Inbound Marketing

What Is Inbound Marketing? Definition, Advantages, and Examples

August 2023

Inbound marketing is a methodology based on attracting your target customers by accompanying them from the time they first come into contact with your brand until they become loyal customers.

The inbound marketing methodology is based on a series of non-intrusive techniques which help brands to do the following:

  • Attract visitors and traffic to their websites.
  • Prompt these visitors to become customers by encouraging contacts who are interested in converting and who it's possible to establish a long-term relationship with.
  • Automate the marketing process so that conversions take less time.

It is necessary to emphasize that non-invasive techniques are key. It is about inviting the client to come to you instead of impinging on their daily lives with aggressive advertising.

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What is inbound marketing?




Inbound Marketing Definition

The definition of inbound marketing is creating campaigns, content, or even experiences specifically tailored to your audience or the audience that you would like to attract. This way, they engage with your brand and choose to give you their attention.


The Five Fundamentals of the Inbound Marketing Methodology

To better understand inbound marketing, it is important to know the five fundamentals, which are traffic attraction, conversion, marketing automation, loyalty, and analysis.


1. Attracting Traffic

The first step is to attract users to your brand's website. However, instead of seeking to generate visits in a massive way, focus on bringing quality users to your site. These would be people who match your ideal client profile or buyer persona.

This can be achieved through a variety of techniques, such as:

  • SEO: If you work on positioning your website within the first spots of major search engines, it will appear as a response to the user's pain point when they search for a term relevant to your brand.
  • Content marketing: Offering users valuable content when needed will reinforce the process.
  • Social networks: Use them as diffusion channels to help your content reach users.


2. Conversion

Once you have attracted visitors to your website, you need to convert them into leads so that they continue receiving information from you.


To convert potential customers, the classic strategy is to provide them with valuable content in exchange for leaving their data in a form. But there are many other options, such as offering test demonstrations, meetings, or interacting with them through a phone call or chat. The objective will always be to get their data and add their information to your database.


3. Marketing Automation

This pillar of inbound marketing is based on systematizing the process by which you communicate with your leads until they become customers. For this, you can use techniques such as:

  • Lead scoring. This technique is based on designing an evaluation system that allows you to assess the likelihood of a lead becoming a client.
  • Lead nurturing. Based on the score obtained and the characteristics of the lead, you design a series of automatic flows to send relevant information to your contacts according to their needs.


4. Loyalty

Once you have converted a lead into a consumer, you need to focus on keeping them engaged and loyal. This can be done through a variety of strategies, such as offering loyalty rewards and creating a strong online community. 


Designing an effective loyalty strategy is very beneficial for your company since maintaining a client is much less expensive than acquiring a new client from scratch.


5. Analysis

No inbound marketing strategy is complete if you do not have a plan to measure and analyze the results. For this, you will have to carefully define the KPIs (key performance indicators), and the most relevant metrics to assess whether your strategy is succeeding.

It is also necessary to establish periodic controls to analyze the results and adjust previously established actions if needed. This will improve your inbound strategy.



Inbound Marketing Assets

Inbound marketing is a strategy crafted to foster growth, development, and the creation of marketing assets. Once the initial push is made to plan and implement your strategy, it becomes self-propelling, progressively simplifying your tasks and making your work smoother.  


1. Content for SEO and Traffic Generation 

Content marketing is the foundation of any inbound marketing strategy. It can attract visitors to your website, educate them about your products or services, and build trust.


One of the best ways to use content to attract traffic is through SEO (search engine optimization). When your website ranks higher in search engine results pages (SERPs), you’ll get more organic traffic, meaning that people actively looking for what you have to offer will find you. The most important pillar is having a website with a blog where you post informative content that responds to your potential customer's needs.


