Inbound marketing is a process of attracting customers to your business; of drawing them inwards towards you because you are seen as the influential player in your sector offering a wealth of insight, knowledge and experience.
Your web site naturally forms the heart of this process, with your on- and off-line channels feeding prospective customers into the centre.
The goals of inbound marketing are essentially threefold: to build awareness of your business and position it as an authority; to engage and nurture prospective customers; and to drive demand.
For your audience to want to make contact with you, you need to earn their trust and respect. To do this, you need to help them, not sell to them. Let them conduct their research, don’t interrupt them with adverts or phone calls; instead, deliver helpful, meaningful content, which adds value to their experience or guides them towards a solution that is relevant to their need, challenge or pain points.