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Inbound Marketing: Get Found Using Google, Social Media, and Blogs Hardcover – October 19, 2009

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

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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.

Print length

256 pages
Language

English
Publisher

Wiley
Publication date

October 19, 2009
Dimensions

6.25 x 0.9 x 9.3 inches
ISBN-10

0470499311
ISBN-13

978-0470499313
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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 ‏ : ‎ Wiley; 1st edition (October 19, 2009)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 256 pages
ISBN-10 ‏ : ‎ 0470499311
ISBN-13 ‏ : ‎ 978-0470499313
Item Weight ‏ : ‎ 15.4 ounces
Dimensions ‏ : ‎ 6.25 x 0.9 x 9.3 inches

Best Sellers Rank: #691,548 in Books (See Top 100 in Books)
- #153 in Retailing Industry (Books)
- #2,536 in Marketing (Books)

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4.4 266 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.
See more on the author's page
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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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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KatieG

Easy to Read and Full of Information

Reviewed in the United States on November 3, 2011

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This book is a great read for someone looking to tap into the power of inbound marketing and social media. The text is easy to read and the book is full of illustrative cartoons. Halligan and Shah make a business out of breaking down this information so that even the smallest, most old fashioned business owner can understand it. This book is a true call to arms for inbound marketing. Numerous case studies demonstrate the power of inbound marketing and how it can translate into real-wrold monetary success. The writers believe in putting an entire leg into the waters of inbound marketing instead of just a toe. Reading the book, I found it difficult to argue with them.

This book is useful in that it takes many elements of social media and the internet and explains how they function in detail. Have you ever wondered how Google catalogues webpages? You'll find that information in this book. Not sure whether your website is effective or not? They explain how to analyze web traffic in detail.

The authors go through several different forums for inbound marketing and tell the reader in a very straightforward manner why they should care or not. In the section on Twitter, the authors anticipate the reader's potential lack of interest in what Twitterers "had for lunch" that day. Shah and Halligan explain that Twitter can actually be a powerful tool for businesses to connect to the people who are already talking about them online.

As they go through different methods of getting noticed on the web, the authors make a point of emphasizing what NOT to do as well as communicating best practices. They caution against using any tricks in order to gather more followers or to be ranked higher on Google or Digg. Producing "remarkable" content and being smart about communicating it is the one path to success. Shah and Halligan caution that if you try too hard to trick the system you can actually be barred from many sites.

There is an entire chapter devoted to hiring the right people. They lay out their own framework for hiring people at Hubspot. There is also a useful index that lists some resources and tricks of the trade.

This book is both informational and inspiring. I'm looking forward to doing some more in-depth research on the subject.

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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!

One person found this helpful

Neil Davidson

Great mainstream book about new marketing

Reviewed in the United Kingdom on November 9, 2009

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. But then it talks about what those skills are, what steps your employees need to take to get them and how you can track how they're doing. Each chapter contains a checklist of things you should do, right now, to start improving your inbound marketing.

This is no dry textbook. It's full of anecdotes, some from the usual suspects (Whole Foods, Zappos and Barack Obama) but from others too: accounting software, a shutter manufacturer and a PR firm among others. It's well written, and there are cartoons too.

Inbound marketing - get found using Google, social media and blogs is an excellent, mainstream introduction to new marketing. If you want to dip your toes into the cold water of social media then buy a copy. If you know all about social media then you almost certainly know people who need this book. Buy them a copy from Amazon. They'll love you for it.

26 people found this helpful

Louise Barnes-Johnston

An excellent guide to marketing online

Reviewed in the United Kingdom on February 18, 2012

Verified Purchase

There are four parts to this book, which are entitled:

`Inbound Marketing'
`Get Found by Prospects'
`Converting Customers'
`Make Better Decisions'

Part One defines what Inbound Marketing is and explains why all marketing should make the transition. It sets the scene by looking back at how people's buying habits have changed. There are 3 opening chapters: Shopping has Changed ... Has Your Marketing?; Is Your Web Site a Marketing Hub? and Are You Worthy?

Part Two has 4 packed chapters: Create Remarkable Content, Get Found in the Blogosphere, Getting Found in Google, and Get Found in Social Media. Although the book was published in 2010 and the internet is constantly evolving, the principles in these chapters still hold true and give valuable suggestions to be found by prospects.

In Part Three, there are 3 chapters: Convert Visitors into Leads; Convert Prospects into Leads, and Convert Leads to Customers which is where all the getting found tactics from Part Two are turned into results. There are ample screenshots and diagrams to demonstrate each stage.

Part Four contains 6 final strategy chapters: Make Better Marketing Decisions; Picking and Measuring Your People; Picking and Measuring a PR Agency; Watching Your Competition; On Commitment, Patience and Learning: and Why Now? Perhaps more relevant to larger companies, there are still lessons for the small business owner.

Each of the 15 main chapters contains a case study and ends with a useful suggested To-Do List and space to add your own actions too.

Although there are several self-promoting references to the authors' company, they do not detract from the valuable how-to information which all marketers can apply right away.

The chapters follow a logical path, enabling the reader to put each of the lessons into action (using the To-Do list) before moving on to the next. This format makes the book a useful guide or workbook too. I wish it had been around 5 years earlier as it would have considerably shortened the time it's taken me to put all the pieces together by myself.

One person found this helpful

Christoph Müller-Stoffels

Wer hat's erfunden?

Reviewed in Germany on July 25, 2014

Verified Purchase

Wer hat's erfunden? Genau, Halligan und Shah waren es, die den Begriff Inbound Marketing erfunden und nachhaltig geprägt haben. Dieses Buch, veröffentlicht drei Jahre nach der Gründung ihrer Firma HubSpot, bietet detaillierte Einblicke in die verschiedenen Techniken, die zum Inbound-Erfolg führen (können und sollen).

Der einzige Kritikpunkt ist, dass es zuweilen zu detailliert ist. Wir brauchen meines Erachtens nach keine Bücher mehr, die Schritt für Schritt erklären, wie man eine Facebook-Page aufsetzt oder mit LinkedIn umgeht. Da reicht es mittlerweile zu sagen "Wenn Sie Hilfe brauchen, suchen Sie bei Google". Und natürlich ist es nicht zielführend, davon dann auch noch Screenshots zu bringen, denn die sehen schon nach ein paar Monaten nicht mehr so aus, wie es die Websites eigentlich tun.

Eine Kritik an der englischen Kindle-Version: anscheinend war kein Geld für einen guten Lektor da. Die nicht übermäßig vielen, aber doch vorhandenen Fehler sorgen dafür, dass sich einem die Zehennägel hochrollen können.

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Regi Keyz

Not a bad little intro book

Reviewed in the United Kingdom on January 30, 2012

Verified Purchase

I'm an ex-computer programmer and have created functional webpages before.

I read this book to learn more about the latest internet related marketing techniques.

This book served the purpose reasonably well. It was easy to read and covered the basic ground e.g. bloggs, twitter, basic SEO (Search Engine Optimisation)

The book was encouraging and pointed out that its IM is not difficult to do, and to get significant effects you need to invest take a little time (2 hours a day) every day for a period of months. If you do this consistently great results can be seen.

If you are a beginner then this book isn't a half bad place to start.

If you are a pro, you'd be better off going not reading this book.. instead go to a bar and try & get laid as you obviously spend too much time with your computer 8-)

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