Inbound Marketing

What is Inbound Marketing?

Inbound Marketing is a relatively new marketing term, coined in 2006 by an internet marketing company called Hubspot. It was their name for what was already known as Permission Marketing. Permission Marketing was a concept developed by Seth Godin in his 1999 book, "Permission Marketing: Turning Strangers into Friends and Friends into Customers". Seth Godin believed that with the growth of the Internet, there was a new and better way to market to people other than the more traditional methods of Interruption Marketing (similarly, now known as Outbound Marketing).

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Definition of Inbound Marketing

Inbound Marketing is about providing useful content to attract people who are currently looking for your products or services. This will then encourage them to contact your business for further information, or better still, a sale. This differs from Outbound (Interruption) Marketing whereby you are advertising to a wide range of people hoping to attract the attention of someone who might be interested.

Inbound Marketing is where you attract people to your business who are currently interested in your products or services.

Another way to look at Inbound Marketing is that the prospect is giving you permission to market to them. Unlike Outbound whereby you are interrupting them with adverts they may not be the slightest bit interested in. Common examples of Inbound Marketing strategies are:

  • Search Engine Optimisation
    Having your website found when people are searching for information on a product or service they are interested in.
  • Adwords
    Similar to SEO, your website will show when someone searches for related information.
  • Social Media Marketing
    Providing answers and useful information to online forums etc. Not to be mistaken with just pushing your products and services whenever you post.
  • Blogging
    Creating great content on your area of expertise. Closely related to both SEO and Social Media marketing.
  • Email Marketing
    Having email campaigns that people can subscribe to for great information and promotions etc.

Benefits of Inbound Marketing

Some of the main benefits of a good Inbound Marketing strategy for your small business are:

  • Good Sales Conversion: As you are targeting people already interested in what you sell, it makes sense that you will convert more.
  • Cost Effective: Similar to above, as you are targeting people already interested, you are not wasting money advertising to the masses.
  • Develop Strong Reputation: As you are only marketing to people who want to be marketed to you build some good trust etc. Unlike people getting turned off by your annoying ads when not interested.
  • Long Term Customer Relationships: Through strategies such as social media and email marketing, you can keep in touch with your existing customers.
  • Personalised Messages: Because you are being more targeted in what you do, you can personalise your message more.

So if you're a small business looking for a marketing strategy that works, look no further. Contact us and discuss how we can help.

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Customer Reviews

Probity Web Marketing is your best choice for small business digital marketing companies. But don't just take our word for it, see what some of our customers think.

  • 5 5
    23 Jun 2014

    In 2009 we were looking to develop a website for our business, Haddon Kitchens and Cabinets. Not quite knowing where to start, we received a very positive referral from one of our suppliers about a company called Probity Web Marketing. After the initial meeting with Jarrod we felt comfortable with the idea of what the website could do for our business. Numerous discussions followed with lots of input from both sides and before long our new website was up and running.

    We quickly realised that websites need frequent monitoring to keep the content fresh and active, so we now have Probity Web Marketing working on our website on a regular basis. The results are very pleasing with the traffic to our website increasing but more importantly we are getting more conversions to our ‘Get a Quote’ forms.

    We’re very happy with what is being done for us and have found Jarrod to be extremely good with ideas and advice, as well as being approachable and always trustworthy with our information.

    Well done Probity Web Marketing.

    Web Marketing Services Used:
    Search Engine Optimisation,Website Optimisation,Social Media Management,Website Management,Website Design
  • 5 5
    15 Dec 2017
    I have been using the team at Probity Web Marketing for a few years now. For the first time ever we have seen page 1 results on Google, what is more impressive is that the industry I am in is one of the most competitive in the country. (Sydney Plumbers) Thanks Jarrod, I would definitely recommend the results don't lie.
    Web Marketing Services Used:
    Search Engine Optimisation,Website Optimisation,Search Engine Marketing,Social Media Management,Website Management,Website Design
  • 5 5
    20 Jun 2014

    Fallon Services has had a website for many years now that seemed to just tick over. With the growth of the Internet and the increasing cost of Yellow Pages and other marketing channels, a decision was made to start focussing on increasing our lead generation with the website. Our first attempt at this was with an Adwords company. This successfully drove traffic to our website, but we weren't happy with the conversion of this traffic to sales. When this was discussed with our Adwords Company, they blamed our old, tired website. At about this time, Jarrod at Probity Web marketing was referred to me.

    At our first meeting, I was confident that Jarrod knew what he was talking about, so got him started on building us a new website. This had an immediate effect to the number of webforms completed on our site. He then started an Optimisation Program that we have been continuing with for over 12 months now. This has had great results and we are getting more and more leads from our website. In fact, it is now our number one source of leads (after repeat business) and at a lower cost of acquisition to the others.

    I find Jarrod not only knowledgeable, but also extremely helpful. During this time, he has not only optimised our site, but has also made any changes to the site that we have requested. I have no hesitation recommending him to other businesses that are serious about growing their Internet Marketing.

    Web Marketing Services Used:
    Search Engine Optimisation,Website Optimisation,Social Media Management,Website Management,Website Design
  • 5 5
    06 Feb 2018
    Dealing with the team at Probity Web Marketing is easy. They are honest. They do what they say they will and they get great results. What more could you want?
    Web Marketing Services Used:
    Search Engine Optimisation,Website Optimisation,Search Engine Marketing,Social Media Management,Website Management,Website Design

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