Mathilda Johnsson
25 February, 2020

Inbound marketing is a digital marketing technique that has become really popular in recent years. In this blog post, we explain what Inbound Marketing is and why you should take a closer look.


What is Inbound Marketing?

In recent decades, the Internet and everyday technology have completely changed the way we decide to make a purchase. Nowadays, we can find vast amounts of information with just a few quick clicks of the mouse. We are connected wherever we are in the world. This rapid development has given the customer increased power and therefore to adapt as a company, you need a new set of strategies. This is where Inbound Marketing comes into play:

Inbound Marketing is based on you creating value for your potential customers in the form of text, video, blog posts, inspiration, etc. It's about meeting customers on their terms.

The trick is to draw the customer to your product or service on their own terms, whilst also, as company, keeping track of that potential customer and facilitating the decision-making process.

Inbound Marketing is a concept coined by Hubspot. They realized that we haven’t just changed the way we live and work, but we’ve also changed our buying behavior. Inbound marketing is a digital marketing method that is divided into three steps:

  • Attract - Step 1  -  you need to create content that attracts customers to your website. Creative content that can help the customer solve a problem or challenge.
  • Engage - You want the customer to convert, provide their contact details or call a salesperson for example. Here you need content that adds confidence to your brand and shows how your company in particular can help them
  • Keep it going - Now you have a customer, but you’re not done yet! Improve upon the customer's experience of your business and create content that has value for them.

Why is Inbound Marketing important?

There are several reasons why you as a company should invest in Inbound Marketing. Among other things, this method can lead to increased brand awareness, generate more leads and make your marketing more cost-effective.

Behind every purchase, there’s a process of maturity. Inbound marketing makes the initial part of the decision easier. In this way, you as a company can save time and can use your resources where you get the most payback - in meetings with customers in the right target group, who are interested in what you offer.

Content then becomes more relevant for buyers and you can therefore help your customers advance in the buying process.

Inbound vs Outbound - what's the difference?

Now that we have defined what Inbound Marketing is, it’s very quick to describe Outbound Marketing, as it’s the exact opposite!  It’s also sometimes known as outreach marketing where you don’t know if the advert or other marketing is reaching someone who is actively looking for the product or service you are offering. Examples of these marketing methods include paid advertising on social media, email marketing, banners, TV and radio advertising. What many of these activities have in common is that they are all about brand awareness at the early stage of the buying process.

There are several benefits to both of these types of marketing. Inbound Marketing is a long-term approach which will create a better flow of inbound leads over time. This is because you meet the potential customer at the very moment when that person experiences a ‘problem’ that needs to be solved. If you then have a solution to the problem and are present on the very channels where that potential customer is, then you have a good chance of them becoming an actual customer.

Outbound Marketing is about placing yourself at the forefront of the customers mind before they even have a problem. Therefore, it’s advised to have a combination of both Inbound Marketing and Outbound Marketing as you want to meet the customer before the problem has arisen and be there when it does.

Do you need help or guidance in setting new strategies? Contact us today and we will help you.

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