Inbound marketing : attract, engage, and delight customers online / Brian Halligan, Dharmesh Shah.

Format:

Book

Author/Creator:

Halligan, B. (Brian), author.

Shah, Dharmesh, author.

Language:

English

Subjects (All):

Internet marketing.

Social media.

Marketing--Social aspects.

Marketing.

Google.

Physical Description:

1 online resource (227 p.)

Edition:

Revised and updated second edition.

Place of Publication:

Hoboken, New Jersey : Wiley, 2014.

Language Note:

English

Summary:

Attract, engage, and delight customers onlineInbound Marketing: 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 tim

Contents:

Inbound Marketing: Attract, Engage, and Delight Customers Online; Contents; Foreword; Acknowledgments; Introduction; Part I: Inbound Marketing; Chapter 1 Shopping Has Changed . . . Has Your Marketing?; Who Moved My Customers?; Inbound in Action: Barack Obama for President; To Do; 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 Website Have a Pulse?; Your Mother's Impressed, But . . .; Tracking Your Progress; Inbound in Action: 37Signals; To Do; Chapter 3 Are You Worthy?; Creating a Remarkable Strategy

Tracking Your ProgressInbound in Action: The Grateful Dead; To Do; Part II: Get Found by Prospects; Chapter 4 Create Remarkable Content; Building a Content Machine; 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; To Do; 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 RSSSubscribe to Relevant Industry Blogs; Contribute to the Conversation; Tracking Your Progress; Inbound in Action: Whole Foods; To Do; Chapter 6 Get 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 in Action: LinkedIn "Elite"; To Do; Chapter 7 Get Found in Social Media; Creating an Effective Online Profile

Getting Fans on FacebookCreating Connections on LinkedIn; Gathering Followers on Twitter; Gaining Reach from Google+; Being Discovered with StumbleUpon; Getting Found on YouTube; Tracking Your Progress; Inbound in Action: FreshBooks; To Do; Chapter 8 Visual Content; SlideShare; Visual.ly; Pinterest; Instagram; Snapchat; Vine; Chapter 9 Software and Tools as Content; Writing Code Instead of Text; Replace Humans with Machines; Provide a Next Step; Kill Bad Tools Quickly; Tools Don't Market Themselves; Inbound in Action: Wealthfront; To Do; Part III: Converting Customers

Chapter 10 Convert Visitors into LeadsCompelling Calls-to-Action; Mistakes to Avoid; Optimizing Through Experimentation; Tracking Your Progress; Inbound in Action: Google; To Do; Chapter 11 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; To Do; Chapter 12 Convert Leads to Customers; Grading and Scoring Your Leads; Nurturing Your Leads; Broadening Your Reach; Tracking Your Progress; Inbound in Action: Kiva; To Do; Part IV: Make Better Decisions

Chapter 13 Make Better Marketing Decisions

Notes:

Includes index.

Description based on online resource; title from PDF title page (ebrary, viewed August 18, 2014).

ISBN:

9781118896709

111889670X

9781118896594

1118896599

OCLC:

891399499