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The Marketing Glossary

Inbound Marketing

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What is inbound marketing?

Inbound marketing is about using marketing efforts to bring customers to you (inbound), instead of pushing your content out far and wide and fighting for the attention of consumers (outbound). It’s all about drawing customers in with specifically targeted content made for them.

How do I do it?

Use content marketing and the sales funnel in combination. Create personas and then content strategies for each point in the sales funnel for each persona. Know your audience, and make your website the source for information in your industry. That way, when people search for something, they find your site. Capture them as leads by creating offers (some sort of expert information in exchange for their personal information, like email), and nurture those leads until they eventually purchase from you. Keep nurturing them so that they will continue to purchase from you and you will continue to have a relationship with them. Blog posts, emails, ebooks, whitepapers, and infographics (among others) are all types of content you can use to draw people in.