DOCSLIB.ORG

Inbound Marketing Attract, Engage, and Delight Customers Online

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Inbound Marketing Attract, Engage, and Delight Customers Online 3GPART03 07/17/2014 4:5:13 Page 108 3GFFIRS 07/17/2014 8:44:19 Page i Praise for Inbound Marketing “Halligan and Shah are on the frontlines of discovering and systemizing marketing methods that will be the standard soon enough. Jump the line and learn about inbound marketing today. This book is the beginning.” —Chris Brogan Author of The Freaks Shall Inherit the Earth “You don’t need a degree from MIT to figure out inbound marketing. This book makes it simple and approachable.” —Ed Roberts Founder and Chair, MIT Entrepreneurship Center “As Inbound Marketing so eloquently explains, there’s no black magic to successfully attracting customers via the web. Read this book, apply its lessons. It works.” —Rand Fishkin Moz “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 “I wish I’d had a book like Inbound Marketing when I first started out online. This is the roadmap every small business needs for online marketing success today.” —Anita Campbell Editor in Chief, SmallBizTrends.com “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 3GFFIRS 07/17/2014 8:44:19 Page ii 3GFFIRS 07/17/2014 8:44:19 Page iii INBOUND MARKETING ATTRACT, ENGAGE, AND DELIGHT CUSTOMERS ONLINE REVISED AND UPDATED SECOND EDITION BRIAN HALLIGAN DHARMESH SHAH 3GFFIRS 07/17/2014 8:44:19 Page iv Cover image: iStock.com/David Marchal/istockphoto Cover design: Wiley Copyright 2014 by Brian Halligan and Dharmesh Shah. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at www .wiley.com/go/permissions. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor the author shall be liable for damages arising herefrom. For general information about our other products and services, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002. Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on- demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com. ISBN 978-1-118-89665-5 (pbk); ISBN 978-1-118-89659-4 (ebk); ISBN 978-1-118-89670-9 (ebk) Printed in the United States of America 10987654321 3GFTOC 07/17/2014 4:3:20 Page v Contents Foreword xi Acknowledgments xv Introduction xvii PART I INBOUND MARKETING 1 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 v 3GFTOC 07/17/2014 4:3:20 Page vi vi Contents PART II GET FOUND BY PROSPECTS 21 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 3GFTOC 07/17/2014 4:3:21 Page vii Contents vii 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 Visual.ly 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 PART III CONVERTING CUSTOMERS 107 Chapter 10 Convert Visitors into Leads 109 Compelling Calls-to-Action 110 Mistakes to Avoid 113 3GFTOC 07/17/2014 4:3:21 Page viii viii Contents 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 PART IV MAKE BETTER DECISIONS 135 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 3GFTOC 07/30/2014 13:10:57 Page ix Contents ix 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 Inbound.org 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 Get Inbound Certified! 187 Index 189 3GFTOC 07/17/2014 4:3:22 Page x 3GFLAST 07/17/2014 3:57:19 Page xi Foreword e’re living a revolution! W We’re living an ongoing revolution in the way people commu- nicate. How did a relatively unknown, young, single-term black senator with funny ears and a funnier name get elected President of the United States, not once but twice? Simple: He and his team understood the revolution and harnessed the power of the web to communicate effectively with the masses. They built an online following of tens of millions and raised half a billion dollars, much of it from small donations on the web. We’re living a revolution in the way people find products and choose companies to do business with.
