{"product_id":"inbound-marketing-revised-and-updated-isbn-9781118896655","title":"Inbound Marketing, Revised and Updated","description":"\u003cb\u003eAttract, engage, and delight customers online\u003cbr\u003e \u003cbr\u003e \u003c\/b\u003e\u003ci\u003eInbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online\u003c\/i\u003e 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.  \u003cp\u003eWith 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. \u003ci\u003eInbound Marketing\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eGain the insight that can increase marketing value with topics like:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eInbound marketing – strategy, reputation, and tracking progress\u003c\/li\u003e \u003cli\u003eVisibility – getting found, and why content matters\u003c\/li\u003e \u003cli\u003eConverting customers – turning prospects into leads and leads into customers\u003c\/li\u003e \u003cli\u003eBetter decisions – picking people, agencies, and campaigns\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThe 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 \u003ci\u003eMarketing\u003c\/i\u003e is a complete guide to attracting, engaging, and delighting customers online.\u003c\/p\u003e \u003cp\u003eForeword xi\u003c\/p\u003e \u003cp\u003eAcknowledgments xv\u003c\/p\u003e \u003cp\u003eIntroduction xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Inbound Marketing 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 Shopping Has Changed . . . Has Your Marketing? 3\u003c\/p\u003e \u003cp\u003eWho Moved My Customers? 6\u003c\/p\u003e \u003cp\u003eInbound in Action: Barack Obama for President 6\u003c\/p\u003e \u003cp\u003eTo Do 8\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Is Your Website a Marketing Hub? 9\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMegaphone versus Hub 9\u003c\/p\u003e \u003cp\u003eIt’s Not What You Say—It’s What Others Say About You 10\u003c\/p\u003e \u003cp\u003eDoes Your Website Have a Pulse? 10\u003c\/p\u003e \u003cp\u003eYour Mother’s Impressed, But . . . 11\u003c\/p\u003e \u003cp\u003eTracking Your Progress 13\u003c\/p\u003e \u003cp\u003eInbound in Action: 37Signals 14\u003c\/p\u003e \u003cp\u003eTo Do 15\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Are You Worthy? 17\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCreating a Remarkable Strategy 17\u003c\/p\u003e \u003cp\u003eTracking Your Progress 19\u003c\/p\u003e \u003cp\u003eInbound in Action: The Grateful Dead 19\u003c\/p\u003e \u003cp\u003eTo Do 20\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Get Found By Prospects 21\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Create Remarkable Content 23\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuilding a Content Machine 23\u003c\/p\u003e \u003cp\u003eVariety is the Spice of Life 24\u003c\/p\u003e \u003cp\u003eYou Gotta Give to Get 24\u003c\/p\u003e \u003cp\u003eMoving Beyond the Width of Your Wallet 25\u003c\/p\u003e \u003cp\u003eTracking Your Progress 25\u003c\/p\u003e \u003cp\u003eInbound in Action: Wikipedia 26\u003c\/p\u003e \u003cp\u003eTo Do 27\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Get Found in the Blogosphere 29\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGetting Your Blog Started Right 30\u003c\/p\u003e \u003cp\u003eAuthoring Effective Articles 30\u003c\/p\u003e \u003cp\u003eHelp Google Help You 32\u003c\/p\u003e \u003cp\u003eMaking Your Articles Infectious 33\u003c\/p\u003e \u003cp\u003eGive Your Articles a Push 34\u003c\/p\u003e \u003cp\u003eStarting Conversations with Comments 35\u003c\/p\u003e \u003cp\u003eWhy Blogs Sometimes Fail 36\u003c\/p\u003e \u003cp\u003eThe Gift That Keeps on Giving 36\u003c\/p\u003e \u003cp\u003eConsuming Content with RSS 37\u003c\/p\u003e \u003cp\u003eSubscribe to Relevant Industry Blogs 37\u003c\/p\u003e \u003cp\u003eContribute to the Conversation 38\u003c\/p\u003e \u003cp\u003eTracking Your Progress 39\u003c\/p\u003e \u003cp\u003eInbound in Action: Whole Foods 40\u003c\/p\u003e \u003cp\u003eTo Do 43\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Get Found in Google 45\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePaid versus Free 45\u003c\/p\u003e \u003cp\u003eA (Brief) Introduction to How Google Works 48\u003c\/p\u003e \u003cp\u003ePicking the Perfect Keywords 50\u003c\/p\u003e \u003cp\u003eOn-Page SEO: Doing the Easy Stuff First 53\u003c\/p\u003e \u003cp\u003eOff-Page SEO: The Power of Inbound Links 58\u003c\/p\u003e \u003cp\u003eBlack Hat SEO: How to Get Your Site Banned by Google 61\u003c\/p\u003e \u003cp\u003eThe Dangers of PPC 63\u003c\/p\u003e \u003cp\u003eTracking Your Progress 64\u003c\/p\u003e \u003cp\u003eInbound in Action: LinkedIn “Elite” 65\u003c\/p\u003e \u003cp\u003eTo Do 66\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Get Found in Social Media 67\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCreating an Effective Online Profile 67\u003c\/p\u003e \u003cp\u003eGetting Fans on Facebook 69\u003c\/p\u003e \u003cp\u003eCreating Connections on LinkedIn 73\u003c\/p\u003e \u003cp\u003eGathering Followers on Twitter 77\u003c\/p\u003e \u003cp\u003eGaining Reach from Google+ 80\u003c\/p\u003e \u003cp\u003eBeing Discovered with StumbleUpon 82\u003c\/p\u003e \u003cp\u003eGetting Found on YouTube 84\u003c\/p\u003e \u003cp\u003eTracking Your Progress 86\u003c\/p\u003e \u003cp\u003eInbound in Action: FreshBooks 87\u003c\/p\u003e \u003cp\u003eTo Do 89\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Visual Content 91\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSlideShare 92\u003c\/p\u003e \u003cp\u003eVisual.ly 92\u003c\/p\u003e \u003cp\u003ePinterest 93\u003c\/p\u003e \u003cp\u003eInstagram 94\u003c\/p\u003e \u003cp\u003eSnapchat 95\u003c\/p\u003e \u003cp\u003eVine 96\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Software and Tools as Content 99\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWriting Code Instead of Text 100\u003c\/p\u003e \u003cp\u003eReplace Humans with Machines 101\u003c\/p\u003e \u003cp\u003eProvide a Next Step 102\u003c\/p\u003e \u003cp\u003eKill Bad Tools Quickly 102\u003c\/p\u003e \u003cp\u003eTools Don’t Market Themselves 103\u003c\/p\u003e \u003cp\u003eInbound in Action: Wealthfront 104\u003c\/p\u003e \u003cp\u003eTo Do 105\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Converting Customers 107\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Convert Visitors into Leads 109\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCompelling Calls-to-Action 110\u003c\/p\u003e \u003cp\u003eMistakes to Avoid 113\u003c\/p\u003e \u003cp\u003eOptimizing Through Experimentation 113\u003c\/p\u003e \u003cp\u003eTracking Your Progress 113\u003c\/p\u003e \u003cp\u003eInbound in Action: Google 114\u003c\/p\u003e \u003cp\u003eTo Do 114\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Convert Prospects into Leads 115\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLanding Page Best Practices 115\u003c\/p\u003e \u003cp\u003eCreating Functional Forms 119\u003c\/p\u003e \u003cp\u003eGoing Beyond the Form 122\u003c\/p\u003e \u003cp\u003eA Word of Caution 122\u003c\/p\u003e \u003cp\u003eTracking Your Progress 123\u003c\/p\u003e \u003cp\u003eInbound in Action: Zappos 123\u003c\/p\u003e \u003cp\u003eTo Do 124\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 Convert Leads to Customers 125\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGrading and Scoring Your Leads 125\u003c\/p\u003e \u003cp\u003eNurturing Your Leads 128\u003c\/p\u003e \u003cp\u003eBroadening Your Reach 129\u003c\/p\u003e \u003cp\u003eTracking Your Progress 131\u003c\/p\u003e \u003cp\u003eInbound in Action: Kiva 131\u003c\/p\u003e \u003cp\u003eTo Do 134\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV Make Better Decisions 135\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13 Make Better Marketing Decisions 137\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLevels and Definitions 138\u003c\/p\u003e \u003cp\u003eCampaign Yield 138\u003c\/p\u003e \u003cp\u003eTracking Your Progress 140\u003c\/p\u003e \u003cp\u003eTo Do 140\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14 Picking and Measuring Your People 141\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHire Digital Citizens 142\u003c\/p\u003e \u003cp\u003eHire for Analytical Chops 142\u003c\/p\u003e \u003cp\u003eHire for Their Web Reach 143\u003c\/p\u003e \u003cp\u003eHire Content Creators 145\u003c\/p\u003e \u003cp\u003eDeveloping Existing Marketers 145\u003c\/p\u003e \u003cp\u003eTracking Your Progress 146\u003c\/p\u003e \u003cp\u003eInbound in Action: Jack Welch and GE 148\u003c\/p\u003e \u003cp\u003eTo Do 149\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15 Picking and Measuring a PR Agency 151\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePicking a PR Agency 152\u003c\/p\u003e \u003cp\u003eTracking Your Progress 153\u003c\/p\u003e \u003cp\u003eInbound in Action: Solis, Weber, Defren \u0026amp; Roetzer 