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

( 30 )

Overview

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 ...

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Overview

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.

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Product Details

  • ISBN-13: 9780470499313
  • Publisher: Wiley
  • Publication date: 10/19/2009
  • Series: New Rules Social Media Series , #1
  • Edition number: 1
  • Pages: 256
  • Sales rank: 218,024
  • Product dimensions: 6.20 (w) x 9.10 (h) x 0.90 (d)

Meet the Author

Brian Halligan

Brian Halligan is cofounder and CEO of HubSpot, a marketing software company that helps businesses "get found." He is a former venture capitalist and seasoned sales and marketing executive. He is a frequent lecturer at MIT and Harvard Business School.

Dharmesh Shah is cofounder and CTO of HubSpot. He is a serial entrepreneur, angel investor, and authors the top-ranking blog OnStartups.com. He speaks frequently on the topics of marketing and entrepreneurship.

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Table of Contents

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.

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Customer Reviews

Average Rating 4.5
( 30 )
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See All Sort by: Showing 1 – 20 of 30 Customer Reviews
  • Anonymous

    Posted October 28, 2011

    Terrible Book - do not waste your money

    There are no useful suggestions in this book. In a nutshell, their advice is for you to create a "remarkable" website.... if you have a "remarkable" website then every other website will offer a link to your website. Wow, brilliant insight, guys. Do NOT waste your money on this.

    3 out of 3 people found this review helpful.

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  • Posted December 21, 2009

    more from this reviewer

    Excellent resource for entrepreneurs

    Inbound Marketing explains why internet marketing is more effective than traditional marketing. Then it presents many valuable internet marketing strategies. It is a well-organized book, filled with current ideas. I highly recommend it to anyone who wants to drive more traffic to his website.

    3 out of 3 people found this review helpful.

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  • Posted October 31, 2011

    Highly Recommended for Novice Marketers!

    Inbound Marketing is a brilliant book for the novice to Internet Marketing and Social Media. It provides detailed coverage of the essential social media marketing topics like Pay-Per-Click, Search Engine Optimization, Lead Nurturing and Social Bookmarking in a very understandable and easy way. Winning strategies on how to be successful in Facebook, Twitter and Google combined with great success stories like Obama Campaign, Zappos and Whole Foods, really convinces you that with some time and smarts you can create value for your company. You can simply say this book is "remarkable" (just about the most amazing word you will find throughout the book) I think Shah and Halligan were aiming to inspire people to effectively use social media and internet marketing to capture the target market and sell the products without trying to sell to the target market. This book puts emphasis on the quality of the content and an individual's astuteness to their marketing effectiveness rather than " the size of the wallet". At the same time, they continuously explain what not to do, which I found extremely helpful. In addition, at the end of each chapter there are important links and checklist of what each one of us needs to do to start improving inbound marketing. I learned a lot from this book like: 1. I don't have to spend a lot of money to design my website 2. I need a blog for my site and my blogs need catchy titles and remarkable content. 3. I can measure my site's outreach by using free web analytics tools. 4. I learned how to get found on social media with most emphasis on Facebook, Twitter,Linkedin, Digg, StumbleUpon and Google. 5. Using conversion to encourage site visitors to engage 6. Utilizing Google Reader to subscribe to blogs that interest me and are relevant to my business 7. How to recruit and interview inbound marketers. 8. Most importantly I learned that in order to succeed in inbound marketing, I need to be patient and very committed. I think anyone who is a novice like myself, to Internet and Social Media Marketing should definitely get a copy and read "Inbound Marketing: Get found using Goggle, Social media, and Blogs"

    2 out of 3 people found this review helpful.

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  • Posted January 25, 2011

    more from this reviewer

    Helpful look at how to help people to find your product online

    Conventional marketing no longer makes sense. Ads are costly and people are paying less attention to traditional media. Most marketers seek the young people's market (ages 18-34), but few youthful consumers read extensively. Many viewers record TV shows and fast-forward through commercials. A lot of today's worthiest promotion happens online. But just shifting to blasting people with ads over the Internet is a backward marketing strategy. Now you need to direct your marketing so that people will look for you online. In their book, web-marketing experts Brian Halligan and Dharmesh Shah show how to reach out to your market through web pages, blogs, podcasts and social networks. Halligan and Shah demonstrate that commercial success depends on developing and producing quality content online. getAbstract recommends this eye-opening report to businesses large and small, established and brand new.

    2 out of 2 people found this review helpful.

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  • Posted October 25, 2009

    more from this reviewer

    I Also Recommend:

    A practical guide to a better way of marketing

    Inbound Marketing adeptly describes how online technologies have dramatically altered how organizations and individuals conduct business, communicate, and spread ideas. The internet has significantly leveled the playing field between businesses and consumers. Internet tools provide efficient platforms from which consumers can individually and collectively have their voices heard and their needs and wants better understood. For astute businesses, this phenomenon has profoundly impacted their marketing strategies. The authors emphasize that effective marketing is becoming increasingly dependent upon being found by your target audience and by creating networking channels that enable your customers to interact with you and your business and with fellow customers.

    With a down to earth approach, this book describes methods for how organizations can effectively leverage internet tools to reach and broaden their customer base. Each chapter provides clear and concrete steps that can be implemented immediately in order to build presence, trust, and loyalty on the web. "Inbound Marketing" clearly describes how to increase your ranking on internet search engines, gives tips on creating useful and interactive content (through blogs and social networks such as facebook), and provides guidance for measuring your progress. This "how to" book is an excellent resource for anyone looking for a practical guide to the most current internet marketing strategies.

    2 out of 2 people found this review helpful.

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  • Anonymous

    Posted July 12, 2010

    Get up to date with eMarketing trends

    Great information and advice. Seems thorough and well researched. Fairly easy to read and logically organized. If you rely on SEO, you need to understand the topics in this book.

    I feel the constant references to a site developed by the writer's own company are a great detriment to this book. This practice takes away from the legitimacy of the book and seems counter to the author's own advice.

    1 out of 1 people found this review helpful.

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