Inbound marketing is a way of promoting a company which starts with content marketing and relationship marketing. This way of getting the attention of leads with their permission (see permission marketing) contrasts with outbound marketing which involves buying their attention.
The term inbound marketing was coined by HubSpot’s Brian Halligan in 2005.
The full "system" of inbound marketing is now taken to include these five steps (see Chad Pollit for a breakdown):
- Attract traffic
- Convert visitors to leads
- Convert leads to sales
- Turn customers into repeat higher margin customers
- Analyze for continuous improvement