Inbound Marketing For Dummies

Title Page
Copyright Page
Table of Contents
Introduction
	About This Book
	Foolish Assumptions
	Icons Used in This Book
	Beyond This Book
	Where to Go from Here
Part I Getting Started with Inbound Marketing
	Chapter 1 What Is Inbound Marketing, Anyway?
		Knowing the Basics of Inbound Marketing
		Understanding Inbound as a Philosophy and as a Marketing System
			Inbound as a philosophy
			Inbound marketing as a system of attraction and conversion
		Learning Why Inbound Marketing Is Important to Your Organization
		Exploring the Benefits of Inbound Marketing
		Defining the Differences between Traditional and Inbound Marketing
			Traditional marketing
			Inbound marketing
		Understanding the Four Objectives of a High‐Performance Conversion System
			Attracting interest with inbound marketing
			Creating internal and external connections with inbound marketing
			Causing customer conversions with inbound marketing
		Introducing the Three‐Step Inbound Process
			Diagnosing with a baseline assessment/audit
			Prescribing business solutions through strategy
			Applying solutions with inbound initiatives
		Things You Can Do Now
	Chapter 2 Introducing the Inbound Philosophy into Your Organization
		Creating Satisfaction within Your Organization
		Overcoming Internal Resistance to Inbound Marketing
			Making your case for inbound marketing
			Benefits of introducing inbound into your organization
			Gathering support for the change
			Understanding the negative consequences of not changing at all
			Presenting your case for inbound
		Things You Can Do Now
	Chapter 3 Diagnosing Your Current Inbound Marketing Performance
		Performing an Inbound Marketing Assessment
		Understanding Why You Should Perform an Inbound Assessment
		Knowing What to Assess
			Asking the right questions
			Distinguishing between a website grader assessment and an IMA
			Using a website grader
			The components of a basic inbound assessment
			The components of a comprehensive inbound assessment
			Measuring customer conversion points
		Determining Who Should Perform Your Inbound Assessment
			The benefits and drawbacks of self‐diagnosing
			Self‐diagnosing
			Using online tools for self‐diagnosis
			The benefits and drawbacks of outsourcing IMAs
			Outsourcing your assessment
		Things You Can Do Now
	Chapter 4 Prescribing Strategic Inbound Marketing Solutions
		Strategizing Business Solutions
			Starting with a Strategic Inbound Plan
			Understanding the benefits of a strategic inbound plan
		Knowing the Components of Your Strategic Inbound Plan
			Setting goals and objectives based on your baseline assessment
			Developing your attraction and conversion plan
			Establishing inbound analytics
			Formulating your opportunity analysis
			Creating content strategy
		Building Your Strategic Inbound Plan
			Using your assessment to prioritize initiatives
			Identifying tactical tools to activate success
			Mapping future success today
			Remapping success along the way
		Things You Can Do Now
	Chapter 5 Applying Inbound Solutions: Executing Your Plan
		Implementing Your Strategic Inbound Plan
		Developing Your Inbound Timeline
		Creating a Shared Strategic Blueprint (SSB)
		Delegating Ownership of the Work
			Outsourcing execution
			In‐house execution
		Establishing Your Inbound Metrics and Milestones
		Measuring Your Success
			Sharing your analytics
			Communicating your activity
			Reporting your results
			Tweaking links in your Customer Conversion Chain
		Things You Can Do Now
Part II The Art and Science of Consumer Connections
	Chapter 6 Mapping Your Customers’ Purchase Paths
		In the Beginning: Lewis’s Purchase Funnel
		Welcome to Today: The Buyer’s Journey
			Understanding the Leaky Funnel
		Evolving into the Future: The Lifestyle Loop
		Things You Can Do Now
	Chapter 7 Discovering Customer Needs with Keywords
		Finding a Need and Fulfilling It
			Discovering customer needs: The early years
			Discovering customer needs today
		Understanding Keyword Research for the Inbound Marketer
			Interpreting keywords as stated needs
			Understanding implied keyword meanings
		Using Keyword Tools
			Determining which keywords to target
			Researching and choosing target keywords
			Using other tools to research keywords
		Categorizing Keywords
			All these keywords. What now?
