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What is inbound marketing?

Inbound marketing is an approach that involves attracting, engaging, and delighting customers through relevant and valuable content. It revolves around understanding customer needs, creating targeted content, and leveraging channels such as SEO, social media, email marketing, podcasting, and referrals to connect with the audience. The goal is to establish trust, provide solutions, and guide potential customers through the buyer's journey.

Why is Inbound Marketing Important?

Building Trust and Credibility

Inbound marketing focuses on educating and helping customers, positioning businesses as industry experts. By providing valuable content, businesses can build trust and credibility with their audience, leading to long-term customer relationships.

Targeted and Cost-effective:

Inbound marketing allows businesses to reach their target audience with precision. By creating content tailored to specific customer segments, businesses can attract quality leads while minimizing costs compared to traditional outbound marketing approaches.

Customer-Centric Approach

Inbound marketing puts the customer at the center, aligning with the modern consumer's preference for personalized and relevant content. By understanding customer needs and pain points, businesses can provide valuable solutions and establish stronger connections.

Importance of Tracking Inbound Marketing Metrics

Tracking inbound marketing metrics is essential for assessing the effectiveness of campaigns, optimizing strategies, and driving continuous improvement. It enables businesses to identify what's working, what needs adjustment, and which channels are delivering the best results. Effective tracking empowers data-driven decision-making and ensures maximum return on investment.

Inbound Marketing vs. Outbound Marketing

Approach: Inbound marketing adopts a customer-centric, permission-based approach, while outbound marketing takes a more promotional, sales-focused approach.

Targeting: Inbound marketing focuses on attracting and engaging a specific target audience by delivering personalized content. Outbound marketing employs mass broadcasting techniques to reach a broad audience without necessarily targeting specific demographics.

Relationship Building: Inbound marketing aims to build long-term relationships with customers through personalized experiences and ongoing engagement. Outbound marketing typically focuses on immediate conversions and generating leads.

Cost-effectiveness: Inbound marketing is often considered more cost-effective, as it relies on content creation, SEO, and organic reach. Outbound marketing, with its reliance on paid advertising and traditional media, can be more costly.

Customer Trust: Inbound marketing prioritizes building trust and credibility by delivering valuable content, whereas outbound marketing can be perceived as intrusive and may require additional efforts to establish trust.

The Inbound Marketing Flywheel: Attract, Engage, and Delight


The first step in the inbound marketing flywheel is to attract the right audience to your business. Here's how you can accomplish this:

Identify Your Target Audience: Define your ideal customer persona by understanding their demographics, interests, pain points, and motivations. This clarity will guide your content creation and targeting strategies.

Content Marketing: Create valuable, informative, and relevant content that addresses your audience's needs and interests. Leverage different content formats such as blog posts, videos, infographics, eBooks, and podcasts to attract and engage your target audience.

Search Engine Optimization (SEO): Optimize your website and content for search engines to improve your visibility and organic rankings. Focus on keyword research, on-page optimization, and building high-quality backlinks to increase your chances of being discovered by your target audience.

Social Media Marketing: Utilize social media platforms to amplify your content and engage with your audience. Share your valuable content, participate in conversations, and build relationships with your target audience through platforms like Facebook, Instagram, LinkedIn, Twitter, and YouTube.


Once you have attracted your target audience, the next step is to engage and build meaningful relationships with them. Here's how you can achieve this:

Email Marketing: Nurture leads and engage with your audience through personalized email campaigns. Provide valuable content, share updates, offer exclusive promotions, and establish a two-way communication channel with your subscribers.

Social Media Engagement: Actively participate in social media conversations by responding to comments, messages, and mentions. Encourage discussions, ask questions, and provide support to build rapport and loyalty with your audience.

Interactive Content: Incorporate interactive elements into your content strategy to boost engagement. This can include quizzes, polls, surveys, calculators, interactive videos, and live chats to encourage audience participation and create a more immersive experience.

Community Building: Create and foster a sense of community around your brand. Establish online forums, groups, or communities where your audience can connect with like-minded individuals, share experiences, and engage with your brand.


The final aspect of the inbound marketing flywheel is to delight your customers, turning them into brand advocates. Here's how you can achieve customer delight:

Exceptional Customer Service: Provide outstanding customer service at every touchpoint. Be responsive, empathetic, and go the extra mile to exceed customer expectations. Promptly address inquiries, resolve issues, and actively seek feedback to improve your offerings.

Personalization: Tailor your interactions, content, and offerings to meet individual customer needs. Leverage customer data and insights to deliver personalized experiences that make customers feel valued and understood.

Ongoing Engagement: Continue to engage with customers even after they make a purchase. Offer exclusive content, rewards, loyalty programs, and ongoing support to maintain a long-term relationship with your customers.

Encourage Advocacy: Empower your delighted customers to become brand advocates. Encourage them to share their positive experiences through testimonials, reviews, case studies, and social media mentions. This can amplify your brand's reach and attract new customers.

