How To Utilize Inbound Marketing

By Indeed Editorial Team

Updated August 25, 2022 | Published February 4, 2020

Updated August 25, 2022

Published February 4, 2020

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Inbound marketing tactics can be the difference in creating a strategy that positively impacts the lives of people and enticing customers to continuously buy or sell your product. You'll need to craft a strategic plan that outlines your objectives and the timeline to complete them. In this article, we discuss what inbound marketing is, how to launch an inbound marketing strategy and examples you can use to bolster your inbound marketing efforts.

Read more: What is Strategic Planning? Definition, Techniques and Examples

What is inbound marketing?

Inbound marketing is a mechanism that helps generate a wide-ranging impact on your leads and current customers. The goal of inbound marketing is to use various types of content that assists readers with current problems they're facing within their industry. Also, the quality of your content can empower your customers to fix their problems to increase revenue coming into their businesses. The result is that your customers and leads can trust you in producing a valuable product while engaging in high-level customer service.

A few additional benefits of inbound marketing include:

Increased credibility

Inbound marketing is a combination of paid and owned media, where you can publish content internally or apply more effort into getting news coverage from local and national outlets. Earned media can also mean establishing third-party credibility through online forums or customer reviews. Overall, you have a high potential to cultivate a long-term relationship with your target audience if you prioritize the execution of your inbound marketing strategy.

Practical applications of multiple channels

You have a choice to focus more on which channels align with the viewership of your target audience and if the content you want to publish fits that platform. Collaborate with your creative team to match the content with the platform and perform additional market research if you need to change your target audience or make changes to your campaign.

Gives customers and leads more autonomy

The content you create should render tools to your target audience that gives them the option to do what they want with them. Giving free tools without an exchange of value can lead to a large return on investment for your leads and customers who become loyal to your product and expect more from your brand. Therefore, be prepared to have a long-term plan to continue to give your audience what they're seeking from your company.

Read more: Setting Goals to Improve Your Career

How to launch your inbound marketing strategy

You're going to need to invest time and resources to have a measurable impact on your target audience. Follow the steps below to properly launch your inbound marketing strategy:

1. Find your target audience

Identifying your target audience is a multi-step process, but you can start by looking at your existing customers to get an idea of why they decide to purchase your products. Solicit your leads and current customers to take a survey about their buying and user experience for your product.

They should be subscribed to your email list, so the feedback you get can inspire content that matches the message you're trying to convey. You can choose to conduct in-person surveys as well if you're a brick-and-mortar business.

Next, you should note your competition to ensure that you're targeting an audience separate from theirs. You may find your niche based on the feedback you get from customers and leads that can show how you can develop your product and brand.

After that, make a list of people who can benefit from your inbound marketing strategy and the product you're marketing to them. You can choose demographics such as age, gender, income level and others to find out if you think you can motivate them to continually buy from your company and be advocates for the brand you're aiming to build.

2. Create and build out your story

Once you know your target audience, spend time with all members of your creative teams to see what story represents the company the best. Also, you're seeking to know the best way to connect with your new target audience. Dedicate your time to answering the five W's and H (Who, What, Where, When, Why and How?). Try to include influencers in your content that humanizes the message you're creating and gives a practical use of your product.

3. Select your distribution platforms

Keep in mind that each platform has a different audience that uses it. You should stick to long-form articles if you want to produce informational content that will help your target audience scale their business. Video is a great way to synchronize visual and audio elements that explain the significance of your brand. Podcasting can give you an avenue to talk about current trends and behaviors that impact the daily lives of your audience.

4. Organize and schedule the distribution of content

Establish a content calendar that shows when each piece of content is published. You can create a content calendar within a project management system where you can list the date, name of the content, notes and if it's completed. Keep track of the workflows for content that you create on different media platforms, so you know which step of the process it's at and if it's on schedule.

Read more: Operations Management: Everything You Need to Know

Inbound marketing examples

Here are various examples of inbound marketing content that can augment your strategy:


A blog is a separate online platform that's written to inform your target audience about relevant topics. These topics must be geared toward your customers and leads who are searching for your services in the industry. The latest articles you publish appear at the top of the page, and you should make every attempt to post once or twice a week to increase your chances of visibility.


Infographics give a visual representation of important data you're communicating to your target audience. Some businesses, for example, marketing companies, can publish an infographic on social media channels about the highest conversion rates per industry. Your clients may take notice and use this data to acquire new leads in new industries included in your research. You can make your pages look attractive and easy to read with design elements like different colors, so your audience gets the message that you're trying to portray.


An e-book is a comprehensive piece of content that renders actionable content for audiences. This can be efficient for business-to-business leads because they'll want to read content that can be effective for them if they decide to follow your advice.

Search engine optimization

SEO allows for your content to be seen on search engine result pages, and you can aim for the top of these pages to get leads and customers to see your landing pages. Take note of noteworthy keywords that can help you generate traffic. Focus on human-interest stories and information that solves problems for the businesses you work with. Speak with customers regularly to inspire content that can increase your SEO rankings.

A case study or customer feature

A case study showcases a story about the usage of a product that gave an organization tangible results. These results can be positive or negative, but the essence of the story is how to use the data. A customer spotlight can talk about one of your customers, a history of their work with you and the impact made on their organization. These types of stories can convince customers of the benefits of your products and eventually leading them to purchase from your organization.

Explore more articles