What is Inbound Marketing? Detail Definition


Inbound Marketing

Inbound marketing, commonly known as “inbound marketing”, refers to all the online marketing activities that draw the attention of customers or prospects to the company. High value added content, produced by the company, is an important component of inbound marketing strategies. Inboundmarketing is the opposite of outbound marketing, which simply aims to distribute promotional messages to a target made up of future customers.


What is inbound marketing? Detailed definition

The definition of inbound marketing was strongly influenced by the founders of the “Hubspot” marketing software.

The founders of Hubspot realized that many traditional advertising and direct marketing tools were no longer working, the increase in the volume of marketing solicitations in the form of promotional mailings, banner ads or telemarketing operations having resulted in user saturation and what is called a phenomenon of impermeability to advertising formats.

The advertising messages in the online and offline sectors have become as if obscured and no longer manage to achieve the desired effect. Rather than directly approaching potential customers by offering them advertising, as is the case in many traditional marketing strategies, inbound marketing allows customers and prospects to become aware of the message conveyed by the customer themselves. 'Business. Inbound marketing is therefore a form of advertising through which the user learns about the company, through useful and high quality content.

As with outbound marketing, the end goal of inbound marketing is to make a sale or a conversion. However, inbound marketing is still primarily about using content to grab the attention of a target group. This first phase is generally followed by another step which consists in generating prospects which will then be transformed into customers and / or sales. Inbound marketing has another advantage: it allows you to develop your backlinks (or inbound links) strategy in a very natural way.


Inbound marketing tools

Generally speaking, inbound marketing encompasses all areas of promotional online marketing. In all cases, the goal is lead generation, achieved through high quality content. The content marketing and public relations are also seen as levers of inbound marketing. In addition to creating relevant content, it is just as important to maintain a relationship with influencers in your sector, in order to optimize the seeding of the content. In addition, email marketing campaigns, search engine advertising (Google AdWords) and search engine optimization (SEO), as well as social media interactions and customer relationship management, are all areas that can be used during an inbound marketing strategy.


The inbound marketing tools identified by Hubspot include:



Audience attention is captured with the help of relevant blog content that is carefully tailored to suit the company and its industry. The production of SEO-optimized content plays an important role in this strategy.


Search Engine Optimization (SEO)

It is essential to put in place an SEO strategy in order to improve the ranking of your site in search engines such as Google. This will make it easier for potential customers to find the business. New visitors to the site will then easily be transformed into prospects.


Social media

The dissemination of content via communities and social media sites such as Facebook, Twitter and LinkedIn helps cultivate the notoriety and image of the company with the target audience.


Landing pages

The landing pages or landing pages must be well designed to generate new leads and increase conversions.

Advertising e-mail campaigns

Personalized emails can grab the attention of users looking for quality information and content.


Inbound marketing strategies according to Hubspot

According to Hubspot, inbound marketing follows a specific process, broken down into several stages and the final stage of which is the sale (transaction or lead). The concept of inbound marketing is based on the fact that the customer goes through different phases of the buying cycle and therefore needs to be approached differently at each of these stages.


1. Attract

At this point, it is essential to grab the attention of users through useful content. It is essential to use a thorough keyword study in order to create content that is truly in tune with the expectations, needs and problems of the users, for example, by solving a particular problem. To attract a targeted audience, you can use methods such as posting relevant content on your blog and sharing content on social media.


2. Convert

It is then a question of using content likely to convert visitors into prospects. Your prospects can be qualified thanks to the deployment of optimized forms, "call to action" and carefully designed landing pages. In this context, potential customers should be encouraged to leave their contact details, in exchange for free downloads (e-books or white papers) for example.


3. Finalize

Have you managed to attract new visitors and turn them into prospects? It's a good start, but now is the time to get some sales! To achieve your goal, you can solicit prospects with personalized and targeted emails.


4. Entertain

To convert new customers into loyal customers, it is important to work actively. It's easier (and profitable) to retain customers and cultivate their engagement than it is to find new ones. The most enthusiastic satisfied customers can even become brand ambassadors!



Many experts see inbound marketing, or inbound marketing, as the real future of marketing. Unlike outbound marketing methods, such as mass emailing and cold calling (which involves cold contacting a prospect), inbound marketing relies primarily on the targeted delivery of relevant content.

Users are drawn to the business through useful, high-quality content that is likely to interest them and arouse their curiosity. They can then be converted into leads and then into actual sales. The SEO (SEO) is an extremely important part of inbound marketing because it allows potential customers more easily find the company during a search on Google and other search engines.

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