The global marketing landscape has changed dramatically. Push marketing has become outdated, inefficient and is ANNOYING. You know, businesses who push their products and services in your face with a pollution of unsolicited emails, billboards, magazine ads, television ads and browser pop-ups.

inbound marketing vs. traditional marketing methods

Since 2006, inbound marketing has been the most effective marketing method for doing business online.

Instead of making use of traditional push (outbound) marketing methods inbound marketing is focused on creating quality content that pulls people toward your company and product, where they naturally want to be.

By creating and publishing content with your customer’s interests and questions in mind, you naturally attract inbound traffic that you can convert into leads, close your leads into customers and delight them to become promoters of your brand.

The Four Marketing Actions of Inbound Marketing

buyer journey phase 1 - attract

It’s a great feeling to get high visitor traffic on your website, but it’s more important to make sure that you get the right visitors on your site! An strategy aims to draw the people who are most likely to become leads and be converted to delighted customers.

Your ideal customer, also known as buyer personas, are portraits we create of what our ideal customers are really like, inside and out. Your personas are the people around whom your whole business is built. Weve answered what buyer personas are here

Once youve attracted website visitors, the next step is to convert those visitors into sales leads by gathering their contact information. At the very least, you’ll need their email addresses. Contact information is the most valuable currency there is to the online marketer.

So in order for your visitors to give you permission to keep contacting them, you need to offer them something in return. Give-to-get is the rule! What you give takes the form of content, like eBooks, whitepapers, or checklists – whatever information would be interesting and valuable to each of your personas. This part of the strategy is known as content marketing.

buyer journey phase 2 - convert

buyer's journey phase 3 - close

It takes 10 marketing-driven touches for a visitor to be converted into a paying customer. In fact, 80% of sales are made on the 5th-12th contact. Once you have attracted the right visitors and converted them into sales leads, you will need to transform those leads into customers.

How can you most effectively accomplish this task? Understanding the buyer’s journey will help you close the right leads at the right times.

The Inbound way is all about providing remarkable content to our users, whether they are visitors, sales leads, or existing customers. Just because someone has already paid for your products or services doesn’t mean you can forget about them!

Inbound companies continue to engage with, delight, and (hopefully) upsell their current customer base into happy promoters of the organizations and products they love.

buyer's journey phase 4 - delight

Major Inbound Marketing Themes

buyer's journey
buyer personas
content marketing strategy
multi-channel promotion