The Inbound Marketing Methodology

The Best Way to Turn Strangers Into Customers and Customers Into Ambassadors


Proven Marketing for the Digital Age

Old school advertising was “push” advertising, also known as “interruptive” advertising.  This type of advertising is identified by it’s intteruptive nature.  TV Ads, Radio Ads, and even Banner Ads are all examples of this type of advertising.  It’s buy and pray marketing.

Inbound Marketing is completely different.  Inbound Marketing focuses on creating great quality content that “attracts” strangers to your company or product.  This content adds value is delivered only when people are looking for it.  Inbound Marketing is helpful, and informative.  By aligning your content with your customer’s interests, you naturally attract inbound traffic that you can convert, close and delight.

The Four Stages of Inbound Marketing

There are four stages or “actions” that companies must do in order to attract customers, convert them to leads, and delight them into being promoters of your company.

  1. Attract:  We don’t want just any visitors to your site, we want the right visitors.
  2. Convert:  We convert those visitors into leads by providing valuable content and gathering their contact information
  3. Close:  We transform those leads into customers with marketing technology
  4. Delight:  We continue to engage with, delight, and turn your growing customer base into happy promoters of the organizations and products they love.

Inbound = Marketing People Love

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Attract - Inbound Marketing


We don’t want just any traffic to our site, we want the right traffic. We want the people who are most likely to become leads, and, ultimately, happy customers. So… How do we find these magical “right” people?

Your ideal customers each have a unique buyer persona.  Buyer personas are our representation of what the ideal customer looks like inside, and out.  Buyer personas encompass key information about your customers including their goals, challenges and common objections, along with demographic information shared among all members of each particular buyer persona.

Your buyer personas are your ideal customers and they are the building block around which your business is built

Some of the most important tools to attract the right customers to your site are:

  • Blogging:  Inbound marketing starts with blogging. A blog is the single best way to attract new visitors to your website. In order to get found by the right prospective customers, you must create educational content that speaks to them and answers their questions.
  • SEO: Your customers begin their buying process online, usually by using a search engine to find something they have questions about. So, you need to make sure you’re appearing prominently when and where they search. To do that, you need to carefully, analytically pick keywords, optimize your pages, create content, and build links around the terms your ideal buyers are searching for.
  • Website Pages: Your website pages are your digital storefront. So put your best face forward! Optimize your website to appeal to your ideal buyers and transform your website into a beacon of helpful content to entice the right strangers to visit your pages.
  • Social Media: Successful inbound strategies are all about remarkable content – and social media allows you to share that valuable information on the social web, engage with your prospects, and put a human face on your brand. Interact on the networks where your ideal buyers spend their time.

Convert - Inbound Marketing


Now that you’ve attracted visitors to your website, the next step is to convert those visitors into leads by gathering their contact information.  In order for your website visitors to give you their contact information you need to offer them something of value in return.  The value that we deliver as inbound marketers comes in the form of free content.  eBooks, whitepapers, infographics, educational video… whatever information would be interesting and valuable to your buyer personas is the content we will deliver.

Some of the most important tools in converting visitors to leads include:

  • Forms: In order for visitors to become leads, they must fill out a form and submit their information. Optimize your form to make this step of the conversion process as easy as possible.
  • Calls to Action: Calls-to-action are buttons or links that encourage your visitors to take action, like “Download a Whitepaper” or “Attend a Webinar.” If you don’t have enough calls-to-action or your calls-to-action aren’t enticing enough, you won’t generate leads.
  • Landing Pages: When a website visitor clicks on a call-to-action, they should then be sent to a landing page. A landing page is where the offer in the call-to-action is fulfilled, and where the prospect submits information that your sales team can use to begin a conversation with them. When website visitors fill out a form on a landing page for the first time, that visitor becomes a contact.
  • Database:– Keep track of your leads in a centralized marketing database. Having all your data in one place helps you make sense out of each interaction that takes place with your contacts – be it through email, a landing page, social media, or otherwise.  Analyzing this database will help you optimize your future interactions to more effectively attract, convert, close, and delight your buyer personas.

Close - Inbound Marketing


Excellent work!  You have attracted just the right visitors to your company, and have converted the right leads.  Now we need to transform those leads into customers.  What is the best way to accomplish this task?  There are different marketing tools that can be used at this stage to make sure your closing the right leads right away.


These tools for closing include:

  • CRM: This database of your contacts, companies, and deals in your pipeline will mean you can easily get in touch with the right prospects at the right time.  Customer Relationship Management (CRM) systems drive sales by keeping proper information at the ready for better engagement.
  • Analytics:  How well are your sales and marketing teams performing?  Are they closing the best leads into customers?  Integration with your CRM allows you to analyze all the touch points and see just how nicely your marketing and sales teams are performing together.
  • Email:  What do you do if a visitor clicks on your call-to-action, fills out a landing page, or downloads your whitepaper, but still isn’t ready to become a customer? A series of emails focused on useful, relevant content can build trust with a prospect and help them become more ready to buy.
  • Marketing Automation:  Create emails, and nurture your leads at every stage of the buyers cycle.  Your messaging will be dependent on where they interact and connect with your company.  For example LinkedIn followers, and free eBook opt ins will receive different messaging relating to their specific interest.

Delight - Inbound Marketing


Delight is the real difference maker between traditional marketing methods and inbound.  Just because someone has converted into a customer doesn’t mean that you forget about them.  We continue to engage with delight this new customer base and hopefully turn them into happy promoters and ambassadors of your company or product.  Delighted customers love to talk about companies and products they love.

Tools used to delight customers include:

  • Surveys: The best way to figure out what your users want is by asking them. Use feedback and surveys to ensure you’re providing customers with what they’re looking for.
  • Smart Calls-to-Action: Calls to action that are different users with offers that change based on buyer persona and buyers cycle stage.
  • Social Monitoring: Keep track of the social conversations that matter to you most. Listen out for your customers’ questions, comments, likes, and dislikes – and reach out to them with relevant content.
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