Inbound Marketing For Dummies

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John Wiley & Sons, Sep 15, 2015 - Business & Economics - 384 pages
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Don't chase business—bring new customers to you!

Outdated sales tactics have you chasing leads and fishing for new business.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.

 

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Contents

Introduction 1
3
Fueling Visitor Needs with
16
Introducing the Inbound Philosophy into
21
Diagnosing Your Current Inbound Marketing
29
Prescribing Strategic Inbound Marketing Solutions
47
What Is Inbound Marketing Anyway? 7 Chapter 2 Introducing the Inbound Philosophy into Your Organization 21 Chapter 3 Diagnosing Your Curr...
63
The Art and Science of Consumer Connections
73
The Art and Science of Consumer
76
Fueling Visitor Needs with Content
164
Creating Inbound Campaigns with Content
181
Building Your First Campaign
188
Marketing 161
213
Attracting Visitors with Paid Search
231
Attracting Visitors with Social Media Sharing
247
Using Email to Attract and Reattract
257
Attracting Visitors with Paid Search 231 Chapter 17 Attracting Visitors with Social Media Sharing 247 Chapter 18 Using Email to Attract and Reattra...
269

Discovering Customer Needs with Keywords
85
Connections 73
107
Building a Customer Conversion Machine
121
Building a Customer Conversion Machine
124
Organizing Your Website for Attraction
133
Gaining Access to Your Website 138 Building Your Website on Conversion Architecture 139 Building with search engine optimization SEO
140
Applying Website Metrics
146
Building Your Conversion Machine 123 Chapter 10 Organizing Your Website for Attraction and Conversion 133 Chapter 11 Creating a CalltoAction...
149
Using Your CTA Map as Part of Your Site Map 158 Things You Can Do Now
160
Creating Valuable Content
163
Increasing Website Conversions
283
Building Effective Landing Pages
295
Measuring Success with Analytics
305
Measuring Success with Analytics
308
Measuring Your Inbound Marketing Results 307 Chapter 23 Understanding User Testing 319 Part VIII The Part of Tens
327
Ten Important Inbound Marketing Metrics
337
Ten Steps to Implementing Inbound Marketing 329 Chapter 25 Ten Important Inbound Marketing Metrics 337 Glossary
345
Index
351
Copyright

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About the author (2015)

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.

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