Inbound Marketing for Dummies

Don'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Outdated sales tactics have you chasing leads and fishing for new business.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.
* Build a reliable inbound marketing team
* Develop deeper relationships with your customers
* Convert inbound traffic into revenue
* Combine inbound and outbound marketing strategies to optimize your business' resources

Inbound Marketing For Dummies is an essential guide for anyone looking to leverage tried and true inbound marketing strategies within their business.

Introduction 1
Part I: Getting Started with Inbound Marketing 5
Chapter 1: What Is Inbound Marketing, Anyway? 7
Chapter 2: Introducing the Inbound Philosophy into Your Organization 21
Chapter 3: Diagnosing Your Current Inbound Marketing Performance 29
Chapter 4: Prescribing Strategic Inbound Marketing Solutions 47
Chapter 5: Applying Inbound Solutions: Executing Your Plan 63
Part II: The Art and Science of Consumer Connections 73
Chapter 6: Mapping Your Customers' Purchase Paths 75
Chapter 7: Discovering Customer Needs with Keywords 85
Chapter 8: Connecting People with Your Products 107
Part III: Building a Customer Conversion Machine 121
Chapter 9: Building Your Conversion Machine 123
Chapter 10: Organizing Your Website for Attraction and Conversion 133
Chapter 11: Creating a Call?]to?]Action Map 149
Part IV: Fueling Visitor Needs with Content Marketing 161
Chapter 12: Creating Valuable Content: The 4 E's of Content Marketing 163
Chapter 13: Creating Inbound Campaigns with Content 181
Chapter 14: Blogging for Attraction 201
Part V: Attracting Visitors to Your Website 213
Chapter 15: Growing Your Organic Traffic 215
Chapter 16: Attracting Visitors with Paid Search 231
Chapter 17: Attracting Visitors with Social Media Sharing 247
Chapter 18: Using Email to Attract and Reattract 257
Part VI: Understanding the Power of Conversion 269
Chapter 19: Knowing Your Conversion Types 271
Chapter 20: Increasing Website Conversions 283
Chapter 21: Building Effective Landing Pages 295
Part VII: Measuring Success with Analytics 305
Chapter 22: Measuring Your Inbound Marketing Results 307
Chapter 23: Understanding User Testing 319
Part VIII: The Part of Tens 327
Chapter 24: Ten Steps to Implementing Inbound Marketing 329
Chapter 25: Ten Important Inbound Marketing Metrics 337
Glossary 345
Index 351