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Inbound marketing : get found using Google, social media, and blogs
Halligan, Brian
Adult Nonfiction HF5415.1265 .H353 2010

Comments  Summary  Contents  Author Notes

ContentsPage
Forewordp. xiii
Acknowledgmentsp. xvii
Introductionp. xxi
Part 1 - Inbound Marketingp. 1
Chapter 1 - Shopping Has Changed...Has Your Marketing?p. 3
Who Moved My Customers?p. 6
Inbound in Action: Barack Obama for Presidentp. 7
Chapter 2 - 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
Chapter 3 - Are You Worthy?p. 21
Creating a Remarkable Strategyp. 22
Tracking Your Progressp. 24
Inbound in Action: The Grateful Deadp. 24
Part 2 - Get Found by Prospectsp. 27
Chapter 4 - 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
Chapter 5 - 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
Chapter 6 - 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
Chapter 7 - 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
Part 3 - Converting Customersp. 127
Chapter 8 - 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
Chapter 9 - 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
Chapter 10 - 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
Part 4 - Make Better Decisionsp. 161
Chapter 11 - Make Better Marketing Decisionsp. 163
Levels and Definitionsp. 164
Campaign Yieldp. 165
Tracking Your Progressp. 167
Inbound in Action: Constant Contactp. 167
Chapter 12 - 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
Chapter 13 - Picking and Measuring a PR Agencyp. 181
Picking a PR Agencyp. 182
Tracking Your Progressp. 184
Inbound in Action: Solis, Weber, Defren, & Roetzerp. 185
Chapter 14 - Watching Your Competitionp. 189
Tools to Keep Tabs on Competitorsp. 190
Tracking Your Progressp. 191
Inbound in Action: TechTargetp. 192
Chapter 15 - On Commitment, Patience and Learningp. 195
Tracking Your Progressp. 196
Inbound in Action: Tom Bradyp. 197
Chapter 16 - Why Now?p. 199
Tools and Resourcesp. 203
Tips from the Trenches for Startupsp. 209
Indexp. 217


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