Inbound Marketing Course & Certification (HubSpot)

Traditional marketing is interruptive and marketer-centric. The traditional way of doing things is convenient for the marketer, because they can push content in people’s faces whenever they want – even when those potential customers don’t want it. But it’s not such a great experience for the user – the potential customer. Inbound Marketers flip this model on its head.

So what is inbound all about?

Well, inbound is a fundamental shift in the way we do business. Instead of that old, interruption based message where the marketer or salesperson had all the control, Inbound is about EMPOWERING potential customers.

Instead of interrupting people with television ads, they might create videos that potential customers want to see. Instead of buying display ads in print publications, they could create a business blog that people would look forward to reading. And instead of cold calling, they create useful content so that prospects can contact them when they want more information.

Inbound Marketing is marketing focused on getting found by customers. It’s customer-focused. It’s helpful. Wouldn’t you prefer to deal with a business that is focused on your needs instead of their own? You’ve probably come across some of your favorite brands actively practicing inbound marketing. It’s that problem-solving blog post that shows up near the top of the search engine. It’s the new solution that was discovered on LinkedIn or the product review that was found on Facebook.

Inbound is about being a part of the conversation.

Being a part of that conversation means sharing helpful, relevant content with the world. It’s about drawing people in -- that’s why it’s called Inbound, after all. And most of all, it’s about creating marketing that people love.

In today’s world, buyers have all the power. Think about the process you went through the last time you made a purchase. Did you call up a salesperson, asking to buy? Or did you hop online and do some research? I’d be willing to bet you did the latter. It’s time for you to support that buying process. It’s time for you to join in and empower your potential customers to make the right decisions for themselves. So how do you actually do inbound? Well, the best way to start is by understanding the Inbound Methodology. This is the inbound methodology. It illustrates the four stages that make up the inbound marketing and sales process. These stages are Attract, Convert, Close, and Delight.