Inbound growth refers to the use of content and paid campaigns to grow a user base, and driving the users to take action. Part of the same family as growth hacking and inbound marketing, this process uses a couple of specific marketing strategies to push users through a funnel to reach a particular goal.
Once advanced, this process can take place in an almost entirely automated system. You can automate, and therefore scale, your impact. That’s why all brands – nonprofit, for-profit, or somewhere in between – should consider how it can play a role in their marketing efforts.
Here’s the standard marketing process on which inbound growth is built:
In inbound growth, we prioritize email marketing and retargeting/remarketing (advertising served to people who have already visited your website or are a contact in your database) to build, segment, and message our target audience(s).
Essentially, the goal is to build a community of website visitors and email subscribers, and use email and retargeting/remarketing to convert these prospects. Let’s take a look at a basic funnel: