appear in search engines results? Throughout your website, design and content development, make sure to keep SEO best practices in mind. Begin by identifying commonly-used keywords surrounding your topic; ideally, these should have a high search volume and low competition.

Once you have selected the keywords you wish to focus on, it is essential to keep these in mind throughout all aspects of your marketing campaign. Make sure to include your strategically chosen keywords in your web page’s title, meta description, permalink, and image alt text.

Be particularly cautious of keyword cannibalization across your content. If multiple pages are competing for the same keywords, it can diminish the value of them all. Carefully monitor the success of each piece of content, and keep an eye on any changes in keyword popularity throughout the course of your marketing campaign.

Other simple steps you can take to improve your SEO include:

Delete duplicate content.
Improve old or low-performing content.
Increase backlinks to your site. (These need to be high-quality links, so make sure the right people are linking back to your site).

3. Nurture Leads with inbound marketing

Leads are undeniably valuable, but only if they eventually can be converted. Once someone has engaged with your brand and signed up to your website or mailing list, you are certainly past the first hurdle. However, if you do nothing to develop that lead, the individual may lose interest, or forget about you altogether.

Follow up leads with targeted email marketing, and don’t give up if the response is not immediate. The same applies to former customers who have not returned to your website. It may require trial and error to determine the optimal interval to leave between marketing communications.

However, those leads that you manage to recapture are more likely to be converted if you can retain their interest. The fact they have chosen to re-engage with your brand is a sign they are actively interested in what you have to offer but may take more work to fully persuade.

4. Create High-Quality Content

Every item of content you release says something about your brand. As such, it is far more valuable to craft a few well-targeted, educational pieces, rather than flood your website and social media channels with lower-quality content.

This will allow you to develop a reputation for useful, engaging content, while also increasing your chances of getting more high-quality traffic.

Quality content strengthens your SEO as it can be recognized by crawlers as being helpful and relevant to its audience. In addition, the more useful and engaging a piece of content is, the more likely it will be shared, discussed, and acted upon by your audience.

5. Learn To Understand Your Data

Watch out for vanity metrics that are meanless in your inbound marketing plans.

The field of data analytics has exploded in recent history, with greater numbers of metrics being defined all the time. While many business tools can provide detailed access to these statistics, it is important to understand what you are looking at.

Not every metric will be relevant to your business or to your marketing objectives at that time. Others can be misleading if taken out of context, or if not considered alongside other data.

Take the time to brush up on your definitions and learn which information you should monitor in order to gauge the success of your marketing, and identify how and where it can be improved.

The following marketing metrics are a great place to start when analyzing your marketing campaign:

Qualified leads: these leads are highly valuable because they’re making their way through your nurture campaign cycle and know what services they need. When you’re aware of these high-quality leads, you can reach out to them personally to close the sale.
Customer Acquisition Cost (CAC): Calculate this metric by summing all your marketing expenses and dividing by the number of customers gained over a specific time period. This will show how much it costs to acquire each customer, and in turn, will reveal the effectiveness of your marketing.
Conversion Rate: You can attract leads all day, every day, but if no one is converting, you’re wasting valuable time and resources. Track your conversion rate to ensure leads are being properly nurtured through the marketing funnel.

6. Repurpose Your Content

One of the reasons inbound marketing can have such a positive ROI is that a single piece of content can often be reused several times. Of course, this is not to suggest that it should simply be re-released in the same form.

However, by converting one form of content into another, you can not only gain the benefit of low-cost content creation but also target more varied audiences.

Some of your potential leads may prefer video content, infographics, or other visual features that are easy to consume while on the move. Others may be more interested in detailed articles, whitepapers, or content roundups.

Each time you repurpose your content, be sure to bring it up to date so it is relevant to your current audience. Furthermore, be conscious of when and where you release the new version, as it can still appear repetitive if readers identify the connection with the previous version.

However diligently you plan, not every piece of content will be a success, nor will every marketing campaign run as smoothly as you might hope.

As such, the final point to remember throughout the marketing process is to be flexible, analyze results frequently, and learn from the things that go wrong so that you can make improvements in future campaigns.

You already know the value and potential of your business, so your goal should be to impart that to your audience through your content. Over time, you will evolve your marketing strategy, and refine your content according to the data you gather.

Wrap up on inbound marketing

Success may not happen overnight, but the more you improve your methods with these inbound marketing best practices, the greater the returns will become until your business meets and surpasses your long-term aspirations.

Enjoy this article, and share it with a friend!

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60 Inbound Marketing Services That Have Killed Cold Calling

Ashley Andersson · May 26, 2017 ·

A comprehensive list of inbound marketing services.

Outsourcing your inbound marketing services just what you might need to boost web traffic and lead conversions. Inbound and content marketing is winning over traditional marketing and even PPC.

Okay, maybe killing cold calling is a slight exaggeration. However, there is one point I won’t debate, cold calling effectiveness has never been stellar and it’s continued decline has been amplified by new digital trends.

This shift in the marketing landscape has made us dig deep into Matrix Marketing Group’s inbound marketing service playbook and pull out every inbound tactic that we’ve previously provided our clients.

