halligan-inbound marketing revised teaser

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Halligan-Inbound Marketing Revised Teaser


  • 3GFTOC 07/17/2014 4:3:20 Page v

    ContentsForeword xiAcknowledgments xvIntroduction xvii


    Chapter 1 Shopping Has Changed . . . Has YourMarketing? 3Who Moved My Customers? 6Inbound in Action: Barack Obama for President 6To Do 8

    Chapter 2 Is Your Website a Marketing Hub? 9Megaphone versus Hub 9Its Not What You SayIts What Others

    Say About You 10Does Your Website Have a Pulse? 10Your Mothers Impressed, But . . . 11Tracking Your Progress 13Inbound in Action: 37Signals 14To Do 15

    Chapter 3 Are You Worthy? 17Creating a Remarkable Strategy 17Tracking Your Progress 19Inbound in Action: The Grateful Dead 19To Do 20


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    Chapter 4 Create Remarkable Content 23Building a Content Machine 23Variety Is the Spice of Life 24You Gotta Give to Get 24Moving Beyond the Width of Your Wallet 25Tracking Your Progress 25Inbound in Action: Wikipedia 26To Do 27

    Chapter 5 Get Found in the Blogosphere 29Getting Your Blog Started Right 30Authoring Effective Articles 30Help Google Help You 32Making Your Articles Infectious 33Give Your Articles a Push 34Starting Conversations with Comments 35Why Blogs Sometimes Fail 36The Gift That Keeps on Giving 36Consuming Content with RSS 37Subscribe to Relevant Industry Blogs 37Contribute to the Conversation 38Tracking Your Progress 39Inbound in Action: Whole Foods 40To Do 43

    Chapter 6 Get Found in Google 45Paid versus Free 45A (Brief) Introduction to How Google

    Works 48Picking the Perfect Keywords 50On-Page SEO: Doing the Easy Stuff First 53Off-Page SEO: The Power of Inbound Links 58Black Hat SEO: How to Get Your Site

    Banned by Google 61The Dangers of PPC 63Tracking Your Progress 64

    vi Contents

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    Inbound in Action: LinkedIn Elite 65To Do 66

    Chapter 7 Get Found in Social Media 67Creating an Effective Online Prole 67Getting Fans on Facebook 69Creating Connections on LinkedIn 73Gathering Followers on Twitter 77Gaining Reach from Google+ 80Being Discovered with

    StumbleUpon 82Getting Found on YouTube 84Tracking Your Progress 86Inbound in Action: FreshBooks 87To Do 89

    Chapter 8 Visual Content 91SlideShare 92Visual.ly 92Pinterest 93Instagram 94Snapchat 95Vine 96

    Chapter 9 Software and Tools as Content 99Writing Code Instead of Text 100Replace Humans with Machines 101Provide a Next Step 102Kill Bad Tools Quickly 102Tools Dont Market Themselves 103Inbound in Action: Wealthfront 104To Do 105


    Chapter 10 Convert Visitors into Leads 109Compelling Calls-to-Action 110Mistakes to Avoid 113

    Contents vii

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    Optimizing Through Experimentation 113Tracking Your Progress 113Inbound in Action: Google 114To Do 114

    Chapter 11 Convert Prospects into Leads 115Landing Page Best Practices 115Creating Functional Forms 119Going Beyond the Form 122A Word of Caution 122Tracking Your Progress 123Inbound in Action: Zappos 123To Do 124

    Chapter 12 Convert Leads to Customers 125Grading and Scoring Your Leads 125Nurturing Your Leads 128Broadening Your Reach 129Tracking Your Progress 131Inbound in Action: Kiva 131To Do 134


    Chapter 13 Make Better Marketing Decisions 137Levels and Denitions 138Campaign Yield 138Tracking Your Progress 140To Do 140

    Chapter 14 Picking and Measuring Your People 141Hire Digital Citizens 142Hire for Analytical Chops 142Hire for Their Web Reach 143Hire Content Creators 145Developing Existing Marketers 145Tracking Your Progress 146

    viii Contents

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    Inbound in Action: Jack Welch and GE 148To Do 149

    Chapter 15 Picking and Measuring a PR Agency 151Picking a PR Agency 152Tracking Your Progress 153Inbound in Action: Solis, Weber, Defren &

    Roetzer 154To Do 155

    Chapter 16 Watching Your Competition 157Tools to Keep Tabs on Competitors 157Tracking Your Progress 158Inbound in Action: TechTarget 159To Do 161

    Chapter 17 On Commitment, Patience, and Learning 163Tracking Your Progress 164Inbound in Action: Tom Brady 164To Do 165

    Chapter 18 Why Now? 167

    Tools and Resources 171Inbound.org 171Advanced Google Search 171Tracking with Site Alerts 173

    BONUS: Entrepreneurs Guide to Startup Marketing 175Startup Marketing Checklist 17518 Simple Tips for Naming a New Company 180Insider Tips on Buying the Domain Name

    You Love 184

    Get Inbound Certied! 187

    Index 189

    Contents ix

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    Raise your hand if you know a business that would like more visitorsto its website, more leads for its sales teamandmore customers tofuel growth. Chances are your hand is up. We all know businesses thatwant to grow. There are millions of them. Since youre reading thisbook, chances are, your business is one of them.

