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Mike Lieberman, CEO and Chief Revenue ScientistThu, Aug 24, 2017 3 min read

The Do’s and Don’ts of Inbound Marketing

{}Sales as an industry has evolved, and with it, so has marketing. Businesses no longer depend on outbound marketing in which marketers blast interruptive messaging in the hopes of earning the attention of their customers. Rather, they’re relying on inbound marketing, which uses multiple forms of “pull marketing”: campaigns, videos, blogs, events, and social media, to attract new business.

In the age of Google, Twitter, and reviews, customers are more empowered than ever. With the ability to research pricing and reviews of goods and services at their leisure, it’s become necessary for businesses to find alternative methods of building trusting relationships with the consumer.

To help your business, here are some do’s and don’ts of this innovative form of marketing.

Do: Create More Content

One difference between inbound and outbound marketing is that inbound relies on attracting consumers with helpful, relevant content, rather than interrupting them with manipulative marketing messages. Thus, a lot more time must be committed to creating quality content, such as videos, blogs, and case studies. In addition, more time has to be invested in social media strategy to build up your library and distribution.

Personalize your content to reach your target customers and attract people to your brand. Research the most appropriate channels to ensure it reaches your target audiences. Post on social media, post on bookmarking sites, and gain a presence on relevant forum communities to help your business build a reputation and gain trust with a variety of target markets.

Do: Speak to Your Audience

Making your audience feel valued is essential to inbound marketing. Foster a personalized relationship with your audience. Sound inbound strategies should be based on the creation of an authentic, valuable proposition for your customer. Why should they buy from you? What makes you unique? What differentiates your business?

One of the fundamental aspects of inbound marketing is that it cultivates that sense of trust with customers rather than interrupting them to advertise your product. Stop focusing on your business—instead, focus on the consumer.

Don’t: Try to Be Everything to Everyone

As much as you’d love to sell to everyone, only a small fraction of the population will actually want what you’re selling. Understand your business and what kind of customer you’re trying to attract. Who is most likely to buy from you? What do your past customers have in common? What are their common pain points, challenges, and demographics?

It’s worth investing time to research your market and personalize your approach to your target market. This will ensure your timing, your content, and your campaigns all focus on your buyer personas.  

Inbound marketing requires an acute level of self-awareness. Know who you’re looking to attract. It’s about building trust with a qualified few rather than trying to attract anyone. This will help you turn leads into sales at a higher volume.  


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.