Inbound Marketing

Inbound marketing refers to marketing activities in the online sector on the basis of which customers find a company. The provision of high-quality content on the part of the company is the main focus here. Inbound marketing is the opposite of outbound marketing, which aims to actively send out advertising messages to potential customers.

The term inbound marketing was significantly coined by the founders of the marketing software Hubspot. Brian Halligan and Dharmesh Shah founded Hubspot in 2006.

The background to this was that they realized that many of the tools of traditional advertising and direct marketing were no longer working. The increasing amount of push marketing, such as promotional mailings, banners or phone calls, led to so-called advertising blindness among many users.

The advertising messages in the online and offline areas were faded out and no longer achieved the desired effect. Instead of actively addressing potential customers with advertising, as is the case with many classic marketing methods, inbound marketing ensures that they become aware of the company on their own. Inbound marketing is therefore a form of pull advertising. The user finds the company via high-quality and helpful content.

The goal of inbound marketing, as in outbound marketing, is ultimately the sale. But first, inbound marketing is about using content to attract the attention of the target group. The next step is to generate leads, which are then converted into sales. Inbound marketing also has the advantage of providing backlinks naturally.

Instruments of inbound marketing

Inbound marketing essentially encompasses all areas of online marketing that function as pull advertising. In doing so, they all have the goal of generating leads via high-quality content.

The instruments of inbound marketing include content marketing and public relations. Thus, in addition to creating relevant content, it is equally important to maintain relationships with relevant influencers to optimize content seeding.

However, email marketing, search engine advertising or SEA (Google AdWords) and search engine optimization, social media as well as customer relationship management can also be assigned to inbound marketing.

Following Hubspot, the following tools belong to inbound marketing:



The attention of the target group is gained through relevant content in the blog that is tailored to the respective company. In blog marketing, search engine optimization of the content plays an essential role.

Search Engine Optimization (SEO):

Through measures designed to improve the ranking in search engines such as Google, companies are better found by potential customers. New website visitors need to be converted into leads.

Social media:

Distributing content via social media channels such as Facebook, Twitter and LinkedIn increases awareness among the respective target audiences.

Landing pages:

Landing pages can increase conversions and generate new leads.

Email marketing:

Personalized emails can target interested users with the appropriate content.

Inbound methodology from Hubspot

Inbound marketing follows a multi-step process, at the end of which is the sale. Inbound marketing takes into account the fact that customers go through different phases in the buying cycle and therefore need to be addressed differently.

1. recruiting

This phase is about attracting the attention of users with useful content. Good keyword research can be used to create content that appeals to users, for example because it solves a particular problem. Attracting works, for example, by publishing relevant content on the blog and sharing content via social media.

2. convert

Now it is important to convert the visitors to his content into leads. Leads can be collected through forms, call-to-actions, and landing pages, for example. For example, potential customers are encouraged to leave their contact information in exchange for downloading a free e-book or white paper.

3. close

After visitors have been attracted and leads generated, the next step is to turn them into sales. To do this, leads can be targeted via personalized emails, for example.

4. nurture:

In order to convert new customers into regular customers, it is important to maintain one’s network and actively retain customers. Enthusiastic customers can become brand ambassadors.

Inbound marketing is considered by many experts to be the future of marketing. In contrast to outbound marketing methods such as mass emails and cold calling, inbound marketing is primarily about providing content that is relevant to the target group.

Via high-quality and useful content, users become aware of a company and can be converted into leads and sales. In order for potential customers to find the company via Google and the like, search engine optimization is enormously important in inbound marketing.

In addition to content marketing, inbound marketing also includes other online marketing measures such as search engine marketing, social media marketing and public relations (media relations and influencer relations).

SEO-Content ✔️ Blog Content ✔️ SEO Content Writing ✔️ Article Writing ✔️ E-Books ✔️

Recipe for success for international SEO texts

Recipe for success for international SEO texts Why do I need international SEO texts? The internationalization of one's own business holds great potential. Especially for industries that are subject to high competitive pressure in the German market, foreign countries...

White Hat SEO

White Hat SEO White Hat SEO is the term used to describe all search engine optimization measures that are based on the rules of the search engines. The opposite of White Hat SEO is Black Hat SEO. In online and search engine marketing, it is important to avoid methods...

Thin Content

Thin Content Thin content is the term for "thin" digital content that offers the user little or no added value. Officially, Google rates websites as irrelevant and thus as thin content if they do not meet the requirements of the Webmaster Guidelines. The term Thin...

