The Complete Guide to Inbound Marketing

Last Updated: Jul 6, 2022

The marketing landscape has been constantly evolving with the technology of the times. Inbound marketing is the latest and greatest marketing strategy that has taken the internet by storm. By definition, inbound marketing is "a marketing methodology that attracts customers to your business through the use of digital content that pulls people toward your company and product, rather than pushing your message out to them."

In other words, inbound marketing is all about being found by your ideal customers and giving them engaging content to build a relationship of trust. Once that relationship is established, it's much easier to sell them your product or service.

Inbound marketing is not a new concept, but it has only been in the last few years that it has really taken off as a viable marketing strategy for businesses of all sizes.

The reason for this is simple: the internet has changed the way people buy things. No longer are we at the mercy of pushy salespeople who interrupt our TV shows with their commercials or bombard us with junk mail. We can now research and compare products and services online before we ever even think about making a purchase.

To reach these savvy consumers, businesses need to employ an inbound marketing strategy that will pull people toward their product or service, without selling to them directly.

There are five essential components to a successful inbound marketing strategy.

What are the 5 inbound principles?

  1. Attract strangers and turn them into visitors with great content
  2. Convert visitors into leads with effective calls-to-action
  3. Close leads to customers with personalized messages
  4. Delight customers so they become promoters of your business
  5. Continually evaluate your process and improve when needed

Each one of these components is essential to the success of your inbound marketing strategy. In this guide, we'll take a closer look at each one and show you how you can use them to attract, convert, close, and delight your customers.

Attract strangers and turn them into visitors with great content

The first step to inbound marketing is attracting strangers and turning them into visitors. This is done by creating great content that pulls people towards your company and product. Once they're on your website, you can then convert them into leads with effective calls to action.

Some of the best ways to attract visitors to your site are through SEO, blogging, and social media.

SEO: Search engine optimization (SEO) is the process of optimizing your website for Google search to earn higher web traffic levels and improve your overall visibility online.

To do this, you'll need to keyword optimize your website content and make sure your site is mobile-friendly and fast-loading. You can also use Google AdWords to pay for ads that appear in search results.

Blogging: Blogging is one of the best ways to attract visitors to your website. By creating informative and engaging blog posts, you can drive traffic to your site and improve your SEO.

This is also a great way to stand out from the crowd by providing valuable resources to viewers without giving them the need to buy anything. If you are a trustworthy resource first, they will feel loyal to your brand and be more willing to hear out a sales pitch in the future.

Social Media: Social media is a great way to connect with potential customers and promote your content. By sharing your blog posts and other website content on social media, you can reach a larger audience and drive more traffic to your site.

Once again, social media is another way to stand out from the crowd as just a brand they are familiar with before there is any pressure to purchase.

Convert visitors into leads with effective calls-to-action

The next step in inbound marketing is converting your visitors into leads. A lead is a person who has shown interest in your product or service by providing you with their contact information.

The best way to convert visitors into leads is by using effective calls-to-action (CTAs). A CTA is a piece of content that encourages the reader to take a specific action, such as subscribing to your email list or downloading a white paper.

Your CTAs should be placed prominently on your website and be relevant to the page content. For example, if you have a blog post about inbound marketing, your CTA could be to download an ebook about inbound marketing.

Your CTA should also be specific and use strong action verbs, such as “download”, “subscribe”, or “learn more”.

Close leads to customers with personalized messages

The next step in inbound marketing is closing your leads into customers. This is done by sending personalized messages that address their specific needs and pain points.

One way to close leads is through email marketing. Email allows you to send targeted, personalized messages directly to your leads. You can segment your email list by lead source, buyer persona, or even demographics like age or gender.

This allows you to send highly-targeted messages that are more likely to convert leads into customers.

Delight customers with great customer service

One of the last steps in inbound marketing is delighting your customers with great customer service. This is the process of making sure your customers are happy and satisfied with your product or service.

One way to do this is by providing excellent customer support. This could include offering live chat, phone support, or even a customer satisfaction survey.

Another way to delight customers is by going above and beyond their expectations. This could be something as simple as sending a handwritten thank-you note or giving them a discount on their next purchase.

