Inbound Marketing: Get Found Using Google, Social Media, and Blogs (New Rules Social Media Series)

306 Pages·2009·2.84 MB·English

by  Brian Halligan

Table of Contents

Praise
Title Page
Copyright Page
Foreword
Acknowledgements
Introduction
PART ONE - Inbound Marketing

CHAPTER 1 - Shopping Has Changed ... Has Your Marketing?
Who Moved My Customers?
Inbound in Action: Barack Obama for President
To Do
CHAPTER 2 - Is Your Web Site 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
To Do
CHAPTER 3 - Are You Worthy?
Creating a Remarkable Strategy
Tracking Your Progress
Inbound in Action: The Grateful Dead
To Do
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
To Do
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
To Do
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
To Do
CHAPTER 7 - Get Found in Social Media
Creating an Effective Online Profile
Getting Fans on Facebook
Creating Connections on Linkedln
Gathering Followers on Twitter
Driving Traffic with Digg
Being Discovered with StumbleUpon
Getting Found in YouTube
Tracking Your Progress
Inbound in Action: FreshBooks
To Do
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
To Do
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
To Do
CHAPTER 10 - Convert Leads to Customers
Grading Your Leads
Nurturing Your Leads
Broadening Your Reach
Tracking Your Progress
Inbound in Action: Kiva
To Do
PART FOUR - Make Better Decisions

CHAPTER 11 - Make Better Marketing Decisions
Levels and Definitions
Campaign Yield
Tracking Your Progress
Inbound in Action: Constant Contact
To Do
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
To Do
CHAPTER 13 - Picking and Measuring a PR Agency
Picking a PR Agency
Tracking Your Progress
Inbound in Action: Solis, Weber, Defren, & Roetzer
To Do
CHAPTER 14 - Watching Your Competition
Tools to Keep Tabs on Competitors
Tracking Your Progress
Inbound in Action: TechTarget
To Do
CHAPTER 15 - On Commitment, Patience and Learning
Tracking Your Progress
Inbound in Action: Tom Brady
To Do
CHAPTER 16 - Why Now?
Tools and Resources
Tips from the Trenches for Startups
Index
Praise for Inbound Marketing

"Halligan and Shah are on the frontlines of discovering and systemizing
marketing methods that will be the standard soon enough. Jump the line and
learn about inbound marketing today. This book is the beginning.”

—Chris Brogan
President of New Marketing Labs, LLC

“You don’t need a degree from MIT to figure out inbound marketing. This book
makes it simple and approachable.”

—Ed Roberts
Founder and Chair,
MIT Entrepreneurship Center

“As Inbound Marketing so eloquently explains, there’s no black magic to
successfully attracting customers via the Web. Read this book, apply its lessons.
It works.”

—Rand Fishkin
SEOmoz.org

“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

“I wish I’d had a book like Inbound Marketing when I first started out online.
This is the roadmap every small business needs for online marketing success
today.”

—Anita Campbell
Editor in Chief, SmallBizTrends.com

“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

Copyright ©2010 by Brian Halligan and Dharmesh Shah. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data:

Halligan, Brian, 1967-
Inbound marketing : get found using Google, social media, and blogs/by Brian Halligan and Dharmesh
Shah. p. cm.
Includes index.4
eISBN : 978-0-470-55041-0
1. Internet marketing. 2. Google. 3. Social media-Economic aspects.
4. Marketing-Blogs. 5. Customer relations. I. Shah, Dharmesh, 1967-II. Title.
HF5415.1265.H353 2010
658.8’72-dc22
2009020145