Inbound Marketing – What is Inbound Marketing?

Inbound Marketing is made up of a set of techniques to capture a user at the beginning of their purchasing process, at the top of the sales funnel, and guide them through the entire process until they convert. It is a non-intrusive current of Online Marketing that is based on the concept that the user is the one who finds you, and not the other way around. Through relevant, useful content with added value for the user, they are accompanied and guided in the purchasing process through lead nurturing. 

Phases of Inbound Marketing



In this phase, users are directed to a website with information that may be useful to satisfy a curiosity or need, although they have not yet valued our product or service and are even unaware of it. The attraction strategy will be based on the creation of content and its distribution through SEO, SEM, social networks or advertisements on other channels such as television or radio. 


In this phase, we will try to convert visits to the website into records in the company’s database. In this way, we will obtain data from the user who voluntarily delivers it, and we will be able to begin establishing personalized communications.
In exchange for some interesting information, such as your email, you may be offered free downloadable content such as ebooks or webinars.
Once the contact information or details are obtained, the user becomes a lead.


Once we have obtained their email, we can begin to educate the user and continue accompanying them through the sales funnel. This process is known as Lead Nurturing. One of the keys in this phase is personalization. The more we know about the user, the more accurate our communications can be to achieve a conversion.   


Once the conversion has been carried out, Inbound Marketing tries to build customer loyalty with our service or product so that they become recurring customers and even recommend it to other potential customers.

Inbound Marketing Tools

Inbound Marketing uses various Online Marketing tools to capture and guide users through the purchase or subscription process. Some of those used are: