Inbound Marketing : Get Found Using Google, Social Media, and Blogs

by Halligan, Brian; Shah, Dharmesh; Scott, David Meerman

• ISBN13: 9780470499313
• ISBN10: 0470499311
• Edition: 1st
• Format: Hardcover
• Copyright: 2009-10-19
• Publisher: Wiley

Summary

Stop pushing your message out and start pulling your customers inTraditional "outbound" marketing methods like cold-calling, email blasts, advertising, and direct mail are increasingly less effective. People are getting better at blocking these interruptions out using Caller ID, spam protection, TiVo, etc. People are now increasingly turning to Google, social media, and blogs to find products and services. Inbound Marketing helps you take advantage of this change by showing you how to get found by customers online.Inbound Marketing is a how-to guide to getting found via Google, the blogosphere, and social media sites. Improve your rankings in Google to get more traffic Build and promote a blog for your business Grow and nurture a community in Facebook, LinkedIn, Twitter, etc. Measure what matters and do more of what works onlineThe rules of marketing have changed, and your business can benefit from this change. Inbound Marketing shows you how to get found by more prospects already looking for what you have to sell.

Author Biography

Brian Halligan is cofounder and CEO of HubSpot, a marketing software company that helps businesses "get found." He is a former venture capitalist and seasoned sales and marketing executive. He is a frequent lecturer at MIT and Harvard Business School.

Dharmesh Shah is cofounder and CTO of HubSpot. He is a serial entrepreneur, angel investor, and authors the top-ranking blog OnStartups.com. He speaks frequently on the topics of marketing and entrepreneurship.

Table of Contents

Foreword	p. xiii
Acknowledgments	p. xvii
Introduction	p. xxi
Inbound Marketing	p. 1
Shopping Has Changed...Has Your Marketing?	p. 3
Who Moved My Customers?	p. 6
Inbound in Action: Barack Obama for President	p. 7
Is Your Web Site a Marketing Hub?	p. 11
Megaphone Versus Hub	p. 11
It's Not What You Say-It's What Others Say About You	p. 12
Does Your Web Site Have a Pulse?	p. 13
Your Mother's Impressed, But...	p. 14
Tracking Your Progress	p. 17
Inbound in Action: 37Signals	p. 18
Are You Worthy?	p. 21
Creating a Remarkable Strategy	p. 22
Tracking Your Progress	p. 24
Inbound in Action: The Grateful Dead	p. 24
Get Found by Prospects	p. 27
Create Remarkable Content	p. 29
Building a Content Factory	p. 30
Variety is the Spice of Life	p. 30
You Gotta Give to Get	p. 31
Moving Beyond the Width of Your Wallet	p. 31
Tracking Your Progress	p. 32
Inbound in Action: Wikipedia	p. 33
Get Found in the Blogosphere	p. 35
Getting Your Blog Started Right	p. 36
Authoring Effective Articles	p. 37
Help Google Help You	p. 39
Making Your Articles Infectious	p. 40
Give Your Articles a Push	p. 42
Starting Conversations with Comments	p. 43
Why Blogs Sometimes Fail	p. 44
The Gift That Keeps on Giving	p. 44
Consuming Content with RSS	p. 45
Subscribe to Relevant Industry Blogs	p. 46
Contribute to the Conversation	p. 46
Tracking Your Progress	p. 48
Inbound in Action: Whole Foods	p. 50
Getting Found in Google	p. 55
Paid Versus Free	p. 56
A (Brief) Introduction to How Google Works	p. 59
Picking the Perfect Keywords	p. 62
On-Page SEO: Doing the Easy Stuff First	p. 65
Off-Page SEO: The Power of Inbound Links	p. 73
Black Hat SEO: How to Get Your Site Banned by Google	p. 76
The Dangers of PPC	p. 80
Tracking Your Progress	p. 81
Inbound Marketing at Work: DIY Shutters	p. 82
Get Found in Social Media	p. 85
Creating an Effective Online Profile	p. 86
Getting Fans on Facebook	p. 88
Creating Connections on LinkedIn	p. 93
Gathering Followers on Twitter	p. 103
Driving Traffic with Digg	p. 108
Being Discovered with StumbleUpon	p. 113
Getting Found in YouTube	p. 116
Tracking Your Progress	p. 120
Inbound in Action: FreshBooks	p. 120
Converting Customers	p. 127
Convert Visitors into Leads	p. 129
Compelling Calls to Action	p. 130
Mistakes to Avoid	p. 134
Optimizing Through Experimentation	p. 134
Tracking Your Progress	p. 135
Inbound in Action: Google	p. 135
Convert Prospects into Leads	p. 137
Landing Page Best Practices	p. 138
Creating Functional Forms	p. 142
Going Beyond the Form	p. 145
A Word of Caution	p. 146
Tracking Your Progress	p. 146
Inbound in Action: Zappos	p. 146
Convert Leads to Customers	p. 149
Grading Your Leads	p. 149
Nurturing Your Leads	p. 153
Broadening Your Reach	p. 155
Tracking Your Progress	p. 156
Inbound in Action: Kiva	p. 157
Make Better Decisions	p. 161
Make Better Marketing Decisions	p. 163
Levels and Definitions	p. 164
Campaign Yield	p. 165
Tracking Your Progress	p. 167
Inbound in Action: Constant Contact	p. 167
Picking and Measuring Your People	p. 169
Hire Digital Citizens	p. 170
Hire Analytical Chops	p. 171
Hire for their Web Reach	p. 172
Hire Content Creators	p. 174
Developing Existing Marketers	p. 175
Tracking Your Progress	p. 175
Inbound in Action: Jack Welch and GE	p. 178
Picking and Measuring a PR Agency	p. 181
Picking a PR Agency	p. 182
Tracking Your Progress	p. 184
Inbound in Action: Solis, Weber, Defren, & Roetzer	p. 185
Watching Your Competition	p. 189
Tools to Keep Tabs on Competitors	p. 190
Tracking Your Progress	p. 191
Inbound in Action: TechTarget	p. 192
On Commitment, Patience and Learning	p. 195
Tracking Your Progress	p. 196
Inbound in Action: Tom Brady	p. 197
Why Now?	p. 199
Tools and Resources	p. 203
Tips from the Trenches for Startups	p. 209
Index	p. 217
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