Although, Matrix Marketing Group is not a pure inbound marketing agency with set prices we understand and use HubSpot’s and other methodologies to drive high-quality traffic to the website.

Inbound marketing for professional services hit its stride back in 2012 when HubSpot wrapped itself around the keyword. Inbound marketing service is nothing new.

Inbound marketing services come down to an industry buzzword with a lot of overlap of traditional marketing activities.

From these inbound marketing service examples, you’ll see general marketing activities that can fall under either category, yet are often forgotten.

This list is meant to help marketers looking to add a new weapon to their inbound marketing repertoire. As a Denver Digital Marketing Agency, we use these all the time.

Since it’s a bit of a doozy combing through all 60 items, we’ve added a table of contents that allows you to review the tactics that are relevant to your inbound marketing campaign, or dive into it all.

Click on the inbound marketing activity that your interested in and you’ll jump straight to that section.

Table of Contents of Inbound Services and Inbound Strategies

Blogging	Keyword Strategy	On-Page SEO	Off-Page SEO	Lead Magnets	Infographic
Webinar / Webcast	Podcast	Slideshare	Social Media	Press Release	Lead Nurturing
Customized Emails	Landing Page	Lead Form	Byline Article	HARO & Profnet	Social Engagement
Quora	Pop-ups	Guest Blogging	Inbound Strategy	Content Map	Video
Influencer Marketing	Newsletters	Content Syndication	Digital Community	E-Library	Mobile Optimization
Web Page Design	Case Studies	Image Optimization	Online Course	Buyer Personas	Social Share Buttons
Customer Chat	Market Survey	Customer Retention	User Upsell	Forums	Social Bookmarking
Semantic Keywords	Site Accessibility	ICP	Loyalty Program	Assessment	Analytics
Content Audit	Recreate Old Content	Call-to-Action	Content Library	Digital Tools	A/B Testing
Dynamic Content	Testimonials	Marketing Automation	Lead Scoring	Attribution Model	Personalization

I hope this list of inbound marketing services provides you with inspiration for your next project.

1. Blogging and Inbound Marketing Services

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It’s funny when we approach clients about blogging the prevailing sentiment is, “why do I care?”

The benefits don’t exactly smack you in the face because blogging originated as a creative outlet for individuals on WordPress and Medium, not businesses.

That’s long gone of course, as HubSpot reports companies that publish 16 or more blog posts per month to receive three and a half times more traffic to their website than businesses that post four or less. A significant difference in highly targeted viewers gaining access to your digital storefront.

Organic website traffic – people coming in from search engines – is the highest converting type of traffic. These visitors are conducting searches with specific intent. When your product matches that intent, you’ve found qualified visitors, or rather they’ve found you.

If you’re still not satisfied the HubSpot report also shows under the same conditions previously stated companies received four and a half times more leads! In the world of inbound marketing tactics, blogging is an activity to live by.

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2. Keyword Strategy

Did I convince you of the benefits of blogging? Well, don’t jump in too fast and spit out word vomit on the first subject that enters your head. A keyword strategy is necessary to see meaningful website traffic increases. These are the words that users type into search engines.

Keyword strategy centers around two things:

What are your customer’s pains and gains?
What words do your customers use while searching?

Each keyword phrase pushes the user’s agenda. To master keyword rankings you need to understand the intent behind a search term and match that intent with the content on the respective page.

As you identify prospect’s pains and gains they have to be matched up to phrases they are using on search engines. You want to rate volume against difficulty to rank.

The example below shows the manufacturing keywords Matrix ranks for with lower difficulty ratings and minimal search volumes. However, these three keywords are critical to reaching our direct target audience and still worth our effort.

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3. On-page SEO and Your Inbound Marketing Services

On-page SEO covers all the categories that search engine crawlers look for…. on your page. An optimized page requires a number of different factors.

There’s a lot to cover here, but luckily there are plenty of tools that will help do the job. For on-page optimization use keywords within these factors:

Title tag
URL
H tags (H1 – H6)
Alt tags
Meta Description
Body content
Bold & italicized

And that’s just for starters. Remember to keep a clean URL structure, reduce page load times, add links both internal and external, maintain a responsive design, include social sharing buttons, increase dwell time and click-through rates.

Is SEO making your head spin? Don’t worry, that’s only the beginning. Backlinko has released 200+ Google ranking factors.

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4. Off-page SEO

Argh! I heard you say, “I thought we were good with on-page SEO.” Sorry, with the competitive content marketing landscape everyone is vying for a spot on Google’s first page. If you want to stand out off-page SEO is mandatory.

Off-page SEO revolves around link building. However, as search engines have evolved the ranking factors they value in higher quantity have waned in favor of quality. As you embark on link building think about these factors:

Number of pages and domains linking
Page rank
Anchor text
Page relevance
Domain Authority
Dofollow vs. Nofollow Links
Contextual links

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5. eBook / White Paper / Checklist

Your website has visitors, that’s a win, right? Now what? You need lead magnets.

