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Mike Lieberman, CEO and Chief Revenue ScientistMon, Jul 31, 2017 4 min read

Inbound Marketing 101: Understanding the Basics

{}The days of intrusive advertising and marketing tactics are over and in their place arises a new personalized focus on the consumer.

This new age of inbound marketing is, at its core, about earning customer loyalty through meaningful engagement instead of aggressively promoting a product in consumers’ faces.

What Is Inbound Marketing?

Inbound marketing is an approach to business that entices buyers to come to you. It builds a specific relationship with customers without overtly pushing a product or service. This allows you to communicate with your audience in a way that builds your business’ brand, while also providing valuable content to your potential buyers.

With inbound strategies, consumers find you through avenues such as blogs, Google hits, and social media. In the Digital Age, it’s important to be able to turn consumers into buyers and advocates for your business.

There are four core tenets of inbound marketing: 1. Attract; 2. Convert; 3. Close; 4. Delight. All together, these strategies involve attracting the right audience, turning those visitors into leads and buyers, and ultimately satisfying them to become promoters for your business.

Inbound vs. Outbound Marketing

In the current digital age, older traditional models of marketing are not as effective nor as sustainable as they once were. The internet and social media provide consumers new ways to interact with companies and offer a new challenge in terms of marketing goods in a way that doesn’t feel intrusive to the customer.

Inbound techniques take advantage of this open-source culture and craft digital strategies that will attract consumers, engage audiences, nurture relationships, and help sales people close deals.

There has been a steady decline in the efficacy of outbound marketing due in large part to this fundamental shift in consumer culture with the prevalence of the internet. Consumers are picky and want to be in control of what content they consume, whereas outbound marketing sees the company in full control.

With ad-block services, “Do Not Call” lists, and spam filters, old mass-market techniques simply will not work anymore. Outbound is on the outs and inbound strategies are emerging as the more organic, honest, and focused way to drive business.

Can outbound and inbound co-exist? Yes! While some people believe outbound and inbound methods are diametrically opposed foes, but that is simply just not the case. Although old-fashioned outbound strategies have become outdated and less effective, they can ultimately support the inbound trajectory of your business.

Facebook is a prime example of the two marketing techniques working in tandem—outbound ad space being used to market inbound content. Outbound marketing can support your inbound efforts and maximize marketing efficiency. It’s just a matter of bridging the gap between the two.

Why Inbound Marketing?

Why should I use inbound marketing? Well, as outlined, outbound marketing alone is simply not enough. Inbound strategies are essential in connecting with today’s consumer. Customers nowadays have changed the way they buy, and businesses must adapt. Buyers do extensive research on a product or service and look into company and product reviews, compare prices, and exhaust all possible resources before committing to any purchase.

At the end of the day, the results of inbound strategies are far more sustainable than traditional outbound methods. The combination of meaningful content and online longevity results in effective lead generation and lead nurturing that will continue to work for you years later. As outbound techniques quickly lose efficacy, businesses turn to inbound strategies that look toward the future.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.