By delighting your customers, you can create a loyal customer base that will continue to use your product or service and recommend it to others.

Measuring Your Inbound Marketing Results

The final step in inbound marketing is to measure your results. This includes tracking your website traffic, leads, and customers.

You can use Google Analytics to track your website traffic. This will give you insights into where your traffic is coming from, what pages they are visiting, and how long they are staying on your site.

You can also use lead tracking software to track your leads. This will give you information on which sources are generating the most leads and what CTAs are converting the most leads into customers.

Finally, you can use customer relationship management (CRM) software to track your customers. This will give you information on customer satisfaction, retention rates, and lifetime value.

By tracking your results, you can see what’s working and what’s not working in your inbound marketing campaign. This will allow you to make necessary changes and continue to grow your business.

Inbound marketing is a great way to grow your business by attracting visitors, converting them into leads, and then delighting them into customers. By following these five steps, you can create a successful inbound marketing campaign that will help you reach your business goals.

What is a marketing channel?

A marketing channel is the process and/or means by which goods or services are bought and sold. In business, a marketing channel is also known as a distribution channel. There are three primary types of marketing channels: direct selling, indirect selling, and digital selling.

Direct selling is when a company sells its products or services directly to the consumer without going through any intermediate steps. An example of direct selling would be if someone went into a store and purchased a product off the shelf, or if they ordered something online from a company’s website.

Indirect selling is when a company uses intermediaries to sell its products or services to the consumer. Indirect selling often occurs in brick-and-mortar stores, where the company will sell its products to a retailer who then sells the products to the consumer. An example of indirect selling would be if someone went into a Walmart and purchased a product that was made by another company.

Digital selling is when a company sells its products or services online through digital channels. This can include anything from selling products on a company’s website to using social media platforms to market and sell products. An example of digital selling would be if someone purchased a product from an online retailer such as Amazon.


Create Your Free Account Today


What are marketing channel intermediaries?

Marketing channels are often categorized by the type of intermediary that is involved in the sale. The four main types of intermediaries are wholesalers, retailers, distributors, and agents/brokers.

Wholesalers are middlemen who buy large quantities of goods from the manufacturer and then sell smaller quantities to retailers. They often provide retailers with support services, such as financing, warehousing, and transportation.

Retailers are businesses that sell goods or services to the consumer. They can be either brick-and-mortar stores or online stores. Retailers generally buy products from wholesalers, but they can also buy products directly from the manufacturer.

Distributors are businesses that help manufacturers get their products to the market by making them available to retailers and other customers. They often provide retailers with support services, such as marketing, financing, and logistics.

Agents and brokers are businesses that help manufacturers and distributors find customers for their products. They are often involved in the sale of insurance, real estate, and other financial products.

What is marketing channel vertical integration?

Marketing channels can also be categorized by the level of vertical integration that exists between the manufacturer and the retailer. The four levels of vertical integration are direct, selective, intensive, and exclusive.

Direct vertical integration occurs when the manufacturer sells its products directly to the consumer without going through any intermediate steps. An example of direct vertical integration would be if someone went into a store and purchased a product off the shelf, or if they ordered something online from a company’s website.

Selective vertical integration occurs when the manufacturer uses intermediaries to sell its products or services to the consumer. Indirect selling often occurs in brick-and-mortar stores, where the company will sell its products to a retailer who then sells the products to the consumer. An example of selective vertical integration would be if someone went into a Walmart and purchased a product that was made by another company.

Intensive vertical integration occurs when the manufacturer uses distributors to sell its products or services to the consumer. Distributors are businesses that help manufacturers get their products to the market by making them available to retailers and other customers. They often provide retailers with support services, such as marketing, financing, and logistics. An example of intensive vertical integration would be if someone purchased a product from an online retailer such as Amazon.

Exclusive vertical integration occurs when the manufacturer uses agents and brokers to sell its products or services to the consumer. Agents and brokers are businesses that help manufacturers and distributors find customers for their products. They are often involved in the sale of insurance, real estate, and other financial products. An example of exclusive vertical integration would be if someone purchased a product from an insurance company.

