Step-by-step to build an effective Inbound Marketing strategy - Kounselly
inbound marketing

Step-by-step to build an effective Inbound Marketing strategy

The Ultimate Guide to Build an Effective Inbound Marketing Strategy for Business in 2023

For small businesses, marketing can be a challenge due to limited financial resources. However, Inbound Marketing has emerged as a cost-effective solution that yields high returns on investment. In this article, we will delve deeper into the world of Inbound Marketing and guide you in building a successful strategy that can help your business grow and succeed. Read on to find out!

1. What is Inbound Marketing?

What is Inbound Marketing?

Inbound Marketing is a customer-centric approach that aims to create personalized customer experiences through relevant and valuable content. By tailoring content to the customer’s profile and preferences, businesses can effectively capture their attention and drive engagement with their products or services. Businesses can combine multiple forms of digital marketing such as Blog, Content Marketing, Event, Social Media, SEO, Media, etc in order to reach customers at every touchpoint.  Moreover, this strategy can enable businesses to achieve their marketing goals without spending too much on advertising campaigns. Instead, businesses can leverage their content to educate and inform potential customers, establish relationships, and build trust and credibility. By consistently delivering relevant and valuable content, businesses can create a loyal customer base that is more likely to purchase their products or services.

2. 3 Stages of Inbound Marketing

What are the stages of Inbound Marketing? How do you build a strategy that’s appropriate for each stage? Read on to find out!

3 Stages of Inbound Marketing

2.1. Attract Stage

The first stage of Inbound Marketing, known as the Attract stage, is crucial in the overall marketing strategy. Its primary goal is to capture the attention of target audiences by developing compelling content that meets their needs. This stage involves creating content that informs customers about products and services, and offers solutions to their problems. Here are some marketing methods you can use during this stage:
  • Social media advertising: You can include data collection forms or lead to a landing page specifically designed to collect potential customer information in this method.
  • Google search: Write blogs that respond to popular search topics related to your brand.
  • Social media posts: This is an excellent way to reach target customers and communicate your brand message.
  • Blog: Blogs can provide valuable information and nurture potential customers as they move along their customer journey.

2.2. Engage Stage

After successfully attracting customers and obtaining a certain amount of engagement from the Attract stage, in the Engage stage, you will have many opportunities to connect with that target audience. Therefore, you should interact in a way that builds sustainable and long-term relationships by providing valuable information to them. Here are some popular marketing channels in the Engage stage:
  • Google search: Continue building contents that answers potential customer questions about their challenges.
  • Blogs and articles: Provide information about your brand, solutions for their specific needs, and related topics that customers are interested in.
  • Email: Build personalized content for each customer’s journey.
  • Landing pages and forms: Provide information about your brand and services. From there, you can gather information about potential customers and direct them to give you permission to provide more content. For example: Email list sign-ups, document downloads, webinar attendance…
  • Website: A website with detailed information about services will help your customers decide whether your solution meets their requirements.
  • Review pages: Review pages will show reviews and feedback from users after using your products and services.
  • Comparison tools: These websites provide product comparison tools among similar solutions. This helps customers in their decision-making process.
Here are some effective content types we recommend:
  • Customer guidelines
  • Articles provides product information
  • Advice, tips, and suggestions
  • Seminars, workshops, webinars…
  • Information about products, services and price
  • Customer incentives program 
In conclusion, with Inbound Marketing strategy, you should always sell the solution to customers rather than just the product. Show them that your product or service gives values that are appropriate for them.

2.3. Delight Stage

In the Delight stage, you must ensure to exceed customers’ expectations and make them satisfied. As a result, they will naturally become loyal brand ambassadors for you. Here are some popular marketing channels for this stage:
  • Encouraging customers to review: Invite customers to provide feedback on your product and show that you value their feedback and are eager to improve  it.
  • Email: Provide timely support to customers with product/service and regularly provide information or deals that customers may be interested in.
  • Blog: Build a content topic to guide and maximize the use of your products/services.
  • Website: Help customers easily find and understand more about the services you provide, as well as navigate to use your services.
  • Social media: Keep open and interactive conversations with customers in a way that makes them feel comfortable and close.
Some content types you can refer to are:
  • User-generated content (UGC)
  • Newsletters
  • Updates on new products/services
  • Sales support information
  • Incentives and discounts for their next purchase

3. 6 Steps to build a successful Inbound Marketing strategy

3.1. Define your target audience

This step will help you get a general idea of your customers and develop the right strategy to reach them. You need to identify these following information about your customers:
  • Age
  • Demographic
  • Interest
  • Purchase behavior
Instead of flooding them with too much information, you should design a relevant, interesting content path with your in-depth portrayals of your potential clients.

3.2. Shaping the right Brand Identity

In order to attract and maintain brand attention, you need to build the right brand identity that has similar values to your customers. At every touch point customers, you need to use language, images and tones that are appropriate and easy to understand. Don’t forget to show your audience that your brand meets their needs and as a result, they will form a stronger bond with your business.

3.3. Choose the right marketing method

After you clearly identify your target audience and brand identity, this is where you need to identify the right marketing method and channels for them. Here are some of the most common ways:
  • Blog: This is where you should produce content related to your product or service that adds value to your readers. This content will keep people interested in your business and want to get to know you better.
  • Guest blogging: In addition to publishing blog posts on your web, try to build articles on other blogs about your services. This is a powerful way to promote your website because it attracts the attention of a new audience.
  • SEO: This method will help you improve your page ranking to increase organic traffic.
  • Social media: Social media will allow you to communicate directly with your audience, get feedback, and build a community with your followers.
  • Email: This is an effective form of marketing when it comes to educating customers and directing them to your website. However, instead of sending emails in bulk, send Marketing Emails that are personalized with each customer journey.
  • Influencer marketing: This method will help you expand your reach, strengthen your brand’s credibility, and stimulate interest in your products.
  • PPC remarketing: PPC remarketing will allow you to target people who have visited your website before with ads tailored for them. As a result, it can bring higher conversion rates for you.

