What is Inbound Marketing?

Inbound marketing focuses on creating quality content that attracts potential customers towards your product & services, at a time when they are actively searching online.

It consists of 4 overlapping elements:

Content

Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news blogs, video, papers, e-books, infographics, case studies, guides, photos, etc.

Content marketing is not about direct selling, it’s focused on simply communicating with customers and prospects with good quality informative resources, which will build up the trust with your company.

SEO

Search engine optimisation is a natural – and crucial – part of inbound marketing. By consistently optimising all the content you’re producing to match the online demand for your product, you can boost your search engine rankings and drive more targeted traffic to your website.

Email

By clever segmentation and targeted emails you can build different types of relationships with both your existing and potential customers.

Social Media

Social media refers to the means of interactions among people in which they CREATE, SHARE and EXCHANGE information and ideas in virtual communities and networks.

The trick is to ensure a consistent message across all platforms.

 

Five step process

To make your inbound marketing plan work you need to follow a methodology that covers all the key aspects:

1. Research

2. Attract

3. Engage

4. Convert

5. Retain