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Inbound Marketing: Definition, How it Works, and Examples

Last updated: Oct 06, 2022

What is Inbound Marketing?

Inbound marketing is a method that focuses on attracting potential customers. Its principle is to make potential customers interested in your business so that they come to you when they need a certain product or service.

How to get consumers interested in your business? Of course, by providing something useful and able to solve their problems. As such, a good relationship will be established when consumers get what they need from your business.

It is this relationship that will be the reason for consumers to return to your business. Therefore, such a strategy is useful to build valuable and long-lasting relationships with consumers.

Outbound Marketing vs Inbound Marketing

We know outbound marketing as an old-style marketing method where businesses actively approach consumers and make offers. This strategy is primarily used to target a large audience.

Unlike outbound marketing, the inbound strategy is a method that relies on organic and genuine ways to interact with and get consumers. This means that businesses do not encourage consumers to view promotional content and buy products, but rather provide solutions that are really needed.

However, that does not mean that inbound is better than outbound. Both have their own roles and can be used to complement each other.

You can build relationships with consumers through content while encouraging them to convert with ads. This is an example of the combination of inbound and outbound marketing.

Why is Inbound Marketing Important?

Inbound marketing is a method that requires a lot of resources and time. Even so, there are many benefits that will positively impact your business. The importance of implementing such a strategy is:

Increase Brand Awareness

You can use the inbound strategy to educate and build awareness for your brand. By consistently delivering quality content, your audience will understand what your business is doing. Consumer trust will also be built because they will always get valuable content.

Bringing in Traffic and Leads

When you implement the inbound strategy in marketing activities, you are trying to solve an audience's problems through useful content. This content will always be sought after by the audience, and over time, your audience will continue to grow. This will eventually increase your organic traffic.

When the website is already getting a lot of traffic, then your audience becomes potential customers that you can direct to conversion. This process will certainly be easier because your relationship with the audience is already well established.

More Cost Effective and Efficient

The inbound strategy in marketing does not rely on paid channels that require large costs, but the results obtained are only short-term. The strategy relies on organic channels to get traffic and conversions in the long term. Therefore, the costs incurred are lower and the results obtained will last longer.

Producing Content for The Long Term

Content created using the inbound method will always be able to generate traffic to the website. This is different from a paid channel, which will only last as long as your ad runs. This implementation can be used as a long-term investment for your business activities.

How Inbound Marketing Works

In building a good relationship with consumers, the inbound method works in three main stages. The three main stages are as follows:


Attract the target consumers using valuable content so that consumer trust can be built. Choosing target consumers with the right demographics, concerns, and goals is very important so that you can build long-term relationships.


When a good relationship is established, it will be easier for you to offer solutions. At this stage, your task is to solve consumer problems and help them achieve their goals so that consumers will be more interested in buying the product.


Stay in touch with consumers after they make a purchase. The goal is to build consumer trust and loyalty. You can provide assistance to support consumers in getting the benefits of the purchases they have made.

Examples of Inbound Marketing Strategies

The inbound strategy can be implemented by using several methods. Each method requires a different application according to its needs. Here are some examples that can be applied:

  • Search engine optimization: Provide valuable content and information through search results (SERP) organically.
  • Social media marketing: Use social media as a channel to build genuine relationships.
  • Content marketing: Provide valuable content for free to build audience trust.
  • Customer support: Always there to help consumers solve their problems, even after they make a payment.
  • Survey: Find out complaints and suggestions from consumers to serve as an evaluation.
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