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Inbound Marketing: Get Found Using Google, Social Media, and Blogs 1st Edition

by Brian Halligan (Author), Dharmesh Shah (Author), David Meerman Scott (Foreword)

4.4 268 ratings

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Inbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online
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Stop pushing your message out and start pulling your customers in

Traditional "outbound" marketing methods like cold-calling, email blasts, advertising, and direct mail are increasingly less effective. People are getting better at blocking these interruptions out using Caller ID, spam protection, TiVo, etc. People are now increasingly turning to Google, social media, and blogs to find products and services. Inbound Marketing helps you take advantage of this change by showing you how to get found by customers online.

Inbound Marketing is a how-to guide to getting found via Google, the blogosphere, and social media sites.

Improve your rankings in Google to get more traffic
Build and promote a blog for your business
Grow and nurture a community in Facebook, LinkedIn, Twitter, etc.
Measure what matters and do more of what works online

The rules of marketing have changed, and your business can benefit from this change. Inbound Marketing shows you how to get found by more prospects already looking for what you have to sell.

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"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."—Seth Godin, author of Meatball Sundae

"If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing by reading this book."—Guy Kawasaki, cofounder of Alltop, and author of Reality Check

From the Back Cover

To connect with today's buyer, you need to stop pushing your message out and start pulling your customers in. The rules of marketing have changed and the key to winning is to use this change to your advantage.

If you've wondered how to get found in Google or why blogs and social media sites like Facebook and Twitter are important, Inbound Marketing is the book for you. HubSpot founders Brian Halligan and Dharmesh Shah give you the tools and strategies you need to improve your Google search rankings; build a blog to promote your business; grow and nurture a community on social media sites; and analyze which of your online marketing efforts are working.

Stop wasting money blasting the world with marketing messages that nobody cares about. Instead, learn to get found with Inbound Marketing.

"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." --Seth Godin, author of Meatball Sundae

"If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing by reading this book." --Guy Kawasaki, cofounder of Alltop, and author of Reality Check

www.InboundMarketingBook.com

Product details

Publisher ‏ : ‎ John Wiley & Sons Inc; 1st edition (January 1, 2009)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 226 pages
ISBN-10 ‏ : ‎ 0470499311
ISBN-13 ‏ : ‎ 978-0470499313
Item Weight ‏ : ‎ 15 ounces
Dimensions ‏ : ‎ 6.25 x 1 x 9.25 inches

Best Sellers Rank: #1,481,304 in Books (See Top 100 in Books)
- #442 in Retailing Industry (Books)
- #6,447 in Marketing (Books)
- #57,709 in Unknown

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4.4 268 ratings

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Brian Halligan
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I am the co-author of "Inbound Marketing: Getting Found In Google, Blogs, and Social Media."
My day job is as co-founder and CEO of HubSpot, an inbound marketing company started in 2006. Most business market their products by "interrupting" their potential customers with advertisements, cold calls, email blasts, etc. We humans have gotten sick of being interrupted by marketers and have gotten better-and-better at blocking them out with new technology such as caller ID, spam protection, TIVO, etc. HubSpot helps businesses transform they way they market from interrupting potential customers to helping them "get found" by them in the natural course of the way they work today in Google, in blogs, and in social media sites. In other words, we help companies transform from "outbound marketing" to "inbound marketing." Despite only starting the company a few years ago, we have over 1700 paying customers who on average increase their leadflow by 6x within 6 months of buying our product.
In addition to working at HubSpot, I am an EIR at MIT where I lecture on startups and marketing as well as help students when I can.
Prior to HubSpot I was a venture capitalist. It was in working with small startups that I realized that the fundamental way in which marketing has worked for the last several decades was simply broken.
Prior to being a vc, I was a student at MIT where I was a Sloan Fellow. I spent a lot of time at MIT studying web2.0, business model transformation, and innovation.
In the early part of this decade, I spent four years running sales at Groove Networks prior to it being acquired by Microsoft. I spent the first 10 years of my career in sales and marketing roles at Parametric Technology Corporation where I joined in startup mode and helped it grow to be over $1billion in revenue.
In my spare time, I like to read books by folks like David Meerman Scott, Seth Godin, Clayton Christiansen, Geoffrey Moore, etc. I also play guitar poorly. I enjoy all kinds of sports like tennis, squash, running, and golf. I can often be found in summertime enjoying a Red Sox game in Fenway Park.
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Dharmesh Shah
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Dharmesh is the founder and CTO of HubSpot. HubSpot provides marketing and sales software. The company, headquartered in Cambridge, Massachusetts, has over 11,000 customers in 70 countries.
He developed grader.com - a free suite of online tools for marketing.
Dharmesh also authors OnStartups.com, a top-ranking startup blog with over 400,000 members in its online community. He is an active member of the Boston area entrepreneurial community and a frequent speaker on the topic of startups and internet marketing.
Dharmesh has a B.S. in Computer Science from UAB and an M.S. in the Management of Technology from MIT.
He can be found on Twitter at http://twitter.com/dharmesh
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Tom Humbarger

