Inbound Marketing: Where do I start?

If you’re exploring inbound marketing then there is already a significant demand for your company’s product or services.  The job of your website and other media channels is to now convince those consumers that they should purchase from you, instead of a competitor. That is exactly what inbound marketing does. It establishes a relationship with consumers in every stage of the sales cycle, from prospecting to current customer, and assures them that doing business with your company is the right decision.

So where then do you start?

1. Professional Website Design

A company’s website is considered the home-base for communicating the brand promise of product or service. A professional design is important to convey industry experience and a high level of quality. Must-haves for a website include:

  • User-centric modern design that is easy to navigate, even for the technical novice.
  • Components that describe the credibility of the business such as certifications and testimonials.
  • Easy-of-use on mobile devices including all smartphones and tablets.
  • A search function that allows customers to find specific information about a product or service
  • Friendly call-to-actions that encourage a visitor to download or view more information.

2. Offers and Content

All pages of your website and your social media sites should include some sort of call-to-action, such as a free video that will help them solve an immediate problem related to your product or service. In exchange for the video, you can ask for an email address that can be further used to nurture them through the sales process. It’s important to naturally build trust with your prospects by not getting to “pushy” too fast. You’ll want them to actively seek your content all the way up to the decision-making stage, where you get stacked against your competitor. By helping add value to your lead every step of the way, they’re much more likely to do business with you. This is mainly because unbeknownst to them, they’ve already been consumers of your content for the last web visit, form download, email newsletter, and social media post. It’s a natural progression to make a purchase and open their wallets. Here are some quick tips on offers and call-to-actions.

  • Call-to-actions should be conveniently found by customer, such as graphic link or colored button.
  • Offers should solve problems and add significant value to your prospect’s day. Can you document your years of experience into a helpful eBook, whitepaper, blog post, or video?
  • Landing pages should contain the minimum number of fields needed by you and your marketing team. Stick to less than 6 fields and only require what’s absolutely necessary.


There are 9 components to a successful inbound marketing strategy but you don’t need to bite off more than you can chew. Focus first on two things. Number one being a professional website that you can be proud of and number two being a few offers of content that you can use to exchange for your visitor’s contact information.