Inbound Marketing

Inbound marketing is a customer-centric strategy that delivers relevant and valuable content tailored to the specific needs and preferences of potential clients. By addressing these needs, businesses can create exceptional customer experiences, enhance satisfaction, and foster trust. It helps brands resonate with clients’ needs, improve customer satisfaction, and encourage more conversions.

In this article, we’ll unveil why and how inbound marketing works, its benefits, statistics, stages, objectives, and examples. Also, we’ll compare inbound and outbound marketing, inbound strategies, and more.

More and more businesses incorporate inbound techniques into their marketing strategy due to its numerous advantages. Here are some key reasons why inbound marketing is effective and worth considering for your company.

1. Focus on customer needs. With inbound marketing, your efforts are aligned to provide customers with products they need and look for. This includes sharing content and ensuring experiences that resonate with your target audience and their interests. This customer-centric strategy enables you to build long-lasting and trusting relationships with your audience, encouraging them to convert into customers.
2. Relevant content. Inbound marketing implies creating various formats of content that directly address the challenges and needs of your target audience. By producing blog posts, articles, videos, eBooks, and guides that are both relevant and valuable, you create a connection with potential customers. This tailored content encourages them to engage with your brand, ultimately helping to attract more prospects and prompting them to take the desired action.
3. Less financial resources. Inbound marketing requires a smaller budget if compared to outbound marketing strategies. Sharing blog posts, creating videos, using social media platforms, and incorporating SEO principles into your strategy is far more cost-efficient and effective than traditional ways of promotion.
4. Brand authority. Creating valuable and helpful content daily lets you showcase your expertise and build brand authority. When potential customers view you as an industry expert, their trust in your brand grows, making them more likely to purchase. By delivering relevant, high-quality content, you keep your brand top-of-mind for customers, which not only increases the likelihood of sales but also encourages them to recommend your business to others.
5. Seamless customer experience. Since inbound marketing focuses on bringing people value and ensuring excellent engagement, it allows you to provide a better customer experience for your target audience. With great content and other interactions, this strategy helps you improve their experience with your brand. This results in better customer satisfaction, loyalty, retention, and even more benefits for your business growth.
6. Well-thought-out decisions. Since marketers using inbound marketing rely on analytics and various data, it helps them understand customer behavior, improve their strategy, and identify what works best for their target audience. With all this information in mind, you can make data-driven decisions to improve different aspects of your strategy and communication with customers, resulting in better conversion rates and ROI.
7. Easily scalable. Inbound marketing is perfect for businesses that strive to scale over time. You can improve your inbound marketing strategy when your target audience grows and requires more personalized content and engagement. With its help, you’ll be able to adjust to customer needs and provide them with content that resonates with their interests.
8. Better ROI. Personalized email campaigns, social media ads, and PPC campaigns tailored to prospects’ needs help drive interest and engagement with your content. It results in a higher return on investment for your company.
9. Long-term relationships with customers. By listening to your prospects and offering incentives that meet their expectations, you show your care and build trust. Inbound marketing strategies help you cultivate trusting relationships and customer loyalty in the long run.
10. Higher organic traffic. With the help of content optimization, businesses drive organic traffic and increase the visibility of their product and brand awareness. It helps you attract more prospects and improve the number of conversions.

Now that you probably have some reasons to incorporate inbound marketing into your business, it’s time to find out how it works.

How does inbound marketing work?

To incorporate inbound marketing effectively, you should unveil how it works first. That’s why, in this section, we’ll explain this topic briefly so you can understand the process.

Through inbound marketing, companies create various content formats covering valuable topics tailored based on prospects’ needs and pain points. By providing high-quality content, personalized follow-ups, and seamless support, companies succeed in grabbing prospects’ attention and driving interaction. By providing leads with data that resonates with their needs, businesses get higher conversion rates.

