What is inbound marketing and how to make inbound marketing in 2020?

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Are you having problems with the increasing cost of running ads but the conversion rate is still standing still, or your customers are too difficult to reach and persuade? Change, give up the old way and find a new direction for yourself, then Inbound Marketing is definitely a top plan for you to research and test. So what is inbound marketing? and how to make such a campaign?

Hopefully the article will help you better understand this invitation trend and have new ideas for your own campaign. The main content of the article will include:

Where does Inbound Marketing come from and what is it?

Analysis of HubSpot’s actual campaign.

Why should you use inbound marketing? The steps to make a campaign.

Inbound Marketing and Outbound Marketing.

Is Inbound Marketing a non-uniform marketing method?

What is inbound marketing and where it comes from?

The term Inbound Marketing was created by HubSpot and made it a new concept and trend in modern marketing. Interestingly, they have used Inbound Marketing both as a product and as a customer access strategy to create impressive growth from 2004 to the present.

Inbound Marketing Hubpot

If you are new to HubSpot, they are a US based company that develops and sells software for marketing and sales. HubSpot (the same product name) is an “All-in-one marketing software” that provides all the tools you need to run an Inbound Marketing campaign.

Going back to the concept of Inbound Marketing is a bit theoretical, but don’t rush, you’ll find Inbound Marketing really interesting in the next sections.

Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don’t want, inbound marketing forms connections they’re looking for and solves problems they already have.


Understandably, it is about helping your customers solve the problems they encounter. From there you reach potential customers, make them trust the brand and eventually turn them into buyers. To better understand this concept, let us analyze step by step a typical HubSpot campaign.

How did HubSpot do Inbound Markting?

The supply and demand problem will include the following factors:

  • Customer needs: Implementing an Inbound Marketing campaign.
  • Product sold: HubSpot Software – Supporting implementation of Inbound Marketing campaign
  • Supplier: HubSpot

As a potential customer seeking information, we will step by step explore HubSpot’s campaign.

Step 1: Find information about the problem you are having.

Here is the knowledge of Inbound Marketing and the most common way is to “ask” Google:

What is inbound marketing

What did HubSpot do?

  • Provide accurate answers to the issues you are looking for.
  • Using SEO to put this article to the position that can attract your best attention.

Step 2: Research the content and start interacting with the supplier

After reading a very quality article, containing a lot of technical information to answer your question, you receive an offer that cannot be more attractive:

What is inbound marketing hubspot

A completely free course in Inbound Marketing, to register you will need to provide some information as follows:

What is inbound marketing hubspot 1

What did HubSpot do?

  • If you perform this step, HupSpot has convinced you with their content
  • Collect your information: email, the company you work for, characteristics of your needs.

This is an extremely important step that signals that the content of the provider has been effective and when customers accept to provide the above information, it means that they have started to trust HubSpot.

Step 3: Interact, build trust and introduce products

There are many courses to choose from and each one is very well invested in quality. Courses will be divided into several sections, after which each test will have a test if completed, students will be issued a certificate from HubSpot.

What is inbound marketing hubspot 2

What did HubSpot do?

  • Create continuous interaction between them and customers through the course.
  • Get customers to trust the quality of their products by offering free (trial) products and demonstrating expertise through courses.
  • Skillfully presenting products with courses on how to use their tools.

This is when HubSpot draws customers closer and prepares for the purchase process.

Step 4: Become a buyer

After you have taken the course, the HubSpot team will send you regular emails to update you about each class you take and remind you to try not to leave the classes.

Regarding the content of the courses they introduce about the use of HubSpot software a lot, students will find this is an effective tool to support their campaigns. Moreover, making customers realize the need of Inbond Marketing will make the demand for products be pushed up higher, and certainly at the right time, HubSpot will be the first choice.

What is inbound marketing hubspot 3

What did HubSpot do?

  • Building close relationships with customers, making them ready to receive email from HubSpot.
  • Convince customers that they are not just selling, they are also interested in the value they receive.

