Summary: Inbound Marketing E-Book

BusinessNews Publishing

• Herausgeber: Business Book Summaries
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 33

Veröffentlichungsjahr: 2013

Beschreibung

The must-read summary of Brian Halligan and Dharmesh Shah's book: "Inbound Marketing: Get Found Using Google, Social Media, and Blogs".

This complete summary of the ideas from Brian Halligan and Dharmesh Shah's book "Inbound Marketing" shows that 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. This summary demonstrates 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 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. It also explains how to convert people from visitors, to prospects, leads, opportunities and then customers through specific messages at specific times. Inbound marketing is also a way of analysing your customers; by using social media such as Twitter, you can ask people directly how they would improve your product.

Added-value of this summary: 
• Save time 
• Understand key concepts
• Increase your business knowledge

To learn more, read "Inbound Marketing" and discover a method that can be cheaper, more effective, and help you create a better product without costly market research. 

Leseprobe

Book Presentation: Inbound Marketing by Brian Halligan and Dharmesh Shah

Main Idea

Book Presentation: Inbound Marketing by Brian Halligan and Dharmesh Shah

Main Idea

Traditional, outbound marketing is pretty much dead in the water today as people are getting far better at ignoring marketing interruptions:

Today, measurably better results can be generated by using inbound marketing strategies which help people to find you using the various social media search tools of the Internet:

Inbound marketing is reshaping the commercial landscape because for the first time in history, it’s not how much money you have to spend on marketing that counts. It’s how good your content is and how savvy you are at doing things which will help you “get found” by your prospective customers. Inbound marketing changes how you do business.

“It is a fantastic time to be a marketer or a business owner today. For the last 50 years, companies such as Procter & Gamble, IBM and Coca-Cola used huge amounts of money to efficiently interrupt their way into businesses and consumer’s wallets using outbound marketing techniques. The outbound marketing era is over. The next 50 years will be the era of inbound marketing.”

– Brian Halligan and Dharmesh Shah

About the authors

BRIAN HALLIGAN is cofounder and CEO of HubSpot, an inbound marketing system for small and medium sized businesses. Mr. Halligan formerly worked as a venture partner at Longworth Ventures, as VP of sales at Groove Networks before it was acquired by Microsoft and in the sales department of Parametric Technology Corporation. He is a graduate of MIT’s Sloan School of Management and he is an occasional lecturer at MIT on the science of selling and management.

DHARMESH SHAH is also a cofounder of HubSpot and serves as the company’s Chief Technology Officer. Mr. Shah previously founded and managed Pyramid Digital Solutions which sold enterprise management software to financial services companies before being acquired by SunGard Data Systems in 2005. Mr. Shah is a graduate of the University of Alabama and MIT. He also runs OnStartups.com, an online community for entrepreneurs.

1. What exactly is inbound marketing?

Marketers have conventionally used advertising to reach their potential buyers and make them aware of products and services This is outbound advertising in that the advertiser pays for the coverage. Inbound marketing reverses that dynamic. Instead of sending out ads or promotional materials, you make it easy for people who are searching online for what you have to offer to find you. Inbound marketing means to provide people with information about your products and services at the time they need it rather than according to some publication or broadcast schedule.

The fundamental job of a marketer is to spread the word about what he or she has to offer. To achieve this objective, marketers have in the past used a mix of:

TV, radio, newspaper and magazine advertising.Telemarketing and e-mail blasts.Direct mail.Trade shows and expos.

The only problem is people have got much better at filtering out these interruptions by using new technology like TiVo. Today, instead of responding to an ad, consumers are more likely to be using the Internet to gather information and shop.

The three main areas of the Internet which tend to get used for shopping today are:

Search engines – like Google and others where people search for Web sites which offer the products or services they need.The blogosphere – which now numbers more than 100 million blogs. People love blogs because they feel more genuine and candid than advertising.The social mediasphere – which is the entire collection of social media sites like Twitter, Facebook, StumbleUpon, LinkedIn, Digg, Reddit, YouTube and many others. These sites provide a platform for ordinary consumers to make their opinions heard.

Obviously success in growing your business and generating sales will come from matching the way you market your products with the way consumers like to shop today. This is why inbound marketing matters.