Inbound is a philosophy and a methodology that influences more than just marketing tactics like content, search and social media, but also the way the entire company should view and treat people – I call it the Inbound Culture.

It’s essential that Inbound be placed at the heart of all you do, company wide. It means being customer-centric, aware of buyers’ needs and taking the time to connect with them in meaningful ways. Quite simply, this needs to be your culture if you want to attract and retain customers in the digital age.

And the benefits go far beyond lead generation and increased sales. Companies that adopt an Inbound Culture as a key part of their core business and values have the potential to become top-performing organisations. They have the ability to attract and retain high-performing staff who want to work for them because their values align.

In addition to an engaged workforce, you will establish a community of brand ambassadors and repeat customers who willingly promote your organisation.

Companies stand to benefit from an Inbound Culture as much as their customers.

Why is it important?

The Inbound Culture means building a culture that is customer focused and relevant for a person’s entire journey with your organisation. It is as important as having and Inbound Marketing strategy itself.

An Inbound Culture means committing to delivering a personalised and relevant user experience. That could be online content or face-to-face interactions that appeal to people on their terms.

The Return on Investment isn’t always immediate. But this kind of content creates an environment where people truly engage with your brand. It’s this environment where customers are found now, and if you invest properly in an Inbound Culture they become more than customers; they become advocates for your brand, products and services.

I believe this will be the future culture of more than just marketing, but for entire companies seeking business success in the digital age.

Creating and Inbound Culture: It’s everybody’s business

In today’s environment the Inbound Culture can’t be the responsibility solely of the marketing team. IT, sales and operations teams also need to adopt an Inbound Culture attitude. By applying the Inbound Culture principles to their own departments, your company can create a customer-focused ethos, offering people a buying experience that can be enjoyed, rather than simply transacted.

Ultimately, Inbound Marketing means taking the time to connect with your customers and your audience and truly understand their needs – and that’s a culture everyone can benefit from.