Inbound marketing is defined by HubSpot as a business method that attracts customers by creating valuable content and experiences tailored to them. This differs from some of the more traditional marketing approaches, which tend to be outbound. With outbound marketing, you’re more in-your-face about your strategies. You actively look to seek out leads and be more involved in promoting your business. 

In this day and age, inbound marketing strategies deserve your full attention. A study by invesp showed that inbound leads cost 61% less than outbound leads – and inbound practices produce 54% more leads than outbound ones. Those are some mightily impressive stats that prove the cost-effectiveness – and general effectiveness – of inbound marketing strategies. 

So, how do you build one?

As you can imagine, everything is built around the customer. That’s the whole point of inbound marketing, and it’s where you need to begin your strategy…

Table of Content

Create Buyer Personas

The best place to start is by defining buyer personas. Here, you will create a profile of your perfect customer. Ideally, you should already have plenty of research to help you come up with your target market. However, within this market, you will find lots of different types of customer. The point of buyer personas is to define these individual customers and put them into groups. 

To create these personas, you need to think about the following: 

  • Age
  • Gender
  • Interests/hobbies
  • Buying habits
  • Geographical location
  • Pain points
  • Goals
  • Priorities

The list goes on and on, but you’re essentially crafting the perfect customers. From here, you will know who to target your inbound marketing material at. That’s the whole point of this step, it sets you up for the rest of your strategy. Otherwise, you could go ahead and plan your inbound strategy, but waste loads of money as everything falls on deaf ears.  

Furthermore, by understanding things like pain points and customer priorities, you figure out what your customers are looking for. Why do they need your product? What do they want to gain from it? This is crucial info to help build your content around. 

Conduct Keyword Research

Keywords form a vital role in the inbound marketing world. We tend to associate keywords and phrases with SEO. When your target consumers are searching for your product or service, they will run a Google search using various terms. Clearly, you need to target these keywords to help improve your search ranking. 

However, they also give you lots of extra information on your ideal customers. In essence, the keywords show you what people are typing when they’re looking for products/services relating to your business. Therefore, you can take these keywords and use them to create content. Look at what people are searching for, then generate content around these terms and topics. 

The benefit of this is that you create content that your audience is likely to see. Also, it will be relevant to them. If they’re searching for something and find material that relates to their search, then they’re more likely to engage with it. From here, you have the chance to generate leads and influence sales. 

Naturally, the main concern with this step is finding the right keywords. Your entire strategy can fall apart if you get this wrong as you’ll be targetting the wrong keywords! So, it pays to use a great keyword research tool to help you find the most relevant selection. There’s a fantastic link by Backlinko that shows you the best one around, and it’s worth using a combination to get the most accurate spread of keywords. 