Load more

Recommended publications
  • Digital Marketing: Understanding Opportunities and Devising Strategies
    UCD Michael Smurfit Graduate Business School Carysfort Avenue Blackrock Co Dublin GLOBAL NETWORK IMMERSION WEEK Digital Marketing: Understanding Opportunities and Devising Strategies UCD Michael Smurfit Graduate Business School DUBLIN 2013 1 CONTENTS A WORD FROM THE PROGRAMME DIRECTOR 3 BACKGROUND ON UCD 4 PROGRAMME SCHEDULE 5 ACADEMIC TEAM 8 PROGRAMME DESCRIPTION 11 CONTINUOUS ASSESSMENT 15 Group Project 15 Individual Project (Learning Journal) 16 GRADING SYSTEM 21 CODE OF PRACTICE FOR PARTICIPANTS 22 SMURFIT SCHOOL INFORMATION 22 2 A WORD FROM THE PROGRAMME DIRECTOR October 2013 Dear Students, I welcome you to Global Network Immersion Week on “Digital Marketing: Understanding Opportunities and Devising Strategies” at the UCD Smurfit Business School. Digital Technologies and the Internet have dramatically changed the way that businesses identify, communicate with, and sell to customers. The rapid replacement of traditional media by social networking sites, mobile applications, blogs, and video sharing sites has created an urgent demand for professionals who can think innovatively about how to capture and capitalise on the opportunities of an enormous audience through digital channels. The immersion week in Dublin, “the digital capital of Europe,” will allow participants to understand consumer behaviour changes, digital marketing communications opportunities and digital business models and strategies. The programme that we have put together includes in-depth academic knowledge, company visits, guest- speakers, case study and group assignments. Also we are proud to introduce you to the Leadership Speaker Series which you will gain insight about in the programme schedule on page 5 of this handbook. The Leadership Speaker Series features thought leaders in the digital industry.
    [Show full text]
  • Disruption 2020 What It Will Take to Innovate and Compete Over the Next Decade
    SPECIAL COLLECTION INNOVATION SERIES Disruption 2020 What it will take to innovate and compete over the next decade. Spring 2020 Brought to you by: CONTENTS SPECIAL COLLECTION Disruption 2020 1 The Original Disrupter By Karen Dillon 2 Disruption 2020: An Interview With Clayton M. Christensen By Clayton M. Christensen, interviewed by Karen Dillon 8 The New Disrupters By Rita Gunther McGrath 14 From Disruption to Collision: The New Competitive Dynamics By Marco Iansiti and Karim R. Lakhani 20 To Disrupt or Not to Disrupt? By Joshua Gans 26 The Future of Platforms By Michael A. Cusumano, David B. Yoffie, and Annabelle Gawer 35 How Leaders Delude Themselves About Disruption By Scott D. Anthony and Michael Putz 43 The 11 Sources of Disruption Every Company Must Monitor By Amy Webb 49 A Crisis of Ethics in Technology Innovation By Max Wessel and Nicole Helmer 55 The Experience Disrupters By Brian Halligan 60 Sponsor's Viewpoint: Ecosystems and the Future of Innovation By Nishita Henry, chief innovation officer, Deloitte Consulting LLP and Bill Briggs, global chief technology officer, Deloitte Consulting LLP FROM THE EDITOR The Original Disrupter the rapid speed of innovation, and easy access to capital will affect how companies compete in the years ahead — all topics we explore in this issue. I started working with the team at MIT SMR well before Clay’s death in January 2020, so I was able to sit down with him for what would be his last inter- view. Clay had continually refined his own theories over the years, but he was still wrestling with many questions, as you’ll see in our Q&A on page 21.
