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Inbound Marketing: Get Found Using Google, Social Media, and Blogs [Hardcover]

by Brian Halligan, Dharmesh Shah, David Meerman Scott
4.6 out of 5 stars  See all reviews (185 customer reviews)

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Book Description

October 19, 2009 0470499311 978-0470499313 1
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.

Frequently Bought Together

Inbound Marketing: Get Found Using Google, Social Media, and Blogs + The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly + Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (And Other Social Networks)
Price for all three: $42.76

Buy the selected items together


Editorial Reviews

Review

"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

  • Hardcover: 256 pages
  • Publisher: Wiley; 1 edition (October 19, 2009)
  • Language: English
  • ISBN-10: 0470499311
  • ISBN-13: 978-0470499313
  • Product Dimensions: 2.4 x 3.6 x 0.4 inches
  • Shipping Weight: 15.5 ounces (View shipping rates and policies)
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (185 customer reviews)
  • Amazon Best Sellers Rank: #17,400 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews
62 of 65 people found the following review helpful
3.0 out of 5 stars Good for beginners March 29, 2010
Format:Hardcover|Verified Purchase
If you're brand new to the world of Internet marketing and social media, this is the book for you. The authors cover the essential topics in clear prose that is quick and easy to read. For someone who already has Facebook and Twitter accounts and knows about Digg and other bookmarking sites and perhaps even has a blog already, there is probably not much here that you don't already know. I would assume given their business that the authors know much more indepth information than they shared in this first book; I hope they get around to writing a second one for people with more social media experience.
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39 of 42 people found the following review helpful
5.0 out of 5 stars Great mainstream book about new marketing November 9, 2009
Format:Hardcover|Verified Purchase
This excellent book is aimed at the 99% of the business world who are faintly befuddled by the strange world of youtube and delicious that they find themselves living in. It's aimed at plumbers, hairdressers, lawyers and oil company executives; at people in large corporations and small businesses alike who are dimly aware that their working lives are about to change - indeed, have already started to change in disconcerting ways - and who don't know what to do.

The premise of the book is that the old marketing is dead or dying. Gone are the days where simply throwing money at print or radio advertising guaranteed succees. Instead, you need to engage your customers. Give them reasons to come to visit your web site, and once they are there give them reasons to come back again and again. Turn your web site into a hub, stuffed with remarkable blog posts, videos and interviews. As the authors put it (they have a pleasing way with words) "ten years ago, your marketing effectiveness was a function of the width of your wallet. Today, your marketing effectiveness is a function of the width of your brain."

"Inbound marketing" is clearly - and explicitly - inspired by authors such as Seth Godin and David Meerman Scott. But where this book differs is in its emphasis on hands-on advice. Not only is it inspirational, but it's also brimming with practical wisdom. Sure, it talks about the power of Twitter. But then it gives you advice on how to choose a twitter handle. Sure, it talks about the rise of the superstar blogger and the death of the press release. But then it talks about how to decide whether you need a PR agency and, if you do, then how you should hire one. Sure, it stresses that your employees will need to learn new skills if they are to survive in this new world.
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16 of 16 people found the following review helpful
By loka
Format:Hardcover|Verified Purchase
This book is about HOW TO GET FOUND on the Internet.

It teaches you how to utilize the following online tools to achieve this purpose:

1. Google - with VERY basic principles on SEO (Search Engine Optimization). You will need to get other books written specifically on SEO.

2. Company Website. It introduces website best practices such as how to use landing page, including a call-to-action (details see below) in EVERY page of your website.

3. Social Networking and Bookmarking Sites e.g. Facebook, Twitter, LinkedIn, Digg, StumbleUpon, Youtube. It teaches you what you should do with your sites e.g. Search for groups relevant to your industry and estabish a group of your own, make sure your group is more focused and is more relevant to your business (e.g. create an "inbound marketing group" instead of "online marketing group"). I particularly like the part on how to use StumbleUpon to attract audience (Spend time reading and voting articles, befriend with people who post articles that intrigue you, and slowly, ONLY AFTER you have done all those steps, you can submit your own articles)

4. The best part of the book is what I would call "Funnel Management" - how to turn website visitors to engaged visitors (leads) and then to customers. For visitors to become leads, you need to engage them with call-to-action offers e.g. "GET A FREE TRIAL!", the whole purpose of these call-to-action offers is to get visitors to fill out a form so that you can get building a CRM database.

5. Tracking your "online footprint" using tools like [...]. The most important thing is to track the source of your visitors of your website and measure how many of them finally become your customer.
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64 of 76 people found the following review helpful
5.0 out of 5 stars "Remarkable" book October 10, 2009
Format:Hardcover
I'm stealing one of the often used words in the book to define the book itself - remarkable. This book is fantastic and easy to read. As you read each chapter, the authors take you through each step in successfully marketing your products. This book is not filled with theories, but it rather cleverly explains each winning strategy which is relevant in this day and age, and then sums up each chapter with a list of things to do to implement the strategy. The best part is that anybody who is willing to invest time and brains can use this book as a reference and start creating value to their company immediately and of course build on it overtime. The book shows new techniques that doesn't require an old-school marketing guru with tens of years of experience. In fact, a person with a little bit of creativity can use this book to REALLY get customers and sell their products.

Couple of other things that I liked about the book are the particular examples (other organizations/blog articles/etc) that were provided and the cartoons - who doesn't enjoy a chuckle every few pages? :-)

Absolute bang for your buck and once you pick up the book, you will finish it!
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Most Recent Customer Reviews
5.0 out of 5 stars Buy this book
Brian Halligan is a genius, every marketing department needs to deconstruct their old structure and recreate it using inbound marketing strategies and tactics.
Published 2 months ago by Jonathan Pavoni
5.0 out of 5 stars good condition
you can tell this book was owned by the gal, it is nice and new, my best second-hand book purchase so far, thank you!
Published 2 months ago by ping
5.0 out of 5 stars A practical approach on the art of low-budget Internet advertising
Very comprehensive, full of essential tools and concepts, it is a must read for any small-business owner or startup founder, besides the obvious marketing proffesionals. Read more
Published 3 months ago by Oscar Fabra
5.0 out of 5 stars Excellent Information for Online Marketing
I had to read this book for a school project and was not looking forward to it. However, I learned tons of useful information, that might actually come in handy with marking my... Read more
Published 4 months ago by Ashley Crusa
5.0 out of 5 stars Worthwhile Guide to Social Media
This is practical, easy to understand book that explains how blogging and positioning your site for SEO can grow your business.
Published 4 months ago by Asset Mgt Search Guru
5.0 out of 5 stars I am still learning from it.
I am still learning from it. It may assist me in developing a more productive website. I have wonderful products that can help others with many issues, like digestive health,... Read more
Published 5 months ago by Sherry L. Denend, MS, RPh
5.0 out of 5 stars an excellent book even for those without formal training
I have no formal training in marketing, but this book was excellent in getting me up to speed on the principles and best practices of inbound marketing.
Published 8 months ago by small biz traveler
3.0 out of 5 stars Decent book. A good primer for any small business
This is a decent book. Covers the basis of any good bare bones marketing campaign on a small budget. I would also look at Web Analytics 2. Read more
Published 8 months ago by Amazon Customer
5.0 out of 5 stars Very informative primer for career changers
Halligan and Shah offer a comprehensive overview of Internet marketing best practices with actionable recommendations. Read more
Published 9 months ago by Glen Kunene
4.0 out of 5 stars good insight
I like the insight they have provided but the content needs revision. What I like are the simple things one can do educate themselves on inbound marketing and execute on it
Published 9 months ago by Kartik Kanakasabesan
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