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What is Inbound Marketing. The definition of attraction marketing

Do you know what Inbound Marketing is ? If you have come this far, it is because you have heard of content marketing within digital marketing and you are considering a less intrusive strategy. For this reason, we are going to know what Inbound Marketing or Attraction Marketing is and how to prepare a strategy that works.

It may interest you: Master in Inbound Marketing & Sales Automation

Index of contents

  • What is Inbound Marketing or Attraction Marketing
  • Stages in Inbound Marketing
      • 1. Attract
      • 2. Convert
      • 3. Build loyalty
      • Top Of the Funnel – TOFU
      • Middle of the Funnel – MOFU
      • Botton of the Funnel – BOFU
  • How to design an Attraction Marketing strategy that has real effects
    • 8 steps to designing an Inbound Marketing strategy
      • Define your goals well
      • CREATE A PERSONAL BUYER and a buyer journey
      • Manage to attract qualified traffic
      • Convert your traffic into leads
      • Convert your leads into customers or sales
      • Measure the result of the entire Inbound Marketing campaign
      • And finally … Loyalty and delight your client!
  • Inbound Marketing Practical Examples

What is Inbound Marketing or Attraction Marketing

The Inbound Marketing or marketing attraction c onstituye a set of techniques that allow us to reach our customers and our potential buyer person non – intrusive way. It is a strategy that attracts the customer with useful, relevant and valuable content. In this way, potential customers find your company through different channels such as social networks, blogs, among others. Undoubtedly, this non-intrusion is the key to the definition of inbound marketing and what provides the differential factor compared to traditional advertising.

Stages in Inbound Marketing

Inbound Marketing is mainly based on three stages.


1. Attract

First we need to generate traffic , for this we need resources such as content marketing, SEO techniques, social networks, among others. It is very important to create strategic planning to achieve good results. The idea is to increase the number of visitors. 

2. Convert

Once we have managed to attract visitors, we need them to become leads , that is, contacts with whom we can maintain a long-term relationship. For this, it is important to respond to messages, offer relevant content, among others. 

3. Build loyalty

With the database created, you must manage the records . You must automate your inbound marketing so that each lead receives specific information and ends up becoming a customer. In this phase you have to keep the customer satisfied. 

It may interest you: Postgraduate in Inbound Marketing & Branded Content


The Inbound marketing uses a methodology based on generating defined strategies for each stage of the funnel , following a give hints of Auna cad of them, but if you want to know more see our article What are TOFU, Mofu and Bofu in your strategy Inbound Marketing?


Top Of the Funnel – TOFU

This is the high stage of any top recruitment strategy focused on bringing users to your website or app for the first time. It is also called prospecting in digital marketing. For this we use seo, content, blog, and paid media.

Middle of the Funnel – MOFU

It’s about getting customers back to your website. For this we mainly use email marketing and remarketing as well as conversational marketing or whatsapp marketing.

Botton of the Funnel – BOFU

It is the final stage where we risk everything for everything. It is about converting visitors into customers and therefore we will use the offer and sales promotion through paid media -remarketing- and email marketing. We can also not forget tools such as the chatbot or push messages for this type of sale closing actions.

How to design an Attraction Marketing strategy that has real effects

Now that we know what Inbound Marketing is, we are going to see the steps to follow to create and execute an effective and working Inbound Marketing strategy.

8 steps to designing an Inbound Marketing strategy

  1. Define your Smart goals well
  2. Create a buyer persona
  3. Draw the Buyer Journey or Customer Journey Map
  4. Get Attract Qualified Traffic
  5. Convert your traffic into Potential Customers
  6. Convert your potentials into Customers or Sales
  7. Measure results at each stage of the funnel
  8. Loyalty and delight your client

Define your goals well

First you have to establish what your goals are . What do you want to get? Who do you want to reach? How are you going to do it? What would the ideal visit be like? And very important: clearly define who your user is and the funnel that they must follow to become a customer.

