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Inbound Marketing

Attract, Engage, and Delight Customers Online

Brian Halligan, Dharmesh Shah

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Attract, engage, and delight customers online
Inbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online is a comprehensive guide to increasing online visibility and engagement. Written by top marketing and startup bloggers, the book contains the latest information about customer behavior and preferred digital experiences. From the latest insights on lead nurturing and visual marketing to advice on producing remarkable content by building tools, readers will gain the information they need to transform their marketing online.
With outbound marketing methods becoming less effective, the time to embrace inbound marketing is now. Cold calling, e-mail blasts, and direct mail are turning consumers off to an ever-greater extent, so consumers are increasingly doing research online to choose companies and products that meet their needs. Inbound Marketing recognizes these behavioral changes as opportunities, and explains how marketers can make the most of this shift online. This not only addresses turning strangers into website visitors, but explains how best to convert those visitors to leads, and to nurture those leads to the point of becoming delighted customers.
Gain the insight that can increase marketing value with topics like:
* Inbound marketing - strategy, reputation, and tracking progress
* Visibility - getting found, and why content matters
* Converting customers - turning prospects into leads and leads into customers
* Better decisions - picking people, agencies, and campaigns
The book also contains essential tools and resources that help build an effective marketing strategy, and tips for organizations of all sizes looking to build a reputation. When consumer behaviors change, marketing must change with them. The fully revised and updated edition of Inbound Marketing is a complete guide to attracting, engaging, and delighting customers online.

BRIAN HALLIGAN is cofounder & CEO of HubSpot, an inbound marketing and sales software company that helps businesses transform how they get found and grow online. Brian also teaches Entrepreneurial Product Development and Marketing as a Senior Lecturer at MIT. Connect with Brian on Twitter @bhalligan.
DHARMESH SHAH is cofounder & CTO of HubSpot and an angel investor in over 50 technology startups. Dharmesh also authors, a popular startup blog with over 400,000 members in its community, and is a frequent speaker on the topic of startups and marketing. Connect with Dharmesh on Twitter @dharmesh.


Einband Taschenbuch
Seitenzahl 224
Erscheinungsdatum 02.09.2014
Sprache Englisch
ISBN 978-1-118-89665-5
Verlag John Wiley & Sons, Inc.
Maße (L/B/H) 22.8/15.4/2 cm
Gewicht 280 g
Auflage 2. Auflage


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  • Foreword xi

    Acknowledgments xv

    Introduction xvii


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

    Who Moved My Customers? 6

    Inbound in Action: Barack Obama for President 6

    To Do 8

    Chapter 2 Is Your Website a Marketing Hub? 9

    Megaphone versus Hub 9

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

    Say About You 10

    Does Your Website Have a Pulse? 10

    Your Mother's Impressed, But . . . 11

    Tracking Your Progress 13

    Inbound in Action: 37Signals 14

    To Do 15

    Chapter 3 Are You Worthy? 17

    Creating a Remarkable Strategy 17

    Tracking Your Progress 19

    Inbound in Action: The Grateful Dead 19

    To Do 20


    Chapter 4 Create Remarkable Content 23

    Building a Content Machine 23

    Variety Is the Spice of Life 24

    You Gotta Give to Get 24

    Moving Beyond the Width of Your Wallet 25

    Tracking Your Progress 25

    Inbound in Action: Wikipedia 26

    To Do 27

    Chapter 5 Get Found in the Blogosphere 29

    Getting Your Blog Started Right 30

    Authoring Effective Articles 30

    Help Google Help You 32

    Making Your Articles Infectious 33

    Give Your Articles a Push 34

    Starting Conversations with Comments 35

    Why Blogs Sometimes Fail 36

    The Gift That Keeps on Giving 36

    Consuming Content with RSS 37

    Subscribe to Relevant Industry Blogs 37

    Contribute to the Conversation 38

    Tracking Your Progress 39

    Inbound in Action: Whole Foods 40

    To Do 43

    Chapter 6 Get Found in Google 45

    Paid versus Free 45

    A (Brief) Introduction to How Google Works 48

    Picking the Perfect Keywords 50

    On-Page SEO: Doing the Easy Stuff First 53

    Off-Page SEO: The Power of Inbound Links 58

    Black Hat SEO: How to Get Your Site

    Banned by Google 61

    The Dangers of PPC 63

    Tracking Your Progress 64

    Inbound in Action: LinkedIn "Elite" 65

    To Do 66

    Chapter 7 Get Found in Social Media 67

    Creating an Effective Online Profile 67

    Getting Fans on Facebook 69

    Creating Connections on LinkedIn 73

    Gathering Followers on Twitter 77

    Gaining Reach from Google+ 80

    Being Discovered with StumbleUpon 82

    Getting Found on YouTube 84

    Tracking Your Progress 86

    Inbound in Action: FreshBooks 87

    To Do 89

    Chapter 8 Visual Content 91

    SlideShare 92 92

    Pinterest 93

    Instagram 94

    Snapchat 95

    Vine 96

    Chapter 9 Software and Tools as Content 99

    Writing Code Instead of Text 100

    Replace Humans with Machines 101

    Provide a Next Step 102

    Kill Bad Tools Quickly 102

    Tools Don't Market Themselves 103

    Inbound in Action: Wealthfront 104

    To Do 105


    Chapter 10 Convert Visitors into Leads 109

    Compelling Calls-to-Action 110

    Mistakes to Avoid 113

    Optimizing Through Experimentation 113

    Tracking Your Progress 113

    Inbound in Action: Google 114

    To Do 114

    Chapter 11 Convert Prospects into Leads 115

    Landing Page Best Practices 115

    Creating Functional Forms 119

    Going Beyond the Form 122

    A Word of Caution 122

    Tracking Your Progress 123

    Inbound in Action: Zappos 123

    To Do 124

    Chapter 12 Convert Leads to Customers 125

    Grading and Scoring Your Leads 125

    Nurturing Your Leads 128

    Broadening Your Reach 129

    Tracking Your Progress 131

    Inbound in Action: Kiva 131

    To Do 134


    Chapter 13 Make Better Marketing Decisions 137

    Levels and Definitions 138

    Campaign Yield 138

    Tracking Your Progress 140

    To Do 140

    Chapter 14 Picking and Measuring Your People 141

    Hire Digital Citizens 142

    Hire for Analytical Chops 142

    Hire for Their Web Reach 143

    Hire Content Creators 145

    Developing Existing Marketers 145

    Tracking Your Progress 146

    Inbound in Action: Jack Welch and GE 148

    To Do 149

    Chapter 15 Picking and Measuring a PR Agency 151

    Picking a PR Agency 152

    Tracking Your Progress 153

    Inbound in Action: Solis, Weber, Defren & Roetzer 154

    To Do 155

    Chapter 16 Watching Your Competition 157

    Tools to Keep Tabs on Competitors 157

    Tracking Your Progress 158

    Inbound in Action: TechTarget 159

    To Do 161

    Chapter 17 On Commitment, Patience, and Learning 163

    Tracking Your Progress 164

    Inbound in Action: Tom Brady 164

    To Do 165

    Chapter 18 Why Now? 167

    Tools and Resources 171 171

    Advanced Google Search 171

    Tracking with Site Alerts 173

    BONUS: Entrepreneur's Guide to Startup Marketing 175

    Startup Marketing Checklist 175

    18 Simple Tips for Naming a New Company 180

    Insider Tips on Buying the Domain Name You Love 184

    Index 187