While inbound marketing is a multi-faceted and multi-layered approach that embraces the full spectrum of marketing activities – from buyer persona development to campaign tracking to analytics – at the core lies what is truly its most defining element: the buyer’s journey.

In the world of content marketing, retargeting refers to a strategy where customers are presented with specific, contextual online ads that are triggered by a small file – or “cookie” – that was automatically placed on their browser during a previous browsing, shopping or surfing experience.

Like plenty of other businesses – including some of your biggest competitors – you wisely decided to launch an Inbound Marketing program to generate more leads, sales, revenues and profits. Good move! 

Social media is so simple anyone can do it.

Wait, scratch that.

Social media is so simple anyone can do it wrong. Let's look at how you can stay in front of a social media blunder and create the kind of social media presence that can actually help your audience while promoting your brand.

One of the fundamental things that we help our clients understand and appreciate is that in the inbound marketing world, the goal isn’t merely to get traffic. That was the case several years ago when internet marketing first hit the scene, and frankly, it was the wrong metric.

As you explore your inbound marketing options, a name you’ve likely come across more often than any other is HubSpot. And there’s a simple reason for this: HubSpot INVENTED the term "Inbound Marketing"! 

Facebook’s latest earning report announced that the social media monolith's ad revenues skyrocketed 45% in the last year to $4.3 billion. This has left thousands if not millions of businesses like yours asking: “Is Facebook retargeting right for my business?” 

A website is your business’s flagship digital asset, and leads are the fuel that makes it function. Indeed, you can have a brilliant website loaded with features and worthy of awards, but without leads it’s not an asset, it’s an albatross. 

At this point, you've encountered Google Plus (a.k.a. Google+) pages, and you may even have one associated with your personal Gmail or YouTube account with it. (Okay, let's face it: Google has thrust it upon you and typically, it's their way or the highway...) 

Retargeting (a.k.a. remarketing) is an extremely effective strategy that involves reaching out and routing specific content or messages to customers, based on information gleaned from previous interactions. The goal is to bring them back into the fold and re-engage them vs. lose them to the competition.