The Crash Course On Inbound Marketing You Didn’t Know You Needed

With the fast-paced evolution that traditional marketing is going through, you might have heard the term “Inbound Marketing” a couple times already. But, what is it? And how does it work? This article will help you to better understand why it’s such a wide success and why it has become so relevant for any marketing strategy nowadays.

What is Inbound Marketing?

Unlike outbound marketing, inbound marketing involves all the strategies and approaches focused on driving potential customers through engaging, helpful and relevant content without being intrusive, or without struggling for their undivided attention.

With inbound marketing, your audience runs into your content through channels such as social media, search engines and blogs, which they then acknowledge as helpful and relevant since it’s tailored to their problems and needs, making them the ideal customer.

How does Inbound Marketing Work?

Inbound Marketing focuses on the creation of top quality content that attracts your target audience in a natural way towards your product and your company. The content is ideally tailored to the interests and needs of the public, which leads them to become customers and allows you to repeat the cycle after closing.

There are 4 steps or actions that successful Inbound Marketing goes through:


The most important part of attracting an audience is to attract the right audience. The idea is to drive potential customers to your website, but more importantly, they have to be the right customers. These “perfect customers” are defined through the creation of personas that wrap every single detail we want our customers to have, that way, we are able to gather information such as interests, hobbies, needs, profession and demographics to start customizing the content we produce.

Some of the most relevant tools that Inbound Marketing uses to attract the right customer are SEO-friendly content, Blogs, Pages and Social Media publishing. You can also improve the quality of your content with the use of CMS or Content Management Systems by granting access to members of your team so that they can control and monitor what and when the content should be available for your audience.


Right after attracting the right kind of people to your page, the next step is to convert them into leads or potential buyers. This is done through the recollection of basic personal information such as email address, phone number or even social media profiles.

The most common methods to convert a visitor into a sales lead are forms, CTAs (Call-To-Action), landing pages and contacts.


Once you have the right leads on the right track, closing is what follows. Some tools that are used to close deals are CRM systems or systems that allow you to work with Customer Relationship Management; Closed-loop Reporting, which integrates your CRM system and allows you to analyze how well your marketing and sales teams are performing.

You can also use Email Marketing Software, to send relevant and interesting tailored mailing campaigns that encourage the sales lead to becoming a customer, while you keep track of their interaction and interests through Marketing Automation.


Once a deal is closed the job is not finished. You shouldn’t forget about new and old customers and you should constantly try to re-engage to develop a sense of delight and trust that hopefully can turn into promotion for your brand.

For this last action, you can use tools such as surveys, smart CTAs (which present customized offers based on the buyer’s profile and stage in the cycle), smart text and social monitoring.

Since 2006, new marketing strategies have developed into what we know as Inbound Marketing. It is proven to have a much wider, successful and more engaging effect than Outbound Marketing by allowing us to tailor and create relevant content that potential buyers will find helpful and useful.

With the use of tools such as CRM, CMS, Sales software, Email Marketing software amongst others, you can ensure that a visitor can change from a potential sales lead to a delighted customer that will promote your product!