Which marketing channel is right for my business?

The answer to this question depends on a number of factors, including the type of product or service you are selling, the target market for your product or service, and your business goals.

If you are selling a product or service that is aimed at mass-market consumers, then a direct marketing channel may be the best option. This type of channel allows you to sell your products or services directly to the consumer without going through any intermediate steps.

If you are selling a product or service that is aimed at businesses or other organizations, then an indirect marketing channel may be the best option. This type of channel involves using intermediaries to sell your products or services to the customer.

If you want to have more control over how your product or service is marketed and distributed, then a vertical marketing channel may be the best option. This type of channel involves working closely with distributors or retailers to ensure that your product or service is available to the customer.

If you want to reach a wide audience with your product or service, then an intensive marketing channel may be the best option. This type of channel uses distributors to make your products or services available to a large number of retailers and other customers.

If you want to target a specific group of customers with your product or service, then an exclusive marketing channel may be the best option. This type of channel uses agents and brokers to identify potential customers for your product or service.

No matter which type of marketing channel you choose, it is important to remember that your choice should be based on your business goals and the needs of your target market. There is no one-size-fits-all answer to this question; the best channel for your business will depend on a number of factors.

What is omnichannel marketing?

Omnichannel marketing is a type of marketing strategy that uses multiple channels to reach customers. This type of marketing allows businesses to provide a seamless customer experience by using a variety of channels, such as online, in-store, mobile, and social media.

An omnichannel marketing strategy starts with understanding the customer journey. This involves mapping out all of the touchpoints that a customer has with your brand, from awareness to purchase. Once you have a clear understanding of the customer journey, you can start to create an omnichannel marketing plan that will allow you to reach your customers through multiple channels.

One of the benefits of an omnichannel marketing strategy is that it allows you to meet your customers where they are. This is important because customers are increasingly interacting with brands through multiple channels. By using an omnichannel approach, you can ensure that your marketing messages are consistent across all channels and that your customers have a positive experience no matter how they interact with your brand.

Another benefit of an omnichannel marketing strategy is that it allows you to collect data from all of your channels and use it to create targeted marketing campaigns. This data can be used to segment your customer base and create personalized marketing messages.

A well-executed omnichannel marketing strategy can be a powerful tool for businesses looking to reach their target market. If you are considering using an omnichannel approach, there are a few things to keep in mind. First, you need to make sure that your omnichannel strategy is aligned with your overall business goals. Second, you need to have a clear understanding of your target market and what they want from your brand. And third, you need to make sure that you have the resources in place to execute an omnichannel strategy.

Stay Up-to-date On All Things Digital

Get the latest content and resources from Lumavate delivered to your inbox every week.

What are examples of inbound marketing?

Now that we've covered all the steps for developing an inbound marketing strategy, we should discuss some successful examples and how they apply to your business. Here are five examples of inbound marketing:

1) Creating a video series

There is no better way to attract people to your inbound marketing content than providing them with value. So if you can produce a video series that educates your target audience on your product or service, you are more likely to get their attention and convert them into leads.

2) Creating an ebook

Ebooks are another great way to attract people to your inbound marketing content. By providing valuable information in an ebook, you can show your expertise and build trust with your target audience. This will make them more likely to do business with you in the future.

3) Creating a blog

Blogs are a great way to generate traffic to your website and attract people to your inbound marketing content. By providing valuable information on your blog, you can show your expertise and build trust with your target audience. This will make them more likely to do business with you in the future.

4) Creating a webinar

Webinars are a great way to generate leads and attract people to your inbound marketing content. By providing valuable information on your webinar, you can show your expertise and build trust with your target audience. This will make them more likely to do business with you in the future.

5) Creating a podcast

Podcasts are a great way to generate traffic to your website and attract people to your inbound marketing content. By providing valuable information on your podcast, you can show your expertise and build trust with your target audience. This will make them more likely to do business with you in the future.

How Is Inbound Marketing Different From Outbound Marketing?

Now that we've covered all the basics of inbound marketing, let's discuss how it differs from outbound marketing.

