Inbound marketing
- Listen to (and solve), don’t talk at - marketing is no longer a bullhorn
Kindle Highlights: >-
Highlights
there’s a fundamental mismatch between how organizations are marketing and selling their offerings—and the way that people actually want to shop and buy. — location: 453
People did not want to be interrupted by marketers or harassed by salespeople. They wanted to be helped. — location: 474
want your website to be a large dot that’s connected to many other websites—in other words, a hub. — location: 638
Your Website Inbound Marketing Hub Interaction One to many Many to many Content On your domain only Syndicated across web Focus Your website The rest of the Internet Consume Through browser Browser, mobile Links Hundreds Tens of thousands — location: 687
you must begin thinking about your web presence in terms of an interactive, constantly changing hub for your entire industry — location: 727
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think across the traditional boundaries of your marketplace to alternatives, not just competitors. A — location: 762
Answer the question: “What are you the world’s best at?” If the answer is “nothing,” rethink your strategy to get narrower or innovate across alternatives. — location: 814
Either write something worth reading about or do something worth writing about. —Ben Franklin — location: 821
Beyond a remarkable value proposition, you must also create remarkable content about your company and products, for two important reasons. — location: 826
An easy way to track your links, social media presence, and the number of pages indexed by Google is by running your website through the online tool grader.com, which gives all of these numbers for your website in a free report. You ought to check that early and often. — location: 889
index, one of the most important things it tries to do is match the article title with the phrase being searched. — location: 995
creating content that users would want to find and helping Google deliver great search results. — location: 1305
Three primary criteria go into selecting the right keywords to optimize your website: relevance, volume, and difficulty. — location: 1312
If you have even a modest budget, you should consider launching a small PPC (pay-per-click) advertising campaign to determine what your best keywords might be. — location: 1349
Of the elements on the page that influence Google, by far, the most important is the page title. The page title is what shows up at the top of the browser window (and is used for the text of the link in search results). — location: 1363
When picking the Page Title tag for your home page, consider putting your company name at the end of the title. This allows your most important keywords to have more weight. — location: 1383
The basis of inbound marketing is the same regardless of the delivery: provide value to build trust before engaging in a marketing or sales transaction. The delivery format, however, needs to differ depending on the strengths of your company. If your company employs web developers, free tools might be the right option for you. — location: 2252
you need to show him or her exactly the action to take—and you do this with a compelling call-to-action. We can’t stress enough the importance of a call-to-action. The difference between a weak call-to-action (e.g., a Contact Us page with an e-mail address on it) and a compelling one can mean the difference between a half a percent visitor-to-lead conversion rate and a 5 percent visitor-to-lead conversion rate. — location: 2390
a killer call-to-action: valuable, easy to use, prominent, and action oriented — location: 2395