The 4 Pillars of Inbound Marketing

Like a strong building, Inbound Marketing has 4 pillars, or actions, upon which all activities are developed:


You say you need website traffic, right? Right, but is it just any traffic? Just any old web surfer? Nope. You want the right traffic. Your business needs to attract the people who are most likely to become leads, and, ultimately, happy customers.

How do you ATTRACT your ideal customers? It all starts with a professional mobile-ready website, but there is more. Our inbound marketing strategies leverage tools such as Social Media, Blogging, Search Engine Optimization and Persona-Driven Content to attract the traffic that generates real leads.


Once we have started attracting visitors to your site, the next step is to convert them into leads by gathering their contact information. This starts with an email address but can include much more. The contact information you collect is valuable. It is the life-force of your business. So in order for your visitors to offer up their contact information willingly, you need to offer them something in return! Think amazingly helpful content, like eBooks, whitepapers, or tip sheets – whatever information would be interesting and valuable to each of your personas.


Once your new website is attracting leads, and those leads willingly give you their contact information in exchange for your great and oh-so-helpful content, you need to help those leads move to the next stage: becoming a customer. “Closing the deal!” You can have your sales team start calling each lead, or you can use tools and lead nurturing techniques to help prospects move to that lovely buy stage. Enhanced Customer Relationship Management tools and automated email marketing (or marketing automation) can play an invaluable role here.


Inbound marketing is all about providing truly helpful content to your visitors, whether they are visitors, leads, or existing customers. In fact, your existing customers are the one you want to work extra hard to DELIGHT. Companies who continue to engage with existing clients have an opportunity to resell, and upsell them. Delighted customers serve as strong promoters of the organization and share products and services they love far and wide…which increases your reach a ton!

Featured Resource

What is Inbound Marketing?

This guide, written for the busy CEO, gives an overview of how inbound marketing works faster and with less expense to deliver on your investment than traditional marketing.

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