Inbound marketing is a broad family of tactics, combined under one category. We will cover off those tactic families in a moment, but before we do let’s define the difference between inbound and outbound marketing.

Simply put, inbound is attracting people to your site in order to guide them through a predetermined purchasing pathway, and outbound is driving people to your site using paid advertising.
Inbound brings people in on the basis they have a requirement, outbound tells people what they need in an attempt to increase click-through traffic.

Neither is right or wrong, and for too long marketing pundits and agencies have explained only what works for their preferred strategy, and what doesn’t in the other. This is bad science, and in order to create a robust attraction process, all methods should be considered and measured using critical numbers.

Moving on to the tactic families. Inbound marketing includes –

Social Media Platforms
Website Optimisation
Marketing Funnels
Search Engine Optimisation
Landing Pages

All of these are tactics designed to, as Hubspot puts it –

Attract, Connect, Engage and Delight.

Inbound marketing and Hubspot methodology

Of course, the obvious gap in using inbound marketing is creating compelling, optimised content on a consistent basis. if you think of HubSpot as a sprinkler system that will ensure water goes in the right place, at the right time; then content is the water. It is at this point you have two options, either hire a content creator or retain the services of an agency – like ours.

When deciding how to prioritise the various tactics of inbound marketing, you should begin with…something. Regardless of what you do, make sure that you are able to duplicate it on a consistent basis. So, if you decide to start blogging, then put an editorial calendar in place that ensures you will blog every week for at least the next two months. If you begin with social media, create a critical mass of social media posts and load them into HubSpot to be automatically published at the right time across your various platforms.

All content can be repurposed as you move through the inbound marketing pathway, so you don’t need to worry about, “bang for buck,” at this stage. However, if you have retained an agency, you should be presented with data and metrics that will give you an idea as to what needs to be changed, and what is working.

Next, create compelling offers that your audience will get excited about and be happy to exchange their contact details for. From there, you can create landing pages and structured email workflows, and then you are focusing on attracting the right type of people into a sustainable marketing funnel.

This is where things get really exciting, and your audience begins to grow and learn more about your business. From there you can start to develop new offers in line with industry feedback, and as your readership increases – because you are sending out a regular weekly newsletter – so do your engagement levels, and ultimately your customer base. Best of all, inbound marketing is owned by you and your business; you don’t need to budget for increased advertising costs or rely on a specific supplier. You aren’t even beholden to your agency, or HubSpot because the power is in the process, your voice and how you engage with your prospects, customers and advocates.

To learn more about HubSpot, click here, or to learn how we make HubSpot awesome, click here.

Click the link below for a video on inbound marketing and Knight.

Inbound Marketing