Inbound Marketing For Dummies

Outdated sales tactics have you chasing leads and fishing for new business.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

Any company can benefit from creating an inbound marketing strategy—small and large, both B2B and B2C. Our primary target audience is the 40% of marketers who haven′t yet embraced an inbound marketing strategy for their brand. Our secondary target audience is the 60% of marketers who have already started their inbound marketing program but can benefit from the advanced tactics and supplementary materials provided in this book.

Scott Anderson Miller is an entrepreneur who has piloted 13 start-ups including his current firm Marketing Matters Inbound and another named to Inc. 500 Fastest Growing Companies (2014). As an inbound marketing consultant, he frequently speaks at marketing conferences and has been a TV reviewer of Super Bowl commercials.