By ensuring valuable content and delighting potential customers, businesses can faster capture prospects' contact data and send them personalized follow-ups, encouraging conversions. Constant interaction and relevant offers drive users’ interest and lead them to the desired action. After clients complete purchases, brands still follow up with them, providing support and asking them for feedback. It shows customers that companies appreciate and respect their opinions. As a result, clients become loyal to these brands and can even become their advocates, recommending products to their family and friends.

Now that you know how inbound marketing works, it’s time to figure out the benefits you can reap after implementing the strategy into your business.

Benefits of Inbound Marketing

Inbound marketing offers numerous advantages for your company, but in this section, we’ll focus on the most essential ones. Understanding these key benefits can help you determine if this strategy aligns with your needs and how it can support you in achieving your goals.

• Cost-efficiency. Compared to traditional marketing methods, inbound marketing is more affordable and effective. This approach reduces the need for extensive resource allocation, as the focus is on creating high-quality content and applying SEO principles to draw prospects to your company naturally.
• Opportunity to work with narrow target audiences. Inbound marketing strategies enable you to target specific audiences that align with your buyer personas. This way, you increase the chances of engagement and conversion.
• Increased targeting. Using inbound marketing, you target potential customers with relevant and timely content based on their requirements, needs, interests, and problems. It helps you deliver personalized offers and encourages people to perform the desired actions.
• Higher brand recognition. Publishing quality content across various channels regularly allows you to build recognition. Using easily shareable content across social media platforms, partnering with influencers, and sending highly targeted email campaigns, you’ll manage to build a consistent brand image and a clear tone of voice. It will help people recognize your brand and differentiate it from dozens of competitors.
• Trust and credibility. By consistently publishing high-quality content that showcases your industry expertise, your company can earn the trust of potential customers. Sharing valuable blog posts, articles, infographics, and videos helps to establish your credibility, which is a critical factor in attracting and converting more prospects into loyal customers.
• Better brand awareness. Valuable and high-quality content is a powerful tool for promoting your company. When your content ranks high in search results, it helps establish both awareness and authority. By consistently sharing helpful videos, eBooks, guides, checklists, blog posts, and articles, you effectively showcase your industry expertise and strengthen your brand’s reputation.
• Customer loyalty. By sharing content with real solutions, following up with potential customers, ensuring timely and tailored offers, and sending personalized recommendations, you can encourage clients to stay with your brand. Excellent customer service and targeted communication are essential for retaining clients and building lasting relationships.
• Higher engagement. When prospects receive the content they seek, they are more likely to interact with it, exploring your brand’s products. If the content is relevant and valuable, addressing leads’ pain points, they might be interested in reviewing various content formats to find out the information they were looking for. They might subscribe to your email newsletter or contact your company’s reps for more information.

Now it’s time to explore some inbound marketing statistics to provide you with some proof of the inbound marketing benefits.

Inbound Marketing Statistics

To demonstrate the advantages of inbound marketing for businesses, we’ve gathered compelling statistics that back up these benefits with real data. Let’s take a closer look.

• Inbound prospective customers cost 61% less compared to outbound ones;
• 31% of marketers leverage short-form video content;
• 34% of businesses take advantage of influencer marketing to promote their products;
• 15% of marketers invest in YouTube Shorts to showcase their brands;
• social media is the number one marketing channel in 2022 because 44% of marketers use it to establish connections with the target audience;
• 36% of business owners develop their blogs, while 32% invest in content marketing;
• 59% of marketers prefer to create video content to deliver their marketing message;
• funny content on social media is the most effective type of content, reaching 80%;
• 85% of short-form videos allow businesses to reach their goals;
• 83% of marketers strive to create high-quality content.

Now that you have some proof of the inbound marketing’s effectiveness, it’s time to jump into the goals you can attain by using the strategy. So let’s explore.

Inbound Marketing Objectives

Each marketing strategy allows business owners to attain specific goals, and inbound marketing is no different. It aims at attracting new clients, establishing long-term relationships with them, and building loyalty. Here are some more objectives to consider.

