The old days are over. Shotgun marketing and email blasts produce fewer and fewer leads–and may alienate consumers. Inbound marketing works differently. The idea is to speak to customers’ pre-existing interests by creating compelling content that pulls them toward your company and products.

Content that lines up with consumers’ interests–that they perceive as relevant–means your inbound traffic isn’t full of noise. Instead, it represents people who already want to be involved with what you do. This is the best kind of traffic, the kind that that generates high quality, easy-to-convert leads. Best of all, potential customers will perceive interactions as helpful rather than interruptive.