The Only Social Media Book You Need To Read This Year

Reviewed in the United States on January 19, 2010

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[...]

I just finished reading a great book on social media and I strongly recommend that anyone interested in social media and market. In fact, I would go so far to say that "if you only read one book on Social Media this year, read Inbound Marketing!"

The book is "Inbound Marketing: Get Found Using Google, Social Media and Blogs (The New Rules of Social Media)" by HubSpot co-founders Brian Halligan and Dharmesh Shah. I am not the only one who is praising this book. Of the 67 reviews on Amazon since the book came out in October, 61 people rated the book as 5 stars out of five, 5 rated it as as 4 out of five and there's just 1 contrarian moron.

Wikipedia describes inbound marketing as a style of marketing that focuses on getting found by the customer. According to the HubSpot website, Brian Halligan originally coined the term inbound marketing and which others have described as relationship marketing or permission marketing. On the other hand, traditional marketing or outbound marketing is the process by which companies find customers by advertising. The two types of marketing could not be further apart. One analogy in the book refers to the divide as "spending with your brain" (inbound) or "spending with your wallet" (outbound).

The book presents the all information in a very clear and concise manner - and each chapter includes real life examples and tips, and ends with a checklist of relevant to do items.

There are 4 main parts of the book:
Part 1 - Inbound Marketing: discusses how shopping has changed, asks whether your website is a marketing hub and whether you are worthy.
Part 2 - Get Found by Prospects: focuses on creating remarkable content, and getting found in the blogosphere, Google and social media. There is a very simple description of SEO (search engine optimization) along with hints for using pay-per-click and organic means to drive traffic to your website.
Part 3 - Converting Customers: talks about how to convert visitors into prospects, prospects into leads and leads into customers.
Part 4 - Make Better Decisions: describes how to make better marketing decisions, how to pick better marketing people and measure them, picking and measuring a PR agency and watching your competition

Not only did Brian and Dharmesh write a compelling book, their company lives what they preach. In addition to their corporate website and blog, they provide several great (and free) tools such as Website Grader and Twitter Grader. These tools provide a numerical score of how your website or Twitter account is performing along with suggestions on how to make improvements. They also have a related website called Inbound Marketing University. Inbound Marketing University is self-described as a "a free marketing retraining program for marketing professionals--as well as marketers between jobs--looking to gain new skills to get ahead in the competitive workforce." The site provides marketing resources, webinars, news and a community forum. along with a series of 15 online/downloadable courses that will prepare you to take the Certified Inbound Marketing exam.

A free chapter from the book titled "Hiring in the DARC Ages" is available on the site. This is one of my most favorite chapters as it talks about the 4 key types of people you should be hiring - digital citizens with analytical chops, marketing reach and content creators. From my experience, many marketing teams need some serious overhauls to get people who understand and contribute in an age of inbound marketing and social media.

The authors conclude with a very strong call to action:
"You have in your hands the playbook for getting found by your prospective customers and have no reason not to get started...now, today, this minute."

In the meantime, I found this Inbound Marketing 101 presentation provided by HubSpot Marketing on SlideShare and it presents a good overview of what is covered in the book. This should be enough to whet your appetite until you get a chance to run over to the book store and get your own copy (or read it on your Kindle/iPhone like I'm doing).

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Jeelani Shaik

The perfect tool for small business owners to educate themselves on new marketing culture

Reviewed in the United States on November 1, 2009

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The Inbound Marketing book has this quote: "The purpose of business is to create and keep a customer - Peter F. Ducker". If you as a business owner has not embraced the new culture that is driven by community and social media, then it's time for you to do so if you are really serious about creating and keeping customers and many thanks to Brian and Dharmesh that now you can gain their wisdom by reading Inbound Marketing book. The book rightly states that "The true power of inbound marketing lies in its ability to not only stretch the top of your sales funnel (pull more people in), but also stretch the middle (get more to convert). The authors have done such an awesome job that this book can be used by business owners specifically small business owners to educate themselves about the new culture and take immediate actions following the To Do list given at the end of every chapter.

Being working on a product focused around User Generated Content (UGC) I have read many books, articles and blogs on marketing, specifically internet marketing and social media and for me this book is an outstanding reader's digest summary of the following must-read books: The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly (New Rules of Marketing & PR: How to Use Social Media, Blogs,) , Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site (2nd Edition) , Social Media Marketing: An Hour a Day , and Windmill Networking: Understanding, Leveraging & Maximizing LinkedIn: An Unofficial, Step-by-Step Guide to Creating & Implementing Your LinkedIn Brand - Social Networking in a Web 2.0 World . On top of that, this book adds more value with 'To Do' lists and Inbound in action case studies. And guess what, it's only 200 pages. I wish I had this book few years ago.

This book is divided in 4 parts.

The first part is more like a warm-up session. It introduces you to the Inbound Marketing concepts and power of it. I appreciated the authors for using the Wellesley vs. New York analogy to convey the power of hub.

The second part is on get found by prospects. This section revolves around remarkable content. The word "remarkable" itself was made popular by none other than Seth Godin in his book "The Purple Cow" where he talks about remarkable marketing. Before you start, a word of caution: The ideas, tips and tools presented by Brian and Dharmesh are secondary meaning that you have to have a remarkable product or service in the fist place. This book is not about making your business rank first on Google or Y! or Bing overnight. In fact Brain and Dharmesh advocate trying out these tools and finding what works or not for your business and have a chapter entirely on commitment, patience and learning. This second part has chapters on how to get found in Blogosphere, Google and Social Media. Now do not get any false presumptions that it's just one chapter on each. The authors have done a remarkable job of covering all the vital details. For example, in the get found in Google Chapter, you will find nitty gritty details like earlier words in the page title carry more weight than later words, optimizing URLs, factors that affect link value etc., and in the get found in Social Media, they describe in detail the differences between Digg and StumbleUpon.

The third part is on converting customers (from visitors to leads, prospects to leads and leads to customers). Authors use the acronym VEPA to walk you through the process. You gotta read the book to understand what it is. This section helps the small business owners by providing solid information on creating functional forms, grading and nurturing leads, broadening your reach and tracking progress.

The last part - making better decisions- talks about making better marketing decisions, hiring the right people, picking up and measuring PR and watching your competition. I really liked the chapter on picking and measuring your people (Digital Citizens vs Digital Visitors, Web reach etc.). If you are a business owner, this section helps you hiring the right people, what to look into PR when selecting one, how to watch and track your competitors' web reach.

Overall, this book is a required reading for any business owner, but is particularly very well suited for small business owners who do not have budget to hire SEO or SEM consultants and who would like to try themselves. It covers not only the technology (to the extent required), but also the practical aspects of how to implement.

