Inbound marketing [electronic resource] : get found using Google, social media, and blogs /
Brian Halligan and Dharmesh Shah.
imprint
Hoboken, N.J. : Wiley, c2010.
description
xxiii, 226 p. : ill. ; 24 cm.
ISBN
9780470499313 (cloth)
format(s)
Book
More Details
added author
imprint
Hoboken, N.J. : Wiley, c2010.
isbn
9780470499313 (cloth)
restrictions
Licensed for access by U. of T. users.
general note
Includes index.4
catalogue key
8713307
A Look Inside
About the Author
Author Affiliation
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.
Reviews
Review Quotes
"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
"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
"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
To find out how to look for other reviews, please see our guides to finding book reviews in the Sciences or Social Sciences and Humanities.
Summaries
Back Cover Copy
Inbound Marketingget found using google, social media, and blogsforeword by David Meerman ScottThe New Rules Of Social Media SeriesBrian Halligan & Dharmesh ShahTo 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
Back Cover Copy
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.
Back Cover Copy
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 www.InboundMarketingBook.com
Bowker Data Service Summary
'Inbound Marketing' helps you take advantage of the latest changes in technology & internet use by showing you how to get found by customers online. This is a how-to guide to getting found via Google, the blogosphere, and social media sites.
Main Description
For decades marketers have interrupted their way into buyers' wallets with TV and radio advertising, cold calling, and email blasting. But this type of marketing is coming to an end, as buyers get more and more sophisticated about blocking interruptions using TiVo, Sirius Satellite Radio, spam protection, and Do Not Call lists. Buyers are moving their shopping and learning to search engines, the blogosphere, and the social media web.Get Found exposes proven best practices required to leverage the changing nature of buyer behavior. Learn how to use social media to intrigue your best customers to come to you- "get found" online. In simple language, the book explains how to: Make changes to your website so that it ranks higher for terms typed in by your target market Identify and engage bloggers so they drive their readership to your site to enter your sales funnel Start a blog that will become part of the 1% of blogs that succeed Effectively use LinkedIn, Facebook, Twitter, YouTube, and other social media sites Track your progress in search engines, the blogosphere, and social mediasphere and continually improve your strategy Double-down on cost-effective sources of leads and divest cost-prohibitive sources
Main Description
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.
Main Description
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.
Main Description
Stop pushing your message out and start pulling your customers inTraditional "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 onlineThe 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.
Table of Contents
Forewordp. xiii
Acknowledgmentsp. xvii
Introductionp. xxi
Inbound Marketingp. 1
Shopping Has Changed...Has Your Marketing?p. 3
Who Moved My Customers?p. 6
Inbound in Action: Barack Obama for Presidentp. 7
Is Your Web Site a Marketing Hub?p. 11
Megaphone Versus Hubp. 11
It's Not What You Say-It's What Others Say About Youp. 12
Does Your Web Site Have a Pulse?p. 13
Your Mother's Impressed, But...p. 14
Tracking Your Progressp. 17
Inbound in Action: 37Signalsp. 18
Are You Worthy?p. 21
Creating a Remarkable Strategyp. 22
Tracking Your Progressp. 24
Inbound in Action: The Grateful Deadp. 24
Get Found by Prospectsp. 27
Create Remarkable Contentp. 29
Building a Content Factoryp. 30
Variety is the Spice of Lifep. 30
You Gotta Give to Getp. 31
Moving Beyond the Width of Your Walletp. 31
Tracking Your Progressp. 32
Inbound in Action: Wikipediap. 33
Get Found in the Blogospherep. 35
Getting Your Blog Started Rightp. 36
Authoring Effective Articlesp. 37
Help Google Help Youp. 39
Making Your Articles Infectiousp. 40
Give Your Articles a Pushp. 42
Starting Conversations with Commentsp. 43
Why Blogs Sometimes Failp. 44
The Gift That Keeps on Givingp. 44
Consuming Content with RSSp. 45
Subscribe to Relevant Industry Blogsp. 46
Contribute to the Conversationp. 46
Tracking Your Progressp. 48
Inbound in Action: Whole Foodsp. 50
Getting Found in Googlep. 55
Paid Versus Freep. 56
A (Brief) Introduction to How Google Worksp. 59
Picking the Perfect Keywordsp. 62
On-Page SEO: Doing the Easy Stuff Firstp. 65
Off-Page SEO: The Power of Inbound Linksp. 73
Black Hat SEO: How to Get Your Site Banned by Googlep. 76
The Dangers of PPCp. 80
Tracking Your Progressp. 81
Inbound Marketing at Work: DIY Shuttersp. 82
Get Found in Social Mediap. 85
Creating an Effective Online Profilep. 86
Getting Fans on Facebookp. 88
Creating Connections on LinkedInp. 93
Gathering Followers on Twitterp. 103
Driving Traffic with Diggp. 108
Being Discovered with StumbleUponp. 113
Getting Found in YouTubep. 116
Tracking Your Progressp. 120
Inbound in Action: FreshBooksp. 120
Converting Customersp. 127
Convert Visitors into Leadsp. 129
Compelling Calls to Actionp. 130
Mistakes to Avoidp. 134
Optimizing Through Experimentationp. 134
Tracking Your Progressp. 135
Inbound in Action: Googlep. 135
Convert Prospects into Leadsp. 137
Landing Page Best Practicesp. 138
Creating Functional Formsp. 142
Going Beyond the Formp. 145
A Word of Cautionp. 146
Tracking Your Progressp. 146
Inbound in Action: Zapposp. 146
Convert Leads to Customersp. 149
Grading Your Leadsp. 149
Nurturing Your Leadsp. 153
Broadening Your Reachp. 155
Tracking Your Progressp. 156
Inbound in Action: Kivap. 157
Make Better Decisionsp. 161
Make Better Marketing Decisionsp. 163
Levels and Definitionsp. 164
Campaign Yieldp. 165
Tracking Your Progressp. 167
Inbound in Action: Constant Contactp. 167
Picking and Measuring Your Peoplep. 169
Hire Digital Citizensp. 170
Hire Analytical Chopsp. 171
Hire for their Web Reachp. 172
Hire Content Creatorsp. 174
Developing Existing Marketersp. 175
Tracking Your Progressp. 175
Inbound in Action: Jack Welch and GEp. 178
Picking and Measuring a PR Agencyp. 181
Picking a PR Agencyp. 182
Tracking Your Progressp. 184
Inbound in Action: Solis, Weber, Defren, & Roetzerp. 185
Watching Your Competitionp. 189
Tools to Keep Tabs on Competitorsp. 190
Tracking Your Progressp. 191
Inbound in Action: TechTargetp. 192
On Commitment, Patience and Learningp. 195
Tracking Your Progressp. 196
Inbound in Action: Tom Bradyp. 197
Why Now?p. 199
Tools and Resourcesp. 203
Tips from the Trenches for Startupsp. 209
Indexp. 217
Table of Contents provided by Ingram. All Rights Reserved.

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