    [Show full text]
  • PREDICTIONS from 16 Industry Experts ABOUT the AUTHOR
    16 on 2016 INBOUND MARKETING PREDICTIONS from 16 Industry Experts ABOUT the AUTHOR RAMONA SUKHRAJ Content Marketing Manager, @ramonasukhraj As Content Marketing Manager, Ramona approaches Marketing not only as a profession, but as a creative outlet. She has a passion for all things artistic and she strives to create content that is educational, yet quirky and entertaining as well. Ramona has a B.S. in Marketing from the UCONN School of Business and is also a frequent contributor to HubSpot blog. Outside of IMPACT, she is a movie and pop culture buff and fierce advocate of free hugs. Design by Christine Austin, @ItsChristine_A 2 - 16 ON ‘16 INBOUND MARKETING PREDICTIONS FOR 2016 TABLE of CONTENTS 5 Forward 6 The New Sales Playbook / Brian Halligan, Mark Roberge 9 A Holistic Customer Experience / Brie Rangel 11 The New Definition of “Remarkable” Content / Arjun Moorthy 14 A More “Social” SEO / Erica Dube 17 Interactive Content / Pete Caputa, Gray MacKenzie 20 Enterprise-Level Inbound / Tom DiScipio 22 Artificial-Intelligence & Automation / Paul Roetzer 25 Sales Enablement / Bob Ruffolo 27 A Better Understanding of Inbound / Marcus Sheridan 29 Real-Time Connections / David Meerman Scott 31 Next-Level Personalization / Shawn Fitzgerald 33 Four Major Industry Shifts / Luke Summerfield 37 Bigger, Braver, & Bolder / Ann Handley 39 A New Level of Strategy / Kevin Jorgensen 42 Closing Words / Jack Carroll 3 - 16 ON ‘16 INBOUND MARKETING PREDICTIONS FOR 2016 FORWARD New year, new me. This phrase may seem a bit cliche (and possibly even the thing of teen-aged Instagram captions), but in many ways, it rings true. With every new year comes a clean slate; a new beginning.
    [Show full text]
  • The NEW RULES of MARKETING & PR: HOW to USE SOCIAL MEDIA
    FFIRS 06/28/2011 10:33:11 Page 10 FFIRS 06/28/2011 10:33:11 Page 1 Praise for The New Rules of Marketing & PR ‘‘This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition.’’ —Publishers Weekly (starred review) ‘‘Most professional marketers—and the groups in which they work— are on the edge of becoming obsolete, so they’d better learn how mar- keting is really going to work in the future.’’ —BNET, ‘‘The Best & Worst Business Books’’ ‘‘The New Rules of Marketing & PR has inspired me to do what I have coached so many young artists to do, ‘Find your authentic voice, be- come vulnerable, and then put yourself out there.’ David Meerman Scott expertly and clearly lays out how to use many great new tools to help accomplish this. Since reading this book, I have been excited about truly connecting with people without the filter of all the ‘old PR’ hype. It has been really energizing for me to speak about things that I really care about, using my real voice.’’ —Meredith Brooks, Multi-Platinum Recording Artist, Writer, and Producer, and Founder of record label Kissing Booth Music ‘‘I’ve relied on The New Rules of Marketing & PR as a core text for my New Media and Public Relations course at Boston University for the past six semesters. David’s book is a bold, crystal-clear, and practical guide toward a new (and better) future for the profession.’’ —Stephen Quigley, Boston University ‘‘What a wake-up call! By embracing the strategies in this book, you will totally transform your business.
    [Show full text]
  • Hubspot, Inc. (“Hubspot”) to Be Held on Wednesday, June 17, 2020 at 9:00 A.M
    April 24, 2020 Dear Fellow Stockholders: I am pleased to invite you to attend the 2020 Annual Meeting of Stockholders (the “Annual Meeting”) of HubSpot, Inc. (“HubSpot”) to be held on Wednesday, June 17, 2020 at 9:00 a.m. Eastern Time at our offices, located at 2 Canal Park, 1st Floor, Cambridge, MA 02141. Details regarding the meeting and the business to be conducted are more fully described in the accompanying Notice of 2020 Annual Meeting of Stockholders and Proxy Statement. As part of our precautions regarding COVID-19, we are planning for the possibility that the Annual Meeting may be held solely by means of remote communication. If we take this step, we will announce the decision to do so in advance, and details on how to participate will be available on the investor page on our website. Pursuant to the Securities and Exchange Commission (“SEC”) rules that allow issuers to furnish proxy materials to stockholders over the Internet, we are posting the proxy materials on the Internet and delivering a notice of the Internet availability of the proxy materials. On or about April 24, 2020, we will begin mailing to our stockholders a Notice of Internet Availability (the “Notice”) containing instructions on how to access or request a copy of our Proxy Statement for the 2020 Annual Meeting of Stockholders and our Annual Report on Form 10-K for the year ended December 31, 2019. Your vote is important. Whether or not you plan to attend the Annual Meeting, I hope you will vote as soon as possible.
    [Show full text]