Another interesting thing I noticed is that this book is not overwhelmed with tens or hundreds of references to white-papers, articles and other URLs. It does refer to a handful resources such as Blue Ocean Strategy (book), [...] (web tool) and [...] (blog aggregation web site). I understand that it is sometimes useful to have plenty of references, but in reality, business owners hardly have time to read books, let alone go through the references. So that means once you have finished reading 200 pages, you will be all ready! go! action! in fact, as the authors suggest, you can take one step at a time like starting with Blogosphere then Google or then Social Media.

I have thoroughly enjoyed reading every page of the book and learned many new things. I really appreciate and applaud the authors for sharing the secret recipes of their business (HubSpot).

In the end, I would say that if you want to quickly get up to speed on the latest and great internet marketing and social media aspects or you are a small business owner who is planning to embrace the new culture then you gotta read this book.

Awesome Job Brian and Dharmesh!

4 people found this helpful

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KevinBSMM

Great Comprehensive Guide for Beginners and Novices Alike

Reviewed in the United States on November 2, 2011

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The book is great for anyone who is making their first dive into Social Media Marketing and using the internet to expand their business. It takes readers from the early stages of internet marketing in covering what kinds of internet media can be used and showing how the optimize those mediums so that potential customers can find them easily. In breaking down the vast number of social media outlets, from Facebook to twitter to YouTube to Digg, the authors show an in-depth knowledge of the best practices for using each of these tools. The "To Do" lists that appear at the end of each chapter provide a great synopsis of the steps that should be taken to achieve the goals that are laid out in that chapter. From getting found, to converting visitors to leads and leads to customers, this book provides readers with insight into reaching a consumer throughout the full life cycle of a customer. For managers of companies who are just looking to get into the internet marketing game, this book provides a general profile of the type of person you would want running your social media marketing department.

Perhaps the only downfall of the book, and I am sure that this is true for most books related to this topic, is that the shelf-life of the book may be short lived. As these internet tools are constantly being tweaked and as new technologies emerge almost daily, some of the information that is contained on these pages will become obsolete. However, if you are looking to get into the internet marketing area, that is certainly no reason not to purchase this extremely helpful book.

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tany

Guter Überblick über Basics

Reviewed in Germany on October 14, 2014

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Das Buch gibt einen guten Überblick über die Grundzüge des Inbound Marketings und ist deshalb weniger für Leute gedacht, die in diesem Bereich bereits Erfahrungen gesammelt haben. Das einzige Problem dass ich bei diesem Buche sehe ist, dass sich das Internet so schnell dreht, dass viele Inhalte zurzeit auch nicht mehr sooo aktuell sind.

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Gemma

Guía fàcil i útil

Reviewed in Spain on June 3, 2014

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De fàcil comprensión y una guía muy útil para los que principiantes en el marketing de contenidos, redes sociales, blogs..

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Shawn Arora

Very Practical

Reviewed in Canada on September 20, 2012

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Inbound Marketing was specific, to the point, and practical. It discusses what you need to concentrate on to get people to find your business, and goes into the perfect amount of detail. A must read.

Fla

Un manualone semplice semplice

Reviewed in Italy on November 24, 2013

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Tomo semplice, pratico e alla portata di chiunque voglia approcciare l'imbound marketing "from scratch". La parte dedicata ai media sociali è un po' datata ma nel complesso è una buona prova.

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Nick Dougan

Invaluable Handbook to New Marketing on the Internet

Reviewed in the United Kingdom on February 5, 2011

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I bought this book when a client told me he had ordered it and I knew that it would be important to be able to sing off the same sheet. I'm not a techie, but having read several books and attended a number of seminars and webinars on these matters, I wasn't expecting to learn a lot new. How wrong I was! This is a brilliant book of combining new media to optimise your website and use Google, social media and other sites to support it.