• Capture the attention of qualified prospects;
• Improve brand visibility and awareness about the company and its products;
• Increase conversion rates;
• Nurture prospects with personalized email campaigns and tailored content and successfully move them down the sales funnel;
• Optimize customer engagement;
• Improve overall customer experience with a brand;
• Increase sales;
• Establish customer loyalty;
• Encourage satisfied customers to promote the company.

Now that you know some essential goals of inbound marketing, it’s time to proceed to the next section to find out the differences between the objectives of inbound and outbound marketing.

Inbound Marketing vs Outbound Marketing

Company owners usually get confused when it comes to choosing between inbound and outbound marketing because they don’t fully understand how each of the strategies works, the objectives they help achieve, and the level of connection they can build with their customers. In this section, we’ll review the differences between the two concepts so that you can make a well-informed decision regarding your business strategy.

Inbound marketing is a strategy that implies using valuable content to attract new customers and provide them with outstanding experiences. It focuses on capturing prospects’ attention with value propositions rather than sharing general messages. By sending personalized messages, publishing high-quality blog posts, creating useful videos, and sending relevant email campaigns with the right offers, company owners manage to gain trust and establish long-term relationships with customers.

Outbound marketing is a strategy that involves sharing a promotional message with a wide audience and aiming at sales. This approach includes tactics such as TV commercials, radio ads, cold calling, direct mail, print ads, and display advertising. The strategy focuses on driving attention and encouraging quick purchases. Unlike inbound marketing, it is more interruptive, broadcasting promotional materials to a wide audience without necessarily considering individual interests, needs, or pain points.

In short, the choice of the method depends on your main business goals. Inbound marketing is ideal for building trust, fostering long-term relationships, and encouraging customer loyalty. On the other hand, outbound marketing is effective for quickly generating awareness about your company and products, driving immediate purchasing decisions, and reaching a broad audience with your promotional message.

Now that you’ve decided to focus on inbound marketing, it’s important to understand the key stages of this strategy.

It will help you successfully reach your primary target.

Inbound Marketing Stages

There are four main stages of inbound marketing. In this section, we’ll explore each stage so that you can incorporate them into your business.

• Attract. At this stage, companies create high-quality content like blog posts, articles, infographics, social media posts, videos, eBooks, etc. This content resonates with potential customers’ needs, interests, and pain points and grabs their attention. Marketers optimize it to appear in the top search results so that more users instantly notice their brand and products. To reach better exposure and visibility, companies create eye-grabbing content for social media, like Reels, and run targeted advertising campaigns. This way, they can reach people looking for similar products through pay-per-click ads or sponsored content on social media networks.
• Convert. The next step implies capturing potential customers’ contact data by using subscription forms, call-to-action buttons, and landing pages. To encourage users to share their contact information, you can add a lead magnet. Provide prospects with free eBooks, webinars, or whitepapers in exchange for their email address. You can also add forms to your dedicated landing page containing clear information about the offer. With the help of these tools, you can capture leads’ contact data and ensure further communication with them through email campaigns.
• Close. At this stage, marketers nurture leads with relevant content through email campaigns, chatbots, social media, and other channels, which include personalized recommendations, tailored offers, relevant information, etc. Businesses use CRM to monitor potential customers’ interactions and manage relationships with them. At this stage, businesses also incorporate lead scoring to assign leads scores based on their likelihood of a purchase. Businesses use marketing automation to run campaigns on autopilot at a scheduled time. It helps deliver the right content at the right time, provide product recommendations, and convert prospects into paying customers. SendPulse combines all these tools, allowing you to complete tasks effectively without much effort and resources.
• Delight. At this stage, marketers focus on delivering excellent post-purchase experiences to encourage customer loyalty and advocacy. After a sale, businesses aim to provide seamless customer support when clients encounter issues with the product. They also share updates, product releases, offers, and promotions that interest customers. Besides providing information, companies ask clients to share their feedback about their overall experience with a brand and its product. It shows buyers they are valued and helps businesses get insights into possible improvements. Loyalty programs can further incentivize repeat purchases, helping brands build lasting customer relationships

Now that you know the stages, it’s time to unveil the most effective inbound marketing strategies to help you attain your business goals faster. So, let’s explore them in detail.

