Inbound marketing is all about developing a relationship with potential customers, in digital terms, a very close and real relationship such that when the customer is ready for your product or service, they will choose your company. An effective Inbound Marketing campaign requires an in depth understanding of the needs and issues faced by your customer personas and a content marketing strategy that effectively addresses those needs to the point that the individual see’s your brand as the obvious choice as they move through the buying cycle. It is important to establish your brand’s reputation at key points in your customer’s buying cycle, by providing the right content paired with the right channels (like email marketing, blog content, special offers, etc). Creating relevant content that your prospects search for, will help you to inform consumers, establish your company as a credible resource, find new customers, and set your brand apart from the competition. A solid inbound marketing strategy will become the foundation of your Search Engine Optimisation strategy.