Inbound Marketing For Dummies

Outdated sales tactics have you chasing leads and fishing for new business. In today's competitive world, nobody has time for that! Inbound Marketing For Dummies is a one-stop-shop for everything you need to know about inbound marketing techniques that attract the attention of your target audience. Whether you have a small or large business, this approachable text offers insight into creating, executing, promoting, and measuring inbound marketing tactics through easy-to-follow instructions on setting up and implementing a new strategic approach. With the information in this book, you can increase brand awareness, enhance brand loyalty, engage with target audience members, and attract new buyers all by leveraging your website, social media, blog, and other resources that are, most likely, already at your fingertips.

A breath of fresh air brought on by the Digital Age, inbound marketing is a holistic, data-driven marketing approach that calls upon digital-based resources, such as your website, social media platforms, blogging, search engine optimization, etc., to establish your company as an authority in its industry—and to help customers find you, instead of require your sales team to chase after each and every customer.

• Build a reliable inbound marketing team
• Develop deeper relationships with your customers
• Convert inbound traffic into revenue
• Combine inbound and outbound marketing strategies to optimize your business' resources

Inbound Marketing For Dummies is an essential guide for anyone looking to leverage tried and true inbound marketing strategies within their business.

Introduction 1

Part I: Getting Started with Inbound Marketing 5

Chapter 1: What Is Inbound Marketing, Anyway? 7

Chapter 2: Introducing the Inbound Philosophy into Your Organization 21

Chapter 3: Diagnosing Your Current Inbound Marketing Performance 29

Chapter 4: Prescribing Strategic Inbound Marketing Solutions 47

Chapter 5: Applying Inbound Solutions: Executing Your Plan 63

Part II: The Art and Science of Consumer Connections 73

Chapter 6: Mapping Your Customers’ Purchase Paths 75

Chapter 7: Discovering Customer Needs with Keywords 85

Chapter 8: Connecting People with Your Products 107

Part III: Building a Customer Conversion Machine 121

Chapter 9: Building Your Conversion Machine 123

Chapter 10: Organizing Your Website for Attraction and Conversion 133

Chapter 11: Creating a Call]to]Action Map 149

Part IV: Fueling Visitor Needs with Content Marketing 161

Chapter 12: Creating Valuable Content: The 4 E’s of Content Marketing 163

Chapter 13: Creating Inbound Campaigns with Content 181

Chapter 14: Blogging for Attraction 201

Part V: Attracting Visitors to Your Website 213

Chapter 15: Growing Your Organic Traffic 215

Chapter 16: Attracting Visitors with Paid Search 231

Chapter 17: Attracting Visitors with Social Media Sharing 247

Chapter 18: Using Email to Attract and Reattract 257

Part VI: Understanding the Power of Conversion 269

Chapter 19: Knowing Your Conversion Types 271

Chapter 20: Increasing Website Conversions 283

Chapter 21: Building Effective Landing Pages 295

Part VII: Measuring Success with Analytics 305

Chapter 22: Measuring Your Inbound Marketing Results 307

Chapter 23: Understanding User Testing 319

Part VIII: The Part of Tens 327

Chapter 24: Ten Steps to Implementing Inbound Marketing 329

Chapter 25: Ten Important Inbound Marketing Metrics 337

Glossary 345

Index 351

Scott Anderson Miller is an entrepreneur who has piloted 13 start-ups including his current firm Marketing Matters Inbound and another named to Inc. 500 Fastest Growing Companies (2014). As an inbound marketing consultant, he frequently speaks at marketing conferences and has been a TV reviewer of Super Bowl commercials.

Learn to:

• Build your inbound marketing team
• Develop relationships with your customers
• Convert your inbound traffic to sales
• Attract more website visitors

Instead of chasing customers, use your digital resources to bring them to you! Here's how

Inbound marketing offers an exciting paradigm shift. Instead of intruding on your prospective customers with your message, it's designed to attract them with relevant, timely, and helpful content. But you have to know how to use and implement it, and that's just what you'll learn—quickly and easily—from the step-by-step instructions in this book.

• Big business or small — see how inbound marketing can improve brand awareness and loyalty, connect you with your target audience, and attract new customers
• You have the resources — learn to use your website, blog, social media platforms, and search engine optimization to attract website visitors
• Get started — understand the objectives of inbound marketing, assess your business's needs, and explore strategic solutions
• Dig deeper — discover ways to get into the mind of your customer using keywords and product purchase maps
• Content is king — take advantage of all your content channels to educate, engage, inform, and convert customers
• A perfect landing — create website landing pages that lead to sales
• Measure your success — discover how to use Google Analytics and user testing to fine-tune your plan

Open the book and find:

• How to introduce inbound marketing to your business
• Techniques you can implement right away
• The 3-step inbound process
• Tips on understanding dynamic consumers
• Secrets of attractive websites
• When pay-per-click pays off
• How to attract customers with content
• Sales and marketing software to consider