3.4. Build quality content

Quality content is the foundation of a successful inbound marketing strategy. So, what is quality content? Quality content needs to help bring value and information to customers. The more engaging, inspiring, or useful your content is for your readers, the more likely they want to use your services. Here are some suggestions for our effective content creation tips:
  • Write a catchy headline
  • Create visual content using photos, charts, graphics, and video.
  • Write in-depth articles, based on data, reputable data
  • Use storytelling to convey the message

3.5. Conversion navigation

The more conversions driven from your channel, the more information you’ll get about your potential customers. Here are some ways you can drive customer conversions:
  • CTA (Call to action): By clicking on a specific button/link, people will give their information in exchange for the information they are interested in.
  • Landing pages: Landing pages are conversion-focused and less complex than the website.
  • Forms: This way requires readers to leave contact information so the company can send them the desired content.
  • Emails: This is an effective tool, especially when personalized to the customer journey.

3.6. Metric Analysis and Customization

Analyzing the metrics of your campaigns will allow you to have a deeper understanding of your strategy results. From there, determine what aspects you should improve on to achieve your goals. The free useful analytical tools you can refer to are Google Analytics provided by Google.

4. How much does an Inbound Marketing campaign cost?

Inbound Marketing costs can vary greatly based on your market and needs. In this article, we’ll give you an average price assuming you want the best quality and work in the US and global markets.
  • Cost of strategy and planning: According to PayScale, the salary of an experienced marketing strategy consultant is $81,000. If you hire freelancer consultants, the price can range from $50 to $125 per hour.
  • Marketing software costs: We propose adopting a customer relationship management (CRM) system. While a basic HubSpot CRM subscription is free, the industry-standard Salesforce costs between $25 and $300 per person per month.
  • Website design: Building or redesigning a website with a template is usually the cheapest option. DIY web design can cost anywhere from a few hundred to $3,000 or more, but the real “cost” here is time and complexity. Hiring freelancers will cost you from $1,000 – $5,000 for a simple website and from $10,000 – $20,000 or more for a complex site. And hiring an agency, the cost can range from $ 15,000 – $ 40,000.
  • Content writing costs: According to PayScale, a content manager earns around $60,000 per year. If you decide to outsource, you could consider freelancers or writing services. On average, you may expect to pay $75 to $150 for each piece for high-quality posts.
  • Video Content Cost: According to PayScale, the average salary of videographers is $45,000.
  • SEO: If you want to hire a full-time SEO expert, the average salary is $46,000. However, you can hire an outside expert to check your site once a year or so.
However, these are the prices and salary levels in the US and global markets. In Vietnam, the salary and service price will be lower according to the actual par capita income and living standards in the country. Therefore, you can refer to Kounselly – the first e-commerce marketplace platform to help connect and provide consulting and business services in Vietnam with many prices and options about experts’ experience, expertise level, and services for you to easily choose from and optimize your cost.

5. Inbound Marketing vs Outbound Marketing

Outbound Marketing is a method of deploying different strategies and techniques such as traditional advertising, customer calls or brand exhibitions, in order to reach as many customers as possible. Meanwhile, Inbound Marketing often focuses on strong content and brings value to customers so that customers will actively find and access the brand.  Here are some of the biggest differences between Inbound Marketing and Outbound Marketing:
Inbound MarketingOutbound Marketing
Two-way interactionOne-way interaction
Focus on high-quality contentFocus on sales campaigns
Objective: Attract, educate, provide value based on customer needsGoal: Attract attention and offer the service to people regardless of their needs
Create brand awareness to build long-term relationshipsConverting new users
OnlineOnline & Offline
Less time requiredMore time required
Less expensiveMore expensive
Naturally connected to the user experienceDisrupting user experience
Easily track customer interactionsDifficulty tracking customer interactions
Tactics: Blogs, opt-in emails, social media, influencer marketing, search, native advertisingTactics: Display Ads, Billboards, Telemarketing, Magazines, TV Ads, Random Email
Inbound Marketing vs. Outbound Marketing It is undoubtedly that Inbound and Outbound work in entirely different ways. Unlike Inbound, which produces value for customers to engage, Outbound Marketing often takes more time on advertising.

6. Why should you use inbound marketing?

Inbound Marketing is a great strategy with many advantages. Below are some of the most significant ones.

6.1. Cost optimization

In the digital age, using traditional marketing methods will cause businesses to spend more money on communication and marketing. Optimizing this activity will help businesses reduce financial burden and significantly increase profits by focusing on solving problems and creating value for customers.

6.2. Increase credibility and trust

When you let customers find and solve their problems in the most natural way, your product or service will become more trustworthy. According to statistics, around 85% of consumers will do research on a product or service before making a purchase. Using Inbound Marketing to create content for customers to experience and take advantage of social proof helps businesses manage and reduce risk as much as possible.

6.3. High efficiency

According to a research by Digital Media Stream, when asked businesses that are applying two marketing methods about the company’s results, the answer is in favor of both marketing techniques. However, Inbound Marketing won the favor with 75% of  votes. In addition to the cost factors, Inbound Marketing delivers higher ROI with minimal cost compared to Outbound Marketing.

See more: IMC – Integrated marketing communication


Inbound Marketing is one of the tactics that contribute significantly to the overall development of the business and the increase in recognition. It enables businesses to reach out to potential clients in a simple, rapid, and efficient way. Above are some information you need to understand about Inbound Marketing. If you have any questions, feel free to reach out Kounselly for more advice and consultation!

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