Lesson 1: Inbound Channels

Ash Maurya describes Channels as “the path to customers” in the Lean Canvas. In this lesson, we’ll explore one of two broad categories of channels referred to as “inbound channels.”

Inbound Channels

According to Running Lean, inbound channels use “pull messaging” to let customers find you organically. Take a look at the following examples of inbound channels from the book:

  • Blogs
  • SEO
  • Ebooks
  • White Papers
  • Webinars

We could probably add to this list SlideShare presentations, YouTube videos, Twitter posts, and most other social media activity. The image below features a YouTube search for the keywords “puppy” and “biting.” Notice the differences between the first four results.

Can you identify which video features inbound marketing techniques and which feature outbound marketing techniques?

inbound vs. outbound


Take a look at the following video and consider the following questions:

  • How does this differ from a typical commercial that you might see on TV?
  • What are the potential downsides of sponsored videos for the consumer?
  • What are the potential upsides of sponsored videos for content creators and advertisers?

Now It’s Your Turn

Take this opportunity to design an inbound marketing campaign for one of your favorite products by following the steps below.

  • Choose a product
  • Identify a problem related to this product or related to the target audience of this product
  • Create a tutorial, or how to presentation, using Google Slides that provides value to your target audience (it should look professional, truly useful, and something you could imagine viewing)
  • Post your presentation to SlideShare
  • Submit your link to Google Classroom as an assignment

* you may use a partner to come up with ideas, but you must submit your own project.


Sample Inbound Campaign