Inbound Marketing for Beginners
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CREATE A PERSONAL BUYER and a buyer journey

The best way to develop a buyer persona is by following the steps indicated in this article:

  1. Define your ideal client
  2. Collect information about your customer
  3. Analyze the information and group the different buyer persona
  4. Give life to your clients-people
  5. Share information with the entire company

Previous questions:

  1. Personal situation
  2. Needs and Goals
  3. Behaviors
  4. Relevant Skills for our business
  5. Main Pain Points
  6. Personal goals (goals where it can help you) and practical goals (related to us)
  7. Buyer Journey

In this article we also teach you how to make a Customer Joruney Map.

Manage to attract qualified traffic

What do we understand as qualified traffic? We can define it as those users who have the best chance of becoming potential customers and, ultimately, customers. For this we cannot settle for a web page that is only acceptable, we must pursue excellence and to achieve the attraction of our user we must take care of the following aspects.

First you have to create optimized landing pages (or landing pages ). A landing page is the page that we arrive on when we click on a link. The ideal strategy? Have an optimized page for each theme. 

You may also be interested in: Inbound Marketing vs Outbound Marketing. The 4 key differences

Now that we have our thematically segmented pages, the next step in Inbound Marketing is to attract qualified traffic to these pages. First of all we will have to position our content in search engines either through natural SEO positioning or SEM paid positioning. For this, the key is to create quality, attractive content that adds value to our users. And finally… Promote this content on social media !


Convert your traffic into leads

Now that we have achieved a large volume of visits prone to converting into potential customers, we have to encourage this conversion. Traffic by itself is of little use, remember that our ultimate goal is to make a profit. In this phase, we have to convert as many visits as possible into potential customers , that is, get leads. To do this, we must obtain the contact details of our clients by filling in a form. 

Convert your leads into customers or sales

We have reached the part that interested us: we have achieved traffic and we have managed to convert them into potential clients. The next step of Inbound Marketing is to get the sale. How can we encourage it? For this we will launch an e-mail marketing campaign. Also in every sale, the buy button should be highlighted, create attractive shopping carts and make the web usable. We must also highlight what our star product is, include testimonials, offer security, convey a sense of urgency, that is, that the product is about to run out. And, above all, you have to simplify the purchase as much as possible. 

Measure the result of the entire Inbound Marketing campaign

We have made a huge effort in all the previous stages. However, we must identify which actions are working and which are not . Only then can we prepare improvements to optimize the overall process. What indicators may interest us?

Regarding traffic we have to look at key metrics such as:

  • Global volume of visits.
  • Total number of unique visits.
  • Bounce percentage (that is, users who have left as soon as they enter our content). This percentage will help us to determine the quality of the content.
  • Average visit time, which will also serve as an indicator of quality.

Regarding our SEO actions, we would be interested in measuring the following in inbound Marketing:

  • Number of organic traffic achieved.
  • Number of strategic keywords positioned and their position in SEO search rankings.
  • Rest of keywords that we have positioned and their position.
  • Inbound links that we have achieved.

Regarding our SEM positioning campaigns we will have to obtain the following indicators:

  • CTR or Click Trough Rate, that is, the percentage of clicks on the number of impressions.
  • Total volume of traffic achieved
  • Average positions achieved.
  • Cost per click.
  • Total cost.

Regarding our actions in social networks we will be interested in measuring:

  • Increase in the number of followers.
  • Number of user interactions with our content (likes, number of shares, comments, etc.) as an indicator of quality.
  • Volume of traffic achieved thanks to social networks.

And, finally, of our email marketing campaigns we will be interested to know:

  • The number of registered users.
  • The opening percentage of the email.
  • The percentage of conversions achieved.
  • The number of users who have unsubscribed from the newsletter (as a quality indicator).

And finally … Loyalty and delight your client!

Despite having reached the sale we cannot settle for it. We must be able to establish stable and lasting relationships with our clients and show them that we remember them. It can be achieved with details such as Christmas greetings, sending free samples, interacting on social networks, among others.

Now that you know the steps, you cannot forget to apply the most advanced automation tools to be able to work faster and more effectively. For this we recommend the article on Inbound Marketing tools, such as Hubspot, where you will discover how easy it can be to generate leads thanks to the automation of your work.


