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Ginny Dwyer 
April 18, 2025
7 min read
Share You have probably encountered the term inbound marketing, but what sets it apart from traditional digital marketing? Here’s the gist: instead of constantly pushing out ads, inbound marketing focuses on being genuinely helpful. It’s about building trust. You offer valuable advice, answer real questions, and share insights without expecting an immediate sale. The goal? When someone is finally ready to decide, your business is already on their radar—as a brand they trust. Traditional marketing demands attention. Inbound? It earns it.
Remember when ads used to be super random? Like, you’d be watching TV, and suddenly there’s a commercial for car insurance, dish soap, or mortgage loans—even though you were maybe 16, didn’t own a car, and had zero plans to clean anything? That was outbound marketing in action.
But we are in a different world now. These days, people don’t want to be interrupted. They want to find what they are looking for on their terms. And that’s where inbound marketing comes in. Instead of shouting into the void, brands now create stuff people are searching for—helpful blog posts, how-to videos, product guides, and all that good stuff. So, rather than chasing customers down, inbound is more like setting out a trail of breadcrumbs. And when done right? The right people follow that trail straight to you.
Inbound marketing is all about creating stuff, such as articles, videos, and social posts, that answers real questions your potential customers are asking. Let’s say someone’s Googling how to fix a slow website or wondering which software makes scheduling easier. If your content gives them a clear, helpful answer, guess who they are more likely to trust down the line? Yup—you.
The goal is to show up at the right time with something genuinely useful, whether someone is just starting to explore their options or almost ready to buy. And when you do that well? You are not chasing customers; they are coming to you.
People want helpful info, real solutions, and brands that get them. That’s what inbound marketing is all about. It’s less “Look at me!” and more “Here’s something that might help.”
Attracting People (Without Chasing Them Down)
Want to get on your audience’s radar? Start by sharing content they care about—how-to guides, product tips, customer success stories, and promos that matter. Think blog posts, social media, and maybe even a quick video walkthrough. A smart SEO strategy—using the right keywords and answering real questions—makes all the difference.
Engaging (So They Stick Around)
When someone reaches out or shows interest, don’t pitch right away. Focus on solving their problem. Whether through your sales team, emails, or even a simple demo, make sure the conversation feels helpful—not pushy. It’s about building trust, not closing a deal at all costs.
Delighting (Because Happy Customers Talk)
The relationship doesn’t stop once someone hits “buy.” Keep supporting them, whether it’s through helpful chatbots, feedback surveys, or answering their DMs when they post about you online. Even small check-ins or helpful tips post-purchase can turn someone from a customer into a loyal fan. And hey, fans bring in more fans.
Bottom line: Inbound marketing works best when it feels real. Be useful, be honest, and show up when it matters. That’s how you grow.
Some things are easy to buy without much thought, like a gum or phone charger pack. But for bigger decisions? People need more than a catchy headline or product photo to hit “buy.” They want to be sure they are making a smart choice.
Think about it: if someone is considering a significant purchase, they are probably doing some research first. They check reviews, compare options, and even read blog posts or watch videos to understand the product better. That’s where your content comes in. You build trust by answering their questions before they ask or ease their doubts with helpful information.
And it doesn’t always have to be polished or promotional, either. Sometimes, the best move is to get real. Share what’s going on behind the scenes. People connect with honesty. They respect businesses that are transparent and human. Ultimately, that connection can tip the scales toward a “yes.”
Here’s an easy way to look at it: inbound marketing is about giving people a reason to come to you, while outbound is about trying to get in front of them whether they asked for it.
With inbound, you are helping people solve problems. Maybe it’s a helpful blog, social media tips, or guides they found while googling something specific. You are showing up because they are looking for you or at least something you can help. Outbound is more like putting up a billboard and hoping someone passing by is interested. It’s trade shows, ads in magazines, cold calls. Sometimes, it works, but you throw your message out and hope it lands with the right person.
People aren’t looking for a sales pitch. They are looking for real answers. And if you are giving them that help, you are already on your way to earning their trust. Let’s walk through some inbound essentials in plain English—no fluff, filler, or buzzwords.
1. Know Who You Are Talking To (No, Really)
Forget vague customer profiles. We are talking to real people here. Building a buyer persona means digging deep—not just age and income but habits, frustrations, goals, and where they hang out online. Start with listening before creating anything.
