Inbound Marketing 101: The Foundational Blocks of Inbound Marketing Strategy

Inbound Marketing 101: The Foundational Blocks of Inbound Marketing Strategy



According to a behaviour survey, 68% of the buyers use sources such as blogs to evaluate the product even before considering it. Before buying a product, we do a lot of research to learn more about the product through communities, blogs, social media, or videos. Offering educational content to attract relevant potential customers to your website organically without paid media ads is inbound marketing. 

What's great about inbound marketing is that the buyers are not persuaded directly to buy the product. Instead, you are letting them understand its know-how and educating them. This strategy effectively opens a door to attracting more visitors to your website.

Enticing more strangers, converting them to leads, closing deals, and finally creating brand advocates can be easily achieved when you optimize your foundational blocks under the inbound marketing method. They are, i) understanding and defining your target audience, ii) mapping the buyer's journey, and iii) serving value through content.

Why create a buyer persona?




Spending time crafting quality content without defining your target audience, is a big no. 
Develop a buyer's persona by identifying, and defining target audience, leveraging data based on demography, challenges, and goals.

It helps you to think from your customers' perspective to understand their challenges and thereby figure out how your solution can help bridge the gap. It is easy to create a buyer persona by simply analyzing  this few pro-questions categorically. 
 
Demography
  • What is the name of the persona? A pro tip: Naming the persona along with the role helps to remember the person's role throughout the process
  • What age does your persona fall under?
  • What gender?
  • What is your persona's educational qualification (mention the highest degree earned by your persona)?
  • What is the persona's role?
  • How much does your persona earn per annum?
  • What type of organization and where does the persona work? (mention its growth)
Responsibility
  • What are the goals and objectives of the persona? (List at least two) 
  • What makes this persona successful in the role?
Challenges
  • What are the persona's challenges?
  • What tools does your persona use?




 A final outlook would look similar to the persona I have created above. Analysing the answers helps in identifying where your solution best fits and you can tailor your message accordingly. If you are unsure of matching your customer's perspective, then you can interview your customers or prospects to get answers to your questions. 

What are the different stages of the Buyer's journey?



Knowing where your audience is in the pipeline helps you figure out the content that best suits them and eventually paves the way in product sales. Customer journey or buyer's journey what  tracks your customers' conversion path and optimizes strategy based on their status in the marketing funnel. The buyer's journey is divided into four stages. 
 
Discovering stage:
This is the beginning or the phase  where your audience is in search of solutions to their business problems. Providing 'how-to' guides and informative blogs resonate well with your audience and attracts new leads to your website. Don't pitch your product or service here. 

For instance: Let's say a user is looking for an ideal solution to manage his contacts. He is looking for contact management. To capture the user's interest, you can suggest they read a blog that explains the importance of CRM (Customer Relationship Management).
 
Considering stage:
During this phase, your audience wants to learn more about your product or service that might fit their needs. Prompting them to download an ebook or whitepaper as a takeaway allows you more information about your buyers.
 
If the user proceeds to download a suggested resource such as an ebook, the marketing team can follow up with an invite to a webinar or workshop to learn more about the product without being pushy. 
 
Finalising stage:
This last phase is also called the revenue-creation stage where the buyer decides whether to choose your solution or not. Regular follow-ups at right intervals maximize the chances of conversion.
 
After gauging the user's interest, the sales team pitches in with an offer of a  demo tailored to the user's needs. Showcasing the ability to address the user's problem with your product or solution is crossing 90% of this bridge. Patience and showing you understand and value the users's needs is key here. 
 
Promoting stage
Happy and satisfied customers will be your brand advocates and help in promoting and recommending your product or service to their peers. 93% of B2B businesses can easily convert a referral to a customer when your brand advocates recommend them. Also, there is a good chance of cross-selling the product to your loyal customer base effortlessly.
 
Once your deal is closed, it doesn't stop there. You have to assist the customers when required, constantly follow up and support them in their growth phase. This paves the way in building your brand champions who will bring in quality leads.

Why to capitalize on content marketing - the backbone of inbound marketing



Today we live in an information-dense world and it is no surprise that content is the key. Content marketing is a strategy to create and deliver contextually relevant information. It can be blogs, newsletters, landing page, emails, videos, social media - everything that serves information or shares content. Communities, blogs, and social media are widely considered the best platforms to share and promote content. 

Communities
Communities are networking spaces for a peer group with common interests to connect, learn, and share experiences, build expertise, and make contacts. Communities inspire trust and help build credibility for a brand. When content is shared or opinions are expressed, it endorses a brand and validates the thoughts of users and therefore influences buying decisions greatly.

