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

by Brian Halligan; Dharmesh Shah; Foreword by: David Meerman Scott

• ISBN13: 9780470550175
• ISBN10: 0470550171
• Format: eBook
• Copyright: 2009-09-01
• 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.

Table of Contents

Foreword

Inbound Marketing

Shopping Has Changed...Has Your Marketing?

Who Moved My Customers?

Case Study: Barack Obama for President 2008

Is Your Website A Marketing Hub?

Megaphone vs. Hub

It's Not What You Say - It's What Others Say About You

Does Your Website Have A Pulse?

Your Mother's Impressed, But...

Case Study: 37 Signals

Are You Worthy?

Creating A Remarkable Strategy

Case Study: The Grateful Dead

Get Found By Prospects

Create Remarkable Content

Building A Content Factory

Variety Is The Spice Of Life

You Gotta Give To Get

Moving Beyond The Width Of Your Wallet

Case Study: Wikipedia

Get Found In The Blogosphere

Getting Your Blog Started Right

Authoring Effective Articles

Help Google Help You

Making Your Articles Infectious

Give Your Articles A Push

Starting Conversations With Comments

Why Blogs Sometimes Fail

The Gift That Keeps On Giving

Consuming Content With RSS

Subscribe to Relevant Industry Blogs

Contribute To The Conversation

Case Study: Whole Foods

Getting Found In Google

Paid vs. Free

A (Brief) Introduction to How Google Works

Picking The Perfect Keywords

On-Page SEO: Doing The Easy Stuff First

Off-Page SEO: The Power of Inbound Links

Black Hat SEO: How To Get Your Site Banned By Google

The Dangers Of PPC

Case Study: DIY Shutters

Get Found In Social Media

Creating An Effective Online Profile

Getting Fans On Facebook

Creating Connections On LinkedIn

Gathering Followers On Twitter

Driving Traffic with Digg

Being Discovered With StumbleUpon

Getting Found in YouTube

Case Study: Freshbooks

Converting Customers

Convert Visitors Into Leads

Compelling Calls To Action

Mistakes to Avoid

Optimizing Through Experimentation

Case Study: Google

Convert Prospects Into Leads

Landing Page Best Practices

Creating Functional Forms

Going Beyond the Form

A Word of Caution

Case Study: Zappos

Convert Leads To Customers

Grading Your Leads

Nurturing Your Leads

Broadening Your Reach

Tracking Your Progress

Case Study: Kiva

Make Better Decisions

Make Better Marketing Decisions

Levels and Definitions

Campaign Yield

Case Study: Constant Contact

Picking & Measuring Your People

Hire Digital Citizens

Hire Analytical Chops

Hire for their web Reach

Hire Content Creators

Developing Existing Marketers

Case study: Jack Welch and GE

Picking & Measuring A PR Agency

Picking A PR Agency

Case Study: Inbound PR - Solis, Weber, Defren, & Roetzer

Watching Your Competition

Tools To Keep Tabs On Competitors

Case Study: TechTarget

On Commitment, Patience and Learning

Case Study: Tom Brady

Why Now?

Case Study: Amazon

Inbound Marketing Checklist For Startups

Acknowledgements

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