Inbound Marketing

The newer, innovative marketing approach which aims to pull potential customers toward a company, a company’s website, and a particular product or service the company offers. Inbound marketing attracts visitors organically, by means of creating engaging content, then leveraging Search Engine Optimization (SEO), social media channels, pay-per-click (PPC), and company blog to share that content. Inbound marketing emphasizes aligning content with a customer’s interests to naturally attract traffic to convert, close, and delight over time, reinforcing a positive customer experience and ultimately, resulting in long-term loyalty.

Inbound marketing is permission-based marketing, which is subscription-based and characterized by a smaller, but more engaged audience. Due to its nature and methods, inbound marketing is less expensive than outboard marketing, incorporates greater personalization, and stimulates fewer, but highly valuable conversions.

The alternative to inbound marketing is outbound marketing. A combination of inbound and outbound marketing approaches is critical for marketing success.