Inbound Marketing : Get Found Using Google, Social Media, and Blogs
ISBN: 9780470499313 | 0470499311
Edition: 1stFormat: Hardcover
Publisher: Wiley
Pub. Date: 10/19/2009
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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 an... MORE
| Foreword | p. xiii |
| Acknowledgments | p. xvii |
| Introduction | p. xxi |
| Inbound Marketing | p. 1 |
| Shopping Has Changed...Has Your Marketing? | p. 3 |
| Who Moved My Customers? | p. 6 |
| Inbound in Action: Barack Obama for President | p. 7 |
| Is Your Web Site a Marketing Hub? | p. 11 |
| Megaphone Versus Hub | p. 11 |
| It's Not What You Say-It's What... MORE | p. 12 |
| Does Your Web Site Have a Pulse? | p. 13 |
| Your Mother's Impressed, But... | p. 14 |
| Tracking Your Progress | p. 17 |
| Inbound in Action: 37Signals | p. 18 |
| Are You Worthy? | p. 21 |
| Creating a Remarkable Strategy | p. 22 |
| Tracking Your Progress | p. 24 |
| Inbound in Action: The Grateful Dead | p. 24 |
| Get Found by Prospects | p. 27 |
| Create Remarkable Content | p. 29 |
| Building a Content Factory | p. 30 |
| Variety is the Spice of Life | p. 30 |
| You Gotta Give to Get | p. 31 |
| Moving Beyond the Width of Your Wallet | p. 31 |
| Tracking Your Progress | p. 32 |
| Inbound in Action: Wikipedia | p. 33 |
| Get Found in the Blogosphere | p. 35 |
| Getting Your Blog Started Right | p. 36 |
| Authoring Effective Articles | p. 37 |
| Help Google Help You | p. 39 |
| Making Your Articles Infectious | p. 40 |
| Give Your Articles a Push | p. 42 |
| Starting Conversations with Comments | p. 43 |
| Why Blogs Sometimes Fail | p. 44 |
| The Gift That Keeps on Giving | p. 44 |
| Consuming Content with RSS | p. 45 |
| Subscribe to Relevant Industry Blogs | p. 46 |
| Contribute to the Conversation | p. 46 |
| Tracking Your Progress | p. 48 |
| Inbound in Action: Whole Foods | p. 50 |
| Getting Found in Google | p. 55 |
| Paid Versus Free | p. 56 |
| A (Brief) Introduction to How Google Works | p. 59 |
| Picking the Perfect Keywords | p. 62 |
| On-Page SEO: Doing the Easy Stuff First | p. 65 |
| Off-Page SEO: The Power of Inbound Links | p. 73 |
| Black Hat SEO: How to Get Your Site Banned by Google | p. 76 |
| The Dangers of PPC | p. 80 |
| Tracking Your Progress | p. 81 |
| Inbound Marketing at Work: DIY Shutters | p. 82 |
| Get Found in Social Media | p. 85 |
| Creating an Effective Online Profile | p. 86 |
| Getting Fans on Facebook | p. 88 |
| Creating Connections on LinkedIn | p. 93 |
| Gathering Followers on Twitter | p. 103 |
| Driving Traffic with Digg | p. 108 |
| Being Discovered with StumbleUpon | p. 113 |
| Getting Found in YouTube | p. 116 |
| Tracking Your Progress | p. 120 |
| Inbound in Action: FreshBooks | p. 120 |
| Converting Customers | p. 127 |
| Convert Visitors into Leads | p. 129 |
| Compelling Calls to Action | p. 130 |
| Mistakes to Avoid | p. 134 |
| Optimizing Through Experimentation | p. 134 |
| Tracking Your Progress | p. 135 |
| Inbound in Action: Google | p. 135 |
| Convert Prospects into Leads | p. 137 |
| Landing Page Best Practices | p. 138 |
| Creating Functional Forms | p. 142 |
| Going Beyond the Form | p. 145 |
| A Word of Caution | p. 146 |
| Tracking Your Progress | p. 146 |
| Inbound in Action: Zappos | p. 146 |
| Convert Leads to Customers | p. 149 |
| Grading Your Leads | p. 149 |
| Nurturing Your Leads | p. 153 |
| Broadening Your Reach | p. 155 |
| Tracking Your Progress | p. 156 |
| Inbound in Action: Kiva | p. 157 |
| Make Better Decisions | p. 161 |
| Make Better Marketing Decisions | p. 163 |
| Levels and Definitions | p. 164 |
| Campaign Yield | p. 165 |
| Tracking Your Progress | p. 167 |
| Inbound in Action: Constant Contact | p. 167 |
| Picking and Measuring Your People | p. 169 |
| Hire Digital Citizens | p. 170 |
| Hire Analytical Chops | p. 171 |
| Hire for their Web Reach | p. 172 |
| Hire Content Creators | p. 174 |
| Developing Existing Marketers | p. 175 |
| Tracking Your Progress | p. 175 |
| Inbound in Action: Jack Welch and GE | p. 178 |
| Picking and Measuring a PR Agency | p. 181 |
| Picking a PR Agency | p. 182 |
| Tracking Your Progress | p. 184 |
| Inbound in Action: Solis, Weber, Defren, & Roetzer | p. 185 |
| Watching Your Competition | p. 189 |
| Tools to Keep Tabs on Competitors | p. 190 |
| Tracking Your Progress | p. 191 |
| Inbound in Action: TechTarget | p. 192 |
| On Commitment, Patience and Learning | p. 195 |
| Tracking Your Progress | p. 196 |
| Inbound in Action: Tom Brady | p. 197 |
| Why Now? | p. 199 |
| Tools and Resources | p. 203 |
| Tips from the Trenches for Startups | p. 209 |
| Index | p. 217 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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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