Posted by Bethany Handy ● March 13, 2013

Inbound Marketing: Work Smarter Not Harder


The way people discover, share, interact and connect over the internet has drastically changed over the last few years.

Inbound marketing is a methodology based on growing your business organically through authentic interaction and great content.

Inbound marketing efforts provide value and build relationships. This is drastically different to traditional outbound marketing efforts that are cold and impersonal.

“To be successful and grow your business and revenues, you must match the way you market your products with the way your prospects learn about and shop for your products.” - Brian Halligan

Outbound is on its Way Out

  • 86% of television viewers fast forward through commercials.
  • 44% of direct mail is never opened
  • Over 200 million Americans have registered their phone numbers on the FTC’s “Do Not Call” list

The main reason outbound marketing is on its way out is because...

Inbound Leads Cost 61% Less Than Outbound Leads


Inbound marketing works for businesses of all sizes and from all different industries.

Small businesses are especially attracted to inbound marketing because inbound marketing cuts down on marketing expenses, increases reach and allows them to distinguish themselves from their competition.

Great content allows companies to become trusted advisors within their industries. Being helpful, humorous, relevant and authentic through inbound marketing generates quality leads.

“Stop selling. Start helping” - Zig Ziglar

Inbound marketing basics

  • Content Marketing

Authentic and significant content can attract visitors, convert those visitors to leads and eventually turn those leads into customers. Providing valuable content with no strings attached positions a company like a good friend rather than an annoying salesperson.

Content marketing includes blogs, ebooks, press releases, training products, and videos.

  • Social Media

Social media is vital to a good marketing plan but it isn’t enough to just have social media accounts. Businesses must work every day to cultivate their brand image across all social media platforms.

Social networks like Twitter, Linkedin, Google+, YouTube, Facebook and Pinterest have changed the way people share and connect. Businesses need to be cognitive of this shift and focus their efforts to reach people where they are.

  • Search Engine Optimization (SEO)

Search Engine Optimization is a critical aspect of inbound marketing and the great thing is that as you push out great original content and have real interactions via social networks your rankings on search engines will increase.

Search engines love to promote pages that have fresh, original and helpful information. SEO is marketing strategy that helps you get found!


Inbound marketing allows marketers to work smarter not harder but that does not mean inbound marketing doesn’t take work. Inbound marketers need to consistently measure their efforts and test to find out what works best for their business. Cultivating your brand and your voice takes time and inbound marketing is not a quick fix rather a longterm solution. Like many other things in life, you will get out what you put in. You can do it yourself, or hire an inbound marketing agency

Your website is your business' most critical marketing asset.

But here's the problem… it's leaking traffic, leads and revenue right now. Our free eBook goes into more detail on these topics.


This ebook answers the following questions:

  • Why do I need inbound marketing?
  • How does having a blog help my business?
  • Is social media really that important?
  • How can I generate more leads? I have website traffic but it never turns into anything?
  • Can I change how my website shows up in Google search results?

Get the Free Guide