An eBook, white paper, or checklist are content offers that are made available to prospects in return for their information. When a visitor downloads our “Find the Right Marketing Agency” I know they have an interest in contacting an agency. They get a list of criteria to help evaluate their partners.

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Without lead magnets, a business misses all the lukewarm leads that aren’t quite ready to buy. They enter your website and disappear as nameless entities because they aren’t willing to talk with a sales representative yet.

The average buyer walks through 57% of the customer journey before ever reaching out to your sales reps. A substantial offer is an excellent way to break the ice and start the nurturing process.

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6. Infographic and Your Inbound Marketing Services

An infographic is a visual graphic designed to engage users. It’s the standard alternative to plain text content like blogs.

Digital audiences have limited attention spans and often forget what they’ve read. Infographics are quick to digest and present the information you’re trying to get across in a retainable way.

Check out our infographic regarding years worth of aggregated marketing assessment data. It easily turns a handful of individual facts into a story.

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7. Webinar / Webcast

When a lead registers for a webinar it signifies a strong intent that they’re looking for the service you’re offering. They are willing to set aside valuable time from their schedule to listen to what you have to say.

A webinar provides a higher level of information than the average lead magnet. It’s essentially an online meeting that allows prospects from all over the world to tune in and listen to your expertise. At first glance, the average webinar attendance rate of only 40% feels slightly weak.

Although you have to take into account, a well-conducted webinar will convert on average 30% attendees into qualified leads. That kind of conversion can produce record-breaking ROI for your inbound marketing activities.

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8. Podcast

Podcasts are easy to connect with. They fill people’s headphones while on a walk, at the office, or while making dinner. The accessibility of listening to content whenever and wherever the user wants is incredibly powerful.

Where a webinar requires viewers to forgo all other work while engaged, podcasts allow freedom to go about their life. We are all busy, so freedom to listen as they like keeps people coming back for more.

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9. Slideshare

Produce your content once and publish it everywhere. Did you just wrap up a webinar? That slide deck can be tweaked slightly and uploaded to LinkedIn’s Slideshare as another medium to draw visitors to your website.

It’s easy to use, drives targeted referral traffic, and is free, what’s better? There are plenty of opportunities to add already published content to your Slideshare account. Think about:

Conference presentation
Speaking gigs
Company About us
Whitepapers & eBooks
Webinars

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Make some noise! You’ve been creating all this great content, now get people to share it with their friends and colleagues.

Identify which social networks your target audience spends the most time on. LinkedIn is touted as the go-to network for B2B organizations whereas Facebook dominates B2C markets.

But, there’s always an opportunity to break through the noise on up and coming platforms where competition hasn’t settled in quite yet.

Can you take advantage of Snapchat’s recent popularity, or what about Pinterest’s high B2C conversion rates? Pinterest referral traffic is 10% more likely to buy from your online store than any other social site!

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11. Press Release

This is one of those mundane traditional marketing tasks I was speaking about at the start. Most marketers don’t even equate a press release with inbound marketing services.

Though, a uniquely positioned press release can pick up a high amount of backlinks in a short amount of time. Do you remember the importance of backlinks increasing off-page SEO indicators?

A good press release doesn’t include common facts. It reminds readers of newsworthy accomplishments. Why’s your new product release something the market has never seen? How are your innovations changing the way your customers buy?

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12. Lead Nurturing Emails

Not all leads are created equal. The marketing and sales pipeline is in existence for that exact reason.

A marketing collected lead has shown limited interest in what your organization has to offer. There needs to be a bridge to help guide them towards a marketing qualified lead and eventually onto the sales handoff.

That buyer’s journey is why lead nurturing workflows are so powerful. The sales team doesn’t want to waste their time on tire kickers and Chatty Cathys.

As a visitor fills out a lead magnet, they are enrolled in an email sequence that is relevant to the content they’ve requested. When they show greater interest through further action, the sales team is alerted to the prospect.

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13. Customized 1 on 1 Outbound Emails

Outbound emails included in an inbound marketing examples list? Has the world gone mad?

Not really, one on one customized email outreach has received the moniker inbound sales. Again, this lovely industry buzzword just translates to segmentation, customization, and personalization.

In order to break through constant marketing spam, this cold outreach has to provide substantial value. These emails are heavily researched and speak directly to the recipient’s current situation.

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Unsolicited email outreach is only available when contacting other businesses and countries like Canada outlaw it entirely. Most states in the US have consumer protection laws that make emailing B2C prospects a criminal offense.

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14. Landing Pages

A typical web page allows visitors to bounce around freely, viewing the content in whichever flow they want. Landing pages are used to create a controlled environment that forces users into completing lead forms.

Landing pages have no menu buttons, links pointing to other pages, or heavy content. They are simple, to the point, and have a specific intent. Once on a landing page, the ultimate goal is to convert a visitor into a captured lead.

Unbounce is the leader in landing page best practices. They help companies produce 1,000s of lead submissions on a daily basis. Their best practices include:

Content uniformity
Prominent CTA
Utilize directional cues
Add use case video
Keep succinct

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15. Lead Forms

Visitors can’t convert to leads on landing pages without lead forms. Forms are relatively straightforward, yet HubSpot has put a great spin on old material.