Blogging
Blogging gives you a space to publish content that attracts visitors to your website. It opens up a world of knowledge that has made it a sought after medium to learn new things.

Simple tips that can go a long way in blogging:
  • Choose a long-tail keyword topic as it is SEO friendly and more specific.
  • Ensure your title is not more than 60 characters because the google display screen is 600 pixels.
  • While drafting blogs, address the industry, not your business 
  • While formatting, have a lot of white space for easy navigation and include images, gifs, and videos wherever necessary 
  • Optimize your content for SEO, including your long-tail keyword in title, body, URL, Alt text, and meta description
  • Your blog posts must be mobile friendly.
 
Social media
On average a person spends 142 minutes a day on social media. Social media marketing became and continues to be the hub to spread content and create brand awareness to attract more users, and drive growth. There are a lot of social media platforms. Choosing your ideal platform extends better reach and visibility. 

For example, If you want to increase your engagement rate, you can give Instagram a shot as its engagement rate is 10 times more than what Facebook and 80 times more than what Twitter gives you.

If you want to know more about your target audience or build a leadership portfolio, Linkedin is the right platform. 

Best social media strategies to increase your overall engagement rate:
  • Always keep a tab on your social media performance. Continuous monitoring helps to spot the areas that need more attention.
  • Don't focus on the likes. Other crucial parameters define the quality of the content such as shares, comments, and followers.
  • Identify your optimal time and optimise the posts further. 
  • Captivating user-generated content creates more engagement and builds credibility.
  • Using relevant hashtags bring more traffic. Don't use generic hashtags as the search results are high in volume.

Each social media platform is different and unique in its purpose. Identifying which social media handle your audience spend more time on, helps tailor the content that is more relevant and meaningful in delivering the message.
 
Pro tip: Perform social listening. Social listening tools surf the social media to find out if someone mentions you, and notifies you instantly. There are free tools for social listening such as google alerts and Zoho Social to monitor mentions and also analyze your social media performance.
 
Whether it is blogging, communities, or social media marketing, content marketing is core to all these mediums, and great content marketing is the art of delivering value without selling. 

    • Sticky Posts

    • 10 simple e-commerce marketing tips to boost sales

      Congratulations! You've finally set up that e-commerce store you've been thinking about for a long time. Hopefully it wasn't too difficult. Even if it was, the effort will be totally worth it when you start seeing some orders come through. Now that the store is live, let's take a look at some marketing tips you can apply for sales growth. 1. Avoid cart abandonment If you've ever shopped online, you might have added a product to the cart but then decided not to purchase it. This is known as cart abandonment.

    • Marketing in a post COVID-19 world!

      Consumers across countries are increasingly spending more time on a wide variety of digital activities, right from online grocery shopping, to video conferencing, to tele-medicine. There is a good chance that you performed one or more of the following activities during this lockdown, thanks to COVID 19: Cooked a meal Made a TikTok Video Signed up for a remote learning session Consulted a doctor online (or ordered medicines online) Shopped for groceries online A study by Hunter, a food and beverage

    • Inbound Marketing 101: The Foundational Blocks of Inbound Marketing Strategy

      According to a behaviour survey, 68% of the buyers use sources such as blogs to evaluate the product even before considering it. Before buying a product, we do a lot of research to learn more about the product through communities, blogs, social media,

    • How Zylker doubled their webinar registrations!

      Webinars are good educational resources to gather qualified leads for your product. But what if your visitors are dropping off from your webinar landing page without signing up? What more could you do to convert visitors into registrants? This is the

    • The ideology behind why features tell, but benefits sell

      Do you think there's any truth to this? Do features only tell, and benefits sell?  Well, let's see why we should focus on benefits rather than features as the great marketing wizards, David Ogilvy and Steve Jobs proved to be the best examples leveraging

    Nederlandse Hulpbronnen


      • Recent Topics

      • Zoho Sheet for Desktop

        Does Zoho plans to develop a Desktop version of Sheet that installs on the computer like was done with Writer?

      • Create static subforms in Zoho CRM: streamline data entry with pre-defined values

        Last modified on (9 July, 2025): This feature was available in early access and is currently being rolled out to customers in phases. Currently available for users in the the AU, CA, and SA DCs. It will be enabled for the remaining DCs in the next couple

      • BUTTONS SHOWN AS AN ICON ON A REPORT

        Hi Is there any way to create an action button but show it as an icon on a report please? As per the attached example? So if the user clicks the icon, it triggers an action?

