Our 10 Step Inbound Marketing Strategy

Before diving in, let’s discuss the distinct difference between Outbound Marketing and Inbound Marketing


inbound-marketing-vs-outbound-marketing-infographic--280b96d234Outbound marketing focuses on techniques such as buying ads, attending trade shows, buying commercial time on the radio and television and hoping that leads will be generated through these activities. This is also sometimes referred to as disruptive marketing and rightly so, no one likes having advertising constantly thrown at them.This strategy can also be inefficient and costly.


Inbound marketing focuses on the creation of content that encourages people to become customers. People who are drawn to your business when inbound marketing strategies are used have already displayed an interest in the product or service that is being offered. Inbound marketing focuses on improving your online visibility to ensure that consumers are able to find you when they are searching for your product or service.

Our 10 Step Internet Marketing Approach

Coastline Marketing Group works to gain and maintain visibility by offering comprehensive inbound marketing services. We utilize 10 specific steps that help us develop the most effective inbound marketing strategy for each of our clients.

Step 1. We analyze your goals.

We can’t help our clients until we have a thorough understanding of what they’re trying to achieve. Are you hoping to drive traffic to your website? Are you struggling with low-quality lead issues? Have you effectively integrated social media into your marketing strategy? This step tells us just where to focus.

Step 2. Getting to know your buyer personas.

Do you know your customer? Understanding your buyer personas allows us to strategically target a specific market for a higher rate of return. We determine the education level, hobbies, social media activity and other key lifestyle characteristics of your buyers.

Step 3. Designing or optimizing your website and writing content.

Your website is the first thing that consumers see when they’re thinking about making a purchase. It is essential for your website to make a positive first impression. Many businesses make the mistake of copying content or using information that is not current. We help you develop researched, valuable, fresh content that is relevant to your business.

Step 4. The importance of search engine optimization (SEO).

SEO is comprised of several different techniques including title tags, meta descriptions and targeted content. These factors work together to ensure that your website successfully ranks high in search engines for maximum visibility.

Step 5. Using HubSpot for marketing integration.

HubSpot is a powerful tool that allows our marketing group to create, optimize and promote your website. We use HubSpot to create blogs, integrate your website with social media, manage content and run email marketing campaigns for lead generation. There are even SEO tools that can be accessed through HubSpot.

Step 6. Making the most of your website content.

Creating content that helps your business maintain visibility and attract customers is no easy task. We work to help you consistently update your blog with fresh, unique information that effectively drives targeted traffic to your website.

Step 7. Using social media for advertising purposes.

There are many social media websites available today, and each social media outlet has its own set of users. We help your Salinas or Monterey Bay business find the right social media outlet in order to best reach your target market.

Step 8. The value of pay-per-click search engine advertising.

Organic SEO strategies drive traffic to your website, but paid advertising plays an important role when it comes to improving visibility. Pay-per-click advertising is the best way to get started when you’re launching your website. The best part of this strategy is that the resulting traffic is 100% targeted.

Step 9. Nurturing your leads.

Generating leads is not the final step in the process of inbound marketing. The leads that we help you generate need to be nurtured in order for consumers to become customers. We use email, social media and promotions to ensure that leads make a purchase. Staying in touch with consumers keeps your business on their minds when it comes time to make a purchase.

Step 10. Measuring and improving your results.

One of the most beneficial features of Internet marketing and HubSpot is that these techniques offer accountability. You’re able to visually review the success of the marketing techniques that you are using, and we use the information provided by HubSpot to assess our marketing techniques and make changes as needed to improve effectiveness for a higher return on investment.