Inbound Marketing: Get Found Using Google, Social Media, and Blogs
To connect with today's buyer, you need to stop pushing your message out and start pulling your customers in. The rules of marketing have changed and the key to winning is to use this change to your advantage.\ If you've wondered how to get found in Google or why blogs and social media sites like Facebook and Twitter are important, Inbound Marketing is the book for you. HubSpot founders Brian Halligan and Dharmesh Shah give you the tools and strategies you need to improve your Google search...
Search in google:
To connect with today's buyer, you need to stop pushing your message out and start pulling your customers in. The rules of marketing have changed and the key to winning is to use this change to your advantage. If you've wondered how to get found in Google or why blogs and social media sites like Facebook and Twitter are important, Inbound Marketing is the book for you. HubSpot founders Brian Halligan and Dharmesh Shah give you the tools and strategies you need to improve your Google search rankings; build a blog to promote your business; grow and nurture a community on social media sites; and analyze which of your online marketing efforts are working. Stop wasting money blasting the world with marketing messages that nobody cares about. Instead, learn to get found with Inbound Marketing. "If you've been looking for a trustworthy primer on getting found online, here's a great place to start. Buy one for your clueless colleague too." —Seth Godin, author of Meatball Sundae "If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing by reading this book." —Guy Kawasaki, cofounder of Alltop, and author of Reality Check www.InboundMarketingBook.com
Foreword David Meerman Scott xiiiAcknowledgments xviiIntroduction xxiPart 1 Inbound Marketing 1Chapter 1 Shopping Has Changed...Has Your Marketing? 3Who Moved My Customers? 6Inbound in Action: Barack Obama for President 7Chapter 2 Is Your Web Site a Marketing Hub? 11Megaphone Versus Hub 11It's Not What You Say-It's What Others Say About You 12Does Your Web Site Have a Pulse? 13Your Mother's Impressed, But... 14Tracking Your Progress 17Inbound in Action: 37Signals 18Chapter 3 Are You Worthy? 21Creating a Remarkable Strategy 22Tracking Your Progress 24Inbound in Action: The Grateful Dead 24Part 2 Get Found by Prospects 27Chapter 4 Create Remarkable Content 29Building a Content Factory 30Variety is the Spice of Life 30You Gotta Give to Get 31Moving Beyond the Width of Your Wallet 31Tracking Your Progress 32Inbound in Action: Wikipedia 33Chapter 5 Get Found in the Blogosphere 35Getting Your Blog Started Right 36Authoring Effective Articles 37Help Google Help You 39Making Your Articles Infectious 40Give Your Articles a Push 42Starting Conversations with Comments 43Why Blogs Sometimes Fail 44The Gift That Keeps on Giving 44Consuming Content with RSS 45Subscribe to Relevant Industry Blogs 46Contribute to the Conversation 46Tracking Your Progress 48Inbound in Action: Whole Foods 50Chapter 6 Getting Found in Google 55Paid Versus Free 56A (Brief) Introduction to How Google Works 59Picking the Perfect Keywords 62On-Page SEO: Doing the Easy Stuff First 65Off-Page SEO: The Power of Inbound Links 73Black Hat SEO: How to Get Your SiteBanned by Google 76The Dangers of PPC 80Tracking Your Progress 81Inbound Marketing at Work: DIY Shutters 82Chapter 7 Get Found in Social Media 85Creating an Effective Online Profile 86Getting Fans on Facebook 88Creating Connections on LinkedIn 93Gathering Followers on Twitter 103Driving Traffic with Digg 108Being Discovered with StumbleUpon 113Getting Found in YouTube 116Tracking Your Progress 120Inbound in Action: FreshBooks 120Part 3 Converting Customers 127Chapter 8 Convert Visitors into Leads 129Compelling Calls to Action 130Mistakes to Avoid 134Optimizing Through Experimentation 134Tracking Your Progress 135Inbound in Action: Google 135Chapter 9 Convert Prospects into Leads 137Landing Page Best Practices 138Creating Functional Forms 142Going Beyond the Form 145A Word of Caution 146Tracking Your Progress 146Inbound in Action: Zappos 146Chapter 10 Convert Leads to Customers 149Grading Your Leads 149Nurturing Your Leads 153Broadening Your Reach 155Tracking Your Progress 156Inbound in Action: Kiva 157Part 4 Make Better Decisions 161Chapter 11 Make Better Marketing Decisions 163Levels and Definitions 164Campaign Yield 165Tracking Your Progress 167Inbound in Action: Constant Contact 167Chapter 12 Picking and Measuring Your People 169Hire Digital Citizens 170Hire Analytical Chops 171Hire for their Web Reach 172Hire Content Creators 174Developing Existing Marketers 175Tracking Your Progress 175Inbound in Action: Jack Welch and GE 178Chapter 13 Picking and Measuring a PR Agency 181Picking a PR Agency 182Tracking Your Progress 184Inbound in Action: Solis, Weber, Defren, & Roetzer 185Chapter 14 Watching Your Competition 189Tools to Keep Tabs on Competitors 190Tracking Your Progress 191Inbound in Action: TechTarget 192Chapter 15 On Commitment, Patience and Learning 195Tracking Your Progress 196Inbound in Action: Tom Brady 197Chapter 16 Why Now? 199Tools and Resources 203Tips from the Trenches for Startups 209Index 217