      • Dropshipping Address - Does Not Show on Invoice Correctly

        When a dropshipping address is used for a customer, the correct ship-to address does not seem to show on the Invoice. It shows correctly on the Sales Order, Shipment Order, and Package, just not the Invoice. This is a problem, because the company being

      • RFQ MODEL

        A Request for quotation model is used for Purchase Inquiries to multiple vendors. The Item is Created and then selected to send it to various vendors , once the Prices are received , a comparative chart is made for the user. this will help Zoho books

      • Will zoho thrive be integrated with Zoho Books?

        title

      • Product Updates in Zoho Workplace applications | August 2025

        Hello Workplace Community, Let’s take a look at the new features and enhancements that went live across all Workplace applications this August. Zoho Mail Delegate Email Alias Now you can let other users send emails on your behalf—not just from your primary

      • Notebook audio recordings disappearing

        I have recently been experiencing issues where some of my attached audio recordings are disappearing. I am referring specifically to ones made within a Note card in Notebook on mobile, made by pressing the "+" button and choosing "Record audio" (or similar),

      • Unable to send message; Reason:554 5.1.8 Email Outgoing Blocked

        Hi, I sent few emails and got this: Unable to send message; Reason:554 5.1.8 Email Outgoing Blocked And now I have few days since I cant send any email. Is there something wrong I did? Also can someone fix this please

      • Want to use Zoho Books in Switzerland. CHF support planned?

        Hi, We're a Swiss company using other Zoho suite software and I discovered Zoho Books and other accounting SaaS when looking for an accounting tool. Do you intend to cover Switzerland and CHF based accounting anytime soon? Roy

      • Zoho sheet desktop version

        Hi Zoho team Where can I access desktop version of zoho sheets? It is important as web version is slow and requires one to be online all the time to do even basic work. If it is available, please guide me to the same.

      • Weekly Tips : Teamwork made easy with Multiple Assignees

        Let's say you are working on a big project where different parts of a single task need attention from several people at the same time—like reviewing a proposal that requires input from sales, legal, and finance teams. Instead of sending separate reminders

      • Best way to share/download presentation files in Zoho without losing formatting?

        Hello Zoho Community, I often work with PPT/PDF files in Zoho Docs and share them with colleagues. While PDFs usually give a direct download option, I’ve noticed that PPT/PPTX files sometimes only open in the viewer without a clear download link. Is there

      • Celebrating Connections with Zoho Desk

        September 27 is a special day marking two great occasions: World Tourism Day and Google’s birthday. What do these two events have in common (besides the date)? It's something that Zoho Desk celebrates, too: making connections. The connect through tourism

      • What is Resolution Time in Business Hours

        HI, What is the formula used to find the total time spent by an agent on a particular ticket? How is Resolution Time in Business Hours calculated in Zohodesk? As we need to find out the time spent on the ticket's solution by an agent we seek your assistance

      • Upload API

        I'm trying to use the Upload API to upload some images and attach them to comments (https://desk.zoho.com/DeskAPIDocument#Uploads#Uploads_Uploadfile) - however I can only ever get a 401 or bad request back. I'm using an OAuth token with the Desk.tickets.ALL

      • How use

        Good morning sir I tried Zoho Mail

      • Adding Overlays to Live Stream

        Hello folks, The company I work for will host an online event through Zoho Webinar. I want to add an overlay (an image) at the bottom of the screen with all the sponsors' logos. Is it possible to add an image as an overlay during the live stream? If so,

      • Email Sending Failed - SMTP Error: data not accepted. - WHMCS Not sending emails due to this error

        I have been trying to figure out a fix for about a week now and I haven't found one on my own so I am going to ask for help on here.  After checking all the settings and even resetting my password for the email used for WHMCS it still says: Email Sending Failed - SMTP Error: data not accepted.  I have no clue how to fix it at this point. Any insight would be lovely. 

      • Does Zoho Learn integrate with Zoho Connect,People,Workdrive,Project,Desk?

        Can we propose Zoho LEarn as a centralised Knowledge Portal tool that can get synched with the other Zoho products and serve as a central Knowledge repository?

