Inbound vs outbound marketing strategies and where your website fits

The hallmark of an inbound strategy is based around content creation. Not only do you need to create valuable content as a starting point, but you need somewhere to keep that content. A blog or resource section to host valuable, SEO-optimised content such as articles, videos, and infographics that attract organic traffic is really important. It is also a great strategy to make sure these lead your users to other value add or converting content on your site.

Lead magnets can work in a number of ways. They can be a compelling reason for people to engage with you on your socials, and they can be a great tactic for list building.

 

E-books, Free Value, white papers, and webinars to can help you capture leads through gated content. Lead magnets can be high in upfront cost, so you can also have service based lead magnets that you don't need to invest time into up front. Our Website Health Checks are a great example of this. We've designed the offer and it s regularly used by customers to get free, expert advice on their website.

When people have problems they ask questions. There are a few places people go to ask questions, people they trust, Sources they know and search engines like Google and GPT's.

 

Even in 2025 having an SEO optimised content strategy is a must. Further to this, making sure your entire website is SEO friendly with relevant key words for your market, meta tags, image and performance optimisations needs to be a focus.

 

Even more importantly, just creating content isn't enough, you need a high level of Authority so building quality backlinks to improve search engine rankings will is an optimisation strategy that will pay dividend when it comes to investing in your inbound strategy - especially if you are relying on landing pages and blogs to bring people to your website.

Since inbound marketing strategies are usually value based strategies - meaning you are creating and sharing value, giving users ways to share your content with others who might find it valuable should be a no brainer, and it's a pretty simple step too.

 

We recommend implementing easy ways to share content across social media platforms to increase reach and engagement. Think about mixing this up with an outbound style campaign like. Like, share and subscribe to our content to receive a free service, product or offer.

The value of an email is not dead. Getting customers emails are valuable for more reasons than, we can send them valuable content. This is also a cool place that you can power up your outbound campaigns.

 

When you have emails, you can engage in remarking, based on the email lists you have captured. Prominent and easy-to-use forms to build a mailing list is a really effective way to get value from your inbound marketing. Finding low barrier ways to categorise customers can also be a powerful way to get more value from your lists too.

We did a post about your website being your best sales person and if you're investing in landing pages, these need to be optimised like a salesman who has perhaps had one or two too many coffees.

 

Generating specific pages designed for campaigns, focusing on conversions with clear CTAs is absolutely a must. If you're investing in driving traffic to your website, you must have a clear and concise value, offer and conversion point.

The first dollar you spend on paid digital advertising isn't just an investment in bringing visitors to your website.

It is an investment in getting data on what works and what doesn't. In order to capture that value, you need to have support for retargeting pixels for tracking user interactions on your website. Meta, Google and Linkedin pixels let you start on the journey or retargeting and remarketing.

Calling to act remains one of the most powerful strategies to help customers quickly idenfify how to take the next step. When users interact with conversion focused calls to action.

 

Make sure your contact information is prominently displayed and easily accessible across all platforms. Include multiple communication channels such as forms, phone, email, and social media links so users can choose how they engage with you.

 

As a note, having clear next steps through out your customer journey is a sign of experience that helps build trust with potential clients. So you can extend this thinking through more than just your marketing activities. If you are a professional service for instance, think about how you can add call to actions to your customer onboarding too.