How can this be accomplished? By combining SEO with inbound and implementing these three fundamental pillars of SEO: 

  • Keyword Research: Do you know what your buyer persona is looking for? Identify the keywords your target audience uses to search for your products or services. You can list ideas and then look at their search volume and difficulty or ask the tool you use to recommend existing searches. The most common is Google's Keyword Planner, but there are others such as SemRush, Moz, or Ubersuggest.
  • On-Page SEO: This refers to optimizing your website’s content and code so that it is more likely to rank well in SERPs. This includes using relevant keywords in your title tags, meta descriptions, and throughout your content.
  • Off-Page SEO: With this, you can builds links to your website from other high-quality sites. Links signal to Google that your website is credible and trustworthy, which can help improve your ranking in SERPs. You can also opt for guest blogging or link building. 

SEO strategies are long-term, but they can effectively attract high-quality traffic to your website. By following the tips above, you can witness results within a few months.


2. YouTube Channel or Podcast

Audiovisual content is a great way to engage your audience and generate leads. YouTube and podcasting are two popular formats that you can use to reach a wider audience. 

  • You can use YouTube to create branded videos to promote your products or services, or you can create educational or entertaining content that will attract viewers who are interested in your industry. 
  • You can create podcasts that cover various topics related to your industry and you can interview experts in your field. 

The different channels can interrelate and provide feedback to each other. For example, you can promote your podcasts on your YouTube channel by sharing clips, and use your YouTube videos to promote your podcasts. 


3. Content to Convert Visitors Into Leads

In addition to attracting traffic and building brand awareness, content can also be used to convert visitors into leads. 


How can you achieve this? By offering downloadable content or content that requires visitors to subscribe in exchange for access. This way, anonymous traffic interested in what you offer will have to leave you their data and become leads (contacts potentially interested in your products or services to whom you can send marketing communications). 


Below are some examples of content that can be used to convert visitors into leads.

  • Ebooks are a great way to provide in-depth information on a specific topic relevant to your target audience. They can answer common questions, solve problems, or provide guidance. 
  • Reports and studies can be used to share valuable data and insights with your target audience. They can also be used to position yourself as an expert in your field.  In addition, you can put out a press release about this and send it to the media for publication in order to get more external links and qualitative visits.
  • Webinars are a great way to introduce your potential customers to your products or services before buying. They can be a great way to generate leads and convert them into customers. 
  • Free trials of your services or products.

When creating content to convert visitors into leads, it is essential to:

  • Make sure that the content is valuable and relevant to your target audience. 
  • Use a clear call to action that tells visitors what you want them to do. 
  • Make your form easy to fill out and the call to action button eye-catching. 


4. Database

In the context of inbound marketing, a database typically contains information about leads, such as their name, email address, company, and other contact information. 


A database allows you to track your leads from when they first interact with your website or content to when they become customers. This information can be used to identify which marketing channels are most effective at generating leads and to track the progress of your leads through the sales funnel. 


By collecting and organizing data about your leads in a database, you can create a valuable asset that can be used to improve your inbound marketing results. 


5. Choose the Optimal Channels

Whether through social media strategies or by using the forms on your site, define which channels people can use to reach you and become part of your database over time.


There may be passive channels, such as a landing page that accumulates visits from Google and generates leads. Others, like a blog or social networks, may require more regular updates. Getting started will require effort, but the channels will grow and become increasingly influential.


6. Marketing Automation and Lead Nurturing

A lead rarely arrives at your doorstep fully primed for the final sale; this is where lead nurturing strategies take center stage. Lead nurturing provides potential customers with valuable content and marketing messages over time to move them closer to becoming actual customers. This is done by understanding the buyer’s journey and providing content relevant to their needs at each stage of the funnel.


A powerful marketing automation tool can be the secret to your success if you have a vast database. With the help of this tool, you can create an ecosystem that will do the work for you and guide leads through the conversion funnel.


7. Community

Your brand's presence on social media platforms serves as a channel for developing a lively community centered around your identity. Your inbound strategy should include creating social media platforms related to your buyer persona. To choose the best platforms for your brand, find out where your target audience likes to spend time online.