Smart and dynamic form fields allow you to progressively gather information on leads as they fill out new forms. If you already have their email address, you can automatically swap out that field with something new like a job title.

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16. Byline Articles

Whether you can get digital or print byline placements it positions your company as an industry thought leader. Bylines have been inbound marketing before the term was even coined.

They are the content generation that reaches new and untouched audiences. Not to mention bylines will create backlinks to your site boosting off-page SEO efforts and referral traffic.

There are still plenty of industries where trade magazines rule the roost. They are the place target buyers go for their information, and a byline placement can prove to be a healthy source of lead generation.

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17. HARO & Profnet

The fastest way to create backlinks. HARO and Profnet are media aggregators where journalists and bloggers can source insightful content from industry leaders.

Each day a round of questions comes to your inbox based on interests you select. If your expertise qualifies for one, you can quickly shoot off a quote to the publisher and get the chance to be featured in their next piece.

These aggregators are a two-way street. Need multiple perspectives or quotes for your content? Submit a query and wait for experts to weigh in on the topic with snippets just for you.

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18. Social Engagement

Some brands use their social platforms as accessories to broadcast their agenda. To each their own, but that’s not an effective inbound marketing tactic by itself. Social media is meant to be… social. Crazy right?

Talking with prospects and monitoring the topics they’re interested in is social engagement. To interact with:

Popular related Hashtags
Brand mentions
Lead interest monitoring
Facebook & LinkedIn groups
Industry Twitter lists

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19. Quora

Quora is technically a social media network. However, it offers additional hidden value.

From my short time answering questions on Quora, I have received publication pickups from Inc and Huffington Post, I’ve accumulated 200,000 answer views, and close to 1,000 social shares.

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I’ve only scratched the surface of potential from this platform. Some prominent users have 10+ million views and have publications vying for their content.

At a little over 100 million monthly users, Quora isn’t the biggest social media platform on the market, but they do command a stable relationship with many media outlets.

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20. Pop-ups

I believe pop-ups fall within an inbound marketing service gray area. The intent of a pop-up is to drive viewers to your valuable inbound content.

For example, if you’ve been on the Matrix Marketing Group website long enough you’ve probably seen our exit intent pop-up directing visitors to our monthly webinars.

Yes, a pop-up is intrusive which is counter-intuitive to the inbound marketing methodology, yet it creates more buzz around your content offerings.

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21. Guest Blogging

Blogging content editors are always looking for high-quality articles to feature on their outlets.

Another weapon in the backlink building repetiteur, guest blogging can stand toe to toe with trade magazine byline placements.

Guest blogging is a newer take on traditional public relations pitching. Digital influencers continue to grow their online presence to command enormous audiences.

This disruption is leading readers to change their habits, forcing more and more writers to look towards blogging.

Want to contribute to guest blogs? See our guidelines here.

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22. Inbound Marketing Strategy

All of these inbound marketing examples are fine and dandy, but marketers often forget to look at the big picture strategy that aligns them all.

Throwing a couple of inbound marketing tactics against the wall and hoping they stick isn’t an efficient use of your time. Smart marketers will develop an overarching theme that helps guide them over the month, quarter, and year.

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Do you create a content calendar or keyword matrix? How does your marketing technology fit into the mix, is it providing added value or just taking your time?

There are two types of marketing leaders out there; numbers-oriented and designers. This skills gap often leads to missing strategical elements within in-house teams.

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23. Content Map

Don’t post sporadically, be consistent, stick to a schedule, and know what content production is on the horizon. A content map helps you do just that. It provides you with a calendar layout to promote a project management mentality. Keep writers on track and responsible for their own outcomes.

As you build a readership, they count on your consistency. These people sign up to receive your updates in their inbox. If you let them down with irregular schedules, they’ll never look at your organization the same way.

Try out this free blog editorial calendar to get you started.

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24. Videos

Video marketing is another content medium to add to your arsenal. Did you run a webinar? Repurpose it and drop the recording onto your Youtube or Vimeo channel. Write content once and publish it in as many ways possible.

When you take a look at the inbound marketing master, HubSpot, they dominate every publishing source out there.

Their Youtube channel has over 30,000 subscribers and 5 million views. HubSpot knows web surfers are looking for diversification in how they digest their information and videos do just that.

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25. Influencer Marketing

As more and more people are using ad-blocking software, marketers need to dig into their bag of skills and create a new avenue to drive results.

Influencer marketing takes a prominent figure in the industry you’re targeting and uses their presence to subtly – or not so subtly – promote your products.

There are plenty of social influencers that command digital audiences of +1 million that are willing to promote products that resonate with their values.

Influencer marketing provides a creative new outlet for marketing teams. Influencers will be one of the biggest trends in 2017, with 84% of marketers reporting an influencer initiative starting within the year.

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26. Newsletters

An excellent website has subscription sign up forms readily available. Don’t let that email list sit gathering dust, every year your list naturally degrades by 25%. So, make use of it with consistent newsletters.

