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What are inbound marketing channels?

Article originally published in September 2023 by Stuart Brameld. Most recent update in September 2023.

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Definition of inbound marketing channels

Inbound marketing channels are methods used to attract potential customers to your business. Instead of pushing your products or services onto people, you create valuable content that pulls them towards your company. These channels can include blogs, search engines, and social media platforms. They’re all about providing helpful, relevant content that solves problems for your audience, making them more likely to choose your business when they’re ready to buy.

“The biggest mistake about inbound marketing is assuming that it is going to be easy and to underestimate the load of work it will require.”

Mike Volpe, CMO at HubSpot

Inbound marketing channels also encompass email newsletters, webinars, and SEO (Search Engine Optimisation). Email newsletters can be a powerful tool for nurturing leads, providing them with regular, valuable content directly to their inbox. Webinars offer an interactive way to engage with your audience, providing them with in-depth knowledge about a particular topic. SEO, on the other hand, is all about optimising your online content to rank higher in search engine results, making it easier for potential customers to find you. Remember, the key to successful inbound marketing is to consistently deliver content that is valuable, relevant, and tailored to your audience’s needs.

An example of inbound marketing channels

Growth Method could utilise a blog on their website where they regularly post articles about the benefits of their software, tips for using it effectively, and industry news. This would attract potential customers who are searching for this type of information online, and once they land on the blog, they would be more likely to explore the rest of the website and consider purchasing the software.

How does inbound marketing channels work?

Inbound marketing channels work by attracting potential customers to a business through the creation of engaging and relevant content. These channels, which include blogs, social media, SEO, and email marketing, aim to provide value to the audience, fostering a relationship of trust and positioning the business as a reliable source of information. The goal is to naturally draw consumers to the business when they are actively seeking information or solutions, rather than pushing out interruptive advertisements. Over time, this strategy helps to generate quality leads, increase conversions, and build customer loyalty.

“People don’t search for you. They ask questions. If you want to get found, you better offer answers.”

Lee Odden

Questions to ask yourself

As a modern growth marketing or agile marketing professional, ask yourself the following questions with regard to inbound marketing channels:

  1. What are the key inbound marketing channels that my target audience uses most frequently?
  2. How can I optimise my content to increase its visibility and engagement on these channels?
  3. What metrics should I track to measure the success of my inbound marketing efforts?
  4. How can I use these channels to nurture leads and convert them into customers?
  5. What strategies can I implement to continuously improve and adapt my inbound marketing efforts based on data and feedback?

“Instead of interrupting, work on attracting.”

Dharmesh Shah, HubSpot

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