			Branded search vs. non‐branded search
			Assigning keywords to product pyramids
			Segmenting keywords in the Lifestyle Loop/Buyer’s Journey
			Matching persona action paths with keywords
			Categorizing keywords for search engine optimization(SEO)
			Categorizing keywords by device
		Things You Can Do Now
	Chapter 8 Connecting People with Your Products
		Creating Meaningful Connections
		Remembering the original 4 P’s of Marketing
			Product
			Place
			Price
			Promotion
		Introducing the New 4 P’s of Inbound Marketing
			Profile/persona
			Product
			Place in purchase cycle
			Purchase path
		Closing Communication Gaps
		Knowing Your Attraction Factors
			Search engine marketing(SEM)
			Search engine optimization(SEO)
			Paid search
			Content marketing
			Email remarketing
			Social media
			Traditional media
		Things You Can Do Now
Part III Building a Customer Conversion Machine
	Chapter 9 Building Your Conversion Machine
		Understanding the Importance of a Conversion Machine
		What’s a Conversion Machine?
			Connecting with customers
			Connecting your internal parts
			Building your conversion chain links
		Building a Super‐Powered Website Engine
		Fueling Consumer Connections with Content
		Creating a Frictionless Buying Experience
		Achieving Unusually High Performance (Success)!
		Testing Your Attraction and Conversion Points
			Measuring your conversion points
			Tweaking your conversion points
		Things You Can Do Now
	Chapter 10 Organizing Your Website for Attraction and Conversion
		Making Your Website Attractive
			Creating a great user experience (UX)
			Positioning your website to be found by people and Google
			Designing a pleasant onsite brand presence
		Defining a Content Management System (CMS)
		Choosing Your CMS
		Involving Your Developer with Your Marketing Efforts
		Gaining Access to Your Website
		Building Your Website on Conversion Architecture
			Building with search engine optimization (SEO) in mind
			Blueprinting with your Call‐to‐Action Map
		Identifying Wireframes That Work
			Understanding navigation pages
			Understanding information pages
			Understanding conversion pages
			Affirming the visitor’s entry
			Validating the visitor’s position
			Confirming your position as solution provider
			Converting visitors to the next action
		Creating Your Website Content
			Populating your website pages
			Building your blog
		Applying Website Metrics
			Hooking up Google Analytics
			Using marketing automation software
			Connecting your sales CRM
			Customer service add‐ons
			Billing/payment connections
		Things You Can Do Now
	Chapter 11 Creating a Call‐to‐Action Map
		Building a Call‐to‐Action Map
		Creating Wireframe Templates as Part of Your CTA Map
			Building navigation pages
			Building information pages
			Building conversion pages
		Using Your CTA Map as Part of Your Site Map
		Things You Can Do Now
Part IV Fueling Visitor Needs with Content Marketing
	Chapter 12 Creating Valuable Content: The 4 E’s of Content Marketing
		Why Content Is King, Queen, Jack, and Your Ace in the Hole
			Creating Content Strategy
			Knowing your content
		Making Purposeful Content Connections
		Introducing the 4 E’s of Content Marketing
			Creating content that educates researchers
			Creating content that engages shoppers
			Creating content that encourages an action
			Creating content that embraces repeat customers
		Knowing Your Content Forms
			Blogs
			E‐books
			Whitepapers
			Videos
			Webinars
			Infographics
			Online tools
		Fueling Offsite Engagement with Premium Content
		Improving Your Content
		Things You Can Do Now
	Chapter 13 Creating Inbound Campaigns with Content
		Connecting the Dots to Provide Conversion Flow
		Creating Connective Campaigns
			Knowing what an inbound campaign looks like
			Establishing campaign objectives
			Designing your inbound‐marketing campaigns
			Mapping your inbound‐marketing campaigns
			Understanding the campaign build process
		Building Your First Campaign
			Organizing your campaigns for conversion
			Creating new content for your campaigns
			Overlaying content for inbound campaigns
			Matching content form with function
			Optimizing your content
			Creating a frictionless consumer campaign path
			Measuring and replicating campaign success
		Things You Can Do Now
	Chapter 14 Blogging for Attraction
		Going Beyond the Traditional Blog
		Creating Your Blog
			Building your blog
			Writing your blog
			Knowing what to post
			Creating offsite visibility
			Vlogging with video content
		Things You Can Do Now
Part V Attracting Visitors to Your Website
	Chapter 15 Growing Your Organic Traffic
		Improving Your Organic Traffic
			Looking at SERPs
			Knowing organic page rank factors
			Using your keywords
			Learning clickthrough rates (CTRs)
		Optimizing for Organic Rankings
			Optimizing technical SEO
			Going mobile
			Ranking locally
			Optimizing content
			Building links
			Sending social signals
		Things You Can Do Now
	Chapter 16 Attracting Visitors with Paid Search
		Rescuing the Reputation of PPC
			Using paid media for attraction
			Learning paid search metrics
		Building Your Paid Search Campaigns
		Knowing Your Paid Search Channels
			Setting up campaigns in Google and Bing/Yahoo!