The constant interaction will help HubSpot constantly remind customers about the usefulness of the product and make them a real buyer.

That is how the father of Inbound Marketing launched a campaign. So, how can we apply inbound marketing?

Why should you use inbound marketing? The steps to make a campaign

It is easy to see that customers are getting smarter and that they are increasingly disbelieving in the advertising commitments of their suppliers.

This is the result of having so many ads suddenly jumping in front of them from TV, radio, signs, leaflets … From all over the street to every corner of the internet: Google, Facebook, social networks Assembly, Mobile Apps …

The main evidence is the development of ad blocking software. From a marketer’s perspective, it’s sad when customers are willing to spend money so they don’t have to see your “enthusiasm”. So in the era of rivals, increasingly “crowded and aggressive”, customers are increasingly skeptical and difficult to access what we need to do?

What is inbound marketing 1

Change your mindset and find a new way for your brand. At that time, Inbound Marketing is definitely an option worth researching and testing.

So to deploy an Inbound Marketing campaign you need to do what, the following I will say briefly to give you an overview of the implementation of a campaign:


Research and create valuable content

Find out what your customers are facing and turn it into the way you start talking to them.

“Hearing drop” – Attract

Turn customers from strangers into people who regularly track your information, interact to make you “your” customers. In general, it is building trust of customers by professional competence and product quality.

A few important tools to attract the right audience to your business website:

  • Blogging – Inbound Marketing should start with blogging. Blogs are the best way to attract readers to your website. To reach the target audience, you need to write instructional, educational, and answers to their questions.
  • Social media – Share outstanding and valuable information on social networking sites, interact with potential customers, and create your own brand personality. . And interact with them on the channels they spend the most time on.
  • Search Engine Optimization (SEO) – A person’s purchase journey often begins with the use of a search engine (eg, Google) to answer his or her questions. Therefore, make sure that your business information appears prominently in the search results table. To do that, you need to analyze and select keywords carefully, optimize the website, create content, build links for the keywords that your ideal customer groups are looking for.
  • Websites/Landing page (Pages) – You need to optimize your business website to be truly appealing and deliver the right message to your target customers. Turn your website into a portal of useful content to attract the most potential people.


When you have successfully approached you need to get customer information – this is where they leave an email or contact phone number. Of course, in order for guests to provide them, you need to exchange a value for them. They are your articles, advice, exchanges that help customers solve the problems they are experiencing.

Some of the most important tools to convert readers into Lead include:

  • Forms – For visitors to your website to become Lead, they must fill out and submit their information. Optimize your form so that it will be as easy as possible for them.
  • Landing Pages – When an individual enters your website and clicks a CTA, the system will redirect them to the Landing Page. This is where the call to action is made, and where potential customers are willing to give the information your sales team needs to start interacting. When website visitors fill out the Form in the Landing Page, they will become your Lead.
  • Calls-to-Action (CTA) – CTA is a button or link that encourages visitors to take an online action such as “Downloading in-depth documents” or “Taking Webinar project ”(online event held via the Internet. Webinar is an abbreviation for web-based and seminar). If your CTA is not strong enough or not attractive enough, you will not be able to create any Lead for your business.
  • Contact Information (Contacts) – Track and store information about the Lead you are approaching and converting in a centralized Marketing database. This will help you understand all the interactions you have with customers – whether via email, Landing Page, social networks or other media channels – and help you optimize future interactions to attract customers’ attention, convert them, close orders more effectively and improve customer satisfaction.

Sell (Close)

Now that you have built a very good set of customers (those who have a need for the product and more importantly they have a very good impression of you) it’s time to turn those leads into real buyers. the. You will need to analyze the behavior of your customers so that you can find the right time to accelerate the buying process with the most appropriate message.

