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

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

ISBN13: 9780470550427
ISBN10: 0470550422
Format: eBook
Copyright: 2009-10-01
Publisher: Wiley

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1. Inbound Marketing : Get Found Using Google, Social Media, and Blogs > ISBN13: 9780470550427

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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.

Foreword
Acknowledgment
Introduction.
Inbound Marketing
Shopping Has Changed...Has Your Marketing?
Who Moved My Customers?
Inbound in Action: Barack Obama for President
Is Your Website a Marketing Hub?
Megaphone Versus Hub
It's Not What You Say - It's What Others Say About You
Does Your Web Site Have a Pulse?
Your Mother's Impressed, But...
Tracking Your Progress
Inbound in Action: 37Signals.
Are You Worthy?
Creating a Remarkable Strategy
Tracking Your Progress
Inbound in Action: 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
Tracking Your Progress
Inbound in Action: 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
Tracking Your Progress.
Inbound in Action:: Whole Foods
Getting Found in Google
Paid Versus 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
Tracking Your Progress
Inbound Marketing at Work: 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
Tracking Your Progress.
Inbound in Action: FreshBooks
Converting Customers
Convert Visitors into Leads
Compelling Calls to Action
Mistakes to Avoid
Optimizing Through Experimentation
Tracking Your Progress.
Inbound in Action: Google
Convert Prospects into Leads
Landing Page Best Practices
Creating Functional Forms
Going Beyond the Form
A Word of Caution
Tracking Your Progress
Inbound in Action: Zappos.
Convert Leads to Customers
Grading Your Leads
Nurturing Your Leads
Broadening Your Reach
Tracking Your Progress
Inbound in Action: Kiva
Make Better Decisions
Make Better Marketing Decisions
Levels and Definitions
Campaign Yield
Tracking Your Progress.
Inbound in Action: Constant Contact
Picking and Measuring Your People
Hire Digital Citizens
Hire Analytical Chops
Hire for Their Web Reach
Hire Content Creators
Developing Existing Marketers
Tracking Your Progress
Inbound in Action: Jack Welch and GE
Picking and Measuring a PR Agency
Picking a PR Agency
Tracking Your Progress.
Inbound in Action: Solis, Weber, Defren, & Roetzer
Watching Your Competition
Tools To Keep Tabs on Competitors
Tracking Your Progress.
Inbound in Action: TechTarget
On Commitment, Patience and Learning
Tracking Your Progress
Inbound in Action: Tom Brady
Why Now?
Tools and Resources.
Tips from the Trenches for Startups
Index
Table of Contents provided by Publisher. All Rights Reserved.

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

Summary

Table of Contents

Supplemental Materials

Rewards Program