Author’s Note: I’m reading this book about effective ways that companies are marketing themselves. I want to share what I’ve learned so far. This is the final part in a three part series. Part one is here and part two is here.
“Inbound Marketing: Get Found Using Google, Social Media, and Blogs” by Brian Halligan and Dharmesh Shah hit bookshelves in 2009. It’s chock full of valuable information for any company that wants to grow by using inbound marketing. At the end of each chapter is a section called Inbound in Action. An organization is highlighted for their use of inbound marketing practices. Below I’ll summarize what I learned about each.
Constant Contact (Chapter 11, Make Better Marketing Decisions)
- Measures and analyzes data monthly with plots over time for: # of unique visitors, # of trials, # of customers, visitor to trialer ratio, trialer to customer ratio, visitor to customer yield
- Uses data to run useful experiments: increasing/decreasing PPC budget, increasing/decreasing size of the support number during trial, increasing/decreasing the length of the form to sign up for the trial
Jack’s 4 tips on talent acquisition, evaluation and development:
- Energy – People who have boundless energy and love to “go, go, go”
- Energizer – Can outline a vision and get others to carry it out
- Edge – Competitive and aren’t afraid to make the tough decisions of hiring, firing and promoting
- Execute – Recognize that activity and productivity are not the same and are capable of converting Energy and Edge into action and results
- Understand how to be authoritative on the social web and how to establish relevance and discoverability
- Agency should be strong in how to create content, optimize that content and market it to create a following
TechTarget (Chapter 14, Watching Your Competition)
- Track this data about your competitors/peers: Website grade (use HubSpot’s Marketing Grader to get the grade), Google page rank, Traffic rank, Inbound links, Google indexed pages
- Use Google Keyword Tool to track competing keywords
Tom Brady (Chapter 15, On Commitment, Patience and Learning)
- Didn’t have the physical attributes of a great quarterback in the early years but was able to persevere by practicing harder than anyone else on the team
- Schedule 2 hours per day for the next 3 months on figuring out how to get found, converting and making better decisions using inbound marketing
I encourage you to read Inbound Marketing from cover to cover. There’s even an addendum, Tips from the Trenches for Startups. In the book there are 26 tips. Here are just a few:
- Promote your promoters – If someone links to you, help them get more traffic (people will notice and will be more likely to write about you)
- Pick a name that works – The .com domain should be available or buyable (if it’s not, don’t bother with that name)
- Create an account on Quora – Pick a category that best fits you area of interest and answer one question a day that you feel you have some expertise in (don’t self promote; you’re seeking to build credibility and trust, not sell anything)
What’s one inbound marketing technique that’s proven to work for your company? Share it in the comments.
P.S. — You can buzz about this book on Libboo here: www.libboo.com/read/inbound-marketing