Inbound Marketing: Get Found Using Google, Social Media, and Blogs Hardcover – Oct 19 2009
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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
From the Back Cover
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.
"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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Top Customer Reviews
This book is great for anyone (more for newcomers to social media but everyone can learn something) trying to maximize their own web 'reach' that wants to increase traffic or customers to their site and increase their search engine ranking. They present a 'friendly' approach and preach web karma which helps you build relationships and then maximize on them. It is not a formula for over-night success, this builds a solid foundation to grow and learn on. What the book does remind you time and time again is that content is key - you should focus first and foremost on remarkable content (as to get others to remark upon it - in web parlance link to you, cite you and trackback to you.)
The To Do list at the end of each chapter / section makes it easy for you not to forget what you read and what to do. I read the book cover to cover away from the computer then after went through the To Do list from each chapter at the computer and found this incredibly helpful; I understood the big picture and could make sure my messages were clear when I did begin applying the tricks and tips to my pages and social outlets.
Dharmesh Shah and Brian Halligan, founders of the remarkable Hubspot are the evangelists of this new era, and this book is the bible of Inbound Marketing. It is full of actionable tips and to-do lists that help marketers on their road to being found. It ties together all aspects of Inbound Marketing and outlines how to maximize the respective value of individual inbound Marketing tactics.
A must-read. A fast & entertaining read to boot.
Most Helpful Customer Reviews on Amazon.com (beta)
The premise of the book is that the old marketing is dead or dying. Gone are the days where simply throwing money at print or radio advertising guaranteed succees. Instead, you need to engage your customers. Give them reasons to come to visit your web site, and once they are there give them reasons to come back again and again. Turn your web site into a hub, stuffed with remarkable blog posts, videos and interviews. As the authors put it (they have a pleasing way with words) "ten years ago, your marketing effectiveness was a function of the width of your wallet. Today, your marketing effectiveness is a function of the width of your brain."
"Inbound marketing" is clearly - and explicitly - inspired by authors such as Seth Godin and David Meerman Scott. But where this book differs is in its emphasis on hands-on advice. Not only is it inspirational, but it's also brimming with practical wisdom. Sure, it talks about the power of Twitter. But then it gives you advice on how to choose a twitter handle. Sure, it talks about the rise of the superstar blogger and the death of the press release. But then it talks about how to decide whether you need a PR agency and, if you do, then how you should hire one. Sure, it stresses that your employees will need to learn new skills if they are to survive in this new world. But then it talks about what those skills are, what steps your employees need to take to get them and how you can track how they're doing. Each chapter contains a checklist of things you should do, right now, to start improving your inbound marketing.
This is no dry textbook. It's full of anecdotes, some from the usual suspects (Whole Foods, Zappos and Barack Obama) but from others too: accounting software, a shutter manufacturer and a PR firm among others. It's well written, and there are cartoons too.
Inbound marketing - get found using Google, social media and blogs is an excellent, mainstream introduction to new marketing. If you want to dip your toes into the cold water of social media then buy a copy. If you know all about social media then you almost certainly know people who need this book. Buy them a copy from Amazon. They'll love you for it.
It teaches you how to utilize the following online tools to achieve this purpose:
1. Google - with VERY basic principles on SEO (Search Engine Optimization). You will need to get other books written specifically on SEO.
2. Company Website. It introduces website best practices such as how to use landing page, including a call-to-action (details see below) in EVERY page of your website.
3. Social Networking and Bookmarking Sites e.g. Facebook, Twitter, LinkedIn, Digg, StumbleUpon, Youtube. It teaches you what you should do with your sites e.g. Search for groups relevant to your industry and estabish a group of your own, make sure your group is more focused and is more relevant to your business (e.g. create an "inbound marketing group" instead of "online marketing group"). I particularly like the part on how to use StumbleUpon to attract audience (Spend time reading and voting articles, befriend with people who post articles that intrigue you, and slowly, ONLY AFTER you have done all those steps, you can submit your own articles)
4. The best part of the book is what I would call "Funnel Management" - how to turn website visitors to engaged visitors (leads) and then to customers. For visitors to become leads, you need to engage them with call-to-action offers e.g. "GET A FREE TRIAL!", the whole purpose of these call-to-action offers is to get visitors to fill out a form so that you can get building a CRM database.
5. Tracking your "online footprint" using tools like [...]. The most important thing is to track the source of your visitors of your website and measure how many of them finally become your customer. This is important since it helps you decide how to allocate your marketing budget.
All in all, this is THE BOOK for beginners of online + non-interruptive marketing. Since this is meant for beginners, it tries to touch on EVERY ASPECT of inbound marketing and to give you a BRIEF OVERVIEW on how to can use the tools to boost your company's populatiry. To enrich understanding on the topic, I suggest you read:
1. Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000: Running a Business in Today's Consumer-Driven World(some overlapping is inevitable, but this book focuses on how to improve business by tracking what is said about your company, using different online tools)
2. Get Content Get Customers: Turn Prospects into Buyers with Content Marketing Inbound marketing starts with creating remarkable content. This book tells you what makes remarkable content.
3. A MUST-READ marketing book on non-interruptive marketing (though not specifically on online marketing): The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning
Will post reviews on the above three books soon.
Couple of other things that I liked about the book are the particular examples (other organizations/blog articles/etc) that were provided and the cartoons - who doesn't enjoy a chuckle every few pages? :-)
Absolute bang for your buck and once you pick up the book, you will finish it!
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