			Organizing your paid search campaigns
			Creating great PPC ads
			Using paid search on social platforms
			Paid display
			Retargeting
		Things You Can Do Now
	Chapter 17 Attracting Visitors with Social Media Sharing
		Learning the Benefits of Social Media
			Attracting visitors to your website
			Creating off‐site visibility
		Matching Your Message with the Medium
		Building a Following on Social Media
		Segmenting Followers Based on Customer Conversion Path
		Sharing Your Content on Social Media
		Automating Content Distribution
		Things You Can Do Now
	Chapter 18 Using Email to Attract and Reattract
		Knowing Where to Start
		Writing Emails That Attract and Convert
			Creating effective subject lines
			Getting to the point
			Empathizing with your personas’ needs
		Emailing Individuals Instead of the Masses
			Broadcast emails
			Workflow emails
			Customer relationship management (CRM) emails
			Personalized emails
		Creating an Email Workflow
			Designing emails for reaction and reentry
			Understanding recency and frequency
			Building an email workflow series
			Creating email workflow rules
			Knowing when to stop
		Things You Can Do Now
Part VI Understanding the Power of Conversion
	Chapter 19 Knowing Your Conversion Types
		Knowing Your Conversion Types
		Understanding the Customer Conversion Chain
			Calculating cost‐per‐click (CPC)
			Figuring cost‐per‐lead (CPL)
			Defining an MQL
			Scoring leads to create SQLs
			Defining demonstrated interest
			Figuring cost‐per‐acquisition (CPA)
			Calculating budget and ROI
		Collecting Customer Data
		Implementing Lead Scoring
		Organizing Your Data for Future Conversions
		Knowing What To Do with Contact and Customer Data
			Respecting your relationships
			Using collected data responsibly
		Things You Can Do Now
	Chapter 20 Increasing Website Conversions
		Applying the Customer Conversion Chain
		Analyzing the Links in Your Customer Conversion Chain
			Customer LTV
			Customer
			Demonstrated Interest
			SQLs
			MQLs
			Leads
			Visits
			Impressions
		Everything Inbound Is Connected
		Understanding the Value of Your Conversions
			Determining the value of your customer segments
			Replicating successful conversion paths
		Things You Can Do Now
	Chapter 21 Building Effective Landing Pages
		Defining a Landing Page
		Improving Your Conversion Success Rate with Landing Pages
			Knowing the components of an effective landing page
			Building a better landing page
			Testing your landing pages
			Replicating successful landing pages
		Things You Can Do Now
Part VII Measuring Success with Analytics
	Chapter 22 Measuring Your Inbound Marketing Results
		Knowing Your Most Important Metric
		Understanding Google Analytics
			Starting with Google Analytics
			Learning the Google Analytics dashboard
			Knowing why you are measuring
		Choosing Your Reports
			Source report
			Location report
			User flow
			Site speed
			Mobile device report
			Landing Page report
			In‐page analytics report
		Custom Reports
			Google Conversion Funnel
			Marketing Automation Software Reports
		Things You Can Do Now
	Chapter 23 Understanding User Testing
		Gaining Insight from User Testing
		Knowing What to Test
		Knowing Your Minimum Sample Size
		Performing A/B Testing
		Setting Up User Testing
			Testing a single factor
			Testing with click‐tracking
			Testing with screencasting
			Reporting results
		Things You Can Do Now
Part VIII The Part of Tens
	Chapter 24 Ten Steps to Implementing Inbound Marketing
		Determining Whether Your Organization Is Open to Change
		Discussing Internal and External Goals with Other Departments or Colleagues
		Formulating Your Company’s Customer Conversion Chain
		Determining Budget of Time, Energy, and Money to Achieve Goals
		Performing an Inbound Marketing Assessment
		Writing Your Inbound Marketing Strategy
		Assigning In‐House and Outsourced Inbound Marketing Responsibilities
		Retooling or Rebuilding Your Website
		Writing Your First Shared Strategic Blueprint
		Beginning Content Creation
	Chapter 25 Ten Important Inbound Marketing Metrics
		Lifetime Value Of Your Customer (LTV)
		First Action Value (Purchase)
		Cost‐Per‐Acquisition
		Return‐On‐Investment (ROI) Cost‐Per‐Lead/Cost‐Per‐Acquisition
		Presentation‐to‐Purchase Close Ratio
		MQLs‐to‐SQLs Ratio
		Contact‐Conversions‐to‐MQL Ratio
		Unique‐Visitors‐to‐Lead Ratio
		Cost‐Per‐Lead
		Buyer Purchase Path Sales Cycle Timeline
Glossary
Index
EULA