You may also be interested in : What is Inbound Marketing vs OutBoung Marketing

Inbound Marketing Practical Examples

In this section we are going to tell you two examples of inbound marketing based on the IEBS strategy.

In the Inbound Cycle Blog, IEBS academic partner, you can learn about IEBS’s inbound marketing success story.

And in this webinar we explain in detail how IEBS’s content and attraction marketing strategy is articulated.

Has this post helped you understand what Inbound Marketing is and how our strategy has to be? If you need to train in this specialty, at IEBS we have the Master in Traffic Marketing: SEO, SEM, Attraction and Contents where you will learn the essential skills of recruitment in Digital Marketing.  


If you liked this post, do not hesitate to comment and share it! Join an international community with thousands of followers around the world.

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How to Create Account in EXMO step by step

In this article you will learn how to register in EXMO in 2022, as you well know it is a cryptocurrency platform to trade, as well as buy and sell digital currencies. Next, we are going to make you a quick and easy guide to create your account.

How to open an account in step by step

Access the official website of EXMO to be able to register for free.

Select “Registration”

At the top right you will have a Registration button, click on it and there you will open a form to place basic data such as username, email, telephone, password and its confirmation, as well as the acceptance of terms and conditions of the platform.

Likewise, if you want you can subscribe to receive news you just have to activate the option. then activate the captcha and click on “Registration”

Phone and email verification

They will send you an SMS to the registered phone to place the verification code and give it confirmation. The same will happen with the email, in which they will send you an email with a link to confirm the account and activate it.


Account Verification

Once you have completed all the registration, you must verify your account, this is quite important that you do it so that you do not have limitations, it is a financial platform and as such, by regulation you must verify your identity and address.

  • For identity, you can do it through your ID, passport or other identity document, also a selfie with the document, you can support yourself by linking the mobile if you do not have a webcam.
  • In the case of the address, it would be verified with a bill for services such as electricity, water or other document where they can verify your location or residence, this is to raise the limits further.
  • For the card, you need to enter your card details and even take a photo and attach it.

Ideally, you should verify everything, but the first thing is the identity, in which you will be required name, surname, middle name in the case you have. Secondly, you will be asked to identify what type of document you are going to use to identify yourself, for example, the DNI.

After that, you must upload a photo of the front and back of the identity document, if you do not have them at hand, you can do it with your mobile and send it to you by mail or web whapsapp or another application, and then upload it from the computer.

Once this is done, it will request a selfie with specific details, where you must write down on a paper the word EXMO, followed by the date of the day of the photo and hold the DNI without covering anything, there you capture the photo and attach it, with these steps you will already be in the process of verifying the identity.

Likewise, you can do it to verify the address with a receipt and in the case of the card you must do the same, they are similar processes quite simple, the idea is that you complete the entire registration process.


Another important point regarding registration is the security configuration in which you can add extra protection and have two-step authentication. Likewise, you can observe other options such as personal information, which you can review carefully.


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How to create an account on Poloniex step by step

In this article you will learn how to register with Poloniex in 2022, it is a cryptocurrency trading platform, where you can trade with margin or leverage and you can also do hodl. Here’s a step-by-step way to create an account on Poloniex.

Go to the official website of Poloniex

Access the Poloniex registration page to later follow the step by step that we will give you to register for free.

Select “Sing Up”

Once you are on the platform you must select in the left menu “Sing Up”, where you must enter the email and password, the latter you must confirm it. Additionally, you must place the referral code (optional), as well as accept the terms and policies that govern this page.

Verify your email

Once the previous form has been completed, you must check the email where a link will be sent for the purposes of verifying the email, in order to continue with the account registration process.

Account access

With the email and password data entered, we select “Log In” and access. Among the important things that there are is the “profile”, where you will have to verify your account.


If you want to apply margin for trading or leverage you must verify your profile in “Upgrade” you will be able to select other aspects that will help you verify your identity, you will probably be asked to upload a file, such as a photo of the DNI or an invoice to verify the address.

Then, in the event that you want to use the future option that allows margin up to one hundred leverage, you have to have verified these things.

