The 4 Inbound Marketing Actions

October 24, 2019
The 4 Inbound Marketing Actions

Jonathan Harrison

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Inbound marketing consists of four actions: attract, convert, close and delight. Several tools are utilised during these actions to support a successful transformation and they will be briefly explained in the following text. The most important tools, some of them at the same time the key inbound marketing components, will be also further elaborated in the separate subchapters. The inbound marketing actions and tools that are utilised during these actions can be seen in the image below:

The first inbound marketing action is to attract. The aim of this action is to get a traffic to the company's website. The company should primarily strive to attract individuals who have a realistic potential of becoming a company's valued customers, so called buyer personas or ideal customers. A focused inbound marketing strategy, which starts with high-quality content creation, is a must for attracting buyer personas.


As was previously mentioned, a company should create content that is relevant and helpful, primarily for buyer personas. The most important tools for attracting the visitors are:

  • Blogging: The initial step and the best way in attract- ing the visitors is to start blogging. The content that company produces should be directed to its buyer personas. The content should be educational, answer the buyer personas' questions; and remarkable so it can be easily and quickly spread on social media sites. Companies can produce various content such as industry tips, trends, reviews, comparisons or even infographics and videos.

  • SEO/Keywords: As was mentioned in chapter 2.2, most of the customers start their buying process online, commonly using search engine to find information they are looking for. SEO will enable the company and the content that the company creates to be easily found. Keyword optimisation is one of the aspects of SEO. 

  • Pages: The company's website should not be only optimised to be easily found in search engine but also optimised to visually and interactively appeal to buyer personas.

  • Social media: When the company creates a remarkable content, social media publishing provides an opportunity to the company to easily and quickly spread it. However, social media do not only provide an opportunity to publish the content but also to put a human face on the company. Establishing, cultivating and maintaining a social media presence is thus one of the most important tasks for attract- ing ideal customers.



Once the company attracted visitors to the site, the next action is to convert them into leads by gathering their contact information. In order to gain the contact information, the company has to offer something interesting or valuable in return. In inbound marketing, this comes in the form of content, like eBooks, webinars, or reports. Some of the most important tools used during the converting stage are:

  • Calls-to-action: Calls-to-action are buttons or links on a company's website and they are crucial in generating leads. They encourage visitors to take an action, for instance to download an eBook or to attend a webinar. 

  • Landing pages: Once a website visitor clicks on the call-to-action he or she should be directed to the landing page. There, the offer in the call-to-action is fulfilled in exchange for contact information that are filled into the form.

  • Forms: The visitor becomes a lead when filling a form with contact information. The form should be short and simple, asking only the most important questions, such as the name and the email address.

  • Contacts: The company should create a marketing database to keep track on the contacts and their interactions, and to be able to plan future steps.


The third action is to close the leads and turn them into happy customers. CRM, Closed-loop reporting, Email and Marketing Automations are the most important tools at this stage and some of them can help the company recognise that they are closing right leads at the right time. The tools are described below.

  • CRM: Customer relationship management (CRM) system facilitates sales by having all information collected and organised in one place. With CRM, the company can keep track of the details about the contacts, companies, and deals in the company's pipeline. 

  • Closed-loop reporting: Closed-loop reporting is an important tool for determining how well marketing and sales efforts work together, typically by connecting marketing analytics software with CRM software. Close-loop reporting enables marketers to plan more strategically for the future by analysing what were their best and worst lead sources.

  • Email: Sending series of emails with relevant and useful content to the prospects, who showed the interest into the business but did not make that final step yet, can be especially helpful in turning these prospects into customers 

  • Marketing automation: One of the most effective ways to nurture the leads is marketing automation. Marketing automation represents a union of email marketing and targeted sales and involves development of a tailored communication campaign through email and social channels. 



Once a lead has turned into a customer, a company should keep nurturing the relation- ship. This will increase chances of retaining the customer or even turning the customer into the company's promoter. To achieve this, the company should continue in engaging with the customer through content that will delight. Surveys, targeted Calls-to-Action, high-quality tailored content and social monitoring are some of the most important tools that will help to delight the customer and turn him/her into the company's promoter. The tools are described below.

  •  Surveys: Feedbacks and surveys will enable a company to get know what users want, and thus the company will know what to provide.

  • Highly-targeted calls-to-action: Highly-targeted calls- to-action should provide customers with different offers, based on a buyer persona and a lifecycle stage.

  • Smart content: The company should keep providing customers with the remarkable content that is tailored to their interests and needs. The company should aim to help their customers to achieve their goals but also introduce them with new products and services that might be of interest to them.

  • Social monitoring: The company should monitor social conversations, especially the ones that matter the most; listen and answer to the customers questions and comments, and provide them with relevant content.

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