Generating Leads: The Inbound Marketing Process

Inbound marketing is based on the idea of generating leads and ultimately sales by organically attracting prospects through content marketing, email and social media. These channels draw consumers in with interesting, relevant content rather than a sales pitch, generating valuable leads which can be followed up and turned into sales.

Your website

Your brand’s website is the central hub to which most of your online traffic should lead. Thus, it is extremely important t have a website that is functional, practical and easy to navigate. It should have a professional appearance that relates to your brand’s identity and must be optimised for search engines as far as possible. Since mobile is increasingly used to surf the web, it has become increasingly important to also have a mobile friendly website.

Generate traffic

Increasing traffic to your website means more chances to turn those visitors into leads and ultimately sales. Here are the primary means by which you can generate traffic to your brand’s website through content marketing:

Social media

An active and engaging social media profile allows you to not only connect with fans and followers but also provides your brand with a profile from which to share your branded content. Here, fans that see your posts can directly be routed to your website while the viral element of social media allows those fans to share the posts with their social networks in turn – thus creating even more opportunities for traffic.


Blogs are an essential part of any brand’s inbound marketing strategy. In fact, blogs have shown to increase traffic to websites by up to 55%.The content created on your brand’s blog creates more pages for Google to index and thus increases your chances of coming up when users perform organic searches for keywords related to your brand. While social media is the perfect platform for sharing content – your company blog should be the core from where that content originates.

Email marketing

Email marketing is one of the best ways to share your branded content with a large group of consumers directly. Here you can provide links that can direct recipients of your email campaign to your website or blog. The content marketing strategy works particularly well for email newsletters that can contain multiple links to your website and blog without necessarily being used in a promotional context.


SEO or search engine optimisation is the process of optimising the content and form of a website in order to maximise the chances of that website ranking highly in the search engine results pages. Because consumers turn to the internet to research products and brands, SEO has become a vital part of a holistic inbound marketing strategy. By creating content around targeted keywords and garnering valuable links to your website, you can increase the chances of being found by your prospective consumers through organic search.

Converting traffic into leads

The influx of traffic created by these channels produces opportunities to generate leads and turn visitors into potential customers. A very effective lead generation tactic would be to direct visitors to a page or microsite where they must enter their details; an automated email response confirms their sign-up and thus a tangible, contactable lead is created.

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