Halligan and Shah start by reminding us all just how much marketing has changed - broadcast techniques are much less effective, the internet is the first port of call for most people looking for something new, etc. This is becoming something of a commonplace now - see Barnaby Winter's The Brand Bucket: Make Your Marketing Work - although personally I find that many print and broadcast media are still pretty effective - even if their call to action is primarily to attract traffic to your website. They go on to ask "Is your web site a marketing hub?", and advise readers not to worry too much about what the site looks like, but rather to ask whether you have remarkable content (a term borrowed from Seth Godin Linchpin: Are You Indispensable? How to Drive Your Career and Create a Remarkable Future ), to encourage people to interact with it.

They then outline elements of the strategies that you need to apply if Google is to rank you highly and if you are going to achieve a first page organic ranking on Google or on other search engines. That starts with regular, remarkable blogging, Search Engine Optimisation (SEO), using RSS feeds, moving on to Social media including Facebook, LinkedIn (is LinkedIn really just a social media?), YouTube and Twitter. I also learned about those sites/icons that I have hitherto ignored - Digg, Reddit, Delicious and StumbleUpon and how they might fit into an overall strategy.

Part 3 of the book moves into converting customers - and we are mainly back to your website, and how you get visitors to become leads, by responding to a call to action, introducing the acronym VEPA. The authors discuss what makes a good landing page and the benefits of forms and setting up an auto-responder. They then move to strategies for converting leads into customers. Throughout they stress the importance of using the web's excellent tools for tracking and metrics.

In the final part of the book, "Make better marketing decisions", Halligan and Shah discuss metrics further, the recruitment of inbound marketers - make sure that they are DARC: Digital Citizens, are Analytical, have web Reach and are Content Creators - talk about PR in the digital age and how you use web tools to follow what your competitors are up to.

In the final appendix, called "Tips from the trenches for start-ups" they summarise 26 actions that they recommend you do within the first couple of weeks - most of which would apply equally to an existing company as they do to a new company or project, effectively summarising the advice given in the book.

Any book written about this sector dates very quickly because Google, Facebook, Twitter (and probably all the rest) change things frequently. Halligan and Shah avoid this to an extent by focussing on the strategic level. The tell you what you're trying to achieve by writing a blog, or setting up a Facebook page, but they don't focus on the minutiae of how you do it - which is the bit that changes most often. So they're assuming that most people who are reading the book will be able to figure that bit out for themselves - and I think that that's probably right. If you are a complete beginner, it's probably better to find a local expert to show you how rather than to buy a book, in any case. The authors do promote their own sites - like website (dot)grade which leads to HubSpot (dot)com but personally I see that as great extra resource given away with the book - you can get a great deal of value without paying an additional pound or dollar - and they have an abundant attitude to referencing others who are active in the space.

I do have a couple of quibbles. I love the fact that it's printed on matt paper -all the better to scribble notes - but if you are going to go to the expense of hard-binding a book, I'd be prepared to pay a quid more for paper of higher quality, where you can't see the letters printed on the other side and which don't feel as if they'll disintegrate inside ten years. With regard to substantive content, I do wonder about the extent to which the DARC employee really exists. Whether online or off, certain psychological attributes are hard to combine. The analytical aspects of the DARC candidate may be opposed to the creative facets of the "content creator", and the personal interactivity required to create "web reach". As in the offline world, a team of people, each with complementary personalities, may be what you really need. And this may be pretty esoteric and perhaps this is one of those drawings that you can see two ways, but the "star trek" image on the front cover gave me the impression of something being blasted out, and therefore seemed redolent of old fashioned broadcast marketing rather than conveying the ides of "inbound".

So, if you want to get more business from the world wide web, you should read this book. I've started to change what I'm doing having read this book. If there is a better book covering this subject matter in such an integrated way, please use "comment" to tell me about it. It might well be the second edition of this one!

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Customer Review: An excellent tactical book on how to "get found"

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