Inbound marketing is a marketing strategy designed to generate interest in a company’s products or services by creating high-quality content relevant to potential customers’ interests and needs, with the aim of turning them into paying customers.
It involves creating content such as blog posts, videos, e-books, newsletters and white papers, as well as sharing this content on the right platforms. Other tactics include social media marketing, pay-per-click advertising and search engine optimization (SEO). The last tactic makes a business more prominent and highly ranked among search engines. All these techniques are part of the inbound marketing approach and are used to make it easier to find companies online.
By developing useful and practical content, inbound marketing draws potential customers who are doing research online, encouraging them to interact with a business. Interactive participation by consumers makes it easier to convert them into paying customers.
Inbound marketing is different from outbound marketing—such as cold-calling or buying TV advertising—in that it is more focused on creating content that people will want to watch or read. It is typically more cost-effective than outbound marketing.