[linguise]

What is inbound marketing?

Jul 3, 2024 | Glossary

Inbound marketing is an online marketing strategy that focuses on supporting visitors in going through the entire customer experience. This is done by drawing up buyer personas and through those eyes the buyer journey and customer journey to go through. During each phase the question is asked: what content is the visitor looking for and how can we deliver this content?

From Push to Pull Strategy

In the past, a ‘push strategy’ was mainly used. This form of online marketing is all about achieving the largest possible reach, making the same offer to all of them: Buy this. This method of online marketing is less effective because the visiting intention of the users differs. Examples of push marketing are cold calling and cold calling via email (also known as spam).

Inbound marketing is primarily a ‘pull strategy’. An online marketing strategy that focuses on the visitor’s intention, without immediately making a sales offer. You write valuable content for your visitors and offer it at the right time. Parts of inbound marketing as a pull strategy are SEO texts and blog posts. Below you will find a general inbound marketing diagram, which describes how ‘Searchers’ are converted step by step into ‘Promoters’.

Monkeybridge | Attract Convert Close Delight

 

Inbound marketing for users and Google

With an inbound marketing strategy, you categorize all content on your online platform so that it fits one of the phases of the Customer experience.

If a visitor finds relevant information on your platform at every stage, he views your platform as an authority. A platform with authority leads to more information requests, purchases and leads. If Google then notices that your platform is used frequently and intensively by visitors, the search engine will award your platform a higher ranking score. Inbound marketing is thus beneficial for both users and Google.