inbound marketing

1. Inbound MarketingInbound Marketing
Attract ,engage and delight cutomers online
by Brian Halligan and Dharmesh shah
Published by Wiley
Submitted by-
Joshpin Bala
Roll.No:171

2. Inbound Marketing
•Inbound marketing refers to marketing activities that bring
visitors in, rather than marketers having to go out to get
prospects' attention.
•Inbound marketing earns the attention of customers, makes
the company easy to be found, and draws customers to the
website by producing interesting content.

4. Introduction
• Inbound marketing has evolved since the last time the
HubSpot gurus enlightened us on the foundations of online
visibility and engagement.
• The updated and revised book from Halligan and Shah, is a
comprehensive guide to attracting, engaging and delighting
customers online.
• You will gain insights on lead nurturing and visual marketing,
with practical advice on how to produce remarkable content
that convert visitors into leads and further nurture those leads
to the point of sale.

5. What’s in it for you?
• With customers of today, being smarter and in more control of
the buying circle, this book will provide you with the
necessary ammunition to apply what you’ve learned to your
own marketing efforts.
• And in return you will be one step ahead of those ever-
changing consumer behaviours and another step closer to
present your audience with content that draws interest and
builds trust.

6. • Inbound Marketing, Revised and Updated: Attract, Engage,
and Delight Customers Online is a comprehensive guide to
increasing online visibility and engagement.
• Written by top marketing experts, 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.

7. • 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.

8. • Inbound Marketing
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.

9. • Gain the insight that can increase marketing value with topics
like:
• Inbound marketing strategy, reputation, and tracking progress.
• Visibility getting found, and why content matters, Converting
customers turning prospects into leads and leads into
customers

10. • Better decisions picking people, agencies, and campaigns.
• The 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 Marketing is
a complete guide to attracting, engaging, and delighting
customers online.

11. Chapter 1:Shopping Has Changed . . . Has
Your Marketing?
• Who Moved My Customers?

12. Chapter 2:Is Your Website a Marketing
Hub?
• Megaphone versus Hub 9
• It’s Not What You Say—It’s What Others Say
About You
• Does Your Website Have a Pulse?
• Tracking Your Progress
• Inbound in Action: 37Signals

13. Chapter 3:Are You Worthy?
• Creating a Remarkable Strategy
• Tracking Your Progress
• Inbound in Action: The Grateful Dead

14. 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

15. 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 RSS
• Subscribe to Relevant Industry Blogs
• Contribute to the Conversation
• Tracking Your Progress

16. 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”

17. Chapter 7: Get Found in Social Media
• Creating an Effective Online Profile
• Getting Fans on Facebook
• Creating 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

18. Chapter 8:Visual Content
• SlideShare
• Visual.ly
• Pinterest
• Instagram
• Snapchat
• Vine

19. 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

20. Chapter 10: Convert Visitors into Leads
• Compelling Calls-to-Action
• Mistakes to Avoid
• Optimizing Through Experimentation
• Tracking Your Progress
• Inbound in Action: Google

21. Chapter 11:Convert Prospects into Leads
• Landing Page Best Practices
• Creating Functional Forms
• Going Beyond the Form
• A Word of Caution
• Tracking Your Progress

22. Chapter 12:Convert Leads to Customer
• Grading and Scoring
Your Leads
• Nurturing Your Leads
• Broadening Your Reach
• Tracking Your Progress

23. Chapter 13:Make Better Marketing
Decision
• Levels and Definitions
• Campaign Yield
• Tracking Your Progress

24. Chapter 14:Picking and Measuring Your
People
• Hire Digital Citizens
• Hire for Analytical Chops
• Hire for Their Web Reach
• Hire Content Creators
• Developing Existing Marketers
• Tracking Your Progress

25. Chapter 15:Picking and Measuring a PR
Agency
• Picking a PR Agency
• Tracking Your Progress
• Inbound in Action:
Solis, Weber, Defren &
Roetzer

26. Chapter 16: Watching Your Competition
• Tools to Keep Tabs on
Competitors
• Tracking Your Progress
• Inbound in Action:
TechTarget

27. Chapter 17: On Commitment, Patience, and
Learning
• Tracking Your Progress
• Inbound in Action:
Tom Brad

28. Chapter 18:Why Now?
• In this chapter it is
discussed regarding
why inbound marekting
should be implemented
now..

29. Thank You