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

ISBN: 978-0-470-49931-3
256 pages
October 2009
Inbound Marketing: Get Found Using Google, Social Media, and Blogs  (0470499311) cover image
Stop pushing your message out and start pulling your customers in

Traditional "outbound" marketing methods like cold-calling, email blasts, advertising, and direct mail are increasingly less effective. People are getting better at blocking these interruptions out using Caller ID, spam protection, TiVo, etc. People are now increasingly turning to Google, social media, and blogs to find products and services. Inbound Marketing helps you take advantage of this change by showing you how to get found by customers online.

Inbound Marketing is a how-to guide to getting found via Google, the blogosphere, and social media sites.

    • Improve your rankings in Google to get more traffic
    • Build and promote a blog for your business
    • Grow and nurture a community in Facebook, LinkedIn, Twitter, etc.
    • Measure what matters and do more of what works online

The rules of marketing have changed, and your business can benefit from this change. Inbound Marketing shows you how to get found by more prospects already looking for what you have to sell.
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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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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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"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

"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

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October 26, 2009
Get Found Using Google, Social Media and Blogs

How good are you at getting found?  Facebook, YouTube, and Twitter are used by hundreds of millions of people to find and learn about products and services they need each day.  If only there were a way to ensure your company was the one they found. 

Turns out, there is.  All it takes is reversing everything you thought you knew about marketing. Yesterday's techniques were outbound: TV commercials, magazine ads, direct mail pieces, telemarketing and email blasts--few of which have impact anymore.   Today's customers only respond to a new set of marketing tools which aim in the opposite direction: inbound.  By mastering the latest social media with the right inbound mindset, you'll never have to interrupt your customers with unwanted messages again. Instead, you'll succeed at the number one factor that determines marketing success today: getting found.

Few experts have been more effective at helping thousands of customers get found than Brian Halligan and Dharmesh Shah, cofounders of award-winning Boston-based Internet marketing software company HubSpot.  In their new book INBOUND MARKETING: Get Found Using Google, Social Media and Blogs (Wiley; October 19, 2009; $24.95 Hardcover), Halligan and Shah share their revolutionary approach to breaking through the noise, standing out from competitors and connecting with targeted customers online…and off.  The key to reaching today’s customers isn’t pushing at them to buy, but pulling them in from search engines, social networking sites and the blogosphere.             

Beyond the mechanics, Halligan and Shah provide a comprehensive "get found" strategic framework, explaining why companies need to rethink their marketing strategies from the bottom up.  Readers will learn how to:           

  • Transform a Website from a one-to-many broadcast tool (think megaphone) into a collaborative platform.
  • Start blogging right, author effective articles, and go viral with infectious content.
  • Get fans on Facebook, create connections on LinkedIn, gather followers on Twitter, drive traffic with Digg and be discovered with StumbleUpon.
  • Convert visitors into leads, keep tabs on competitors…and much more.

Throughout, Halligan and Shah illustrate their principles and practices with real-world success stories, including Web ventures like 37 Signals, Kiva, Zappos, and Wikipedia, Barack Obama’s campaign for President and classic innovators like the Grateful Dead.  

Liberating and fun yet firmly grounded in strategic wisdom, INBOUND MARKETING is a welcome guide for not only e-tail entrepreneurs, but for all business owners, leaders and marketers striving to stay competitive in a dramatically changing market. 

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Inbound Marketing: Get Found Using Google, Social Media, and Blogs (US $24.95)

-and- Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business, Revised and Updated Edition (US $19.95)

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