      • Zoho Flow - Update record in Trackvia

        Hello, I have a Flow that executes correctly but I only want it to execute once when a particular field on a record is updated in TrackVia. I have the trigger filters setup correctly and I want to add an "update record" action at the end of the flow to

      • Add Comprehensive Accessibility Features to Zoho Desk Help Center for End Users

        Hello Zoho Desk Team, We hope you're doing well. We’d like to submit a feature request to enhance the client-facing Help Center in Zoho Desk with comprehensive accessibility features, similar to those already available on the agent interface. 🎯 Current

      • Rename Record Summary PDF in SendMail task

        So I've been tasked with renaming a record summary PDF to be sent as part of a sendmail task. Normally I would offer the manual solution, a user exports the PDF and uploads it to a file upload field, however this is not acceptable to the client in this

      • in zoho creator Sales Returns form has sub form Line Items return quantity when i upate the or enter any values in the sub form that want to reflect in the Sales Order form item deail sub form field Q

        in zoho creator Sales Returns form has sub form Line Items return quantity when i upate the or enter any values in the sub form that want to reflect in the Sales Order form item deail sub form field Quantity Returned\ pls check the recording fetch_salesorder

      • Estimates with options and sub-totals

        Hi It seems it would be great to be able to show multiple options in an estimate. For instance I have a core product to which I can add options, and maybe sub-options... It would be great to have subtotals and isolate the core from the not compulsory items. Thanks

      • Optional Items Estimate

        How do you handle optional items within an estimate? In our case we have only options to choose with. (Like your software pricing, ...standard, professional, enterprise) How can we disable the total price? Working with Qty = 0 is unprofessional....

      • Important Update : Zendesk Sell announced End of Life

        Hello Zendesk users, Zendesk has officially announced that Zendesk Sell will reach its End of Life (EOL) on August 31, 2027 (Learn more). In line with this deprecation, Zoho Analytics will retire its native Zendesk Sell connector effective October 1,

      • Zoho Sheets

        Hi, I am trying to transition into Zoho sheets, I have attached the issues encountered. Server issues, file trying to upload for more than 30 mins, even once uploaded my data aren't loaded. Simple calculations are not working I have attached the sample.

      • Zoho CRM + Zoho FSM : alignez vos équipes commerciales et techniques

        La vente est finalisée, mais le parcours client ne fait que commencer ! Dans les entreprises orientées service, conclure une vente représente seulement la première étape. Ce qui suit — installation, réparation ou maintenance régulière — influence grandement

      • Top Bar Shifting issue still not fixed yet

        I mentioned in a previous ticket that on Android, the top bar shifts up when you view collections or when you're in the settings. That issue still hasn't been fixed yet. I don't wanna have to reinstall the app as I've noticed for some reason, reinstalling

      • Power of Automation:: Automate the process of updating project status based on a specific task status.

        Hello Everyone, Today, I am pleased to showcase the capabilities of a custom function that is available in our Gallery. To explore the custom functions within the Gallery, please follow the steps below. Click Setup in the top right corner > Developer

      • ZOHO SHEETS

        Where can I access desktop version of zoho sheets? It is important to do basic work If it is available, please guide me to the same

      • Attention API Users: Upcoming Support for Renaming System Fields

        Hello all! We are excited to announce an upcoming enhancement in Zoho CRM: support for renaming system-defined fields! Current Behavior Currently, system-defined fields returned by the GET - Fields Metadata API have display_label and field_label properties

      • Billing Management: #3 Billing Unbilled Charges Periodically

        We had a smooth sail into Prorated Billing, a practice that ensures fairness when customers join, upgrade, or downgrade a service at any point during the billing cycle. But what happens when a customer requests additional limits or features during the

      • No bank feeds from First National Bank South Africa since 12 September

        I do not know how Zoho Books expects its customers to run a business like this. I have contacted Zoho books numerous times about this and the say it is solved - on email NO ONE ANSWERS THE SOUTH AFRICAN HELP LINE Come on Zoho Books, you cannot expect

      • Citation Problem

        I had an previous ticket (#116148702) on this subject. The basic problem is this; the "Fetch Details" feature works fine on the first attempt but fails on every subsequent attempt, Back in July after having submitted information electronically and was

      • Open Sans Font in Zoho Books is not Open Sans.

        Font choice in customising PDF Templates is very limited, we cannot upload custom fonts, and to make things worse, the font names are not accurate. I selected Open Sans, and thought the system was bugging, but no, Open Sans is not Open Sans. The real

      • Failing to generate Access and Refresh Token

        Hello.  I have two problems: First one when generating Access and Refresh Token I get this response:  As per the guide here : https://www.zoho.com/books/api/v3/#oauth (using server based application) I'm following all the steps. I have managed to get

      • Zeptomail 136.143.188.150 blocked by SpamCop

        Hi - it looks like this IP is being blocked, resulting in hard bounces unfortunately :( "Reason: uncategorized-bounceMessage: 5.7.1 Service unavailable; Client host [136.143.188.150] blocked using bl.spamcop.net; Blocked - see https://www.spamcop.net/bl.shtml?136.143.188.150

      • Apply transaction rules to multiple banks

        Is there any way to make transaction rules for one bank apply to other banks? It seems cumbersome to have to re-enter the same date for every account.

      • Next Page