How to Explain Inbound Marketing to Your Customer Who is Not Tech Savvy!


Anyone in this day and age has had run-ins with jargon before, be it from lawyers, doctors or other professionals. In like note, our web design agency and other experts often have to deal with people who don’t know very much about inbound marketing, and who often stare blankly when faced with such “complicated” terms as inbound marketing, seo, blogging and the like.

In a nutshell, getting these people to understand such terms is a “translation” job. Professionals simply need to couch these concepts in non-complex ways in order for non-practitioners to understand them. Here are some examples as to how you might be able to simplify “complicated” inbound-marketing topics.


Inbound marketing

Try to explain inbound marketing from the perspective of someone who is trying to get friendly with someone else and to get to know them better. They have to go about things slowly and casually, finding commonalities to build on – perhaps they have similar friends, they read the same books, they like the same movies, they go to the same gym, and so on. Only then can they become friends and perhaps move on to better things.

It’s the same way with inbound marketing. You have to start with crafting good content and earn the trust of your targeted readers, who will then talk about it on their social networks and get their friends to visit your website(s) and/or join your social media networks – all of whom will eventually become your customers. You won’t get people to buy from you immediately unless you follow these steps.


Inbound links

How does one explain inbound links plainly and simply? Try the popularity-contest analogy. How do prom kings and queens get voted? They do so because they’re good-looking and vivacious – more specifically, because many people LIKE them for those or other reasons, whatever they may be. Because they’re liked, they get votes and they win.

It’s the same thing with inbound links and the Internet. People will “vote” for websites and blogs by heading to them if these websites and blogs have whatever it takes to stand out. And the only good way they can stand out is via content. Only good content will help a site get traffic and be considered “good” or “the best”, just like only the nicest, sweetest and best-looking boys and girls get chosen as prom king or queen.



runningwomanAnother important activity that can be explained using a constancy-and-consistency-are-important slant. Approach blogging using the exercise paradigm. Whatever you’re trying to achieve with exercise, doing it daily for a relatively short time, and not overdoing it, is key. You’ll build stamina and endurance, your metabolism will improve, and so on. Compare and contrast this with, say, going nuts in the weights room just twice a month. Not only do you run the risk of injury, your lack of consistency will mean that you’ll barely get anywhere with what you’re trying to do.

It’s much the same with blogging, really. Come up with a plan for the medium- and long-term and stick to it religiously. Blog very frequently and commit to doing so over the long term, and you’ll really be able to reap the benefits of what you’re doing. Readers whose interest you’ve piqued will pass by frequently – you’ll get them interested to learn more – and this will really burnish your reputation with search engines. Explain how and why frequent and consistent blogging is like exercise and the people you’re talking to will get it.


Keyword strategy

How does one explain keyword strategy? You can do so in terms of kids competing to get into school. There are the top schools – the Ivy League institutions, and those should be applied for just to see if one can get in; there are also quite a few midrange schools that should be targeted more seriously; and there are also community colleges that may be somewhat less desirable, but should also be considered as well.

This analogy works quite well when trying to explain keyword strategy. There are only a handful of top keywords and everyone is fighting for them – an extremely competitive situation. There are middle-range keywords that less people are fighting for and which are more attainable. And there are the long-tail keywords that are easiest to get and for which competition will be the least vicious.


Marketing automationbaker

Explain this one in terms of using commercial cooking equipment to cook and bake. If you were a professional baker and you needed to churn out cake after cake after cake, the only practical way to go about it would be for you and your staff to use big ovens, industrial-scale mixers, the works – including, of course, a strict set of procedures. Otherwise, if you’re trying to cope using a single oven and set of baking materials in a regular kitchen, your business would be dead in no time flat.

The same holds true for marketing and how automation helps you market to many people. If you have a hundred people to send a particular email to, for instance, it would be unspeakably inefficient to email them one by one. Using a marketing automation tool is the only way to go; otherwise, it’ll be curtains for you.


The conversion path

Okay, how do you explain this one? Simple: couch it in terms of biological research. To be able to research on an animal in the wild, you need to lure it in, catch it on a line or in a cage, tag it for identification or future reference, and then let it go.

Similarly, with conversion paths, you lure your target audience in with good content and excellent design; capture them (make sure they don’t go elsewhere) with a very good optimized landing page and excellent copy; tag them by allowing you to get their information for future identification; and then “release” them in a manner of speaking by allowing them to explore other parts of your site or other online properties of yours. Florida web design experts and other professionals know that once these steps are done to perfection, your target audience won’t go far and will in fact just keep on coming back to you.


Credentials – About the Author:

Chris Sanchez  is the superman content writer  for Florida Web Design , an Orlando SEO Company that have grown nationwide servicing B2B clients .  Their services include website and mobile design, internet marketing, and graphic design. You can reach Chris on Google+ , Twitter, and Facebook.

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