When executed correctly, inbound marketing can effectively attract, engage, and convert prospects into customers. To achieve these outcomes more efficiently, it's crucial to understand the most effective strategies that can accelerate your success.

1. Create valuable content

Create informative content in various formats that enable you to educate your audience and interact with them. You can share blog posts, guides, whitepapers, eBooks, videos, success stories, and case studies to provide potential customers with value.

Below, you will find an example of a yoga teacher providing starters with a 30-minute yoga class, allowing them to join yoga.

2. Improve your content for SEO

When creating content for your audience, pay attention to the following aspects: on-page, off-page, technical SEO, and backlinks. Ensure that your content contains relevant keywords, meta tags, and headings to get a better ranking in search engine results. Besides, you should also have a mobile-friendly, fast, and intuitive website to provide users with a seamless experience. Lastly and most importantly, collaborate with reputable websites to get quality backlinks and improve organic ranking.

In the example below, you can see an article that took the top position in search results. It uses the right keywords, educational content, and relevant links.

3. Collaborate with influencers for higher visibility and awareness

Find opinion leaders in your industry and ask them for partnerships. With their help, you’ll be able to establish brand awareness, recognition, and visibility and enhance your audience. When users get familiar with a new brand through influencers, they trust this company more and are more likely to purchase.

Below, you can see an influencer promoting a luxury fitness company and health club by placing a link to her story. Her followers can click on the mention and find out more information about the business.

4. Deliver personalized email campaigns

By segmenting your email list, you can deliver campaigns that align with your subscribers' needs, challenges, and interests. This personalized approach boosts open rates, nurtures leads more effectively, and encourages actions from your audience.

Below is an example of how Wizz Air encourages upselling through email. The company encourages customers who have purchased a ticket with a carry-on bag to buy extra baggage to bring some souvenirs home.

5. Add lead magnets to forms

When creating a subscription form for your website, include a lead magnet. With its help, you’ll be able to get contact information in exchange for some valuable resources like ebooks, checklists, or templates. This allows you to capture leads easier and faster.

In the example below, you can see a form users need to fill out to get the guide about email marketing ROI from Litmus.

6. Provide an assistant

Provide customers with useful features and tools to manage their products. You can create an app or website assistant so that they can access the necessary information at any time.

Below, you can see how Ryanair shares information about its travel assistant. Clients can open the Ryanair app and get all the details on the day of the trip. The app shares real-time updates on the airport, terminal, flight, gate, etc.

7. Encourage user-generated content

User-generated content (UGC) covers photos, videos, reviews, and social media posts customers create and share on their social media profiles. With UGC, you can gain trust and credibility because clients usually pay attention to other customers’ recommendations rather than brands’ advertising. By endorsing your products through user-generated content, consumers provide prospects with social proof and show that your company is credible. This way, you can get high-quality content people trust at no cost.

Below, you will find a Reel created by an individual to promote the renowned cosmetics brand Rare Beauty.

8. Ask for feedback

After customers complete a purchase, it's important to stay engaged with them to see if they are satisfied with your product. After a certain period, consider sending follow-up emails requesting feedback. You can include a short survey with pre-set answer options or use open-ended questions to gather detailed insights about specific aspects of your product and overall business. This approach shows that you value your customers' opinions and helps you identify areas for improvement.

In the example below, you can see how Booking.com invites customers to rate their stays. The company uses feedback to improve the service.

9. Incorporate loyalty programs

Incorporating loyalty programs allows you to reward customers for their continued support and incentivize repeat purchases. Offering rewards not only enhances customer satisfaction but also encourages ongoing engagement, making clients more likely to return and remain active with your brand.

