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What Is The Inbound Methodology?

by Robert Ellis, on July 24, 2015

So you've probably heard a bit about the Inbound Methodology and why you should use it.

But what is it and what does it do?

Well hopefully this will clear a few things up for you.  

What is the Inbound Methodology?

According to our friends at HubSpot, it is the four stages that make up the inbound marketing and sales processes that guide your targeted buyer persona through the buyers' journey.

And it goes like this:  Attract, Convert, Close, Delight. 


Four words that, on their own and out of context, don't particularly mean a lot. So let me break this down for you. 

Attract - Bringing visitors to your website

This section represents the struggle that you, as a business owner, go through on a day by day basis.

How do I get people to see my stuff?

You do this with a combination of blogging, social media and key word research. It's all about getting the right people to the right place - e.g. your buyer persona to your product or services.

Convert - Getting their contact details

So the right people are seeing your stuff, but are you enticing them to take a closer look? 

Forms, calls-to-actions and landing pages are the order of the day here. It's all about converting these people from plain old visitors into leads that could potentially buy your product. Giving them a slice of what you offer and leaving them wanting more.

Close - Your current priority

You have the right people going to the right place and you've shown them what you do. Now hit them with an offer they can't refuse and make them into customers.

Clever use of emails, workflows and your CRM can result in decent return on investment at this point - yet it's not the final piece of the puzzle.

Delight - The neglected stage

Delighting your customers is all about giving the best service that you possibly can; in turn they become your willing, free promoters. They promote your product to their friends and colleagues, who have never seen or heard of it before, giving you new people to convert, close and delight. Thus turning this 4 stage process into a repeating cycle that works for you. 

Social monitoring and smart content will achieve this, if used in the right way.

Got that?

And there they are. The principles that guide us in our quest to achieve Inbound Marketing at its most efficient level.

Though, unbelievably, there are things that it can't do for you. 

What the methodology is not

A magic wand. If you want perfect, instant results then you're probably in the wrong place, you may wish to find a lamp and rub it.

However, it will get you the results you want, but it takes time, commitment, and a bit of work.

You're ready to learn more

You can check out a blog by our very own Jo Shaer on the best ways to learn about Inbound Marketing or just dive in and learn further details using our free ebook - Inbound Marketing: Turn Your Website Into A Marketing Machine. 

Inbound Marketing Machine


Topics:Inbound Marketing

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