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Inbound Marketing Explained


Inbound Methodology

Strangers --------------------- Visitors---------------------- Leads --------------------- Customers --------------------- Promoters


  • SEO
  • Market Research
  • PPC
  • Mobile responsiveness
  • Blogging
  • Social Media
  • Site Pages


  • Calls-to-Action
  • Forms
  • Landing Pages


  • Email Marketing
  • Crm Integratioin
  • Lead Scoring
  • Lead Sourcing
  • Lead Nurturing
  • Drip Marketing


  • Email Engagement
  • Social Engagement
  • Customer Support

Inbound Marketing Guide

  • Attract
  • Convert
  • Close
  • Delight


We don’t want just any traffic to our site, we want the right traffic. We want the people who are most likely to become leads, and, ultimately, happy customers. Who are the “right” people? Our ideal customers, also known as our buyer personas. Buyer personas are holistic ideals of what your customers are really like, inside and out. Personas encompass the goals, challenges, pain points, common objections to products and services, as well as personal and demographic information shared among all members of that particular customer type. Your personas are the people around whom your whole business is built.


Once you’ve attracted website visitors, the next step is to convert those visitors into leads by gathering their contact information. At the very least, you’ll need their email addresses. Contact information is the most valuable currency there is to the online marketer. So in order for your visitors to offer up that currency willingly, you need to offer them something in return! That “payment” comes in the form of content, like eBooks, whitepapers, or tip sheets - whatever information would be interesting and valuable to each of your personas.


You’re on the right track. You’ve attracted the right visitors and converted the right leads, but now you need to transform those leads into customers. How can you most effectively accomplish this feat? Certain marketing tools can be used at this stage to make sure you’re closing the right leads at the right times.


The Inbound way is all about providing remarkable content to our users, whether they be visitors, leads, or existing customers. Just because someone has already written you a check doesn’t mean you can forget about them! Inbound companies continue to engage with, delight, and (hopefully) upsell their current customer base into happy promoters of the organizations and products they love.

Our Inbound Services

  • Buyer Personas
  • Game Plan Design
  • Build the engine
  • Fuel The Engine

Buyer Personas

We build the only kind of personas that actually matter—the ones that are actionable

The first step in any successful marketing or sales effort is to know your buyers

But many so-called buyer personas are merely personality profiles, full of information, but short on any actionable insight:

  • What do customers really want?
  • Why do they buy?

What moves them from being a stranger into a lead? And what can you do to get them to decide in your favour?

We use our step-by-step process to gain a full understanding of your buyer personas and how we can structure our campaigns to resonate with those personas by understanding their problems and providing them with a relevant solution (YOU).

Our Buyer persona Report Covers:


A basic understanding of your buyer personas’ demographics will go a long way toward equipping your content team to create helpful resources that connect with each persona.


A detailed background helps make the persona more relatable as you are creating marketing and sales materials.

Core Functions

Each persona should include a synopsis of their functions and roles within their organization.

Common Questions

Understanding your personas’ questions is the first step towards being helpful through their research process. The answers to these questions will drive your content strategy


Game Plan Design

Think of your inbound marketing journey like a long road trip.

The first step to any road trip is to have a map or GPS to follow to ensure you don’t get lost along the way.

The same goes for inbound marketing.

Our first step is to design the game plan (Strategy), which is an actionable step-by-step report to guide your way to inbound marketing success.

At the end of the process, you’ll take away a clear Game Plan that details all of the elements that need to be created and the systems that need to be configured.

The Inbound Marketing GamePlan clearly lays out the action steps you need to take in order to set up your Inbound Marketing Funnel inside a marketing automation tool like HubSpot.

It also identifies the Awareness Stage eBooks that should be created to launch your Inbound Marketing Campaigns.

The end result is a complete strategy created by a unified team that is 100% centered around the questions that your buyer personas are asking and their common objections.

Your Inbound GamePlan is critical for success.


Build The Engine

The engine is the machine that takes the strangers that land on your website and converts them into leads and then paying customers.