timeline-2
Wisoft Solutions
Dubai, United Arab Emirates
0 - 0 recommendation
Digital Strategy
Discover the agencyarrow_forward
branding-bar-timeline
Branding Bar
Bonn,Al Maadi, Germany, Egypt
4.9 - 6 recommendations
BrandingDigital StrategyWeb Design
Discover the agencyarrow_forward
L’Agence U
Douala, Cameroon
4.3 - 2 recommendations
BrandingAdvertisingDigital StrategyWeb Design
Discover the agencyarrow_forward
music1
Pentatech
Lusaka, Zambia
5/5 - 0 recommendation
Digital StrategyWeb DesignMobile DevelopmentWeb Development
Discover the agencyarrow_forward
timbre1
Conceptual Studio
District 2, Vietnam
5/5 - 8 recommendations
E-commerceDigital StrategyWebsite Creation
Discover the agencyarrow_forward
viet
Touch Media Vietnam
Ba Đình, Vietnam
5/5 - 3 recommendations
BrandingAdvertisingDigital StrategyOnline Marketing
Discover the agencyarrow_forward
alin1
ALIGN
District 1, Vietnam
5/5 - 6 recommendations
E-commerceBrandingDigital StrategyWebsite CreationMobile Development
Discover the agencyarrow_forward
job1
GUDJOB
District 5, Vietnam
5/5 - 9 recommendations
BrandingAdvertisingDigital Strategy
Discover the agencyarrow_forward
vent1
Reinvent Publicidad
Houston, United States
5/5 - 2 recommendations
BrandingAdvertisingDigital Strategy
Discover the agencyarrow_forward
medi1
Vertical3 Media
Miami, United States
5/5 - 6 recommendations
BrandingAdvertisingMarketingDigital Strategy
Discover the agencyarrow_forward
techno1
Techcronus Business Solutions
London, United Kingdom
5/5 - 7 recommendations
E-commerceDigital StrategyWeb Development
Discover the agencyarrow_forward
swc1
SWC Partnership
London, United Kingdom
5/5 - 9 recommendations
E-commercePublic RelationsAdvertisingMarketingDigital Strategy
Discover the agencyarrow_forward
wheel1
The Brain Wheel
Hadlow, United Kingdom
5/5 - 6 recommendations
BrandingAdvertisingDigital Strategy
Discover the agencyarrow_forward
reflex1
reflexgroup
London, United Kingdom
5/5 - 0 recommendation
BrandingPublic RelationsAdvertisingMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
sputnik1
Sputnik Digital
Manchester, United Kingdom
5/5 - 1 recommendation
E-commerceDigital StrategyWebsite Creation
Discover the agencyarrow_forward
praxis1
Praxis Advertising
Dubai, United Arab Emirates
5/5 - 0 recommendation
BrandingAdvertisingDigital Strategy
Discover the agencyarrow_forward
yelow1
Yellow Branding & Digital
Dubai, United Arab Emirates
5/5 - 0 recommendation
BrandingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
place1
Sandpaper
Dubai, United Arab Emirates
5/5 - 5 recommendations
BrandingPublic RelationsMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
bruce1
Bruce Clay MENA
Dubai, United Arab Emirates
5/5 - 0 recommendation
AdvertisingMarketingDigital Strategy
Discover the agencyarrow_forward
roots1
Grassroots creative agency
Dubai, United Arab Emirates
5/5 - 10 recommendations
E-commerceMarketingDigital StrategyWeb DesignWebsite Creation
Discover the agencyarrow_forward
webdev1
Clockwise Software
Dnepropetrovsk, Ukraine
5/5 - 7 recommendations
BrandingDigital StrategyWebsite CreationMobile DevelopmentWeb DevelopmentWeb & Software Development
Discover the agencyarrow_forward
digit1
TRENDS Digital
Bangkok, Thailand
5/5 - 0 recommendation
MarketingDigital Strategy
Discover the agencyarrow_forward
serv1
Aura media
Bangkok, Thailand
5/5 - 4 recommendations
BrandingMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
asia1
ASIA MEDIA PUBLISHING GROUP CO. LTD
Bangkok, Thailand
5/5 - 6 recommendations
BrandingPublic RelationsAdvertisingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
found1
Foundeast
Bangkok, Thailand
5/5 - 2 recommendations
BrandingPublic RelationsAdvertisingMarketingDigital Strategy
Discover the agencyarrow_forward
suz1
Suzaku Productions Co., Ltd.
Bangkok, Thailand
5/5 - 13 recommendations
E-commerceDigital StrategyWebsite Creation
Discover the agencyarrow_forward
demo1
Demodia
Saint Gallen, Switzerland
5/5 - 4 recommendations
MarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
dig1
ADM Media Consulting
Chiasso, Switzerland
5/5 - 0 recommendation
Digital Strategy
Discover the agencyarrow_forward
web1
Web Romandie
Lausanne, Switzerland
5/5 - 0 recommendation
E-marketingE-commerceBrandingAdvertisingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
pix1
Pixels Trade SA
Geneva, Switzerland
5/5 - 12 recommendations
