Inbound marketing is a process of generating more traffic from relevant audience that can be converted into promising customers. Apart from delivering conversions, it brings about streamlined customer experience and sophisticated reporting.  

This article discusses the key steps of inbound marketing for delivering success to your organization. The blog will help helping technology companies optimize their marketing strategies for better ROI. 

So, let’s get started! 

What is Inbound Marketing? 

The key objective of inbound marketing is to attract people to your site without using conventional online advertising channels. However, don’t confuse inbound marketing with buying ads, cold calling, or any other method of interruptive marketing.  

Instead, inbound marketing is more about building credibility and gaining the trust of prospective customers. For this purpose, it involves creating a situation to meet the needs of customers, lead, and visitors. Besides, inbound marketing focuses on creating value-driven content to engage with target audience. Moreover, it focuses at building a relationship by helping customers at all stages of interaction with your business. 

Content versus Context 

The effectiveness of the content used in inbound marketing is highly dependent on the context. It is all about analyzing consumer behavior and using data-driven insights to automate the marketing processes.  

Consequently, you can move your actions further down the marketing funnel and generate better results. Eventually, inbound marketing leads to creating content that your audience finds useful and that can be distributed via channels they use. 

Attract, Engage, and Delight 

Attracting non-visitors and converting them to visitors is the first step of the inbound marketing. It’s more about bringing the right people to your business seeking products or services relevant to your brand. Your traffic should be your target audience and your content should appeal to them and their specific needs.  

Therefore, your content strategy should focus on optimizing your website for search engines and nurture your customers along the buying journey. Blogs, videos, social media ads, and on-site SEO are the tools you can use to attract the right people. However, make sure you deliver well-researched and engaging content to get better results. 

Engaging customers is all about creating a lasting relationship with them on their preferred channels. Engaging with visitors/customers helps marketers convert their visitors into loyal customers or leads. Besides, engagement also keeps visitors in your orbit and encourages them to continue their buyer journey.  

Moreover, the engaged customers also give the kind of customer intelligence that you need to refine your marketing efforts. If your engagement efforts end up delighting your customers, you can turn your website into a lead-generation machine. Some other outcomes of satisfied consumers include completed transactions, conversion of customers into promoters, cross-selling, up-selling, and referral business. 

Creating Buyer Personas 

The strongest buyer personas are created from insights and research gathered from the existing customer base. In addition, you need targeted methods tailored to specific needs, behaviors, and concerns of different user groups. Buyers’ personas can be used for market segmentation and email campaigns by giving them an image or a name.  

As a result, you can categorize your target audience with age, qualification, social class, and the results they expect to see. Moreover, buyer persons are helpful in understanding prospective customers’ needs, concerns, and the solutions offered by your product that they would find appealing. Depending on your business and range of services, you may have several. You can go negative, too: An exclusionary persona is a representation of who you don’t want as a customer. 

Setting Goals and Benchmarks 

Goals should be specific and descriptive. Acquiring more customers is not specific but growing our customer base by say 30% over the coming year is. Moreover, always link you goals to tangible outcomes and time-based deadlines for tracking progress. 

Building Keywords 

Build short-tail (one to three words representing top-level searches) and long-tail (few words long-representing granular searches) keywords people use in your niche. Though short-term keywords drive more traffic long-term keywords will drive more qualified traffic. The right keywords will help your content rank in relevant searches by being not so generic. The buyer personas you created will help you a great deal in building your list of keywords. Right keywords send semantic signals to search engines increasing the likelihood of your content ranking in relevant searches. 

Using Different Content Formats 

An active content strategy includes a mix of content formats based on target goals. Hence, apart from creating a text-based content, you can use different content formats for different users. Each of these types is directed towards different user preferences and caters to different issues.  

These types include eBooks, case studies, webinars, how-to-articles, FAQs, Data, statistics, aggregated content, listicles, videos, slideshows, audio, infographics. 


Inbound marketing brings much more engagement than conventional marketing methods. Khired Network provides the best inbound marketing services tailored to your needs. We make your product available to the right people at the right time using the right marketing channels. We design targeted and value-driven inbound marketing strategies. Additionally, our team works hard to engage and interact with your potential customer in new and unique ways. We direct our inbound marketing efforts towards converting online users to paying consumers.  

Contact our digital marketing team now by clicking on or emailing at