inbound marketing for small business

In this article

  • What is Inbound Marketing?
  • The difference between outbound and inbound marketing
  • The way to more visitors to your website
  • The right content mix for an optimal customer experience
  • Google My Business
  • Conclusion
inbound marketing for small business
inbound marketing for small business

Are you wondering how you can rise above your competitors as an entrepreneur with a limited marketing budget? The answer lies with inbound marketing. In this blog, you can read what inbound marketing is, and how you can make a difference with customer experience.

What is Inbound Marketing?

Inbound marketing is an online marketing strategy. The term was coined by the American developers of marketing software Hubspot. Rather than mingling with your competitors with intrusive advertising messages, inbound marketing engages consumers with engaging, informative, and relevant content.
With this marketing strategy, you focus on visitors who are already looking for your product or service. You do this by optimizing your own website, with email marketing, and by being active on social media.

The difference between outbound and inbound marketing

Logically, online marketing has a shorter history than offline marketing. In the early years of the Internet, websites supported traditional outbound marketing tools such as advertising and acquisition. Now that online has become mainstream, this also requires a different marketing strategy. People have now started to shield themselves from outbound marketing.

Nobody is happy with telephone salespeople anymore. Stickers on the letterbox keep folders and door-to-door advertising papers out, and streaming films and series is a hit, among other things, because of the lack of advertising. Consumers mainly want valuable information, and they look for it online themselves. This is exactly what inbound marketing connects to.

Attract, engage, and delight

Hubspot calls inbound marketing both strategic and human because you increase conversion by offering added value. It’s all about providing an optimal online visitor experience. The visitor is central according to the principle: ‘attract, engage and delight’. The idea is that if visitors find your website and offer really distinctive, they will share their enthusiasm with others.

This way you build a strong customer relationship and at the same time a growing group of visitors who can become customers. Free downloadable e-papers, high-quality blog content, and informative videos are resources used in inbound marketing. But a technically optimal website with an appealing web design is also important for an optimal customer experience.

The way to more visitors to your website

Inbound marketing is an online marketing strategy that starts with knowing who the target audience is, what they are looking for, and what they expect from you as a provider. Once you have made this clear, the communication will be geared to this with the use of:

  • content. Creating valuable content is at the heart of inbound marketing.
  • SEO. Search engine optimization makes it easier for potentially interested parties to find your website.
  • social media. Social media channels are perfect for winning over a wider group of interested parties.

The right content mix for an optimal customer experience

Wherewith outbound marketing you would choose to promote your brand, with inbound marketing you would choose to promote your expertise. Not by literally communicating how great you are, but by proving this with – again – valuable content. The resources that you can use are the same as with any other form of online marketing. Develop a content strategy for this and use your content as gifts.

  • videos. Opt for instructional videos that teach customers how to use a product. You can offer a short training or discuss different options to solve a particular problem.
  • blog. Blogs are a great tool to provide visitors with relevant information. Post new blogs regularly and ensure that visitors are offered multiple blogs per page. This gives a signal that you have landed on a site of an involved and well-informed party. Visitors who return regularly to read your blogs are also those who are willing to make a purchase when the time is right.
  • Social media posts. Social media posts invite to share or tag people. With an interesting social media message, you attract people to your website and at the same time increase the group of potentially interested people.
  • Email Marketing. By sending newsletters you stay in touch with loyal visitors and optionally interested parties. With programs that you can add to your website, creating and sending newsletters is also easy for freelancers and smaller companies. When composing newsletters, forget the outbound strategy. With inbound, your newsletters are not about products, but about solutions.
inbound marketing for small business
inbound marketing for small business

Google My Business

If you are looking for the largest possible online reach at minimal costs, then Google My Business can be of great help. My Company allows small businesses with a regional function to increase their online findability at no additional cost. It is an additional opportunity to promote your business and communicate with potential customers directly at the top of the SERP.

People can connect with you directly or leave a review, which you can respond to as an administrator. The ‘back’ of the tool provides insight into the number of visitors and the percentage that has contacted you or visited the website from Google My Business. By using Google My Business smartly, you have a tool that increases your online visibility free of charge.


The big difference between inbound and outbound marketing is the customer approach. With inbound marketing, you help visitors who are actively looking for products or services from your industry to find the right solution. The marketing strategy is aimed at achieving success by offering an optimal online customer experience.

Instead of following a traditional outbound strategy, develop a strategy aimed at attracting visitors to your website. Enthusiastic visitors serve as ambassadors for new enthusiastic visitors. What you need for this is the insight into who your customers are and what drives them. An optimized website, high-quality content, and a content strategy that ensures sufficient online activities.


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