Part 2: The Evolving World of Inbound Marketing Strategy

Proforma Blog Inbound Marketing Strategy

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Inbound Marketing Strategy refers to the promotional activities that generate traffic to a website or landing page. Inbound is likened to marketing with a magnet. Inbound marketers create interesting, relevant content that draws customers towards the brand. This is the opposite of outbound marketing, where the brand has to ‘push’ out to the customers; think cold calls. An effective inbound strategy makes it easy for the customers to find the brand.

Listed below are a few ways which a brand can strengthen its inbound marketing strategy.

Building a Strong Internet Presence
For an effective inbound marketing strategy, building a strong presence online is necessary. A brand can achieve this by creating accounts on all the social media platforms like Tumblr, Twitter, LinkedIn and Facebook. Next, the brand has to focus on the quality as well as the quantity of the content that it is posting on these social media sites. Including short video clips, GIFs, Vines, interesting photographs and engaging written material is a wise way to grow your fan base and keep your audiences’ attention.

Highly Evolved SEO Content Planning
Mastering SEO is key to achieving an effective and imposing presence on the internet. Google’s search engine picks up on key words therefore the quality of these keywords is critical. A brand must be displayed among the first few results. Thus, easy to read and understand SEO content with imagery is one of the sure fire way to promote your brand online.

Monitoring Online Traffic
A brand absolutely has to keep track of visitors. What content appeals to them and why? What stage of the buyer’s journey are then in? Do they need more information? Are they ready for comparisons or pricing? How about a demo? Understanding this is vital in order to appropriately nurture these leads and eventually convert them to customers. If the leads are not the target market, then time, energy, and financial investment go to waste. Continue to develop content based on the needs and preferences of your desired audience.

Constant Evolution in Strategies
The World Wide Web is constantly changing. You can’t stick to one strategy and expect it to work every time. Buyers habits change as do their preferences. Therefore you need to revise your marketing strategies on a regular basis to stay relevant.

This is the second of a two part series on inbound marketing strategy. Please visit the first part in the series for inbound marketing basics to help you get started.

Source: What is Inbound Marketing?

Glenda McCarthy-Gaspar
Glenda McCarthy-Gaspar, 15+ years sales and marketing experience.


After serving in various sales and marketing roles for some of Canada’s largest corporations, Glenda followed her entrepreneurial dream and started her own business in 2008.

By 2011, Glenda earned her BASI (Bachelor of Advertising Specialty Information) designation. Also in 2011 she made the decision to join Proforma, the largest print, promotional and graphic communications company in North America in hopes of taking business growth to a new level. That decision paid off and has resulted in her winning numerous business awards for excellence and has achieved million dollar sales by 2014.

Glenda has recently obtained her Inbound Marketing Certification to help her clients meet the demands of the digital world.

AboutGlenda McCarthy-Gaspar

Glenda McCarthy-Gaspar, 15+ years sales and marketing experience.


After serving in various sales and marketing roles for some of Canada’s largest corporations, Glenda followed her entrepreneurial dream and started her own business in 2008.

By 2011, Glenda earned her BASI (Bachelor of Advertising Specialty Information) designation. Also in 2011 she made the decision to join Proforma, the largest print, promotional and graphic communications company in North America in hopes of taking business growth to a new level. That decision paid off and has resulted in her winning numerous business awards for excellence and has achieved million dollar sales by 2014.

Glenda has recently obtained her Inbound Marketing Certification to help her clients meet the demands of the digital world.

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