A newsletter should follow the old 80-20 rule. It should be 80% educational and 20% promotional.

The promotional piece should be a showcased CTA driving the subscriber to your primary offer. The other 80% can be recent blog updates, company news, or free resources.

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27. Content Syndication

Similar to guest blogging or byline articles, content syndication is about finding relevant industry publishers that are willing to place your work on their site.

The difference here is syndicated articles can be published beforehand and repurposed. Not everyone will accept syndicated pieces because they want to avoid duplicate content penalties or are looking for originality.

It’s not too hard to find publishers that take syndicated work. They’ll usually have a submission page that outlines requirements. A couple of big names that are open to this practice are:

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28. Digital Community

The effort needed to build an online community is enormous, but the brands that can pull it off reap even bigger benefits. Remember how I said HubSpot is the master of inbound?

Well, they’ve dominated this one also. Dharmesh Shah, HubSpot’s CTO has successfully built one of the biggest and most active LinkedIn groups; On Startups – The Community For Entrepreneurs. With 650,000 members his group features tools, debate, and advice for all things small business.

This online community of entrepreneurs has been so successful because it focused primarily on helping the members, not the marketing of a product. Member engagement will ultimately drive new sign-ups and boost retention rates.

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29. E-Library

Giving away resources as a lead magnet is nothing new. An e-library is a different take that brings multiple offers into one package. Depending on your target industry prospects can be more reluctant to give up their personal information in exchange for a lead magnet. An e-library allows access to an entire set with only one submission.

Another option is to create a tiered system. The more the prospect is willing to give the more content they can get.

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30. Mobile Optimization

With today’s search algorithms placing such a high emphasis on mobile searches, mobile optimization should be a “give me.”

Though, for some reason, only 50% of businesses have a mobile-ready website. As new features like Google’s AMP keep rolling out websites without responsive design will face a significant disadvantage in keyword rankings.

Mobile optimization is a necessity when it comes to inbound marketing tactics. Is your website mobile-ready?

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31. Web Page Design is Critical for is Inbound Marketing Services

Web page design isn’t always top of mind when talking about inbound marketing services. Part of staying on top of the search rankings is time spent on page and average page views per session.

Maintaining a practical design that influences visitors to view for longer periods impacts your inbound marketing efforts!

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32. Case Studies are Proof Points for Supporting Inbound Marketing Services

People don’t like uncertainty. They want to know your solution has worked for an organization similar to theirs in the past before they make a purchase.

A case study can be presented as a downloadable white paper or given its own web page. They are usually generalized terms stating the problem, the solution, and the outcome.

Let your case studies act as social proof and product viability. If done right the results will speak for your organization without having to let prospects talk to your busy clients.

Inbound marketing services use case studies for the middle of the funnel support and nurturing.

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inbound marketing agency — Matrix Marketing Group

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33. Image Optimization

Utilizing images in your content strategy increases the views your content receives.

Articles with a high-quality image get on average 94% more views than those that don’t. But, you can’t just throw an image on a page and hope it sticks. Images need to be optimized.

They need an alt tag with a relevant keyword so search engines can index them on image results. Header images should carry your branding pallet so that it appears on shared posts.

File names need to be related to your topic, avoid using names like Screenshot0437.jpg. And don’t forget to condense images into web-friendly files.

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34. Online Courses

Sites like Udemy have taken the internet by storm recently. They provide a platform for anyone to teach topics they are passionate about. An online course can showcase your market authority and position your business as a thought leader.

More and more people are turning to e-learning because they can do it on their time and in their homes.

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35. Buyer Personas and Your Inbound Marketing Services

Buyer personas are the most basic inbound marketing service. No company can create authentic marketing material without first understanding their audience. Marketing efforts need to be personalized.

You wouldn’t try to market dog food to a new mom with no pets, would you? The buyer personas help dictate messaging and positioning.

What goes into creating buyer personas?

Job title/responsibilities
Skills
Company size
Industry
Role goals
Biggest challenges
Where do they learn
What do they read
Demographics
Psychographics

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You’ve spent hours on hours putting together your inbound content, let prospects share your work with social sharing buttons.

These buttons are free promotion and convenience for anyone willing to support your business. Make content shareable and grow your following.

Addthis has a free and easy to integrate add-on that can be added to individual pages or your entire site.

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37. Customer Chat

Inbound marketing is all about enhancing the customer journey, and that doesn’t stop after you’ve made the sale. How clients interact with your business is just as important – if not more – as prospects.

Most buyers prefer to contact support through a chat over emails or calling into a phone line.

They are provided with an instant response, and you have greater control over the issues at hand. Try using tools like Pure Chat to install a free chat window on your site.

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38. Market Survey

Trying to develop buyer personas without conducting market research is like walking into a dense forest without a compass and map. You’ll never find your way through the trees.

A market survey is the surest way to measure your audience and determine the best way to target them.

Market research can take many forms but ultimately aims to find the who, what, where, and when of your buyers. This can be done through:

Questionnaires
Interviews
Focus Groups
Surveys

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39. Customer Retention and Your Inbound Marketing Services

The management of customer retention rate is just as important as driving new sales. It is much less expensive to maintain a current customer than to go out and find fresh ones. So, how do you increase customer retention? With inbound marketing tactics of course!

