• What is inbound marketing?

Written by Tobias M. Pasma

What is inbound marketing?

  • Last updated: 8 July 2019

Inbound marketing is a marketing approach for attracting your ideal customers. This is done by deeply focusing on your customers and creating and distributing content that is truly valuable and helpful to them.


Inbound Marketing can look very different for every organization. The reason for this is that inbound marketing should be tailored to your target personas. They are the ones that should lead the initiatives.

So the tactics, channels, and types of content that you use in your inbound marketing initiatives, might strongly differ from the ones your neighbor is using. However, there are a few types of content that can be found in most inbound marketing campaigns nowadays: blogs, social media posts, video, lead nurturing emails and e-books or whitepapers.


In all of this you want to keep your potential customers in mind and by constantly helpful and take on a serving mindset. To quote HubSpot: “When good-for-the-customer means good-for-the-business, your company can grow better over the long term.”


While having visitors to your website might feel good, but if these visitors will always just be visitors not much is happening for your business. You want to attract the right people to your content; the ones that later will become your best customers.

With inbound marketing, you focus on just these people. Create content that they find helpful, insightful and/or inspirational. Publish blogs and pillar pages, optimize them for both your readers and the search engine and promote them in relevant channels.


Inbound Marketing doesn’t stop after you’ve attracted a potential customer to your website. You want to engage them and start an (education) journey using things like chatbots, live chat or website forms.

Once a potential customer is engaged, don’t give them a sales pitch right away. Operate on their timeframe, not yours. Keep them involved, continue to educate them, and built the trust they have in you. Share helpful resources through email marketing, personalize their experience and engage on social.


Once a potential customer has become a customer, you want to continue engaging and delighting them. Create helpful content and show them how they can become even more successful using your products or services. Share your best practices and help them whenever a problem occurs.

Measure their NPS and take action where needed. Prevent customer churn by taking action before it’s too late, identify potential upsell opportunities and grow customer into ambassadors.

Receive a full inbound evaluation to find our if you are getting the best possible result on the inbound tactics you are using.