    Now, raise your hand if you love getting cold calls from eagersalespeople during dinner. Or spam e-mails with irrelevant offers inyour inbox. How about popup ads when youre trying to read an articleon the Internet? No hands up? Didnt think so. And, as it turns out, mostother people share your sentiment.

    The problem is that theres a fundamental mismatch between howorganizations are marketing and selling their offeringsand the waythat people actually want to shop and buy. We all want to help ourorganizations grow, but nobody (includingmarketers) likes the way weare commonly marketed to.

    The Story Behind a Startlingly Simple ObservationIn 2004 (a decade ago!), the two of us met while we were both graduatestudents at the Massachusetts Institute of Technology (MIT).

    After graduation, Brian was helping venture-backed startups withtheir marketing and sales strategies, when he noticed a problem. Thebest practicesmarketing and sales playbook he had successfully usedfor years at previous companies wasnt working that well. Not onlywere the practices far from the best, they were fundamentally broken.Trade shows, e-mail blasts, and advertisements just werent that effec-tive anymore. People werent responding to these interruptive tacticsand had gotten really good at blocking them out.

    MADISON AVENUE, WE HAVE A PROBLEMMeanwhile, Dharmesh was still at MIT, working on his graduate thesis.Between classes, he started a blog on startups and entrepreneurship.


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    He creatively named it OnStartups.com. The blog gained mass adop-tionand massive trafc, which surprised us both.

    The two of us would meet regularly to talk about Brians work,Dharmeshs classesand startups. One topic especially interested us:Whywas a tiny blogwritten by anMIT grad student with no budget ableto get so much more trafc and interest than companies with profes-sional marketing teams and big budgets?What was going on here?Whatwas Dharmesh doing? Rather than interrupt people with advertisementsor e-mails, Dharmesh was guring out ways to pull in people fromGoogle, other blogs, and social media sites. All for free. With many latenights and experimentation, he gured out how to get found bythousands of people on the web.

    After many meetings, much coffee, and the occasional wine orBelgian beer (a favorite for both of us), we came to a startlingly simpleobservation.

    People did not want to be interrupted by marketers or harassed bysalespeople. They wanted to be helped.

    The world has changed dramatically: People no longer live, work,shop, and buy as they did a decade or two ago. And yet, businesses stilltry to market and sell like its the 1990s.

    Inbound: A More Effective Way to Attract,Engage, and Delight

    Nothing is more powerful than an idea whose time has come.Victor Hugo

    We started talking about this transformation in how people shopand buy. We called the traditional, interruptive methods outboundmarketing, because they were fundamentally about pushing a mes-sage out, and started calling the new way inbound marketing.Inbound was about pulling people in by sharing relevant information,creating useful content, and generally being helpful.

    So, we talked about this transformation to anyone who wouldlistenone-on-one meetings with local businesses in Boston, onstageat conferences with hundreds of people, and on our blog with thou-sands of readers. The response was overwhelmingly positive andincredibly exciting.

    xviii Introduction

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    INBOUND WAS AN IDEA WHOSE TIME HAD COMEIt is a fantastic time to be a marketer or an entrepreneur today. For thelast 50 years, companies such as Procter &Gamble, IBM, and Coca-Colaused huge amounts of money to interrupt their way into businesses andconsumers wallets using outbound marketing techniques. The out-bound marketing era is over. The next 50 years will be the era ofinbound marketing.

    GETTING BUSINESSES OFF THE SIDELINES AND INTO THE GAMEThe next question was, if the concept of inbound was so easy tounderstand and inspiring, why werent more companies doing it? Whywere millions of companies sitting on the sidelines instead of tappinginto the power of this transformation?

    The reason was clear: Though the idea of inbound made sense,people werent completely sure how to get started and how to make itwork for their business.

    The problem wasnt a lack of tools. There were content manage-ment systems and SEO tools and social media applications and e-mailtools and marketing automation tools and on . . . and on . . . and on.Many of these individual tools were greatbut the task of combiningthem was gargantuan. It wasnt within the realm of mere mortals whodidnt command an impressive army of IT folks.

    So, on June 9, 2006 (MIT commencem