What is Inbound Marketing?

Inbound Marketing

Inbound Marketing became known in the year 2006 and is increasingly popular in the all-digital era.

Traditional or outbound marketing forms are increasingly ineffective and are considered disruptive to consumers. Advertisements on TV, newspapers, magazines, emails, and other media are often unwanted so that more consumers ignore this kind of marketing model.

Looking at this issue, inbound marketing becomes the most effective solution. What is inbound marketing?

Outbound and Inbound Differences

Outbound Marketing or traditional marketing has a huge weakness. A marketer “disrupts” the activity of prospective consumers with advertisements, emails, even the phone without regard to their convenience.

Outbound Marketing

Outbound marketing techniques are conducted by reaching the prospective customers out (outbound). Some popular media include advertising, mail, email, and telephone.

There are 3 big disadvantages in outbound marketing:

First, we are blindly eyeing everyone even who is not ready to be a consumer.

Secondly, not a few people feel annoyed by the process so it can be bad.

Thirdly, using marketing media requires very large fees.

Inbound Marketing

This marketing entry technique is 180 degrees contrary to traditional ones.

Instead of reaching out, inbound techniques are precisely fishing so that prospective consumers are happy to “get in”.

Let's look at the understanding:

Inbound Marketing is a modern marketing strategy where we strive to make prospective customers interested in finding us. This is done by providing content that is capable of attracting attention and encouraging them to become a customer.

Inbound Marketing focuses on providing quality content that is beneficial to potential customers.

By providing content, prospective consumers will be interested in its benefits. This process occurs naturally without disrupting the activity. In the end these guys have very high chances of being a regular consumer.

Inbound marketing is in line with technology in the digital era because it can be done by utilizing tools and techniques such as blog, Social Media, Search Engine Marketing, Content Marketing, Email Marketing, and others.

Not to mention seeing today's consumer habits that utilize the Internet and search engines to obtain information. This is why inbound marketing becomes very popular.

Compared to traditional marketing, this technique is more effective, scalable, and cost-efficient.

Inbound Marketing Methodology

The key to inbound marketing lies in its methodology. According to HubSpot, there are four phases in inbound marketing to turn strangers into not just customers but promoters.

Methodology Inbound Marketing HubSpot

1. Attract

People who have not known us today are referred to as strangers, they do not yet know who we are and what we do or offer.

In traditional marketing, attractions are done with advertising. But in inbound marketing we can attract prospective consumers without disturbing them by utilizing the following media:
  1. Blog
  2. Social Media
  3. SEO & SEM
By providing the right content on the blog then utilizing social media and SEO techniques to market the content, people will be interested to enter our website and become a visitor.

This first stage is very important, even the most vital. Therefore, it is important for all types of businesses who want to utilize inbound techniques to create useful content for others.

2. Convert

Getting a visitor alone has not given any benefit. Now that we have gained the attention of prospective clients, it's time to turn them into clients. How to get their contact information, email address.

To convert a visitor by getting the email, here's what to provide:
  1. Landing page
  2. Call to Action
  3. Form (Registration Form)
In marketing in the digital age, prospective clients emails are very valuable. By getting their emails, this is the first step to building relationships and trust.

3. Close

After getting the contact, all you can do now is make a sale. You've got contacts from people who are indeed interested in you, from the contacts you get this you can further convince them.

This is how and media you can use to make sales:
  1. Email. For prospective clients who are not ready to use your services, send them a few emails to further enhance their beliefs. These emails should still provide benefits.
  2. Marketing Automation. Email processing can be done automatically with the help of tools like email marketing autoresponder.

4. The Delight

When someone is already your client, it doesn't mean that the process is complete. Those who are happy and satisfied with your service may give you useful feedback or even promote your services to others.


This is the marketing technique in the modern era that does not interfere with the comfort of others, but instead provides benefits.

The essence of inbound marketing is to make yourself easy and interesting to find by others. With this technique, you can turn a website into an outstanding marketing engine.
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