Hubspot provides a definition that seems somewhat on target and somewhat off target.

They define an Inbound Marketing campaign:

concentrated efforts that align all of your marketing channels around a single message and goal.

That works as long as you have a realistic idea of what the goal is.

The Purpose of Inbound Marketing

To that end, let me be very clear about this next point…..

The purpose of Inbound Marketing is to generate leads.

People think the purpose of Inbound Marketing is to generate sales, and while sales are what you need to build a viable business, most businesses require interaction with the prospect to convert them into a customer.

eCommerce sites are of course exceptions to this idea, but when you’re selling bathroom remodels, or auto repair services, or houses, or solar panel installations, it would be stupid to expect someone to complete the transaction without talking to a salesperson.

For that reason, the purpose of Inbound Marketing is to generate leads, so sales can follow up.

The Purpose of Inbound Marketing Campaigns

You start with a goal which is realistic given that the people you’re interacting with are actually interacting with your website, not with a person.

Generally, you want to capture contact information to allow you to follow up.

You do this with “gated content” which sits being a “landing page”.

Below is a link to an example of such a landing page. To obtain access to the eBook you provide your first name and email address.

Links make content visible

To recap, you start with:

  1. Your goal (capture contact information)
  2. Some quality gated content
  3. A landing page

Then the purpose of the Inbound Marketing campaign is to get people to the landing page and for the landing page to be sufficiently enticing so people fill out your form.

The Inbound Marketing Campaign…

Is then the sum total of all those efforts. Publishing blog posts to your website, placing a Call to Action at the end of every blog post (see below) suggesting the visitor visit the landing page, the promotion of your blog posts via social media and Internet forums.

Then Leads Need to be Nurtured

Almost everyone does not buy right away and for that reason leads need to be nurtured. That is where email marketing comes into play, especially Marketing Automation.

SEO Needs Link Building

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