154\u003c\/p\u003e \u003cp\u003eTo Do 155\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16 Watching Your Competition 157\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTools to Keep Tabs on Competitors 157\u003c\/p\u003e \u003cp\u003eTracking Your Progress 158\u003c\/p\u003e \u003cp\u003eInbound in Action: TechTarget 159\u003c\/p\u003e \u003cp\u003eTo Do 161\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 17 On Commitment, Patience, and Learning 163\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTracking Your Progress 164\u003c\/p\u003e \u003cp\u003eInbound in Action: Tom Brady 164\u003c\/p\u003e \u003cp\u003eTo Do 165\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 18 Why Now? 167\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eTools and Resources 171\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInbound.org 171\u003c\/p\u003e \u003cp\u003eAdvanced Google Search 171\u003c\/p\u003e \u003cp\u003eTracking with Site Alerts 173\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBonus: Entrepreneur’s Guide to Startup Marketing 175\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStartup Marketing Checklist 175\u003c\/p\u003e \u003cp\u003e18 Simple Tips for Naming a New Company 180\u003c\/p\u003e \u003cp\u003eInsider Tips on Buying the Domain Name You Love 184\u003c\/p\u003e \u003cp\u003eGet Inbound Certified! 187\u003c\/p\u003e \u003cp\u003eIndex 189\u003c\/p\u003e  \u003cp\u003e\"Covering everything from website design to creating strategy, the book is a well-written and (somewhat) entertaining take on how to use the web to create a successful sales strategy\" (\u003cem\u003eEntrepreneur Middle East,\u003c\/em\u003e January 2015)  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eBRIAN HALLIGAN\u003c\/b\u003e is cofounder \u0026amp; CEO of HubSpot, an inbound marketing and sales software company that helps businesses transform how they get found and grow online. Brian also teaches Entrepreneurial Product Development and Marketing as a Senior Lecturer at MIT. Connect with Brian on Twitter @bhalligan. \u003c\/p\u003e \u003cp\u003e\u003cb\u003eDHARMESH SHAH\u003c\/b\u003e is cofounder \u0026amp; CTO of HubSpot and an angel investor in over 50 technology startups. Dharmesh also authors OnStartups.com, a popular startup blog with over 400,000 members in its community, and is a frequent speaker on the topic of startups and marketing. Connect with Dharmesh on Twitter @dharmesh.   \u003c\/p\u003e\u003cp\u003eThis fully updated and revised edition of \u003ci\u003eInbound Marketing\u003c\/i\u003e builds on the enormous international success of the book that launched the inbound marketing movement. It provides the new playbook you need to get more free traffic from Google, build a business blog, create a social media following and analyze which of your marketing efforts are working. \u003c\/p\u003e \u003cp\u003eWith coverage of updated Search Engine Optimization tactics and the latest tools to build a social media following, marketing experts and HubSpot founders Brian Halligan and Dharmesh Shah provide detailed advice on how to get found online and convert visitors to leads and customers. \u003c\/p\u003e\u003cp\u003eThis fully updated edition includes new material on the impact social media has on search and also provides a high-level overview of what viral marketing actually is. Inside you’ll find:  \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eNew sections on visual content, tools as content, and Google+\u003c\/li\u003e \u003cli\u003eA new chapter on viral marketing for mere mortals\u003c\/li\u003e \u003cli\u003eA bonus section on startup\/entrepreneurial marketing\u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003eWith \u003ci\u003eInbound Marketing\u003c\/i\u003e, you’ll gain access to insights from thousands of companies that have seen the power of this new model work for their own companies.  \u003c\/p\u003e\u003cp\u003e“If you’ve been looking for a trustworthy primer on getting found online, here’s a great place to start. Buy one for your clueless colleague too.”\u003cbr\u003e—SETH GODIN, author of \u003ci\u003eMeatball Sundae \u003c\/i\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989412757733,"sku":"NP9781118896655","price":23.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118896655.jpg?v=1761784006","url":"https:\/\/k12savings.com\/es\/products\/inbound-marketing-revised-and-updated-isbn-9781118896655","provider":"K12savings","version":"1.0","type":"link"}