Book description
This work offers a summary of the book "INBOUND MARKETING: Get
Found Using Google, Social Media, and Blogs" by Brian Halligan and
Dharmesh Shah. Customers today are getting far better at ignoring
outbound marketing aimed at them. They have spam folders, recording
devices to fast-forward through adverts and caller ID on their phones.
Halligan and Shah demonstrate that far better results can be achieved by
inbound marketing, where your customers find you, or you are recommended
to customers by a trusted source. Therefore, social media, blogs and
search engines have become all-powerful tools. The great news for
companies, the authors explain, is that this doesn't require the vast
investment of the ad campaigns of the past. You need to establish your
message with care, but getting it out there needn't be extortionate.
Halligan and Shah explain how to convert people from visitors, to
prospects, leads, opportunities then customers through specific messages
at specific times. Inbound marketing is also a way of analyzing your
customers. By using social media such as Twitter, you can ask people
directly how they would improve your product. In short, inbound
marketing can be cheaper, more effective, and help you create a better
product without costly market research. Inbound Marketing is a must-read
for every savvy businessperson.