Search Engine Advertising (SEA)

Search Engine Advertising (SEA) Search engine advertising (SEA) is a subsection of search engine marketing and is therefore part of online marketing. Search engine advertising covers the area of paid advertisements that are primarily displayed on the results pages of...

Snackable Content

What is Snackable Content? Snackable content refers to texts, videos, images or other content that is particularly easy to consume. Due to its simple design, this type of content is usually used for entertainment purposes. Snackable is based on the English term snack,...


What does SERP mean? SERP is the abbreviation of Search Engine Result Page and refers to the pages where search results are listed in search engines like Google. Ranking in SERPs is essential to the success of websites. Website operators want their offers to be...

Semantic Search

Semantic Search Semantic search is a method by which the algorithms of search engines such as Google can draw conclusions about the user's intentions or objectives. To do this, they place the components of the query in context with one another and analyze the...


Seeding Seeding is the planned distribution of content on the Internet. To do this, the content creator contacts thematically relevant influencers in a targeted manner in order to persuade them to distribute his content further. The influencers use their own networks...

Search Term

Search Term In online marketing, "search term" refers to the word or words that users enter in a search engine such as Google to find content related to that term. Search terms play a central role in online marketing because the keywords that are crucial for...


Robots.txt The robots.txt is a text file that is important for indexing website content. With the file, webmasters can specify which of the subpages should be captured and indexed by a crawler such as the Googlebot and which should not. This makes robots.txt extremely...

Return on Investment

Return on Investment The return on investment (ROI) puts the profit in relation to the capital employed. The return on investment is one of the most important key figures in business administration, marketing and controlling. The ROI provides a statement about the...


What is Retargeting Retargeting, often referred to as remarketing, is an online marketing tool. In this process, Internet users who have visited a certain website or clicked on a certain product are addressed with targeted advertisements on their way through the web....

Responsive Content

Responsive Content The term "Responsive Content" describes website content that adapts to the individual characteristics of the website visitor. In this way, users of a website see different content depending, for example, on which device they are using, how often...


Referral-Marketing Referral marketing is a form of recommendation marketing that is actively initiated by companies. Existing customers of a company recommend a product or service, e.g. to their family or friends. The company usually offers an incentive or reward for...


Rank Brain RankBrain is a part of Google's algorithm that is used in processing search queries and determining SERPs. However, RankBrain is not just any piece of the algorithm, but a subsystem that contains the first beginnings of artificial intelligence and can...

Product description

Product description Product descriptions are texts that explain the features and characteristics of products. As a rule, product descriptions are used in web stores and serve to inform potential customers and reinforce their intention to buy. The e-commerce industry...


Plagiarism If someone else's intellectual property is taken over and passed off as their own work, this is known as plagiarism. This can be, for example, texts, images or melodies. Often, plagiarism is a violation of copyright law, which protects personal intellectual...

Pillar Content

Pillar Content Pillar content is a content marketing strategy that intelligently structures central content and secondary content. The basic content is the actual pillar content, around which topic clusters are grouped. The long-term effect of this approach is the...

Panda (Google Updates)

Google Panda Google's Panda Update describes a series of algorithm changes with which the search engine provider reorders its search results. The Panda Update first appeared in 2011 and, according to Google, is primarily intended to address the quality of content on...

Outbound Marketing

Outbound Marketing Outbound marketing is often referred to as the traditional form of advertising. Here, the advertising company contacts the target group directly and provides them with an advertising message. The difference to inbound marketing lies in the...

Onpage Optimization

Onpage Optimization Onpage optimization (also: onpage optimization) is a part of search engine optimization (SEO). It describes the measures website owners apply to the actual website to make it as findable, usable and readable as possible for search engines and the...

Online Editor

Online Editor An online editor creates content and prepares it for publication on the Internet. This usually involves texts. However, multimedia content such as videos, images and graphics are also an important part of the work of online editors. Online editors can...

Online Marketing

Online Marketing Online marketing is a marketing discipline that, in contrast to classic advertising, is based solely on the medium of the Internet. In online marketing, search engine marketing, banner advertising, e-mail marketing, affiliate marketing and social...


Onepager A onepager is a website that consists of a single HTML page. Navigation on the onepage website is usually done by scrolling or jump labels. Onepagers are most suitable as single-topic pages or landing pages for clearly defined campaigns. As far as the design...