Inbound marketing is a form of digital marketing that attracts new customers to your website by creating valuable content and experiences tailored to them, their needs, and what they’re searching for online. While outbound marketing interrupts online audiences’ experiences, inbound marketing helpfully provides them with the information they’re looking for and solves the problems they’re actively looking for solutions to solve.
Buyer persona
Inbound marketing starts with detailed research into your ideal customers or ‘buyer personas’; collecting data from your current website and customers such as buying platforms and information sources, demographics, buying behaviours, and common problems to ensure that all digital marketing activities are focused specifically on attracting the right audience(s). This research includes interviewing customer facing employees within the business, interviewing current customers, competitor research and current website analysis.
