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

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More About This Book

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.

  • Dharmesh Shah
    Dharmesh Shah

Product Details

  • ISBN-13: 9780470499313
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 10/19/2009
  • Edition number: 1
  • Pages: 256
  • Sales rank: 124,882
  • Series: New Rules Social Media Series, #1
  • Product dimensions: 6.20 (w) x 9.10 (h) x 0.90 (d)

Meet the Author

Brian Halligan
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.

Table of Contents

Foreword David Meerman Scott xiii

Acknowledgments xvii

Introduction xxi

Part 1 Inbound Marketing 1

Chapter 1 Shopping Has Changed...Has Your Marketing? 3

Who Moved My Customers? 6

Inbound in Action: Barack Obama for President 7

Chapter 2 Is Your Web Site a Marketing Hub? 11

Megaphone Versus Hub 11

It's Not What You Say-It's What Others Say About You 12

Does Your Web Site Have a Pulse? 13

Your Mother's Impressed, But... 14

Tracking Your Progress 17

Inbound in Action: 37Signals 18

Chapter 3 Are You Worthy? 21

Creating a Remarkable Strategy 22

Tracking Your Progress 24

Inbound in Action: The Grateful Dead 24

Part 2 Get Found by Prospects 27

Chapter 4 Create Remarkable Content 29

Building a Content Factory 30

Variety is the Spice of Life 30

You Gotta Give to Get 31

Moving Beyond the Width of Your Wallet 31

Tracking Your Progress 32

Inbound in Action: Wikipedia 33

Chapter 5 Get Found in the Blogosphere 35

Getting Your Blog Started Right 36

Authoring Effective Articles 37

Help Google Help You 39

Making Your Articles Infectious 40

Give Your Articles a Push 42

Starting Conversations with Comments 43

Why Blogs Sometimes Fail 44

The Gift That Keeps on Giving 44

Consuming Content with RSS 45

Subscribe to Relevant Industry Blogs 46

Contribute to the Conversation 46

Tracking Your Progress 48

Inbound in Action: Whole Foods 50

Chapter 6 Getting Found in Google 55

Paid Versus Free 56

A (Brief) Introduction to How Google Works 59

Picking the Perfect Keywords 62

On-Page SEO: Doing the Easy Stuff First 65

Off-Page SEO: The Power of Inbound Links 73

Black Hat SEO: How to Get Your SiteBanned by Google 76

The Dangers of PPC 80

Tracking Your Progress 81

Inbound Marketing at Work: DIY Shutters 82

Chapter 7 Get Found in Social Media 85

Creating an Effective Online Profile 86

Getting Fans on Facebook 88

Creating Connections on LinkedIn 93

Gathering Followers on Twitter 103

Driving Traffic with Digg 108

Being Discovered with StumbleUpon 113

Getting Found in YouTube 116

Tracking Your Progress 120

Inbound in Action: FreshBooks 120

Part 3 Converting Customers 127

Chapter 8 Convert Visitors into Leads 129

Compelling Calls to Action 130

Mistakes to Avoid 134

Optimizing Through Experimentation 134

Tracking Your Progress 135

Inbound in Action: Google 135

Chapter 9 Convert Prospects into Leads 137

Landing Page Best Practices 138

Creating Functional Forms 142

Going Beyond the Form 145

A Word of Caution 146

Tracking Your Progress 146

Inbound in Action: Zappos 146

Chapter 10 Convert Leads to Customers 149

Grading Your Leads 149

Nurturing Your Leads 153

Broadening Your Reach 155

Tracking Your Progress 156

Inbound in Action: Kiva 157

Part 4 Make Better Decisions 161

Chapter 11 Make Better Marketing Decisions 163

Levels and Definitions 164

Campaign Yield 165

Tracking Your Progress 167

Inbound in Action: Constant Contact 167

Chapter 12 Picking and Measuring Your People 169

Hire Digital Citizens 170

Hire Analytical Chops 171

Hire for their Web Reach 172

Hire Content Creators 174

Developing Existing Marketers 175

Tracking Your Progress 175

Inbound in Action: Jack Welch and GE 178

Chapter 13 Picking and Measuring a PR Agency 181

Picking a PR Agency 182

Tracking Your Progress 184

Inbound in Action: Solis, Weber, Defren, & Roetzer 185

Chapter 14 Watching Your Competition 189

Tools to Keep Tabs on Competitors 190

Tracking Your Progress 191

Inbound in Action: TechTarget 192

Chapter 15 On Commitment, Patience and Learning 195

Tracking Your Progress 196

Inbound in Action: Tom Brady 197

Chapter 16 Why Now? 199

Tools and Resources 203

Tips from the Trenches for Startups 209

Index 217

Customer Reviews
Average Rating 4.5
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  • 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.

    1 out of 1 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.

    1 out of 1 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"

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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.

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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.

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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.

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