Once you've chosen the right platforms for your brand, there are different strategies you can use to increase your number of followers such as contests and promotions or the use of social ads. As with other channels, you will build up a base of users who are interested in your brand and have a good chance of converting.


8. Brand Positioning

When your content truly resonates with your audience, it makes a positive impression. Over time, this fosters brand recognition and develops a connection beyond straightforward business dealings. 

As your brand positioning strengthens, this resource will evolve into sustained customer loyalty and referrals. This improvement will undoubtedly result in increased revenue in the future. 


The Inbound Marketing Conversion Funnel

Inbound marketing is based on accompanying users throughout the process from when they meet you until they become loyal customers. Therefore, it is important to know in detail how this process works and which strategies are the most appropriate for each stage.

The conversion funnel is an essential tool in this process. It is a graphic representation of the different stages of the consumer's journey. Its funnel shape is due to the number of users decreasing in each stage. If we want to achieve X conversions, the number of users we have to attract to the website will have to be greater than X.

Within the conversion funnel we can distinguish three main stages:

  • TOFU (top of the funnel or first contact). In this phase, users have just detected they have a need which they are attempting to address. In this phase, it's good to have content that responds broadly to the diverse needs of different users, such as ebooks, infographics, or tutorials. You can also use display advertising, video campaigns on social networks, and native advertising.

  • MOFU (middle of the funnel or when the user is evaluating different options). After their initial investigation, the user considers different options that could potentially satisfy their need. Here, it is necessary to offer content with a higher degree of specialization, such as interviews with experts, detailed guides, testimonials, or videos that show your product. Among the most appropriate advertising strategies are email marketing, social ads, and retargeting.

  • BOFU (bottom of the funnel or closing the sale). Here, the user is practically ready to convert. To encourage them, you can offer free trials, launch offers, and specialized services. SEM and social ads can be helpful here.



Benefits of Inbound Marketing

The benefits of inbound marketing speak for themselves. According to the study, “The Results of Inbound Marketing,” this methodology enables you to:

  • Generate qualified leads and approximately 12 registrations for every 370 visits.
  • Duplicate your qualified marketing contacts in one year and multiply them by seven in two years.
  • Multiply leads by five in one year and by 14 in two years.
  • Increase visits to your website. In the first year these can be multiplied by 4 and in the second, by 12.
  • Effectively market no matter the sector you are in. B2Bs have more conversions from visit to registration, but B2Cs register a greater increase in accumulated visits.

However, numbers are not everything. It is also necessary to bear in mind that inbound marketing is a long-term investment that multiplies the assets of your company. With inbound marketing, you can achieve the following results.

  • Own content that positions your company as an expert in your sector and that can be profitable for years to come.
  • Own channels for organic and direct customer acquisition,  independent of the means of payment.
  • Develop a database of qualified contacts that will grow over time.
  • Grow your reach and the community around your brand.
  • Strengthen your company's brand, thanks to a greater number of visits and interactions.
  • Implement a series of marketing automation processes that result in permanent resource savings.

We hope all this information has been helpful to organize your ideas and know a little more about inbound marketing and how we do it at Cyberclick. If you want to continue learning, we recommend you take a look at the following for more information.

  • SEO: The advantages of SEO (search engine optimization) in inbound marketing and how it can help you attract qualified traffic to your website. 
  • Content: A content strategy is an essential part of inbound marketing. Discover the keys to create relevant and valuable content to attract more visitors.
  • Socials: Social networks are fundamental channels of diffusion within an inbound marketing strategy. Discover how to take advantage of organic and paid options.
  • Generating leads: The goal of any inbound strategy is to generate quality leads on a regular basis.
  • Inbound marketing vs. outbound marketing: Both inbound and outbound can help you achieve your goals. Here, you can find out the differences between them and how to combine them in your strategy.

Don't forget the most important step, which is starting your own inbound marketing strategy! If you are looking for ways to attract new customers and retain them long term, we would love to help you with that goal and to be part of your team. We can help you attract visitors to your website, accompany them throughout the conversion process, and automate the communication process to make your life much easier.

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