Clients are regularly engaged in their own research through online channels. The hard sell has decreased in value as the trend of self-education has shot through the roof.

Selling is just the starting point, providing customers with educative content keeps them satisfied. Many companies implement FAQ page, Q&A support section, community forums, and blog articles revolving around specific use cases.

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40. User Upsell

Next time you go to a drive-through listen out for “would you like fries with that?” You’ve just sat through the most used form of an upsell. Remember, the current user costs half as much to keep than a new one.

Not to mention, you know they’re interested in your product or service. If you’ve just ordered a burger what’s to stop you from adding a few fries?

Companies can introduce upselling through setting goals and adding different ideas that would help blow them out of the water.

If your customers can visualize their KPIs and identify how the upsold product fits into the plan they are more apt to purchase. It’s unintrusive and hinges on inbound services like KPI planning and S.M.A.R.T goals.

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41. Forums

Forums are a place where like-minded people congregate and the perfect place for an inbound marketer to make a living. There are countless questions to be answered on forums where organizations can show off their expertise.

The key is to be helpful and only link back to your services when they are 100% relevant to the information you are providing.

Reddit is the largest forum out there, though we can debate if it falls more towards social media all day long. You can find any topic to your heart’s desire.

However, if the Reddit community feels you are only posting to serve your agenda, they’ll call you on it, and you’ll get suspended in a blink of an eye. Create value first and look to sell… never.

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42. Social Bookmarking

Social bookmarking is often overlooked but can get a website quick traffic if done in popular niches.

You can submit your site or blog on platforms like StumbleUpon which allows users to search on categories and “stumble upon” your content. Many of these bookmarking platforms provide do-follow links back to your website which also boosts off-page SEO.

There are dozens of platforms to choose from, so don’t worry about hitting them all. You’ll see the best results from picking a handful that fits your allotted time and posts content on them consistently. Some bookmarking sites include:

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43. Semantic Keywords

The SEO landscape is always on the move. Long gone are the days of dropping your targeted keyword in the body text a couple of times and sitting back as you climb through the search rankings. Semantic keywords are the words related to your target and should be included throughout every web page.

You can easily track these down by heading to Google and typing in your targeted keyword. Before pressing enter, there will be a dropdown of similar search terms.

Then at the bottom, there are a couple more.

These are the search terms that people are using relevant to yours. One of the reasons longer content consistently ranks higher is because when you write about a particular topic semantic keywords naturally fit into the piece. As they’re included, they add significant juice to the on-page SEO puzzle.

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44. Site Accessibility and Your Inbound Marketing Services

Can people get around your website? Do they hit dead ends like 404 errors, are images broken, or do they get redirected to external sources?

All of these lead to frustrated visitors and destroys the user experience. Website maintenance should be updated regularly, but for some reason falls off everyone’s radar.

A site audit only takes a few minutes and can shed light on why viewers are running from your pages. It checks for elements like:

Server response codes
Sitemap
URL structure
Broken images/links
SEO best practices
Page load speed
Security (SSL/HTTPS)

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45. ICP and Your Inbound Marketing Services

An ideal customer profile is the next level to buyer personas. ICP targets the industries or companies that get the greatest value from your services.

The CMO of a software company has a very different job description than the CMO of a manufacturing organization. Their selling channels are different, their pains and gains are distinct, and the marketing activities that drive the greatest ROI to vary.

It wouldn’t be enough to say my buyer persona is a CMO. Each industry and organization is unique and needs to be addressed as such.

An ICP begins to build out a dynamic matrix that accounts for each buyer persona you develop and matches them against targeted industries, organization size, budget constraints, and technology.

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46. Loyalty Program

A loyalty program is another inbound marketing example that takes place after someone has become a customer.

The goal is to keep them coming back for more and offering a reward after a certain amount of time shopping with your business. It drives new sales, increases repeat business, and even encourages new business.

Loyalty programs rely heavily on customer touchpoints. Successful programs will have social media reminders, email updates, and overall keep buyers engaged.

That sounds familiar, right? It’s because those are all components of a successful inbound marketing campaign as well.

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47. Assessment / Quiz

An assessment provides prospects with immediate value. People want to know more about themselves and the fact that a quiz provides dynamic, personalized results make it that much more effective.

There are multiple variations of this lead magnet. Our marketing assessment has to be completed by the user and submitted for a comprehensive breakdown of all marketing activities.

The value we’ve invested into it wouldn’t allow for an automated response because it takes a deep dive into your marketing department’s inner workings.

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On the other hand, HubSpot created the website grader tool which evaluates the quantifiable criteria of your site.

All the user has to do is insert their URL and wait for the results. Both of these assessment types work amazingly well; you just have to decide which one is better suited for your offerings.

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48. Analytics Setup

By nature, the majority of marketers aren’t statistics-driven. The industry has been directed by creatives for decades, and that’s because marketing used to lack a quantitative value.