E-commerceDigital StrategyWebsite Creation
Discover the agencyarrow_forward
bec1
Be-cause Integrated Communications
Cape Town, South Africa
5/5 - 7 recommendations
BrandingPublic RelationsDigital Strategy
Discover the agencyarrow_forward
evol1
EvolveDigitas
Singapore, Singapore
5/5 - 5 recommendations
E-commerceBrandingPublic RelationsAdvertisingMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
8-2
8traordinary
Singapore, Singapore
5/5 - 4 recommendations
Digital StrategyWebsite Creation
Discover the agencyarrow_forward
dfw1
Dfw Creative Pte ltd
Singapore, Singapore
5/5 - 0 recommendation
BrandingPublic RelationsAdvertisingMarketingDigital Strategy
Discover the agencyarrow_forward
prio1
Priority Connect Digital
Singapore, Singapore
5/5 - 1 recommendation
BrandingPublic RelationsAdvertisingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
ab1
ab4.systems
Singapore, Singapore
5/5 - 26 recommendations
BrandingAdvertisingMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
right1
Right Click
Riyadh, Saudi Arabia
5/5 - 0 recommendation
E-commerceBrandingPublic RelationsAdvertisingMarketingDigital StrategyWebsite CreationWeb Development
Discover the agencyarrow_forward
blen1
Creative Blend
Riyadh, Saudi Arabia
5/5 - 1 recommendation
BrandingPublic RelationsAdvertisingMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
hom1
Netkata Digital Agency
Warsaw, Poland
5/5 - 0 recommendation
BrandingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
ngp1
NGP Integrated Marketing Communications
Pasig, Philippines
5/5 - 0 recommendation
Public RelationsMarketingDigital Strategy
Discover the agencyarrow_forward
artx1
ArtX Pro
Karachi, Pakistan
5/5 - 3 recommendations
MarketingDigital StrategyWebsite CreationWeb Development
Discover the agencyarrow_forward
redoy1
Redoya – Smart digital branding agency
Lahore, Pakistan
5/5 - 1 recommendation
E-commerceBrandingMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
brand1
Brand & Image
Casablanca, Morocco
5/5 - 0 recommendation
Digital StrategyWebsite Creation
Discover the agencyarrow_forward
somos
Impala
Mexico City, Mexico
5/5 - 0 recommendation
MarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
gold1
Expresa3
Santiago de Querétaro, Mexico
5/5 - 3 recommendations
BrandingAdvertisingMarketingDigital Strategy
Discover the agencyarrow_forward
dosis1
SOBREDOSIS
Mexico City, Mexico
5/5 - 0 recommendation
BrandingAdvertisingMarketingDigital Strategy
Discover the agencyarrow_forward
vos1
Avocado Creativos
Merida, Mexico
5/5 - 2 recommendations
BrandingAdvertisingMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
maroon2
Maroon studio sdn bhd
Kuala Lumpur, Malaysia
5/5 - 0 recommendation
E-commerceAdvertisingMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
360
Brand 360 Degree Sdn Bhd
Kuala Lumpur, Malaysia
5/5 - 4 recommendations
BrandingAdvertisingMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
estim1
Virtualspirit Technology
Seri Kembangan, Malaysia
5/5 - 1 recommendation
Digital StrategyWebsite CreationMobile DevelopmentWeb Development
Discover the agencyarrow_forward
gra1
Graphic LAB Malaysia
Kajang, Malaysia
5/5 - 1 recommendation
E-commerceBrandingAdvertisingDigital Strategy
Discover the agencyarrow_forward
insta1
NEXTSCLICK DIGITAL
Kuala Lumpur, Malaysia
5/5 - 5 recommendations
E-commerceBrandingAdvertisingDigital StrategyWeb DesignWebsite Creation
Discover the agencyarrow_forward
wave
Caspian Digital Solutions
Petaling Jaya, Malaysia
5/5 - 5 recommendations
E-commerceBrandingAdvertisingMarketingDigital Strategy
Discover the agencyarrow_forward
ice1
Icetulip
Beirut, Lebanon
5/5 - 3 recommendations
E-commerceBrandingAdvertisingDigital StrategyWebsite CreationWeb Development
Discover the agencyarrow_forward
noema2
The Farm Design
Beirut, Lebanon
5/5 - 4 recommendations
E-commerceAdvertisingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
003
Quaive Creative Studio
Hawally, Kuwait
5/5 - 4 recommendations
BrandingAdvertisingDigital Strategy
Discover the agencyarrow_forward
002
Poixel
Kuwait City, Kuwait
5/5 - 2 recommendations
BrandingMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
95
Morph Visuals
Nairobi, Kenya
5/5 - 1 recommendation
BrandingAdvertisingMarketingDigital StrategyWeb Development
Discover the agencyarrow_forward
92
Jabari Creative Studios
Nairobi, Kenya
5/5 - 4 recommendations
BrandingAdvertisingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
81
Custom Media
Shibuya, Japan
5/5 - 12 recommendations
BrandingAdvertisingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
77
MRG Enterprise Inc. / MRG-nation
Tokyo, Japon
5/5 - 0 recommendation
BrandingAdvertisingDigital Strategy
Discover the agencyarrow_forward
60
AQuest
Verona, Italy
5/5 - 0 recommendation
AdvertisingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
56
Lokal Vokal
Central Jakarta, Indonesia
5/5 - 0 recommendation
BrandingAdvertisingMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
45
ChubbyRawit Digital Marketing Agency
South Jakarta, Indonesia
5/5 - 10 recommendations
BrandingAdvertisingMarketingDigital StrategyWeb Development
Discover the agencyarrow_forward
27
TRYS
Central Jakarta, Indonesia
5/5 - 0 recommendation
Digital StrategyWebsite Creation
Discover the agencyarrow_forward
16
Alpasbox
Delhi, India
5/5 - 6 recommendations
MarketingDigital Strategy
Discover the agencyarrow_forward
11
Fervent Digital
New Delhi, India
5/5 - 0 recommendation
BrandingMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
07
Eventist
Kowloon, Hong Kong
5/5 - 0 recommendation
MarketingDigital Strategy
Discover the agencyarrow_forward
06
Taksu Digital
Hong Kong, Hong Kong
5/5 - 8 recommendations
BrandingMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
04
DSIGN Branding
Hong Kong, Hong Kong
5/5 - 2 recommendations
MarketingDigital Strategy
Discover the agencyarrow_forward
02
The Orangeblowfish
Hong Kong, Hong Kong
5/5 - 2 recommendations
BrandingDigital Strategy
Discover the agencyarrow_forward
ki
4HK
Hong Kong Island, Hong Kong
5/5 - 5 recommendations
MarketingDigital Strategy
Discover the agencyarrow_forward
alika
Pencil Designs
New Cairo City, Egypt
5/5 - 2 recommendations
BrandingDigital StrategyWeb Development
Discover the agencyarrow_forward
seka
Red House Media Solutions
Cairo, Egypt
5/5 - 2 recommendations
BrandingDigital StrategyWeb Design
Discover the agencyarrow_forward
squad2
Squad
Cairo, Egypt
5/5 - 10 recommendations
BrandingDigital Strategy
Discover the agencyarrow_forward
gendarme
Fisheye Solutions
Giza, Egypt
5/5 - 3 recommendations
BrandingMarketingDigital Strategy
Discover the agencyarrow_forward
tamtam
Nilecode
Qesm Torah, Egypt
5/5 - 4 recommendations
Digital StrategyWeb Development
Discover the agencyarrow_forward
bonbon
INETWORK Middle East
New Cairo City, Egypt
5/5 - 8 recommendations
MarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
ses
WebbingStone
6th of October City, Egypt
5/5 - 13 recommendations
MarketingDigital StrategyContent MarketingWeb Development
Discover the agencyarrow_forward
pppppp
bni – bright new ideas
Nasr City, Egypt
5/5 - 9 recommendations
Digital StrategyWeb Development
Discover the agencyarrow_forward
dididid
Intcore
Giza Governorate, Egypt
5/5 - 4 recommendations
Digital StrategyWebsite CreationWeb Development
Discover the agencyarrow_forward
lilliliil
O2 Media Group
Giza, Egypt
5/5 - 14 recommendations
MarketingDigital StrategyWeb Development
Discover the agencyarrow_forward
kaaaka
Baran Productions
Al Maadi, Egypt
5/5 - 2 recommendations
Digital Strategy
Discover the agencyarrow_forward
capture25
Sigma Studios
Medellin, Colombia
5/5 - 1 recommendation
Digital StrategyWebsite Creation
Discover the agencyarrow_forward
capture333333
Enfoque Interactive
Cali, Colombia
5/5 - 16 recommendations
BrandingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
Resonance
Shanghai, China
5/5 - 0 recommendation
Digital Strategy
Discover the agencyarrow_forward
poisson2
JungleFish Shanghai
Shanghai, China
5/5 - 0 recommendation
BrandingDigital Strategy
Discover the agencyarrow_forward
capture100
The Idea Consultancy
Phnom Penh, Cambodia
5/5 - 4 recommendations
MarketingDigital StrategyWebsite CreationWeb Development
Discover the agencyarrow_forward
capture88
Adage
Ouagadougou, Burkina Faso
5/5 - 2 recommendations
Digital StrategyOnline MarketingWebsite Creation
Discover the agencyarrow_forward
Fabric IT
Southern Governorate, Bahrain
5/5 - 0 recommendation
Digital StrategyWebsite Creation
Discover the agencyarrow_forward
Jaroudi Media
Manama, Bahrain
5/5 - 0 recommendation
MarketingDigital Strategy
Discover the agencyarrow_forward
capture
HiveDigit
Bordj El Kiffan, ALGERIE
5/5 - 3 recommendations
Digital StrategyWeb Design
Discover the agencyarrow_forward

