Vistage Research Center

Get actionable, data-driven insights and expert perspectives from our global community of CEOs and thought leaders. Led by Joe Galvin, Chief Research Officer

The 4 essential laws of inbound marketing

In the complicated world of inbound marketing, four laws form the basis of what business leaders must know about lead generation from digital marketing. Knowing these four laws and implementing action items within each law will simplify the inbound marketing process for business leaders and drive qualified sales leads.

These inbound marketing laws turn the marketing programs of a few years ago on their head, so they don’t come naturally to many marketers. In addition, they are not always common-sense programs and require marketing discipline. The first step is awareness and an understanding of the law’s strategic importance to your company.

Law 1. Meet the needs of your digital researcher

In the old days of traditional selling, prospecting phone calls were made to shake the trees and generate leads. This is no longer effective as calls are screened and inquiries are easily ignored by very busy prospective customers.

Your prospective buyers do not want to be sold; they want to research and discover their options and make contact when ready. They do this by reading digital content and finding companies and solutions that fit their perceptions of value and benefits. This is at the core of content marketing and inbound lead generation. The better you understand the benefits they are researching and pursuing, the better you can post content to increase leads.

Law 2: Loyalty is earned and nurtured

People desire brand loyalty because it makes their lives more convenient and simple.

Because prospective customers have so many options when buying a product or service, they search and strive for brands they can be loyal to and follow. Prospects want one company to solve their specific needs in specific areas. They don’t want to shop around for a new resource.

Loyalty must not only be earned through the benefits of your product or service, it must also be nurtured through value-added, stay-in-touch programs. At the core of creating a loyal customer base and loyal followers is your digital content.

Law 3: Simplicity wins customers

The most popular website in the world is also one of the most simple websites in the world. That website is Google. If Google can keep its website extremely simple, surely your company can too! And by the way, Google has a lot of content too.

Simplicity helps people research your company and build loyalty. Use a clear tagline of 10-12 words to describe your company. Include no more than three major content areas on your website home page.

Law 4: Keep it mobile

Mobile usage continues to grow and it has not yet peaked in B2B markets. Google reports mobile usage is growing and more important than ever. We estimate mobile traffic in B2C markets to approach 60% in 2018 and to exceed 50% in B2B markets this year. Conversions are a challenge in mobile, as people research on mobile and convert on desktops and laptops. The goal is to simplify the mobile user experience and capture more mobile conversions and leads.

Action items

  • Make a list of the most important problems you solve for prospective customers.
  • Make a list of the key benefits you provide your target markets.
  • Prepare a content schedule including topics from these two lists and distribute the content through email newsletters, blog posts and social media.
  • Stretch these topics out for one year.
  • Write a 10-12 word tagline for your website home page.
  • Feature no more than three key content areas on your website home page and keep your main navigation to five items or less.
  • Write content designed for mobile.
  • Use a responsive and mobile-friendly website template.

The 10 must-have rules of inbound marketing

Digital competitive analysis: The one tool every business needs

Print Friendly, PDF & Email

Leave a Reply

Your email address will not be published. Required fields are marked *

Predefined Skins

Primary Color

Background Color

Example Patterns

demo demo demo demo demo demo demo demo demo demo

Privacy Policy Settings

  • Required Cookies
  • Performance Cookies
  • Functional Cookies
  • Advertising Cookies
Required Cookies These cookies are essential in order to enable you to move around the Sites and use its features, such as accessing secure areas of the Sites and using Vistage’s Services. Since these cookies are essential to operate Vistage’s Sites and Services, there is no option to opt out of these cookies.
Performance Cookies These cookies collect information about how visitors our Sites, for instance which pages visitors go to most often. These cookies don’t collect information that identifies a visitor. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies we will not know when you have visited our site, and will not be able to monitor its performance.

Cookies used

Visual Web Optimizer
Functional Cookies These cookies remember information you have entered or choices you make (e.g. as your username, language, or your region), and provide enhanced, more personal features. They may also be used to provide services you have asked for such as watching a video or commenting on a blog. They may be set by us or by third party providers whose services we have added to our pages. If you do not allow these cookies then some or all of these services may not function properly.

Cookies used

Google Analytics
Gravity Forms
Advertising Cookies These cookies are used to make advertising more relevant to you and your interests. The cookies are usually placed by third party advertising networks. They remember the websites you visit and that information is shared with other parties such as advertisers. If you do not allow these cookies, you will experience less targeted advertising.