Inbound marketing: what it is and its keys

Laura Montells
6 June, 2021

What is Inbound Marketing

Inbound marketing or inbound strategy is a methodology that allows you to attract customers using non-intrusive digital marketing and advertising techniques such as:

Search engine optimization or SEO

The creation of relevant content for the client

Publications on social networks (Facebook, Twitter, Instagram, etc.)

Data Analysis

The generation of quality contacts. The success of an inbound marketing strategy depends on the combination of all these techniques and their correct design and implementation. Here are the reasons why your inbound strategy fails and some solutions for success.

The purpose of inbound marketing strategies is to contact users who are at the beginning of the purchase process and accompany them until the final transaction to achieve a conversion. Subsequently, they turn into loyal customers.

Benefits of Inbound Marketing

The main benefits of inbound marketing are:

  • Generate qualified leads
  • Increase qualified marketing contacts of companies
  • Increase website visits
  • Conversions or registrations increase

Inbound marketing is a long-term investment that multiplies the assets of each company. There are many benefits to this type of strategy:

  • Quality content that positions the company
  • Customer acquisition channels
  • Database with qualified contacts
  • Greater reach
  • Branding, therefore brand recognition

Stages of inbound marketing

A good Inbound strategy whose objective is to attract customers encompasses all the phases that go through from the moment the customer is contacted until they purchase; even afterwards a loyalty process is continued.

These are the four fundamental stages in an inbound strategy:

Attract =  Convert = Close =  Loyalty


It is the part where, as the name suggests, we try to attract traffic and potential clients. For this phase, different marketing techniques are used, among which are: SEO, social networks, PPC, etc.

To achieve good results from these techniques it is necessary to do it according to a strategic planning

In this part you do not have to attract anyone, you have to carry out the actions thinking about those who may be interested in what you offer.

➡️ We must ensure that our target customer can find us easily.


When the first phase is already starting to work, the next step is to convert these visitors into leads. To do this, you have to carry out other types of more personalized techniques: form, meetings, messages, calls, etc.

When you already have an established contact with these potential clients, you must do two things:

  • Answer all your questions
  • Offer them relevant and quality content that helps them continue in your process


When you have already established a conversation with these clients and you have their data, you have to manage it for lead nurturing.

✳️ Lead nurturing is nurturing potential customers with relevant information, offers, etc. This way you get him to become more and more interested and end up converting.

It is important not to carry out this phase aggressively so that users do not feel overwhelmed and might cancel any purchase immediately.


This is the phase that takes place after they have converted. The objective of this last phase is for customers to like what you have sold them and to buy or purchase your services again.

Some techniques to achieve this are: special offers, information for users, special services, etc.

Key points in your Inbound Marketing strategy

For Inbound marketing campaigns to work correctly, all the steps must be done correctly. And there are some fundamental elements to take into account:

Web page

The cornerstone on which your inbound marketing strategy must rest is born on your web page.

Within the website it is very important to have a blog, there are many channels through which inbound marketing can be done, but the blog is one of the most powerful and the one that works best. The contents of a blog add value to users and help conversion.

In its creation you must combine all these elements:

⏩ Design

It is the first element that the user of your website finds. Make sure it’s perfect.

⚠️ Responsive: In addition to having an attractive design, your website must adapt to any mobile device, tablet or computer. The largest number of visits to a website and this figure continues to grow.

⏩ User oriented

Neuromarketing will also corroborate that design is key to convincing your users to take an action. The more motivation and less complexity, the easier it will be for your client to make a purchase, a subscription or any other action.

Therefore design matters a lot.

Conclusion: Forgot overloaded and ornate websites, make it easy for your visitor.

⏩ Usability

Usability is another key factor for your website to be a success: An easy-to-use website that does not make the user think is a guarantee of success.

Tip: The use of CMS like WordPress or Prestashop ensures this aspect at low cost.

⏩ Programming

In terms of programming, think about your reaction when you click on a link and the web does not respond, it takes time to load or gives an error.