The main difference between inbound and outbound marketing is the approach. Inbound marketing is a pull approach where you attract people to your content and then convert them into leads. Outbound marketing is a push approach where you promote your content to as many people as possible in the hopes that some will convert into leads.

Inbound marketing when done right is more effective than outbound marketing because it's more targeted. By creating content that appeals to your target audience, you are more likely to attract them and then convert them into leads. Outbound marketing is less effective because it's not as targeted. It's also more expensive because you have to reach a larger audience to generate the same number of leads.

Inbound marketing is also more sustainable than outbound marketing because it's not as reliant on paid advertising. Once you attract people to your content, you can continue to generate leads without spending any money on advertising. Outbound marketing is less sustainable because it's heavily reliant on paid advertising to reach people.

So, to summarize, inbound marketing is a more effective, targeted, and sustainable approach than outbound marketing. If you're looking to generate leads for your business, inbound marketing is the way to go.

What is an example of outbound marketing?

A quick example of outbound marketing would be if a company were to purchase a list of leads and then call them to promote their product or service. This is not as targeted as inbound marketing and is less effective because the company is not providing any value to the lead. The company is also relying on paid advertising to reach these leads, which is not sustainable in the long run.

What is an inbound marketing plan?

Now it should be pretty clear that your digital marketing strategy should be centered around an inbound marketing strategy as opposed to only relying on an outbound marketing strategy.

An inbound marketing plan is what we have covered thus far, it is the combination of attracting strangers, converting them into leads and customers, and then delighting them so they become promoters of your business.

If you want to create an inbound marketing plan for your business, you need to start by understanding what your goals are and who your target audience is. Once you know your goals, you can create content that appeals to your target audience and attract them to your website. Once they're on your website, you can convert them into leads and customers. And finally, you can delight them so they become promoters of your business.

By following this simple inbound marketing plan, you can generate more leads and sales for your business.

What is an inbound marketing campaign?

An inbound marketing campaign is a series of content pieces (blog posts, ebooks, infographics, etc.) that are all centered around a specific topic. The goal of an inbound marketing campaign is to attract strangers, convert them into leads and customers, and then delight them so they become promoters of your business.

An inbound marketing campaign is one piece of an overall inbound strategy. The idea is that once you have your goals and target audience in place, then you can create a campaign of different pieces of content in short succession to increase your SEO ranking and generate buzz.

Advantages of Inbound Marketing

There are several advantages to inbound marketing, which is why it's such an effective digital marketing strategy.

Inbound marketing is more effective than outbound marketing because it's more targeted. By creating content that appeals to your target audience, you are more likely to attract them and then convert them into leads. Outbound marketing is less effective because it's not as targeted. It's also more expensive because you have to reach a larger audience to generate the same number of leads.

Inbound marketing is also more sustainable than outbound marketing because it's not as reliant on paid advertising. Once you attract people to your content, you can continue to generate leads without spending any money on advertising. Outbound marketing is less sustainable because it's heavily reliant on paid advertising to reach people.

So, to summarize, inbound marketing is a more effective, targeted, and sustainable approach than outbound marketing. If you're looking to generate leads for your business, inbound marketing is the way to go.

How does Lumavate's Digital Experience Platform allow my business to organize its inbound marketing efforts?

Lumavate's Digital Experience Platform enables businesses to create, manage, and optimize digital experiences for their customers. The platform provides a central place for businesses to store all of their inbound marketing assets, such as website content, blog posts, e-books, and more. The platform also includes tools for managing customer journeys, creating personalized digital experiences, and analyzing campaign results.

The platform makes it easy for businesses to keep track of their inbound marketing efforts and measure the results. The platform provides businesses with insights into which channels are driving the most traffic and conversions. The platform also allows businesses to segment their customer base and create targeted marketing campaigns.

If you are looking for a way to organize your inbound marketing efforts, Lumavate's Digital Experience Platform is a great option. To learn more, schedule a demo with us today!

Related Articles

Digital Experiences for Every Moment

Create digital experiences for every touchpoint in the customer journey from product packaging to product registration to onboarding to customer support and so much more. What do you want to create first?