8 Tactics for Creating an Effective Inbound Marketing Strategy In 2025

What is Inbound Marketing?

Inbound marketing is a strategy focused on growing a business by fostering meaningful, long-term relationships with its customers. It benefits both: customers receive more personalised and relevant content and interactions, while businesses can attract their target audience, build lasting relationships, and create brand advocates. When balanced with calculated outbound marketing efforts, it can generate some truly powerful results.

Inbound marketing is a concept pioneered by Hubspot, which has become massively popular and for good reason. According to Hubspot, Inbound marketing costs 62% less per lead than traditional outbound marketing methods. Whew! This means that the potential impact of inbound marketing tactics can no longer be ignored! So in this article, we will go into detail on all things inbound marketing including:

• The Three Phases of Inbound Marketing
• Key Trends in Inbound Marketing for 2025
• 8 Tactics for Creating an Effective Inbound Marketing Strategy
• Where to Begin With an Inbound Marketing Strategy in 2025
• FAQs

So like a dolphin, let's dive in!

The Three Phases of Inbound Marketing

Inbound marketing is a straightforward concept, but it can be explored in as much detail as you’d like. Think of it like an iceberg, what’s visible on the surface is just the beginning, with much more beneath the surface waiting to be discovered. But to get started, let’s break it down into three simple stages: ‘attract,’ ‘engage,’ and ‘delight.’ These stages form the foundation of inbound marketing and are easy to follow, but there’s a whole lot more beneath them that you can dive into as your strategy evolves.

8 Tactics for Creating an Effective Inbound Marketing Strategy

SEO, Valuable content and Blended Search

SEO is the backbone of inbound marketing and a solid content marketing strategy goes hand in hand with this. Create relevant and engaging articles and landing pages to attract your target audience. It is a strategy that is tried and tested. However, SEO in 2025 requires a shift to focus on what we call here at Aira ‘Blended Search’. Search engine results pages (SERPs) are evolving and now display a variety of results including images, videos, news articles, maps and AI summaries. Blended search takes all of these factors into account and aims to rank for image, video, and news results as well as typical search results. This will involve optimising image alt tags, videos, and news articles for relevant keywords.

Use Video!

Video isn’t optional, it’s essential for creating those deeper connections with your audience. In fact, businesses that use video marketing generate 66% more qualified leads. Short-form videos, product demos, and behind-the-scenes content are all great ways to connect with your audience. Don’t overlook the power of platforms like YouTube, Instagram, and LinkedIn for driving traffic and engagement. It could be something as simple as a short-form video explaining exactly what a product does, or a long-form video/podcast that goes further in-depth on examples and real-world applications for your product.

Personalisation and Data-Driven Insights

Personalisation is key in today’s crowded market. Using data analytics to segment your audience and tailor content to their preferences helps increase conversion rates and builds stronger relationships. A CRM platform is an example of a powerful inbound marketing tool that can track your leads' journeys and deliver personalised experiences. Work to bring your company's data such as contact lists, into one neat application and see how much simpler your marketing, sales and customer service efforts will be.

Optimise Your Lead Nurturing Process

Inbound marketing isn’t just about attracting leads; it’s about nurturing them through the buyer’s journey. Marketing automation tools can help you send targeted content based on where prospects are in the sales funnel, increasing the likelihood of a conversion. Email campaigns, drip feeds, and retargeting ads are excellent tactics here. This means you do not need to handhold each customer through the sales process, freeing up more time for your sales teams to assist customers at the end of the funnel.

Focus on ROI

Prioritise your ROI by focusing on metrics like cost-per-lead (CPL), customer lifetime value (CLTV), and conversion rates to measure the effectiveness of your inbound efforts. The beauty of inbound is that it’s easy to track, so you can demonstrate clear results to stakeholders. This is especially easy with dedicated CRM software which stores all of this information and tracks individual customers and how they engage with your brand.

Interactive Content

Interactive content, like quizzes, surveys, and polls not only engages users but also generates valuable data for your strategy. It’s an effective way to increase time on site and gather insights into your customers’ preferences, which can fuel further personalisation. Your customers want to get involved and be a part of your brand's story, give them an interactive experience that they will remember!

Diversify Your Marketing Channels

While blogging and SEO will always be foundational, don’t overlook emerging channels. Voice search, podcasts, and social commerce are all gaining traction in 2025. Test new platforms, but ensure they align with your brand and audience to avoid spreading yourself too thin. Remember an important part of any successful inbound marketing campaign is balance.

Optimise for Mobile

With more than half of all web traffic coming from mobile devices, your inbound strategy must be mobile-friendly. Whether it’s your website, email campaigns, or video content, ensure that everything is optimised for mobile viewing to enhance the user experience. Focus on content that balances images, aesthetics, content quality and loading speed. It is a delicate balance but one that you need to strike to even keep up with the competition these days!