Outline Your Goals

What’s the point in developing a strategy without having any goals? 

Goals let you review your performance and judge how successful the strategy is. With inbound marketing, there are a few key things you might want to look at: 

  • Website traffic
  • Lead generation figures
  • Traffic sources
  • Sales 

These are the most common overall goals for a strategy like this. But, it’s not uncommon to include your social media presence as a goal as well. Many companies like to grow their presence, so your follower count can be a key performance indicator. 

Clearly, the goals you choose will vary from business to business. The best piece of advice is to set them following the SMART framework. This is a particular way of thinking that ensures you don’t set targets that are unrealistic and way out of your reach. The video below provides more information on how to set these goals. 

With your goals in place, you can start thinking about how you will proceed with your strategy. Everything should have these goals in mind, or else there’s no real point in doing anything. 

Choose The Key Elements Of Your Inbound Strategy

You must have an idea of what elements you will combine to form your inbound marketing strategy. Primarily, every single company should include these five things at least: 

  • SEO
  • Social Media
  • Content Marketing
  • PPC Advertising

Search engine optimization is inbound marketing in a nutshell. It’s a way of bringing customers and leads to you, rather than going out and being too in-your-face about things. When you optimize your website, you will improve your ranking and have more chances of being found in your main keyword searches. As such, this makes your content marketing more effective. 

Social media marketing is also an integral aspect of your overall strategy. It’s another way for you to drive traffic to your website and influence sales. The beauty of social media is that it gives you a massive reach and lets you find your target audience with ease. From here, you can create social media content that appeals to your audience, getting them to follow you or visit your website. 

Content marketing will make up the bulk of your inbound strategy. In effect, it groups lots of different ideas under the same heading. Clearly, to draw in customers, you need to create awesome content that tackles their pain points and keeps them engaged. It should be informative, entertaining, and solve their problems. Examples of content marketing include: 

  • Educational blog posts/guides
  • FAQ pages on your website that answer queries
  • Emails (not overtly promotional)
  • Infographics
  • Videos
  • Podcasts
  • Website content – landing pages

This seems like a long list of things, but there’s a simple way to make content marketing easier. All you have to do is repurpose a lot of your content. For example, you create an informative guide for people to read. It tells them all about a product you sell, and how they can use it, etc. Then, you turn this blog post into a video. It’s technically a different piece of content, but it contains the same information. The reason you do this is that you target different parts of your audience. Some like to read, some like to watch, some like to listen. Repurposing your content lets you produce more content without needing to come up with loads of new ideas. 

Lastly, PPC Advertising is technically still part of the inbound marketing landscape. This is because it’s a non-intrusive method of advertising. Why? Because your adverts will only appear when people are looking for something. Not only that, but they’re relevant to what that person is searching for. It’s a smart way to draw leads to your website, where you can let your content do the talking. 

Tailor Your Approach For The Right Leads

The final thing to talk about is how you will bring all of these things together to target your leads. Mainly, you have to approach things from the perspective of your inbound funnel. More often than not, your leads are part of one of these categories: 

  • Awareness (leads at the very top of your funnel)
  • Evaluation (leads in the middle of your funnel)
  • Purchase (leads right at the bottom of your funnel)

Obviously, you want to get your leads through all three stages. However, some will already be in a different stage than others. Let’s say there’s a customer who’s already done lots of research into your product and has landed on your website. Here, they’re in the evaluation stage as they know what they’re looking for but need more info on you. This is where you create content that targets them. It’s where FAQ pages come in handy, along with website content, to give them more information to drive their purchase decision. 

If a lead is at the bottom, then they’re ready to make a purchase. Here, you rely on landing pages or email marketing to influence this decision. Mainly, you’re outlining all the benefits of what you offer. 

For leads right at the top of your funnel, you’re providing a broader range of info. This is where blogs and videos/podcasts come in handy. They can explain topics to help leads understand the product/service they’re looking for. Then, you build on this until they make their way through the funnel and become a customer!

In summary, you need to understand what methods fit your leads based on where they are in the inbound funnel. 

Conclusion

To conclude, your inbound strategy can bring in positive results. There’s an excellent case study that you can download and it shows you how an accounting firm used inbound marketing to multiply their monthly traffic 18 times over, gain a 1,000% increase in leads, and boost their blog subscribers by 5,000! 

So, if you don’t already have a strategy in place, then follow the steps outlined in this blog to put together a strategy that works. 

 

Looking for a content marketing agency? Sortlist has the largest agency database in the world and depending on your needs and budget, our team will guide you through your research for free. Our best content marketing agencies in the UK can be found in the following cities:

Wales
Peterborough
Leeds
Bristol