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

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

Author: Brian Halligan | Language: English | ISBN: 0470499311 | Format: PDF

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

Stop pushing your message out and start pulling your customers in

Traditional "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 online

The 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.

Product Details
Table of Contents
Reviews

Series: New Rules Social Media Series (Book 1)
Hardcover: 256 pages
Publisher: Wiley; 1 edition (October 19, 2009)
Language: English
ISBN-10: 0470499311
ISBN-13: 978-0470499313
Product Dimensions: 9.3 x 6 x 0.9 inches
Shipping Weight: 15.5 ounces (View shipping rates and policies)

Foreword by David Meerman Scott.

Acknowledgment.

Introduction.

PART ONE: INBOUND MARKETING.

Chapter 1. Shopping Has Changed…Has Your Marketing?

Who Moved My Customers?

Inbound in Action: Barack Obama for President.

Chapter 2. 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.

Chapter 3. Are You Worthy?

Creating a Remarkable Strategy.

Tracking Your Progress.

Inbound in Action: The Grateful Dead.

PART TWO: GET FOUND BY PROSPECTS.

Chapter 4. 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.

Chapter 5. 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.

Chapter 6. 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.

Chapter 7. 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.

PART THREE: CONVERTING CUSTOMERS.

Chapter 8. Convert Visitors into Leads.

Compelling Calls to Action.

Mistakes to Avoid.

Optimizing Through Experimentation.

Tracking Your Progress.

Inbound in Action: Google.

Chapter 9. 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.

Chapter 10. Convert Leads to Customers.

Grading Your Leads.

Nurturing Your Leads.

Broadening Your Reach.

Tracking Your Progress.

Inbound in Action: Kiva.

PART FOUR: MAKE BETTER DECISIONS.

Chapter 11. Make Better Marketing Decisions.

Levels and Definitions.

Campaign Yield.

Tracking Your Progress.

Inbound in Action: Constant Contact.

Chapter 12. 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.

Chapter 13. Picking and Measuring a PR Agency.

Picking a PR Agency.

Tracking Your Progress.

Inbound in Action: Solis, Weber, Defren, & Roetzer.

Chapter 14. Watching Your Competition.

Tools To Keep Tabs on Competitors.

Tracking Your Progress.

Inbound in Action: TechTarget.

Chapter 15. On Commitment, Patience and Learning.

Tracking Your Progress.

Inbound in Action: Tom Brady.

Chapter 16. Why Now?

Tools and Resources.

Tips from the Trenches for Startups.

Index.

This excellent book is aimed at the 99% of the business world who are faintly befuddled by the strange world of youtube and delicious that they find themselves living in. It's aimed at plumbers, hairdressers, lawyers and oil company executives; at people in large corporations and small businesses alike who are dimly aware that their working lives are about to change - indeed, have already started to change in disconcerting ways - and who don't know what to do.

The premise of the book is that the old marketing is dead or dying. Gone are the days where simply throwing money at print or radio advertising guaranteed succees. Instead, you need to engage your customers. Give them reasons to come to visit your web site, and once they are there give them reasons to come back again and again. Turn your web site into a hub, stuffed with remarkable blog posts, videos and interviews. As the authors put it (they have a pleasing way with words) "ten years ago, your marketing effectiveness was a function of the width of your wallet. Today, your marketing effectiveness is a function of the width of your brain."

"Inbound marketing" is clearly - and explicitly - inspired by authors such as Seth Godin and David Meerman Scott. But where this book differs is in its emphasis on hands-on advice. Not only is it inspirational, but it's also brimming with practical wisdom. Sure, it talks about the power of Twitter. But then it gives you advice on how to choose a twitter handle. Sure, it talks about the rise of the superstar blogger and the death of the press release. But then it talks about how to decide whether you need a PR agency and, if you do, then how you should hire one. Sure, it stresses that your employees will need to learn new skills if they are to survive in this new world.

This book is about HOW TO GET FOUND on the Internet.

It teaches you how to utilize the following online tools to achieve this purpose:

1. Google - with VERY basic principles on SEO (Search Engine Optimization). You will need to get other books written specifically on SEO.

2. Company Website. It introduces website best practices such as how to use landing page, including a call-to-action (details see below) in EVERY page of your website.

3. Social Networking and Bookmarking Sites e.g. Facebook, Twitter, LinkedIn, Digg, StumbleUpon, Youtube. It teaches you what you should do with your sites e.g. Search for groups relevant to your industry and estabish a group of your own, make sure your group is more focused and is more relevant to your business (e.g. create an "inbound marketing group" instead of "online marketing group"). I particularly like the part on how to use StumbleUpon to attract audience (Spend time reading and voting articles, befriend with people who post articles that intrigue you, and slowly, ONLY AFTER you have done all those steps, you can submit your own articles)

4. The best part of the book is what I would call "Funnel Management" - how to turn website visitors to engaged visitors (leads) and then to customers. For visitors to become leads, you need to engage them with call-to-action offers e.g. "GET A FREE TRIAL!", the whole purpose of these call-to-action offers is to get visitors to fill out a form so that you can get building a CRM database.

5. Tracking your "online footprint" using tools like [...]. The most important thing is to track the source of your visitors of your website and measure how many of them finally become your customer.

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