Inbound Marketing: Attract, Engage, and Delight Customers Online (2nd Edition)

Inbound Marketing: Attract, Engage, and Delight Customers Online (2nd Edition)

Brian Halligan, Dharmesh Shah

Language: English

Pages: 154


Format: PDF / Kindle (mobi) / ePub

Inbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online is a comprehensive guide to increasing online visibility and engagement. Written by top marketing and startup bloggers, the book contains the latest information about customer behavior and preferred digital experiences. From the latest insights on lead nurturing and visual marketing to advice on producing remarkable content by building tools, readers will gain the information they need to transform their marketing online.
With outbound marketing methods becoming less effective, the time to embrace inbound marketing is now. Cold calling, e-mail blasts, and direct mail are turning consumers off to an ever-greater extent, so consumers are increasingly doing research online to choose companies and products that meet their needs. Inbound Marketing recognizes these behavioral changes as opportunities, and explains how marketers can make the most of this shift online. This not only addresses turning strangers into website visitors, but explains how best to convert those visitors to leads, and to nurture those leads to the point of becoming delighted customers.
Gain the insight that can increase marketing value with topics like:
Inbound marketing – strategy, reputation, and tracking progress
Visibility – getting found, and why content matters
Converting customers – turning prospects into leads and leads into customers
Better decisions – picking people, agencies, and campaigns
The book also contains essential tools and resources that help build an effective marketing strategy, and tips for organizations of all sizes looking to build a reputation. When consumer behaviors change, marketing must change with them. The fully revised and updated edition of Inbound Marketing is a complete guide to attracting, engaging, and delighting customers online.


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concert tours as a necessary evil required to drive sales of their latest album. The Grateful Dead flipped this assumption on its head and made the concert tours the main revenue driver, and album revenues as upside to it (in fact, they let their concertgoers tape their concerts and pass copies to friends for free). Because they flipped this assumption and focused on the concerts, they had superior sound and light equipment, as well as other concert enhancements, and created a unique experience for

of your URLs contain your domain name, any keywords that are in your 3GC06 07/17/2014 56 16:34:23 Page 56 Get Found by Prospects domain name automatically become part of all of your URLs. This is why keyword-rich domain names have long been so popular. The question is, should you change your domain name so that it contains one or more of your most important keywords? It depends. For a business website, the domain name should likely match the name of the business. If the business happens

nurture these leads should they not be ready to buy just yet; capturing them manually is difficult to do when you’re only getting e-mails from them. Second, you invite spammers who scrape e-mail addresses from websites. And third, people without desktop e-mail applications, such as Outlook, often cannot open those e-mail links. Every contact e-mail address on your site should be replaced with a short web form. Remember, the goal is to make it as easy as possible for the user. We talk more about

benefitting from Guy Kawasaki’s reach! 3GC14 07/17/2014 3:44:20 Page 145 145 Picking and Measuring Your People Linkedln Followers Twitter Grader Facebook Group Blog Subscribers Jane CEO 200 0 10 0 Joe CMO 300 80 50 0 Marvin PR 400 90 60 10 Linda Marketing 500 99 90 3000 FIGURE 14.1 Guy Kawasaki’s Reach Being Leveraged by American Express Hire Content Creators As we have discussed, inbound marketing starts with creating remarkable content that spreads virally in

name anyway. You can resume your skepticism after you do that.) Set up an e-mail subscription. Although we’re big fans of RSS, and we wish the rest of the world were too, not everyone is there yet. Allow your website visitors to be notified of updates by e-mail. Get a nice logo. Don’t obsess over it, and don’t spend thousands of dollars on it. You can run a quick contest on 99designs or CrowdSpring, or find a freelance designer on the web or through your network. Make sure you get the vector file

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