This request is totally normal, since it is required by all financial platforms by legal issue, with this you would already have verified level 2 and with it you would not have any type of limit.

Right now, you could make all kinds of deposits, normal purchases with certain fairly high limits.

Two-factor authentication verification

To protect your account you can activate 2FA this is double authentication code, so you must enter a code apart from the password to be able to log in.


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How to Invest in Cryptocurrencies on Skrill

If you are one of those investors who do not like to deal with many complicated orders, but prefer to hold long-term, then Skrill is an excellent alternative for you. With the simplicity that characterizes it.

But the question is, how to invest in cryptocurrencies within Skrill? The answer will be shown in this article.

But first log in to your Skrill account, then you could already start the step by step that will be shown below.

Access Skrill’s Cryptocurrency Investment Options

Like any financial platform, Skrill puts at your disposal tools so that you can invest in cryptocurrencies within yourself, doing so in a simple and comfortable way. To access these tools, below, we will describe the following procedure:

  1. Within the home screen of your account, in the left sidebar, find and tap on Cryptocurrencies.

Important: It is likely that when you enter this section, you will be asked to accept some terms or similar.

  1. Once there, you are presented with different options in terms of cryptocurrencies. From among these, you will select Invest now, clicking on this option.

  1. Once you access that section, you will be shown an extensive list of existing cryptos in Skrill. In each of which, you are given a Trade option. If you click on any of these, you would enter their trading options.

  1. When you have entered the crypto you chose, you will see a Buy – Sell panel.

Ways to trade cryptocurrencies in

In this buy-sell panel or trading box, you will have some options that will allow you to perform these operations:

Steps to buy cryptocurrencies within Skrill

First of all, talking about the purchase of cryptocurrencies in the Instant mode (which is the usual one), you will be able to do the following:

  • Select the currency in which you want to buy cryptos.

  • Set the amount to spend that, for its purposes, must be a minimum of 10 EUR (You are also shown the balance you have available).

  • Select the cryptocurrency in which you are going to invest.

  • See what you are going to receive in cryptos in equivalence for what you have invested.

  • See the commission you will be charged for that transaction.

When you have everything ready, then you can click Next.

After this, you will be able to see the summary of the entire operation; you will be told everything you have added, such as the amount and what you would receive, and also the commission charge, which will be added to the total amount to be spent. If you agree with everything, you can click on Confirm.

Steps to Sell Cryptocurrencies within Skrill

There is not much to comment on in the case of selling your cryptos within Skrill, as they are basically the same steps as in the case of the purchase:

  • You establish the type of crypto that you are going to sell (and that logically, you should own).

  • You indicate the amount of cryptocurrencies to sell directly or, if you prefer, using the percentage indicators.

  • Select the currency in which you want to receive the funds in equivalence.

  • See how much you will receive, in the same way as the previous case.

Having this ready too, you would click Next.

Following this, you must also click on Confirm in a summary similar to that of the case of the purchase, where you will see important data with which, if you agree, you can proceed to the respective confirmation.

Some other options that Skrill gives you to trade

The options you have in Skrill to trade are very practical and easy to use. And for your convenience, they are not numerous. Here’s what you can find on Skrill for when you want to trade on it:

The Portfolio section

In this section you have at hand some useful things for your negotiations, such as:

  • The Watchlist, with which you can keep abreast of the indices of your cryptos in the market.

  • Alerts and orders. With these options you are given the possibility to mark an index within the cryptocurrency, which, if the price reaches it, this will be notified to your email or mobile, as you have it configured.

  • Recent activity. It is the section where you will get your last financial movements, when it comes to purchases and sales, as is logical.

The Trade section

Within this section, you can do what you are told below:

  • Visualization of Graphs. This will allow you to take a look at the stock market movement in a not at all complex interface (you can also see the current trend that the market has in terms of sellers and buyers).

As you can see, the trading system within Skrill is not complicated. They are few and simple options, but with the same utility for people like you who do not want to get too entangled in the stock market issue, but to play it safe, but in a simple way.

This tutorial summarizes it this way so that you have a general idea when investing in cryptocurrencies within Skrill.

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