Inbound Marketing For DummiesDon'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 Outdated sales tactics have you chasing leads and fishing for new business.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.
Inbound Marketing For Dummies is an essential guide for anyone looking to leverage tried and true inbound marketing strategies within their business. |
Contents
Introduction | 3 |
Understanding the Four Objectives of a HighPerformance | 15 |
Introducing the Inbound Philosophy into Your Organization | 21 |
Diagnosing Your Current Inbound Marketing Performance | 29 |
Using a website grader The components of a basic inbound assessment | 36 |
5 | 41 |
Things You Can Do | 46 |
Prescribing Strategic Inbound Marketing Solutions | 53 |
Attracting Visitors to Your Website | 216 |
Sending social | 230 |
Growing Your Organic Traffic Chapter 16 Attracting Visitors with Paid Search | 231 |
Attracting Visitors with Social Media Sharing | 247 |
Using Email to Attract and Reattract | 257 |
Things You Can Do | 268 |
19 | 271 |
Understanding the Power of Conversion | 272 |
Creating content strategy Building Your Strategic Inbound Plan | 56 |
Applying Inbound Solutions Executing Your Plan | 63 |
The Art and Science of Consumer Connections | 73 |
The Art and Science of Consumer | 75 |
Discovering Customer Needs with Keywords | 85 |
Branded search vs nonbranded search | 99 |
Categorizing keywords by device | 105 |
Connecting People with Your Products | 107 |
Product | 109 |
Closing Communication Gaps Knowing Your Attraction Factors | 117 |
Building a Customer Conversion Machine | 121 |
Building Your Conversion Machine | 123 |
Organizing Your Website for Attraction and Conversion | 133 |
Affirming the visitors entry | 143 |
Creating a CalltoAction Map | 149 |
Fueling Visitor Needs with Content | 157 |
Things You Can Do | 160 |
Creating Valuable Content The 4 Es of Content Marketing | 163 |
Knowing Your Content Forms | 173 |
Creating Inbound Campaigns with Content | 181 |
Measuring and replicating campaign success | 197 |
Blogging for Attraction | 201 |
Knowing what to post | 207 |
15 | 215 |
Understanding the Customer Conversion Chain | 274 |
20 | 277 |
Collecting Customer Data Implementing Lead Scoring Organizing Your Data for Future Conversions | 280 |
Knowing Your Conversion Types Chapter 20 Increasing Website Conversions Chapter 21 Building Effective Landing Pages | 295 |
Measuring Success with Analytics Chapter 22 Measuring Your Inbound Marketing Results | 307 |
Custom Reports | 316 |
Understanding User Testing | 319 |
The Part of Tens | 327 |
The Part of Tens Chapter 24 Ten Steps to Implementing Inbound Marketing | 329 |
Performing an Inbound Marketing Assessment | 333 |
Ten Important Inbound Marketing Metrics | 337 |
Glossary | 345 |
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