Now there are 1,000s of digital resources that businesses can have at their fingertips. Big data is a great buzzword, but you’ve got to know how to dissect that data into usable chunks.

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Digital marketers have many marketing channels that need to be monitored. Some examples are:

SEO, how are consumers finding and searching for your information?
- CRO
- Organic search rankings
- Mobile search
- Voice search
- Local search
Content marketing, what projects and software are driving the strongest results?
- Content strategy
- Blogging
- Podcast
- Webinar
Social Media, how can you expand your reach?
- Social management
- Visual content
- Platform diversification
- Followers vs. Engagement

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49. Content Audit is Inbound Marketing Services

The purpose of a content audit is to improve the value and quality of your available sales & marketing material.

More than likely, the content you created five years ago is either outdated or completely irrelevant. The starting point for your audit should be to build a content library, which indexes all available material.

Include the parameters of URL, title, content type, target audience, and audit action.

Look for the top issues that could be causing organic ranking problems due to low-quality levels. From there you can systematically make the updates and trash the unsavable.

Moz does an excellent job breaking down the intricate steps of a content audit. They suggest you divide it up into three categories:

Inventory
Recommendations
Summary & Reporting

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50. Recreate Old Content

Old blog posts are the easiest place to start when recreating old content.

You’ll often come across posts that say “updated for the current year” or “republished for clarification,” and that’s because Google puts a positive emphasis on updating content.

Find old posts that have lost their organic traffic or never had it in the first place and give them new life.

Individual page authority is also a Google ranking factor, so if your old content has built authority, an SEO tweak could be just the thing those pages need to gain quick ranking traction.

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51. Call-to-Action and Your Inbound Marketing Services

A CTA is the only thing standing between your prospect and the lead magnet. There is an art to creating strong call-to-action that command high click through rates.

Did you know that using the word “submit” on your buttons lowers the chances a prospect will click? Buyers want a seamless experience that creates trust in the content they’re clicking.

The best CTAs are only as strong as the compelling content behind them.

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52. Content Library

The content library goes by many names, resource centers, content repository, and so on. Whichever you call it, a content library is where your website visitors can go to find information.

It is your lead magnet house. Instead of letting viewers find your content through CTAs they can sort through resources that are relevant to their needs.

We’ve created our marketing resources library to be sortable by popularity, topics, content type, and funnel stage. It gives our viewers a chance to take control over their journey and pick out the items that make sense for their marketing efforts.

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53. Digital Tool and Inbound Marketing Services

Stagnant words on an eBook page can start to feel old after you’ve published too many copies.

Building a digital tool that showcases your abilities or services creates a unique avenue for visitors to explore.

HubSpot has created two great examples with their Blog Topic Generator and ROI Calculator. Again, these inbound marketing experts do it all.

Their tools add a level of interactivity for prospects to find additional value.

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54. A/B Testing

Inbound marketing is an on-going process that needs to be adjusted as new data comes through the door.

That’s why A/B testing is so important. An A/B test allows you to trial two pieces of content next to each other and determines which one resonates with your audience better.

A few inbound marketing services that should be A/B tested are:

Navigation
Webpage layout
Landing page offers
CTAs
Emails
Pop-ups
Images
Forms

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55. Dynamic Content

No two people have the same perspective, and no two leads have the exact same needs.

That’s why CMS platforms have begun integrating dynamic content. As visitors who match a set of criteria hit the website, they see smart content that changes based on their preferences.

You might want search engine traffic to see something different than social media traffic, or mobile users see something different than desktop users.

For the company’s with multiple offices, you can even create dynamic content that changes based on the visitor’s location!

Take a look at what HubSpot’s COS has done with smart content in this demo video.

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56. Testimonials

When previous customers are willing to share their stories using your product or service it goes a long way towards developing social proof.

When clients are researching online they want validation they’re making the right purchasing decision, and testimonials help them accomplish that.

The goal of testimonials is to reduce hesitation and skepticism to grow trust. For many service provider prospects are always asking to speak with your current customers that closely resemble their business models.

Unfortunately, if you have a full sales pipeline, that much talking could burn out your clients. Establishing a testimonial web page will reduce that request and encourage prospects to buy.

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57. Marketing Automation and Your Inbound Marketing Service Needs

Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead.

Marketing technology has without a doubt changed the industry landscape.

With over 8,000 software competitors it’s hard to tell which one is right for your organization. However, the companies that utilize marketing automation hold a significant advantage over those who don’t.

Marketing automation helps increase website traffic, convert visitors into leads, and accurately attribute ROI to specific marketing efforts.

You will never be able to scale without marketing technology. As more and more leads come in, you will find yourself looking to eliminating repetitive tasks. Marketing technology helps. I can tell you it’s nice waking up with leads on autopilot.

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58. Lead Scoring

The lead score takes your website visitor data and applies quantitative value to each action they take.

It allows the marketing and sales teams to determine who is genuinely interested in making a purchase and who are kicking tires. As a lead takes further action, their applied value rises until it eventually hits a point where the sales team is alerted.

