This is what your company needs to know about inbound marketing

This is what your company needs to know about inbound marketing

This is what your company needs to know about inbound marketing

Inbound marketing (IM) — the advertising of a company through blogs, whitepapers, podcasts, video and other digital content — is experiencing a surge in the marketplace.

Two factors have led to IM’s rise as an alternative to traditional advertising such as print, TV and radio: The increasing importance of content for search engine optimization (SEO) and the success of a few companies that offer IM automation tools, such as HubSpot and

As you hear more of IM buzzwords such as “inbound lead generation” and “content marketing,” it’s important for every company to understand IM and critical to know when it’s time to execute.

What It Is

IM is the distribution of content that attracts prospective buyers to your company. Arguably it’s been around for decades throughout traditional media, but today use of the term generally refers to leveraging online tools and techniques to draw people to your company. It’s a proven tactic that is becoming ever-more effective due to the proliferation of new digital technologies as well as mobile devices.

IM has three components: A delivery vehicle, content, and a conversion mechanism.

Delivery vehicles push content and messaging out to prospective customers. One example is HubSpot, which largely automates the process of placing content online when and where you want it. Your vehicle should leverage at least three online channels, including social media, email, and a website.

The content, which can include news releases, how-to videos, educational articles, and on-demand webinars, must be compelling. Most successful campaigns use educational material to position the company as an expert and to build credibility.

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