This Service includes:

  • Website optimisation (or rebuilding) according to SEO and conversion best practices
  • Creation/optimisation of social media platforms
  • Building a back end automation platform for your inbound and content marketing program which contains blogging, social media, landing page and analytics tools?
  • Integrating your content marketing platform with your existing CRM (or setting up a CRM if you don’t have one
  • Create Awareness Stage Workflows
  • Create Consideration Stage Workflows
  • Create Decision Stage Workflows
  • Creating Awareness Stage Nurture Emails
  • Creating Consideration Stage Nurture Emails
  • Creating Decision Stage Nurture Emails
  • Create Awareness Stage Offers
  • Create Consideration Stage Offers
  • Decision Stage Offers Create Landing Pages For each offer
  • Create Forms for Each Buyer Stage
  • Create call to actions for each offer
  • Create Thank you pages for each offer
  • Create KPI’s and Goals

Fuel The Engine

When the engine is built we need to add the fuel to power it (attract traffic to your website)

This Service Includes:

  • Posting to social media several times per week
  • SEO Blog Outreach
  • Guest Blogging
  • Creating relevant external links to grow your search rankings
  • Blog Post / Article Writing (4 Monthly blog posts per persona)
  • Hubspot Platform Management
  • Monthly Keyword Analysis
  • Tracking progress and reporting back to you regularly on KPIs and other key metrics
  • Ongoing page optimisation
  • Campaign Optimisation
  • Weekly Update Meetings
  • Monthly Reporting Meeting
  • Quarterly Campaign Review
  • Lead Scoring

Our Additional Services

  • SEO
  • PPC
  • Re-Purposing
  • Social Promotion
  • Hubspot Management


Included with any Inbound Marketing campaign

Search Engine Optimisation (SEO) is all inclusive of our Inbound Marketing Service.

It is absolutely paramount that your content is showing high in search engine rankings when your prospective customers are searching for a solution.

We have a thorough optimisation process which focuses on ensuring your content is attracting high volumes of relevant traffic to your website.

1. Analyse your current SEO position Our assessment provides in-depth SEO analysis of all On-Page and website elements to unearth all SEO opportunities that you can use to beat competition and achieve and retain top search rankings.

2. Keyword Analysis Keyword analysis is the bones of any SEO program. We conduct a full keyword analysis to align with our Inbound & Content marketing campaigns to ensure we are targeting the right keywords that tick all the boxes for relevancy, intent, difficulty and volume.

3. Website Clean up This process involves taking the data from our in-depth analysis and amending any issues that will have a negative impact on your SEO efforts.

4. Content Promotion & White Hat Link Building. This process is all about promoting your content via blog outreach and pure hustle to ensure your content gets maximum reach with influencers within your industry who will link to and share your content.



Our Pay Per Click (PPC) Management (Facebook, Linkedin& Google Adwords) is designed to provide immediate results and quick returns on your online marketing campaigns. We provide your business with a tailor-fit strategy that drives the right click to the right ad at the right time. With extensive research and constant optimisation, our service is designed to suit your business goals for maximum return on investment.

PPC Service includes:


We understand your business and industry to select the best keywords that drive relevant traffic. Our PPC specialists analyse your competition and research your customers to ensure you’re targeting the right keywords for your ads.


Our PPC specialists will set up your ad account with the right ad groups structure. We then establish the optimal initial bids using our own internal bidding algorithm and industry baseline research


We report actual business results. We provide conversion tracking that focuses on the campaign’s positive impact to the business—not just on impressions, clicks, or traffic.


We match the right ad to the right audience. Each ad text and graphic is created and tested to target high-intent customers.


We test, monitor, and optimise every ad to get the best results. Our specialists monitor and adjust your bids to maximise your ad spend.


Reports are sent weekly, bi-weekly, and monthly. We show what matters to your business.



People consume information in many different ways. We use the power blogging to leverage search engines and promote awareness stage content however, we then take that piece of content and repurpose it in many different ways to maximise reach and ensure your information can be consumed and engaged with in a number of different ways, these include:

  • Content to match the unique context of each social media channel (Instagram, Snapchat, Facebook, Pinterest, Linkedin, Youtube)
  • Scripts for Video
  • Podcasts
  • Q&A for Facebook Live
  • Presentations
  • Power Pages
  • Ebooks
  • Whitepapers

Social Promotion

Included with any Inbound Marketing campaign

Content creation is only a small piece of the inbound marketing pie, a large part of that pie is focused around promotion of your content and social media plays a huge role in spreading your message far and wide. Our social promotion strategy is focused to ensure you maximise every social media platform and ensure content is contextual to each channel.

Social promotion channels include:

  • Facebook
  • Facebook Live
  • Instagram
  • Instagram Stories
  • Snapchat
  • Linkedin
  • Slideshare
  • Pinterest

Hubspot Management

Included with any Inbound Marketing campaign

Hubspot is a powerful inbound marketing software that streamlines your all of your sales and marketing efforts.

With Hubspot you can centralise all of your content creation, lead generation, lead nurturing, closed loop reporting and sales management with ease.

Crewdo is a certified Hubspot agency partner and can get your organisation up and running with Hubspot and everybody within your organisation singing from the same song sheet.

Our Hubspot management service includes:

  • Onboarding, setup and configuration
  • Ongoing training
  • Daily management
  • Ongoing configuration and product implementation
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