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ABC’s of Inbound Marketing

Scrabble tiles

You own your own business and you want to create a great inbound marketing plan to attract customers, but you don’t know where to start. Does this sound familiar?

Not sure what you need to know about inbound?

We’ve created the ABC’s of inbound marketing so you can learn some of the most important definitions and phrases to help get you started on creating your plan.

A – Analytics

Analytics help you know which marketing methods are working and which aren’t so you can optimize your content and make informed changes to your inbound marketing program. Be sure you’re monitoring analytics for your website, social media accounts, and digital ads- anywhere you can collect valuable, informative user data.

B – Blogging

Blogging is a great way to accomplish several goals at once for your inbound program. It can provide fresh content for your website, establish you as an industry leader and subject matter expert, and provide high-quality content for social media (you can even repurpose them for email newsletters!).

C- Call-To-Actions And Landing Pages

Call-to-action (CTAs) can be a variety of styles and sizes, but they all have a goal of inviting website visitors to take the next step on your website, like download an e-book or register for an event. The link that they click on in your CTA should go to a landing page where the action will take place, such as filling out a form. Your landing page should be relevant to the click-through; you wouldn’t want someone who thought they were getting a free e-book to be sent to a page that requires payment.

D – Digital Advertising

Digital advertising allows you to connect with potential customers anywhere they are, thanks to the ever-growing use of smartphones. Start with defining your goals, what you’re advertising, who your target audience is, and where you want your visitor to go. There are different mediums for digital ads like Google Ads, pay-per-click advertising, and native advertising.

E – Editorial Calendar

An editorial calendar will help keep you organized for creating content for both your blog and social media accounts. The calendar doesn’t have to be extremely detailed, but you will want to map out themes and promotions for six months to a year at a time.

G – Graphic Design

Graphic design is the strategic use of text, color, and imagery to enhance the message you are sending into the world. You need to have a cohesive brand that is visually pleasing to draw potential customers in and keep them coming back for more.


HTML is the code behind your website that search engines “see” when finding you. It provides the basic structure of the site and can be enhanced or modified to fit your needs.

I – Industry Leaders

Inbound marketing is always changing as social media sites update their platforms and blog styles evolve. Following industry leaders like HubSpot (and us!) will keep you up-to-date on changes and trends.

K – Keywords and SEO

Keywords are specific phrases and words that are used on search engines to find a product. Create a list for your business that have significant search volume but aren’t too difficult to rank for. This will help boost your search engine optimization (SEO) which helps your business be seen on search engines.

L – Leads

This is a person who has shown interest in your company or product in some way. How can you turn leads into customers? Be of value to them, provide engaging content, and communicate your value clearly.

M – Mobile Optimization

Mobile optimization is the practice of ensuring your website is visually pleasing and functions flawlessly on all devices, including smartphones and tablets. In 2021, 54.4% of all website traffic worldwide was generated through mobile phones, so you could say this is an important step in your inbound marketing efforts!

P – Photography

Having great photos on your social media, website, and ads are key in drawing in viewers. Don’t panic when you hear “great photos” though. Your fans want to feel like your company is real, so don’t feel the pressure to hire a pro. Just read up on some tips on how to do it yourself!

R – Return on Investment

Return on investment (ROI) is a way to measure if your efforts are worth the cost being invested in them. This can be tricky in the world of inbound marketing. For example, social media is an important part of your inbound marketing campaign because it boosts brand awareness and allows both your loyal and potential customers to interact with you. However, there isn’t a lot of profit building in this sector. Creating goals and milestones will help prove inbound marketing’s ROI, along with showcasing hard numbers like an increase in click-throughs to your website.

S – Social Media

Social media helps boost brand awareness and creates a more realistic persona for your company with a voice and a personality. This medium allows you to increase your reach, grow your business, and achieve your business goals. Investigate what platforms your target audience uses. Although Facebook, Instagram, and Twitter all have overlap, it’s important to see where the concentration of your audience is. We recommend that every company has LinkedIn, as it is a professional site to help you network, post job openings, and read/share industry news.

U – User Experience

User experience (UX) is often used in terms of web design. Is your content engaging and visually pleasing? Do your website pages load quickly? Do all of your links work? Look at your website as if you are a customer to see if you’d be happy with the experience. Review the website’s visuals, content, use of white space, call-to-actions, and load time.

V – Video Marketing

Video marketing is an inbound marketing strategy that is growing in popularity. You can utilize video on any social media sites to help promote your business and products. Create videos with a strategy by identifying your audience and video editing.

W – Website

Your website is your business’s digital storefront. You want it to draw people in so they click through to the rest of your pages. It should represent your brand through both visuals and words, as well as turn leads into loyal customers and fans.

Now that you’ve boosted your inbound marketing vocabulary, go get started on that plan to draw in new customers and keep current customers coming back for more!

Thanks for stopping by,

Editor’s note: This blog was originally published in February 2019 and has been edited and updated in February 2022.

Laura Hill

CMO | Co-Founder
With over twenty years experience in sales and marketing, Laura Hill is an accomplished marketing and business development strategist.

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