Lead scoring can consist of:

Web page actions
Email interaction
Company information
Demographics & Psychographics
Social media activity
Spam & Unsubscribe

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59. Marketing Attribution Model and Inbound Marketing Services

There is no inbound marketing strategy without a marketing attribution model. Marketers can create all the content they want and promote it in as many channels as humanly possible.

But, if it isn’t the right content or the right promotional channel they’ll never get the results they require. An attribution report brings transparency to all the marketing actions that take place during a campaign.

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They show the marketing team what’s producing the most conversions, which channel is bringing the most visits, and which content is driving the most sales.

With tools like HubSpot, you can setup attribution reports that record first touches, the last touch, a decaying touch. All broken down by interaction type.

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60. Personalization and Inbound Marketing Services

Inbound marketing services and tactics rely on using personalization in the right scenarios. Great marketing revolves around getting the right message in front of the right people at the right time.

Using personalization tokens in your content can help do just that. Marketers can use personalization in:

PPC Look-a-Like audiences
Emails
Web pages
Lead magnets

Personalization doesn’t just have to be using a prospect’s name. You can include information about their company on your web content, use their time zone for event sign-ups, or change your lead magnet to compliment an offer they’ve already shown interest in.

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Have you seen enough inbound marketing services for a lifetime? Of course not, we’re just getting started! I’m sure there’s an inbound marketing example that I’ve missed on this list let us know. Let us know if you need help with your inbound marketing needs Marketing Marketing Group is an inbound marketing agency however we take beyond just inbound.

We’re listening.

Have something to say about inbound marketing services? Share it with us on Facebook, Twitter or LinkedIn.

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General FAQ’s on Inbound Marketing Services

What is inbound marketing?

Inbound marketing is a technique for drawing customers to products and services via content marketing, social media marketing, search engine optimization, and branding.

What are inbound and outbound marketing?

Outbound marketing refers to any marketing where a company initiates the conversation and sends its message out to an audience. Outbound marketing is the opposite of inbound marketing, where the customers find you when they need you.

What are the examples of inbound marketing?

Examples of Inbound Marketing
– Blogs posts.
– Social media campaigns (Facebook, Twitter, LinkedIn)-
– Ebook.
– Search – Engine Optimized (SEO).
– Videos.
– Web-based seminars (Webinars)
– Interactive web tools.

What are inbound marketing services?

Inbound marketing services build brand awareness to pull qualified leads into the pipeline and send them to your sales team when they are most ready to buy. It’s a content-driven strategy centered around customer profiles and how the buyer makes decisions. An inbound marketing agency can help get you started or outsource your requirements.

inbound marketing

Inbound marketing is a strategy that involves creating contextual content, targeting your audience with something they want to read.

What is inbound marketing?

What is outbound marketing?

The Ultimate Sales Funnel Calculator

Inbound marketing vs. outbound marketing

Inbound marketing benefits

Outbound marketing benefits

History of Inbound Marketing

Inbound Marketing Stats

Inbound marketing and sales conversions

Convert and Monetize Your Website

Here are some key things to think about when considering inbound marketing automation

What is the inbound marketing process?

Why is inbound marketing important for marketers?

Inbound Tactical used by marketers

Blogging is important

How Are Your Web Pages Converting?

Social media has proven effective in inbound marketing.

Lead nurturing

Landing pages

Social media

Content Marketing

Paid advertising

Traditional inbound marketing

Email marketing

Website optimization is important

SEO and inbound marketing

Long-tail keywords are in phrases.

SEO difficulty

Search ranking

Search volume

Sales funnels

Tools to use in inbound marketing

How Are Your Web Pages Converting?

Keap

Examples of inbound marketing

What does it take to do inbound marketing effectively?

Conclusion about Inbound Marketing Basics

General FAQs

What is inbound marketing is and how does it work?

What’s the difference between inbound and outbound marketing?

How do inbound marketers generate leads through content?

What inbound marketing tools and tactics do inbound marketers use?

What is inbound marketing?

Inbound Marketing – Hey, It Does Work.

Outbound Marketing

Public Relations

Digital PR

Influencer Marketing

Social Media

Set Your Goals.

Define Your Audience.

Stay Organized.

Measure and Analyze.

Events

PPC Advertising

Don’t Sell Your Company Short

In our noisy world, people are looking for solutions to their problems and these inbound marketing best practices can help you boost leads and sales.

1. Define Your Objectives for Inbound Marketing

2. Optimize Your Site

3. Nurture Leads with inbound marketing

4. Create High-Quality Content

5. Learn To Understand Your Data

6. Repurpose Your Content

Wrap up on inbound marketing

A comprehensive list of inbound marketing services.

Table of Contents of Inbound Services and Inbound Strategies

1. Blogging and Inbound Marketing Services

2. Keyword Strategy

3. On-page SEO and Your Inbound Marketing Services

4. Off-page SEO

5. eBook / White Paper / Checklist

6. Infographic and Your Inbound Marketing Services

7. Webinar / Webcast

8. Podcast

9. Slideshare

10. Social Media

11. Press Release

12. Lead Nurturing Emails