Digital Strategy

The Inbound Marketing Funnel: Attract People to Your Website

March 2015
Che Stevenson

Attract strangers to visit your website, convert them into leads, close the sale, and then delight your customers. This is Inbound Marketing in a nutshell. It's a deceptively simple recipe that creates loyal customers who will promote your brand to their colleagues and friends.

Inbound Marketing is a framework for online marketing that acknowledges the seismic shift in consumer behaviour brought on by the growth of online media. It answers the question of how to cut through in a socially-connected online world of infinite choice and infinite competition?

Inbound Marketing asserts that modern online consumers don’t respond to traditional ‘push’ marketing anymore, nowadays simply ignoring advertising, direct mail, telemarketing, etc. It tells us that instead the most effective way to market online is to produce interesting and useful content to earn the attention of customers, make the company easy to be found, and draw customers to our website.

The Inbound Marketing approach to online marketing is based on the writings of some of today’s leading online marketing theorists, including Seth Godin.

The term 'Inbound Marketing' was coined and the illustrated staged process outlined Brian Halligann and Dharmesh Shah in their 2009 book Inbound Marketing: Get Found Using Google, Social Media, and Blogs. Since publication book has sold over 50,000 copies and been translated into nine languages.

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