Inbound marketing consists of several forms of marketing, including social media, blogs, search engine optimization, or SEO, and content marketing. The main idea of inbound marketing is to bring awareness and new traffic to your business.

What Is Inbound Marketing?

Inbound marketing is used to attract new customers to your website by writing helpful and relevant content. This type of marketing is a bit different than outbound marketing because with inbound marketing, customers find you through your blogs posts, social media and search engines.

How to Do Inbound Marketing

Inbound marketing consists of first attracting strangers to your business, which can be done through creating engaging social media posts and blog posts with special keywords that stand out. The keywords should consist of phrases that your target audience enters on search engines. To figure out what keywords to use in your content, use keyword search tools like Moz, Google AdWords and Spyfu. These tools give you access to popular search keywords.

Once you get visitors to your website, the next goal is to convert them into leads. To do this, write a call-to-action on your content to get the visitor to fill out a form. For example, many websites offer a free e-book, infographics, tip sheets or webinars in exchange for a visitor's email address. The goal is to obtain the address so you can send them regular information to keep them engaged.

Next, it's all about striving to turn leads into customers by giving them regular sales emails and promoting your services or products.

Inbound Marketing Examples

One example of inbound marketing is social media marketing. Social media is a great way to bring in new leads and to also draw those leads to your website. For example, if you sell a health product and you have 800 likes on your Facebook page, those are likely a mix of current customers and new leads. If you want the leads to convert into customers, you must persuade them to look further into your health product. An idea is to offer coupon codes, limited-time deals or even exclusive offer pages so you can engage them and get them to your website. Offering consistent social media posts that will be engaging to your leads is also ideal. Creating consistent posts builds trust both with your current customers and new leads.

Another example is providing email marketing for a sales funnel. Out of the majority of content marketing strategies, email marketing has a major potential for growth and revenue. Email marketing involves sending emails to individuals who have given you their email addresses; the goal is to encourage them to go back to your website. Once they are on your website, you can try to convince them to become a paying customer. Email marketing isn't just about sending out emails telling them to buy now. Create an email marketing campaign, which provides occasional emails with helpful information that engages your leads. For example, one week an email could be a guide that explains your product and the benefits, the next could be reviews and testimonials and another could be either an infographic or a comparison with competitors.