Inbound Marketing Attract, Engage, and Delight Customers Online
Brian Halligan (Author), Dharmesh Shah (Author)
Attract, engage, and delight customers online Inbound 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 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 Marketingrecognizes 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 progressVisibility - getting found, and why content mattersConverting customers - turning prospects into leads and leads into customersBetter decisions - picking people, agencies, and campaignsThe 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. Inbound Marketing: Attract, Engage, and Delight Customers Onlineis a complete guide to attracting, engaging, and delighting customers online
eBook, English, 2014
2. Aufl View all formats and editions
Wiley, [Erscheinungsort nicht ermittelbar], 2014
Online Ressource (3788 KB, 224 Seiten)
9781118896655, 1118896653
1034018611
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