2. Content That’s Helpful, Not Hype
Create useful content once you have figured out who you are speaking to. Not content that brags about how great your company is. We are talking blogs that answer real questions, podcasts that teach something new, or videos that walk through a tricky process. If someone reads or watches what you made and thinks, “That helped,”—boom, you have won. They will bookmark, share, or come back for that kind of stuff.
3. Don’t Post and Pray—Use Social Media Smartly
Your blog is great, but if no one sees it, does it even matter? Social media is your signal booster. But it’s not only about dumping links and calling it a day. Mix things up. Share behind-the-scenes content. Ask questions. Try polls or quizzes. And if you are stuck in a loop of low-performing posts, upgrade your format.
4. Create Value Off-Site Too
Your site is home-based, but people won’t always start there. Look for guest blog spots. Try being featured on someone’s podcast. Or drop helpful comments (not spam) in forums and social groups. This builds up your credibility, drives traffic from all over the web, and helps your SEO.
5. SEO: It’s About People, Not Just Google
People still read emails—as long as they want to read them. Lead with something useful, like a guide, a checklist, or a special offer. Once someone joins your list, send content that matches their interests. The trick? Segment your audience. Don’t send everyone the same thing—speak to what matters to each group.
6. PPC Ads Can Be Inbound (If Done Right)
Yes, paid ads can still be part of an inbound strategy—as long as they are not annoying. If someone searches for something you offer, does your ad pop up with a solution? That’s helpful. The trick is ensuring the ad leads to something meaningful, such as a landing page with real info or a free download that solves a problem.
7. Email Isn’t Dead—It’s Just Smarter Now
People still read emails—as long as they want to read them. Start with something valuable: a guide, a checklist, a discount. Once someone’s on your list, send content based on what they care about. Segmentation is key. Instead of blasting everyone the same message, break it down. Are they a new lead? A long-time customer? Someone who browsed but never bought? Oh—and personalized doesn’t mean “Hi, [First Name].” It means showing people what’s relevant to them.
8. Personalization Is More Than a Name Tag
Think of your website like a good salesperson. It should know who’s browsing and offer up something useful. Is someone returning to your site for the second time? Don’t show them the same thing you did the first time. Use retargeting to offer smarter suggestions. Show tailored landing pages. 91% say they are more open to buying from brands that truly get them. Be that brand.
Let’s look at how inbound marketing works in the real world. HubSpot grew its brand by offering free, genuinely useful tools – like blog topic generators and email signature creators – rather than leading with a sales pitch. Canva brings people in with design tips and easy tutorials on social media, helping users solve real problems before they even consider signing up. On the other hand, Mailchimp has built a rich content library full of startup advice and marketing insights that speak directly to their audience’s pain points. Airbnb gets in on inbound by sharing curated travel guides that inspire trips long before someone’s ready to book. The common thread? These brands lead with value, not a product push – and people stick around because of it.
Inbound marketing is about being helpful, relevant, and showing up when people need you. Want to do it right? Here are a few things to keep in mind:
1. Know who you are talking to.
Before you write a word of content, make it clear who you are trying to reach. What do they care about? What keeps them up at night? If you don’t know—ask them. Talk to real customers. It’s gold.
2. Create useful content.
Not fluffy filler. Think of how-to guides, quick tips, or honest takes on industry challenges. You are on the right track if it helps them solve a problem or learn something new.
3. Show up where they hang out.
You don’t need to be everywhere—just in the right spots. Whether that’s Google, LinkedIn, or a niche forum, make sure your content is easy to find and worth clicking on.
4. Don’t ghost after the first click.
Engagement doesn’t end at the blog post. Keep the conversation going with helpful emails, smart retargeting, or quick chatbot follow-up. Make it feel like a relationship, not a transaction.
5. Check what’s working—and what’s not.
Look at the data, but don’t get lost in it. What are people reading or clicking on? Double down on that. And don’t be afraid to ditch what’s not working.
Inbound marketing works best when it’s rooted in purpose—not pressure. It’s not about pushing content into the world and hoping something sticks. It’s about showing up consistently with value, earning trust over time, and turning curious visitors into loyal customers. If your current strategy feels scattered or stretched thin, that’s a sign it’s time for a smarter approach.
You don’t have to figure it all out on your own. At Responsify, we help businesses create inbound strategies that connect with the right tools, people, and a scaled process.
What could that look like for your business? Let’s start with a quick conversation. Reach out and schedule a free strategy call—we will walk through your goals and see how we can support your growth.
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