Below, you can see how Innisfree encourages customers to earn points and unlock exclusive perks for each purchase. Prospects can get the first 100 points for signing up.

10. Consider developing referral programs

Offering referral programs to customers not only encourages repeat purchases but also helps attract new, qualified prospects to your business. By providing exclusive offers, discounts, or points to existing clients who refer others, you effectively leverage word-of-mouth marketing. This strategy helps build trust, as people are more likely to consider recommendations from those they know, and it can significantly expand your customer base while strengthening relationships with current clients.

Below, you will find a referral program from Revolut. The company allows existing customers to earn up to £50 each year after their friends sign up with a referral code and complete the onboarding steps.

11. Gamify customer experience

Leverage gamification to create an interactive and engaging customer experience. This strategy can significantly boost client involvement and retention, particularly in the education sector, where gamification enhances the learning process by making it more dynamic and engaging. By incorporating elements such as challenges, rewards, and progress tracking, you can motivate customers to participate actively and achieve their learning goals.

Duolingo does its best by incorporating gamification. With its help, learning languages becomes an interesting game and brings a lot of fun.

12. Conduct webinars

Webinars allow you to bring together individuals with a common interest in a specific topic. This targeted audience will have similar priorities, needs, and challenges, allowing you to position your company as a solution. Webinars are an effective way to connect with people and provide valuable information to help them solve their problems.

Below, you can see the British Council sharing informative webinars with English teachers. These materials are designed for teachers to ensure proper learning processes for students.

13. Take advantage of marketing automation

With marketing automation, you can set up automated workflows and nurture leads with offers they are interested in. You can deliver messages right after users perform specific actions using triggers. For example, you’ll send an email after a site visitor signs up for your email newsletter, adds items to the shopping cart, or completes a purchase. SendPulse empowers you to combine several marketing channels, including web push notifications, chatbots, and email campaigns, and set up automated messages, encouraging prospects to take the desired action.

14. Use CRM

If you want to have your customer data securely stored and keep an eye on all interactions, leveraging a customer management system is a must. It will help you understand your prospects better and identify their buyer journey stage, enabling you to find the right content and interactions driving conversion.

15. Develop effective landing pages

Optimize your landing page to ensure excellent customer experience. Your landing page should be visually appealing, have visible and clear CTAs, and fast loading time. Consider conducting A/B tests to figure out which landing page elements work best for your target audience. With its help, you’ll be able to find the best version of your landing page and attract more site visitors.

Now that you know the strategies, it’s time to reveal how to incorporate them into your inbound marketing campaign.

How to create an inbound marketing strategy?

Developing an effective inbound marketing strategy requires a structured approach related to attracting, engaging, and converting prospects into customers. Here’s a step-by-step guide to streamline the process for your team.