You will not visit that website again and will look for another, right?

Conclusion: pay special attention also to the technical part and its navigation errors.


It will help you in the process of getting in touch with customers. It will save you a lot of time and make you adjust to the needs of the clients.

Although this process helps you in the lead nurturing phase, you also have to provide a personal treatment so that users are happy and do not notice the automation.

In the online environment, tasks are usually quite recurrent and investing time in automating them will mean a very short-term time saving.

It is not efficient that you use your time or that of your collaborators in jobs that can be done automatically. Your role comes from the definition of the alerts that you want to be “triggered” after these automations.


You can be sure that every time there is a deviation in the data above a certain percentage, you will be notified with an email. In a matter of minutes, thanks to the automation, you will be able to resolve any incident.

Content marketing for your Inbound strategy

Another key aspect of the inbounce is the content. The inbound strategy seeks to generate the content that the user needs, when they need it and send it to them through the selected channels: email, social networks, web…

For the correct execution of the contents, you must know the needs of your clients:

  • What do they seek
  • What do they consume
  • What are your concerns

This knowledge will make the product team and the editorial team work in the same direction to get the information that the user demands with the objective of making them your customer.


Within Inbound Marketing, a lead is defined as a quality contact with a high percentage of options to become a customer.

When it comes to capturing leads, the options are wide. There is even the alternative of buying databases. What you have to think about is how to win quality leads.

We rank the methods of capturing leads by their reliability.

➡️ Subscribers to your website

The option that the person who visits your website gives you their data in exchange for quality content is usually reliable.

A user who considers your content relevant is always going to be a potential client. On the contrary, those that are obtained from actions such as campaigns to capture likes or followers on Facebook or Twitter or those that provide you with their data in exchange for entering a contest, no matter how attractive the gift, are most of the time, contacts that do not end up becoming clients. They are the so-called competition leads.


⏩ Buyer persona is the new name for the potential customer. Inbound marketing seeks to capture this figure, for which you have to do a task of location, attraction and conquest.

Knowing your potential customer means knowing their likes, hobbies, concerns, how they consume and how they interact and which online services use. This analysis will lead you to create a content plan for your ideal client with which you will guide them through the funnel until you get the action you want.


The lack of analysis is another of the big mistakes in the Inbound Marketing strategy. The online environment allows you to generate a large number of metrics, but if there is no analytical work behind it, they will remain in simple numbers.

mobiles y contenido

In order not to suffocate in an avalanche of disjointed numbers and data, it is imperative to sit down and define the metrics you want to extract and the goals you want to achieve.

Once you have defined what you have considered your valid indicators:

  • Accounting for the number of leads
  • The visits or page views generated by your website
  • The likes on Facebook , RT on Twitter, etc.

The next task is its study and monitoring in relation to the objectives that you have set.

We must analyze the reasons for why a deviation occurs, both for the better and for the worse. Your data analytics should reflect the impact of the actions you take.

Dissemination of content

Have you ever considered that creating content on the web but not disseminating it is like having a book not displayed on a shelf in the library?

It is useless to invest the best resources at your fingertips to create the best information if you do not make it known later. And one of the most efficient ways to do it is through your profile on social networks.

A very high percentage of purchase decisions made online have their origin in the information that the user has collected on social networks.

In addition, social networks provide you with another series of advantages such as user comments and the possibility that they are the ones who, in turn, redistribute the content you have generated.

With Metricool you can plan your networks easily.

 Plan, analyze, and grow your audience.


One fact that you should keep in mind is that the millennial generation pays great attention to product reviews. If what they are going to buy has not received comments, either because nobody has written them or because there is no such possibility, they will not buy it and will choose another one from the competition.


Inbound marketing is a long-distance race and from the moment you start with the strategy until the end of its implementation it can take several months.

  1. Do not rush and give time to time.
  2. Do not make changes or improvisations on the fly because the results take time to arrive

What mistakes have you made in your Inbound Marketing Strategy?

Tell us, we will read your comments.

Laura Montells


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