Inbound Markerting channels included in this tracker


SEO involves optimizing your website and content to improve search engine visibility.

Input Levers:

  • Landing Pages Created: Number of optimized webpages created to target specific keywords.
  • Blogs Created: Quantity of informative and keyword-rich blog posts created.
  • Backlinks Generated: Number of high-quality external links acquired to boost website authority.

Output Levers:

  • Impressions: Number of times your website appears in search engine results.
  • Clicks: Number of clicks your website receives from search engine results.
  • On-Page Time: Average time visitors spend on your website after clicking through from search engine results.
  • Number of Keywords: Number of relevant keywords your website ranks for in search engine results.

Social Media

Social media enables you to engage and connect with your audience on various platforms.

Input Lever:

  • Number of Posts: Quantity of social media posts shared to interact with your audience.

Output Levers:

  • Impressions: Number of times your social media posts are viewed by users.
  • Clicks to Website: Number of clicks your social media posts generate, leading users to your website.


Email marketing allows you to nurture leads and maintain customer relationships.

Input Lever:

  • Number of Emails Sent: Quantity of emails distributed to your email list.

Output Levers:

  • Number of Emails Delivered: Number of emails successfully delivered to recipients' inboxes.
  • Clicks to Website: Number of clicks generated from email campaigns, directing users to your website.


Podcasting involves creating and distributing audio content to engage your audience.

Input Lever:

  • Number of Podcasts Shipped: Quantity of podcast episodes produced and released.

Output Lever:

  • Views on the Podcast: Number of listens or views your podcast episodes receive.


Referral marketing encourages existing customers to refer others to your business.

Input Lever:

  • Referral Campaigns Deployed: Number of campaigns implemented to incentivize customer referrals.

Output Lever:

  • Number of Referrals Collected: Quantity of referrals received from customers.

These channels and levers provide a snapshot of how each inbound marketing channel operates and the corresponding inputs and outputs that can be measured to track their effectiveness.

Inbound Marketing Tracker

Dashboard to track your inbound marketing campaign and calculate growth rate.
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Frequently asked questions

What is a Notion template?
A Notion template is any publicly shared page in Notion that can be duplicated. They allow you to duplicate other workflows and systems that you want to use.
How to duplicate a template?
After your purchase, you will receive a template link. Open the link, then click on duplicate on the top right corner, then choose the workspace you'd like to duplicate into. If you're logged out or don't have a Notion account, you'll be prompted to sign in or create one first.
Do I need to pay for Notion to use a template?
No. You will just need a free account plan in Notion to use a template.
How to use this tracker?
Download the tracker. Understand the Channels: Familiarize yourself with the different marketing channels included in the tracker, such as SEO, social media, email marketing, podcasting, and referral marketing. Understand the purpose and significance of each channel in your inbound marketing strategy. Input Values for Input Levers: For each channel, input the relevant values for the input levers. These values represent the activities or efforts invested in each channel, such as the number of landing pages created, blogs created, backlinks generated, number of posts, number of emails sent, number of podcasts shipped, and referral campaigns deployed. Input these values periodically, such as monthly or quarterly, to track progress. Track Output Lever Metrics: Monitor the output levers for each channel. These metrics provide insights into the performance of your marketing efforts. Track metrics such as impressions, clicks, on-page time, number of keywords, clicks to the website, views on the podcast, and number of referrals collected. Update these metrics regularly based on available data and analytics. Calculate Growth Rates: Utilize the growth rate calculation feature in the tracker to determine the month-on-month growth rates for each channel. Compare the values from different periods to assess the progress and trends in performance.
How does this tracker help monitor inbound marketing efforts?
The tracker allows you to input and track values for each channel's input and output levers. It provides a visual representation of the performance metrics, enabling businesses to monitor trends, identify areas of improvement, and make data-driven decisions to optimize their inbound marketing strategies.
What does this inbound marketing tracker include?
This inbound marketing tracker includes channels, input levers, output levers, growth rate calculation, data input and tracking, and data analysis for comprehensive monitoring and optimization of inbound marketing efforts.
Are there any pre-defined formulas or calculations in the tracker that businesses can utilize?
This tracker includes pre-defined formulas automate growth rate calculation. However, the extent of pre-defined formulas or calculations may vary depending on the specific design of the tracker.
What is inbound marketing, and why is it important for businesses?
Inbound marketing is an approach that focuses on attracting, engaging, and delighting customers through valuable content. It is important for businesses as it helps build trust, establish credibility, and nurture long-term customer relationships.
How does inbound marketing differ from outbound marketing?
Inbound marketing focuses on attracting customers through content and personalized experiences, while outbound marketing involves actively reaching out to potential customers through promotional efforts.
What are the key components of inbound marketing?
The key components of inbound marketing include content creation, SEO, social media, email marketing, podcasting, and referral marketing.
What are some best practices for using the keyword tracker effectively?
Some best practices for using the tracker include regularly updating data, analyzing trends and patterns, setting specific goals, monitoring competition, and leveraging the insights gained to optimize content and SEO strategies.

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