Inbound Marketing Book Review

Inbound Marketing Book Cover“Ten years ago, your marketing effectiveness was a function of the width of your wallet. Today, your marketing effectiveness is a function of the width of your brain.” – Brian Halligan CEO of Hubspot

This is one of lines from Inbound Marketing: Get Found Using Google, Social Media and Blogs that really stuck with me the whole way through. There are so many publishing methods available these days that empower small and large businesses alike to command a level of online reach that was previously unattainable to people without the deep pockets to advertise and plaster their messages anywhere and everywhere they saw fit.

This excellent book is aimed at the 99% of the business world who are confused and unsure of what to do with the world of Twitter, Facebook, and Google that they find themselves living in today. It’s aimed at plumbers, photographers, health care organizations and manufacturing company executives –  large corporations and small businesses alike who are relatively unaware that their working lives are about to change, or have already started to change in confusing ways and have no idea what to do or how to benefit from it.

Inbound Marketing describes how “old marketing” is dead or dying.

The days where simply pumping money into print or radio advertising guaranteed success are fading faster by the day. Instead, you need to engage your customers and provide them reasons to come to visit your web site. The idea is to turn your web site into a hub, stuffed with relevant, remarkable blog posts, videos and interviews. This method of compiling lots of expertise-based information that helps support your business position will only serve to generate an outstanding amount of upward traction and mobility for you in your search engine rankings as well as bringing you the high quality lead generating traffic you crave.

This book has a wonderful emphasis on hands-on advice.

Not only is it inspirational, but it’s also packed with practical wisdom. It talks about the power of Twitter, and then gives you advice on how to choose a Twitter handle. It talks about the rise of the superstar blogger and the death of the press release, and then it talks about how to decide whether you need a PR agency and, if you do,  how you should hire one (like us here at FirstTracks Marketing of course). It stresses that your employees will need to learn new skills if they are to survive in this new world, and then it talks about what those skills are; what steps your employees need to take to get them; and how you can track how they’re doing. Each chapter contains a valuable checklist of things you should do, right now, to start improving your inbound marketing.

So how will you evolve your marketing tactics in 2010?

I am personally VERY excited about all the great new ideas I got from reading this book and am really looking forward to implementing some new content strategies and tools to help build hubs for our current clients. If you’re interested in learning more about how we can help get you set up with the right tools for Inbound Marketing give us a call at 603-924-1978 or fill out our contact form.

4 thoughts on “Inbound Marketing Book Review

  1. Great review and certainly “Inbound Marketing” is a must read. The real challenge with this strategy and most business ideas that involve change is managing the fear factor. Fear that there is something going on that I don’t really understand, fear that my business (or I) can’t keep up, fear that I may be investing in a fad, fear that my competitors are already there…ahhhhh maybe I’ll just do nothing and it will all go away.

    So what do you do? Find someone that that knows what they’re talking about and listen. Here are a few good signs to look for when choosing someone (or a company). FIRST, drum roll… if they don’t speak clearly about YOUR business and have clearly not taken the time to do ANY research into your business prior to you sitting down with you, RUN. It’s all about you at this point (not them) and what an inbound marketing program can do for your business. Second, this is NOT rocket science. It’s a common sense approach for creating an environment for your target audience/customers to find you and engage with you. If the person/company explaining this to you cannot put this into clear easy to understand language, RUN. Third, open your mind and get excited about this opportunity. I bet you’ll be way ahead of your competition.

    1. Thanks for the reply Greg. I have to agree with you about your three evaluation points above. The one that I felt that was most important was that this is NOT rocket science, it’s mostly common sense. Also this type of marketing really isn’t something all that new, the only thing new about it are the methods you are using to communicate. The real exciting piece in all this that I get really jazzed up about is the ability businesses have to be so timely, fluid, and accessible to their customers in so many different ways. I guess that gets back to the fear factor you were talking about eh? :)

  2. As a programmer, I expect a certain level of specificity from books about things like SEO and social media. Website Optimization, for instance, is a wonderfully detailed, technical yet highly readable book on how to achieve higher search engine rankings and more conversions. Inbound Marketing, by contrast, is for non-technical managers. It assumes that you have employees who will figure out the details for you if you give them broad guidance. It expects you to be unfamiliar with terms like “subdomain” and “RSS.” So the advice in this book is apt, but air-thin to experienced web developers. There are some parts of the book that are well-intentioned but unrealistic, such as the chapter on how to hire a marketer. I don’t envy the non-technical manager charged with making such a hire; it must be even more baffling than trying to hire a brilliant programmer. But the suggested interview questions–e.g. “How many LinkedIn followers do you have?” and “Do you have a channel on YouTube?”–are weak indicators of talent at best. Ultimately, if you are a manager who wants to build a strong web presence but have no familiarity with Twitter and its social media ilk, then I’d recommend Inbound Marketing. But more importantly, I’d recommend that you foster an interest in the details of what your employees are doing to build that presence and why. The average programmer with a Twitter account knows more about inbound marketing than you will at the end of this book; you can learn a lot from them.

    Trevor Burnham

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