Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects’ attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content.
Inbound marketing is promoting a company through blogs, video, eBooks, e-newsletters, white papers, SEO, and social media marketing to attract customers through the different stages of the purchase funnel. Think of it as an investment you make on an ongoing basis in your company.
If this were a financial investment plan you would set aside money each paycheck that you would invest in stocks, bonds, mutual funds etc. These investments will continue to grow in value as time goes on but we need to keep investing. Inbound marketing works the same way, it requires continuous investment in the content opportunities that help people find your business on the web.