1. Identify your key objectives. Before diving into inbound marketing, you need to define goals that should be specific, measurable, achievable, relevant, and timely. For instance, bring 5 new monthly customers and increase organic traffic by 5%. Consider the metrics that will help you understand how close you are to your goals, such as conversion rates, customer acquisition rates, website traffic, etc.
2. Understand your target audience. Consider creating a buyer persona to describe your perfect customer with all the needs, interests, problems, demographics, behaviors, and objectives. This is a must for developing content and messages that resonate with customers’ requirements and address their pain points. Next, map out the buyer’s journey, outlining each stage from awareness to decision. This approach enables you to develop targeted content specifically tailored to each stage of the journey, ensuring you meet the evolving needs of your customers at every point.
3. Prepare high-quality content. Focus on three key points: content format, content calendar, and SEO. Start by selecting the most effective and trending content formats for your audience to build brand awareness and visibility. Then, create a content calendar that includes formats like blog posts, videos, eBooks, infographics, and case studies. Finally, optimize your content for search engines with relevant keywords, meta tags, and quality internal and external links to improve search engine rankings.
4. Capture users’ attention. To make your content visible to a wide audience, you need to promote it using various methods, including on-page and off-page SEO techniques, social media marketing, paid ads, guest blogging, influencer marketing, etc. These strategies help you build an online presence and attract more prospects to your website and social media profile, encouraging them to perform the desired action.
5. Take advantage of marketing automation. Since inbound marketing can be a challenging process because of the number of tasks you need to handle simultaneously, consider using automation. With its help, you can deliver the right personalized message at the right time without human involvement. You can develop a sequence of messages for various channels and send them. With a service like SendPulse, you can combine web push notifications, chatbots, and email campaigns to engage with your audience and convert them into customers.
6. Keep track of customer interactions in your CRM. A CRM system lets you track customer behavior, interactions, and progress through the sales funnel. By storing detailed information on each lead and customer, you can efficiently assign tasks to your sales reps, streamline processes, and accelerate sales.
7. Nurture leads using email campaigns. Consider using a special email marketing software to send personalized emails at a scheduled time. You can send them based on customer behavior and remind them about your brand. When delivering the right offers, relevant special deals, and attractive promotions, you encourage prospects to take advantage of them and buy your products at affordable prices.
8. Analyze performance and find space for improvement. Leverage Google Analytics and other analytics platforms to assess the effectiveness of your inbound marketing efforts and their performance. It will help you figure out whether all of your techniques work well with your target audience. If there are some drawbacks, you’ll be able to eliminate them as soon as possible and optimize your strategy.

Now that you have a clear idea of how to develop an inbound marketing strategy, it’s time to figure out how to measure its performance and find out whether it works well for your business.

To unveil whether your inbound marketing strategy helps you achieve your business goals, you need to know how to measure its performance. You can do it by estimating specific metrics, which we’ll review in this section.

Website traffic

Website traffic refers to the number of users visiting your website within a specific time frame after you run your inbound marketing campaigns. Besides the number of new site visitors, you should also monitor the sources of new users coming to the site, including organic search, social media, referrals, direct, paid search, and others. When considering site traffic, you need to understand how many new and returning visitors you have. It will help you evaluate your inbound strategy in terms of engagement and customer retention.

Lead generation rate

Lead generation rate is the percentage of site visitors who convert into leads. This metric measures the effectiveness of your campaigns by tracking actions that qualify someone as a lead, such as filling out a form, subscribing to a newsletter, or downloading materials from your website.

Lead Generation Rate = (Number of Leads Generated / Total Number of Visitors) * 100

Let’s imagine that this month you have 400 new leads and 7,000 site visitors and calculate the lead generation rate for these measures:

Lead Generation Rate = (400 / 7000) * 100 = 5.7%.

Click-through rate

Click-through rate is a metric used in email marketing, PPC advertising, and social media campaigns, and it helps evaluate the percentage of people who click on a link. It allows marketers to assess the effectiveness of their marketing efforts and find space for improvement. You can calculate the measure using the following formula:

Click-through rate (CTR) = (Number of Clicks / Number of Impressions) * 100

Suppose you have 3,000 impressions, and 200 of them have clicked on a link. It’s time to calculate the measure:

CTR = (200 / 3000) * 100 = 6.7.

Customer lifetime value

Customer lifetime value (CLV) is a metric that enables marketers to calculate the total revenue a company can expect from a specific customer during their relationship with a business. With its help, marketers can understand the value they can attain during long-term relationships with these clients. This metric helps you decide how much to invest in customer acquisition and retention.

Customer Lifetime Value (CLV) = Value of a Purchase * Purchase Frequency * Customer Lifespan

Let’s estimate customer lifetime value for your business if you have the following indicators:

• average value of a purchase = $150;
• purchase frequency rate = 5 times a year;
• customer lifespan = 2 years.

Customer Lifetime Value = 150 * 5 * 2 = $1,500.

