Inbound Marketing

Turn your website traffic into customers.

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Create a strategy that focuses on your customers, by offering them a relevant and personalised experience.

What is inbound marketing?


Marketing has changed. In the past outbound marketing was the only option. Cold-calling, direct mail, newspaper advertising and sending out emails were the primary ways to promote your business.

But things have moved on and today there are better options than these old-fashioned, interruptive marketing techniques that are just as likely to annoy people as engage them.

In the past consumers spoke to salespeople about products or services they were interested in, but the creation of the internet gave online shoppers all the information they need to browse, review and compare products and services, often without having to speak to anyone.

This means that today buyers have more power than they did 15-20 years ago. It’s essential to have a conversation with your audience, rather than give them the same old generic sales pitch. Your goal is to solve their problems with helpful content and guidance, giving them a personalised, helpful and human experience.

To be effective, your organisation needs to have appropriate content and tools that cater for every stage of the buyer’s journey.

What is the buyer’s journey?



  • The prospect is showing symptoms of a problem or need.
  • They are often just doing online research to understand their problem more clearly – they are not looking for a product or service at this stage.


  • The prospect understands their problem or need.
  • They are researching methods to solve their problem or opportunity that they were researching in the awareness stage.


  • The prospect has made a decision on how to solve their problem.
  • They are compiling a list of products and vendors to fit their solution.
  • They are whittling down this list to make a final decision.
The modern approach to marketing needs to cater for users at each stage of the buyer’s journey. This is where the inbound marketing methodology comes in.


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The inbound marketing methodology

There are four stages to the inbound methodology:

The Inbound Methodology
The Inbound Methodology



Provide useful, relevant content to attract qualified prospects to your website


The goal here is to attract prospects who are likely to become leads. But how do you achieve this? You need to service the right content, to the right person, at the right time. The purpose of this content is to educate and guide your prospect throughout their buyer’s journey. But to get their attention in the first place you need to create content that they are looking for. Ideally your content will be the most comprehensive piece on the market. It should answer questions and show potential customers how to solve their problems, or satisfy their needs. Common inbound marketing tactics at the attract stage include:

  • SEO
  • Social media
  • Content marketing
  • Digital PR
  • PPC



Turn your visitors into leads by encouraging them to engage with you


The next stage in the inbound methodology is to convert your visitors and turn them into leads in your database. To do this you need to get prospects to engage with you in a way that suits them. This could be via forms, live chat, calls to action, virtual meetings or assets such as downloadable content. Once your prospect has made contact you’re in a good position to guide them with further relevant content and answers to their questions. You should also use a CRM (customer relationship management) system to keep track of leads, so you can continue to nurture them.

  • eBook whitepapers
  • Webinars podcasts
  • Forms
  • Call-to-actions
  • Landing pages



Turn a prospect into a customers by helping and guiding them to solve their problem


Once you have attracted qualified prospects and converted them into warm leads, it’s time to turn them into customers. What’s the best way to do this? At this stage companies can gain credibility by offering helpful content to guide and help customers to make the right decision for their needs. There are also some valuable sales tools available to help you close those leads:

  • Pipeline management
  • Lead nurturing
  • Email
  • Marketing automation
  • Predictive lead scoring



Delight the customer at every stage, including after-sale, to retain them and turn them into a promoter


To delight customers you have to offer as much help, guidance and relevant information as you can to help them satisfy their needs. Doing this helps to retain them as a customer and turns them into a promoter of your products or services. Today, a business’ reputation is defined by customer experiences. Reviews and testimonials are invaluable in securing new custom, so delighting customers helps you increase your customer base and also turns your sales funnel into a sales loop, by getting the same customers coming back.

  • Surveys feedback
  • Social monitoring
  • Referral programmes
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The benefits of inbound marketing?

Attract visitors to your website

Bring strangers to your website

Essential for any business with an online presence, an effective inbound marketing agency can help you attract strangers
to your website. With the right content and interaction you can convert these strangers into leads and then into happy customers.

Qualify prospects

Qualified prospects

Creating quality, useful content for your ideal customer means that the visitors you attract should already be pre-qualified
prospects. You don’t want just anyone arriving on your site, after all. Attracting warm leads gives you the best chance possible
of turning them into customers and saves your business time by filtering out unsuitable prospects.

Build trust

Build trust and credibility

By providing informative, relevant content that helps your prospects, and by treating them as an individual and a human when
they become a lead, you build trust and credibility. This means a greater chance of closing leads, retaining customers and
getting them to sing your praises to other potential customers.

Measure results


A significant benefit of using an inbound marketing agency is that it can be measured. The tools and platforms used, such as HubSpot,
make it clear where your customers have come from, how they interact with your website and with your team.

Integrate marketing campaigns

Integrated campaigns

Inbound marketing allows you to run engaging, integrated campaigns that work across several channels simultaneously, to deliver
a personalised, relevant message to your audience. It offers a better user experience by bringing together content offers,
calls to action, emails, blog posts and even paid campaigns. Most importantly, you can see the results for each individual
marketing channel in your reports.

Strong client communications

Make client communications a team effort

Inbound marketing platforms give campaign visibility to your entire team, meaning that if anyone is out of the office, someone
else can pick up the ball. This ensures your lead gets the best possible experience. Inbound platforms also make it easy
to follow up emails, get alerts when contacts revisit key pages on your website, download a decision stage content piece
or view a certain number of blog posts, so you can take action.

Turn customers into promoters

Create a sales funnel – and brand promoters
The old sales funnel is now an anachronism as inbound marketing allows you to create a sales loop. If you can attract, convert,
close and delight, you will create a return customer, and a brand promoter likely to speak highly of your business and
leave positive reviews.
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