Inbound marketing is a term said to be coined by Brian Halligan, cofounder and CEO of HubSpot. It is a set of marketing strategies and techniques focused on pulling relevant prospects and customers towards a business and its products.
In general, today’s savvy shopper does not trust businesses and thanks to the internet they no longer have to wait for an organisation to come to them via their TV screen, newspaper or magazine. In fact such traditional, outbound marketing techniques, that include direct mail, telemarketing and trade shows, where businesses push their messages at consumers, have become less effective over time: buyers have behaviourally and technologically (e.g.spam filters, ‘do-not-call’ lists and TiVo ) tuned out these interruptive campaigns.
Inbound marketing complements the way buyers make purchasing decisions today—they are using the Internet to learn about the products and services that best meet their needs.
Inbound marketers offer their audiences useful information and tools to attract people to their site, while also interacting and developing relationships with these potential customers.
Inbound marketing tools include blogging, content publishing, search engine optimization and social media.
Central to any Inbound Marketing strategy should, in our view, be the organisation’s own web site. Long gone are the days when a website was nothing more than an online brochure: this is your online real estate and it should be the magnet that attracts those potential customers. To keep the search engines happy it must also be a dynamic, fresh environment with relevant and interesting (to your ideal customers) information.