Net promoter score

Net promoter score is a metric presented as a single question asking customers to assess the likelihood of recommending a company on a scale of 0-10. Once a company receives the results, it divides customers into groups based on their rate: promoters (9-10), passives (7-8), and detractors (6-0).

Net Promoter Score = (Promoters/Total Number of Respondents) - (Detractors/Total Number of Respondents).

For instance, if you decide to send a survey to 100 respondents and receive 60 promoters, 10 passives, and 30 detractors, your net promoter score would be 30 (60% - 30% = 30%).

Engagement rate

Engagement rate is a metric that evaluates the level of the audience’s interaction with the specific content. It’s often used for social media marketing, content marketing, and email campaigns to figure out how well the target audience engages with specific content and whether people like, share, or comment on posts. Marketers can estimate the measure using the formula below:

Engagement rate = (Total Engagements / Total Impressions (Followers)) * 100.

When your company’s post gets 150 likes, comments, and shares in total and 1,200 people view it, we can estimate the engagement rate in the following way:

Engagement rate = (150 / 1200) *100 = 12.5%.

Form conversion rate

Form conversion rate is the percentage of site visitors who complete and submit a form after viewing it. It helps evaluate the effectiveness of forms in terms of capturing leads, collecting contact data, or encouraging other desired actions.

Form Conversion Rate = (Number of Form Submissions / Number of Form Views) * 100.

Suppose that 1,000 people have visited your website, and 200 of them have successfully submitted the form. It’s time to calculate this metric using the formula above:

Form conversion rate = (200 / 1000) * 100 = 20%.

Now that you know some of the most essential metrics to assess your inbound marketing strategy, it’s time to explore the examples uncovering how inbound marketing campaigns look in real life.

Examples of Inbound Marketing Campaigns

In this section, we’ll provide you with some excellent examples of inbound marketing campaigns that will serve as inspiration for future campaigns. These examples demonstrate how you can use various channels to provide customers with value.

Mailchimp — SEO

By meeting all SEO principles, Mailchimp’s blog posts get a high rank in search engine results when users search for similar keywords. Using relevant keywords, quality backlinks, valuable information, and other aspects allows the company to become visible to many prospects and build authority, recognition, and awareness.

Wizz Air — personalized emails with tours and activities

Wizz Air, Europe's low-cost airline, supports its inbound marketing strategy with personalized campaigns. After customers arrive at their destination, they receive tailored emails based on the location on their ticket. For example, travelers to Budapest may receive an email featuring tours and activities available in the city, complete with links to entertainment options. This allows customers to easily click and purchase tickets, streamlining the process and adding value to their travel experience.

HubSpot — blog

HubSpot, a marketing software, actively uses its blog in its inbound marketing strategy. The company covers various marketing topics that people often explore nowadays. Useful blog posts that meet SEO principles help HubSpot take top positions in the search results. This allows the brand to establish authority in the industry, boost organic traffic, engage with the target audience, generate leads, and convert them into customers.

SendPulse — educational videos on YouTube

SendPulse, a multipurpose marketing tool, provides marketers and business owners with high-quality short videos educating users about popular topics. By providing value to its subscribers, the company improves visibility, recognition, and brand awareness.

Netflix — personalized on-website recommendations

Netflix, a well-known streaming service, offers a wide range of TV shows, movies, documentaries, and more to its subscribers, implementing an inbound approach to its marketing strategy. When users pay for their plan, they can create their own list of preferred TV shows and get recommendations based on these choices and shows viewed. In the example below, you can see how Netflix provides them under the sections “Today’s Top Picks for You” and “Your Next Watch.”

In short, as a business owner, you should be ready to develop a unique and relevant solution, effectively interact with prospects, and delight your customers personally. All of these are possible with inbound marketing, which implies listening to individual preferences, needs, and challenges and finding the perfect solution. If you are keen on making your clients happy with your brand and stick to you in the long run, inbound marketing fits ideally.

Last Updated: 13.11.2024