Most marketers are under pressure to deliver results that have an impact on their business’ return on investment (ROI). With so many marketing tools available, it can be confusing. As a marketer, you want a concise solution. 

Here’s how to improve your marketing and boost your ROI using an inbound marketing approach. 

What is inbound marketing? It’s essentially the process of putting your customer at the centre of your marketing efforts and concentrating on their needs. The approach is based on helping people.

Inbound marketing works by aligning your business with the way your ideal buyers think, research and purchase.

It’s all about relationship building and adding value.

Your customers should have positive experiences at every touch point with your business that are personalised, relevant and helpful.

The inbound approach 

(Image sourced from Hubspot)

Use great content to attract visitors to your site. Convert them into qualified leads, move them through the sales funnel to make a purchase and finally delight them and turn them into evangelists for your business using customer relationship management (CRM) techniques.

Why does the inbound approach work? When done right, inbound informs and delights customers at every step of the buyer’s journey. It puts the customer in control. They can access your content when it is convenient to them rather than having marketing content pushed out to them in an interruptive way.

How do you do inbound marketing? The four steps of the inbound marketing are Attract, Convert, Close and Delight.

  • Attract visitors to your website through targeted blogs and social media publishing that will be of interest to your customers.
  • Convert those visitors into leads by creating landing pages that offer something that fulfils their needs and includes compelling calls to action that allows you to collect their data using a form.
  • Close your leads by building relationships with them and guiding them through the buying process. This is where your CRM system comes into play.
  • Once your leads have become customers delight them by listening to your customers. Ask them about their experiences with your business and react to what they tell you, hopefully delighting them and turning them into promoters of your business and repeat customers.

As your customers move through their buyer’s journey –

  • from becoming aware they have a problem,
  • through considering how they are going to solve it,
  • to deciding on a particular product
  • and purchasing that product

You need to create relevant content for each stage of the journey.

What kinds of content work best?  

The content that works best for leading your audience through the inbound process, aligned with the buyer journey, is educational content.

Examples of educational content include:

  • Blogs
  • Case studies
  • White papers
  • eBooks
  • Webinars
  • Videos
  • Infographics


The list goes on. The point is that the content you use should be of value to your audience.

According to research from marketing automation specialist Hubspot, the top 6 pieces of content that audiences want to see are:

1. Videos
2. Social media
3. News articles
4. Research content
5. Online tutorials
6. Blogs

With the inbound process in mind, blogging is a valuable tool. You can use your blog to signpost other content on your website. Attract your audience and turn them into leads by guiding them to more relevant content that answers to their immediate problem.

Create a blog about a specific topic then include a call to action and a link to dedicated landing page on your website that includes a relevant offer related to the blog  and the question that your audience is trying to answer.

A great landing page will also include a call to action and a form that allows your audience to input their contact details.

You can work out what this should be by creating buyer personae which reflect your ideal customers and what makes them tick.

Blogs are great core content that can lead to all of your other pieces of content.

Visit our services page to find out how we can help you create a great website with remarkable content that will attract leads, help you convert them into customers  and delight them.