Key sales tools include:

  • CRM – Closed-loop Reporting – How do you know which marketing activities bring the best leads? Did your sales team successfully convert those best leads into real customers? Integration with the Customer Relationship Management (CRM) system can allow you to accurately analyze and evaluate the effectiveness of the sales team and marketing department.
  • Email – What do you do if a reader clicks on your CTA, fills out the form pages in the Landing Page, or downloads in-depth documents, but is not yet ready to become a real customer? A series of emails focused on useful and relevant content can help you build trust in potential customers and help them be more ready for the purchase process.
  • Marketing Automation – Marketing automation involves creating email marketing and lead nurturing according to the different needs and stages of each lead’s sales cycle. For example, if a reader downloads an in-depth document on a certain subject in the past, you can send them a list of emails with the same related subject. But if they only follow you on Facebook and only visit certain pages on the website, you might want to use other messages that are more relevant to their interests.
  • Lead Scoring – You already have a lot of communication in the system, but how do you know exactly which contacts are ready to talk to the sales people? A mechanism of scoring and assessing the readiness of Lead will help you reduce the subjective level when making decisions to reach and close sales.

Enhance the value of customers (Delight)

Never “forget” customers because they are the people who can become an extremely excellent and prestigious referral channel for the products they have used. So, as a marketer, we need to always stay in touch and interact with customers to build trust and relationships with users. That is how marketers in the new technology era enhance the value of customers, also known as the concept of “customer for life”.

The tools used to improve customer satisfaction include:

  • Smart CTA (Smart CTA) – send different customers the appropriate messages and offers based on the buyer’s personal information and the specific stage of their purchase cycle.
  • Social Media – Using various social platforms gives you the opportunity to provide real-time care to your customers.
  • Email and Marketing Automation – Providing your existing customers with truly impressive content that can help them reach their goals, as well as introducing products and features that can make them care.

Inbound Marketing and Outbound Marketing

Inbound Marketing and Outbound Marketing

At this point, we have talked about Inbound Marketing quite a lot, let’s also compare a bit between it and Outbound Marketing:

So, understand the simple way Inbound Marketing is a pull strategy, enticing customers to find you proactively and voluntarily. From there, you get along with your customers by giving them the information they like to listen to and the customers in return for their trust.

And Outbound Marketing is a push strategy, you will be the one who proactively pushes all information about products, promotions and all just information about things that are not sure that customers will be interested. .

These two approaches are not contradictory, but you can flexibly combine and use them at each stage of the campaign to get the most effect.

Is Inbound Marketing an O Marketing method?

Is Inbound Marketing a “magic” method of creating a “good” lead, pulling ROI (Return on Investment) soaring without spending any money?

The answer is definitely NO, nothing is both cheap and superior Vietnam. In fact to implement an Inbound Marketing campaign you will need to invest a lot of things both in time, effort and of course money, some of the main items will be:

Create “substance” content

In order to get customers interested in what you have to say, you will need to start with customer research. Find out what the product is about, what the customer is looking for, how they behave, and what they want to hear? From there invest again to create content that “scratches the itchy place”, impressing customers. There is no formula to ensure the content you produce will be effective, so we also need to have the cost of testing.

Put content where customers can find it

We cannot put an article on the website and hope that someday, customers will suddenly encounter it. Now the problem to solve is the distribution of content through tools like SEO, Forum, social networks …

Interact with customers

The cost of interaction lies in the fact that you need to invest in human resources, customer support tools before, during and after the sale.

So the conclusion is that Inbound Marketing requires a lot of investment to get a truly effective campaign. The difference here is that your cost allocation will not be focused on advertising, mass media, but you will have to spend a lot of time and effort to create content that attracts customers to find you. . In business, all investment in resources is MONEY, so make sure your Inbound Marketing campaign can not cost “0 dong”.

Summarizing Inbound Marketing is a strategy to help you change your approach to customers, improve customer awareness and trust with the brand. But to make an effective Inbound campaign you will need to spend a lot of effort, time and patience too.

It is my personal share that I hope will help you understand “What is Inbound Marketing?”. I hope to receive your comments and suggestions on this topic. Thank you for your patience reading it all, see you soon.

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