Inbound Marketing

제목: Inbound Marketing
저자: Brian Halligan & Dharmesh Shah
브라이언 요약:

  1. 웹사이로 사람을 모아라.
  2. 구글, 블로그, 소셜미디어를 통해 모으라.
  3. Remarkable한 컨텐츠를 만들어라.
  4. 구글SEO (검색엔진최적화)작업은 중요하다.


Inbound Marketing: Attract Engage and Delight Customers Online, John Wiley & Sons Inc


브라이언 노트:


  • People did not want to be interrupted by marketers or harassed by salespeople. They wanted to be helped.

1. Shopping has changed...Has your marketing?

  • Who moved my customer? 1. Search Engine: Google 2. Blogosphere 3. Social Media
  • Obama Success Story: Blog

2. Is Your website a marketing hub?

  • It is not what you say. it is what others say about you.
  • You want your website to be a large dot that is connected to many other websites, in other words, a hub.
  • Your visitors are not particularly interested in your site's design. They need Information. (정보 > 웹디자인)
  • 1. Add some collaborative functionality to your site. 2. Start creating lots of compelling content people will want to consume. 3. Start focusing on where the real action is: Google, industry blogs, and Social Media.

3. Are you worthy?

  • Stop interrupting. Get found by them instead.
  • The trick is to stand out by becoming as remarkable as possible to a segment buyers.
  • Watch your competitors, but don't follow them.
  • Blue Ocean Strategy
  • Example: The Grateful Dead (CD free concert money)

4. Create remarkable content

  • First, remarkable content attracts links from other websites pointing to your website.
  • Second, remarkable content is easily and quickly spread on social media sites.
  • The links never go away.
  • You gotta give to get: The more remarkable content and the more transparent you are about it, the more links to your site and the better it will rank in the search engine.
  • Create Remarkable content > Optimize > Publish > Market > Measure
  • You might consider making your next-full-time marketing hire a writer/journalist, rather than a career marketer.

5. Get found in the blogosphere

  • How frequently they need to write: a minimum of one per week.
  • with regard to SEO, the most important part of your article is the title.
  • match the article title with the phrase being searched.
  • Anchor text
  • Spend half your time writing the article and half your time writing a catchy title.
  • Distribute via forum, email, comment
  • A blog is a durable asset that delivers durable value that lasts.
  • The blog article delivers value on a semi-permanent basis.
  • Tracking your progress (# of subscribers, visitors, qualified leads, new customers. # of date, author, visitors, comments, and links)
  • Success Story: WholeFoods Blog

6. Get found in Google

  • People searching on Google are actually looking fro something. They do have a specific goal.
  • Paid vs Free: Visitors click on these results much more often than they do the paid results. 75% of searchers click the organic listings while 25% click on the paid results.
  • Google's first page captures over 89% of the traffic. 1st ranked result captures about 42% of the traffic.
  • Google does: 1. Crawls 2. Index and Rank
  • How Google's Brain Works: Relevance and Authority (Title tag, Page content, and Anchor Text)
  • It's about links from other web pages. Get as many links as possible from as many high-authority sites as possible.
  • Picking the perfect Keyword: Relevance, Volume, and difficulty
  • PPC: You can pick a set of keywords and being generating traffic almost immediately. and you can measure what the conversion rate is.
  • On-Page SEO
  • Tips from the trenches for page titles:
    • Put your most important keywords in your page title.
    • Earlier words in the page title.
    • for human
    • Putting your company name at the end of the title.
  • Adding an effective description
    • Meta description tag is information about a web page
    • Keep them short and no more than 160 characters
    • Every page should have a unique description
    • Use your keywords in your description
  • Domain Names and SEO
  • Page Content
  • Headings
  • Images
  • Off-Page SEO
    • Requesting links from others
    • Measuring the value of inbound links.
    • Factors that affect link value: authority, Do/No follow, number of other links, anchor text.
  • Black Hat SEO

7. Get found in Social Media
8. Visual Content
9. Software and tools as Content
10. Convert Visitors into Leads

  • Calls-to-action (Webinars, what papers or reports, ebook, consultation, research studies, free class, demo, or trial offer)
  • Begin with Verb

11. Convert Prospects into Leads

  • Landing Page
  • Your landing page has one function only: to get people to fill out your form.
  • Many marketers spend 80% of their time worrying about conversion rates and 20% of their time on getting more visitors. You spend 80% of your time getting more visitors, and 20% of your time getting higher conversion rates.
  • Zappos example: Google SEO

12. Convert Leads to Customers

  • Email Auto responder.

13. Make Better Marketing Decisions

  • First step is to create a living, breathing sales and marketing funnel to help you make marketing investment decisions.
  • Prospect > Lead > Opportunity > Customer

14. Picking and Measuring  Your People

  • Jack Welch and GE: Jack spent 50% of his time on talent acquisition, evaluation, and development
  • Energy, Energizers, Edge, Execute

15. Picking and Measuring a PR Agency
16. Watching Your Competition
17. On commitment, Patience, and Learning
18. Why Now?
Bonus. Entrepreneur's Guide to Startup Marketing

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