What is Inbound Marketing?

What is Inbound Marketing?

People in the business ecosystem know that sales conquer all. If the sales are coming in, everything you are doing is right. There are two ways to increase sales: by reaching out to the potential customers and the other, by letting your potential customers reach you. Inbound marketing targets both of these ways to make sure that your digital marketing strategy is efficient.

By HubSpot’s definition, inbound marketing is the method of attracting strangers to a business, engaging potential leads, and delighting customers to grow a business.

Inbound Marketing

Attract the Customer

The goal of the attract stage is to offer content that educates people about your business, entices them to visit your website to learn more, and creates value for those visitors.

Attracting customers to your website to increase traffic and conversion starts with building an SEO-friendly website and promoting it online through off page SEO practices, paid ads, and social media marketing.

Off-page SEO and social media marketing further branch out to blogging and content marketing, which are both highly effective when done right. Each of the strategies in this stage has its own respective methods in the inbound methodology.

In 2013, tourism accounted for 2.4% of Japan’s GDP. In Tokyo alone, it cannot be denied that tourists play a role in the country’s economy. If you own a small business, such as a restaurant in a tourist-focused area, you know that your location is your biggest keyword. People traveling to any place search for the activities to do in that particular area, tourist attractions, places to stay, and even currency exchange facilities.

Whether you want to attract tourists or local customers, Google search assists location-based search in a major way. As a restaurant owner, you can offer discounts on advance table bookings to increase foot traffic. Splash that discount offer on your website and social media channels so that people visiting your website know about that offer.

What are some ways to attract potential customers to your website?

– Have a foreign-friendly website that highlights valuable information

– Create promotional content that people can find prior to their visit

– Offer easy booking options and content in their native language

– List your business on local business listing sites such as Google and Bing

– Share photos on social media

– Offer early-booking discounts

– [more]

The more visibility your business has to visitors, the more chances that they will interact with your business. Being in close digital proximity of your customers increases your chances of grabbing more business online.

Engage the Leads

The engaging stage begins right when a visitor interacts with your business for the first time. Your work begins when they visit your website – your SEO efforts, SMM efforts, and paid ads have done their job. Now, the lead flow in your content and your website design must take it from here.

The right position of Call-to-Action buttons, website navigation, and valuable content on the website are all important factors in keeping the user on the website. The interaction they take can be a newsletter subscription, downloading a city attraction guide, commenting on the blog or simply reading a blog post. All the content shown on the website should be engaging in order to convert the regular visitor into a potential customer.

One way to build a database of potential customers is by posting gated content. Gated content is content that is accessible by the user only after they provide an email or any other information such as first and last name, or contact number. For example, you can offer a downloadable discount for your store that visitors can download in exchange for leaving an email. By placing multiple coupons for specific products, you would also know which user is interested in which service.

Be sure to nurture the leads through regular emails and contact. The following are some email ideas:

  • – Send special offers
  • – Request for feedback on TripAdvisor or your Facebook page. These are crucial testimonials for other visitors to see.
  • – Ask for private feedback as well to improve your operations
  • – Send regular website updates to keep them visiting your website. Perhaps they will share it with a friend who is visiting Japan soon


Delight the Customers

Once the potential prospects become your leads and your leads become your customers, you can delight them by offering a discount and ask to promote your business in return.

A Delight Email Pitch Can Look Like This

Hi (Client Name),

We hope you enjoyed your time in Tokyo. We would love to see you again in the future so here’s our referral offer for you. You can share the code with family and friends who plan to take a trip here too!

Referral Code: XXXXXXXX

Of course, you can modify the offer as per your product or service, put a deadline on that offer, and even wish them on birthdays for your brand’s goodwill.

Once you collect the data, you can keep them engaged through email marketing. For this, you might need email marketing software such as HubSpot Free CRM, Klaviyo, or Mailchimp. Restaurant owners do maintain a register on the booking table, this is just the digital version of that register and easy to maintain as well.

It has been noticed that when the tourists and local businesses make a bond, the tourists do mention them in their respective traveling blogs, forums or recommend them to their social circle. It’s all about making connections with the customers to engage and share your business.