Inbound marketing
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Description
Contents
Reviews
Language
English
ISBN
9789387284524
Inbound Marketing
Copyright
Preface
Acknowledgement
Table of Contents
Chapter 1: Inbound Marketing: An Introduction
Introductory Caselet
1.1 Introduction
1.1.1 The Concept of Inbound Marketing
1.1.2 Why Inbound Marketing Became An Overnight Success
1.1.3 Downside Of Inbound Marketing
1.1.4 Scope of Inbound Marketing
1.1.5 Inbound Marketing Vs. Outbound Marketing
1.1.6 Inbound Marketing Categories
1.1.7 The Process of Inbound Marketing
1.1.8 The FOUR-Actions in Inbound Marketing
1.2 The Inbound Marketing Viewpoint
1.3 Summary
1.4 Descriptive Questions
1.5 Answers to Descriptive Questions Hints
1.6 Answers To Self-Assessment Questions
Chapter 2 Implementing And Analyzing Inbound Marketing
Introductory Caselet
2.1 Analyzing Inbound Marketing Performance
2.1.1 Why Performance diagnosis?
2.1.2 Key Performance Indicators (KPIs) of Inbound Marketing
2.1.3 Performance Finding Process
2.1.3.1 Inbound Marketing Assessment
2.1.3.2 Establishing Metrics
2.2 Recommending Strategic Inbound Marketing Solutions
2.3 Applying Inbound Solutions: Executing a Plan
2.4 Summary
2.5 Descriptive Questions
2.6 Descriptive Questions Hints
2.7 Answers To Self-Assessment Questions
Chapter 3 The Art And Science Of Consumer Connections
Introductory Caselet
3.1 Charting the paths of Customers’ Purchase
3.2 Identification of Customer Needs using Keywords
3.2.1 Customer need identification
3.2.2 Keyword search
3.2.3 Implied keywords
3.2.4 How to use the keyword tools
3.3 Linking People with Products
3.3.1 The Four Ps of Inbound Marketing,
3.3.2 Creating meaningful linkages with people
3.3.3 Communication Gap Management
3.4 Summary
3.5 Descriptive Questions
3.6 Descriptive Questions Hints
3.7 Answers To Self-Assessment Questions
Chapter 4 Customer Conversion Machine
Introductory Caselet
4.1 Conversion Machine: An Introduction
4.1.1 Importance and use of conversion machine?
4.1.2 Connecting with customers
4.1.3 How to build website engine?
4.1.4 Managing website contents
4.1.5 Buying experience- how to create an effective one
4.2 Organizing Website for Attraction and Conversion
4.2.1 Tips & Tricks for making website attractive for the customers
4.2.2 Creating user experience that really works
4.2.3 Choosing the content management system
4.2.4 Bridging the gap between web developers and marketing strategy
4.3 Call-To-Action (CTA) Map
4.3.1 An introduction to Call-to-action map
4.3.2 Creating an effective CTA map
4.3.3 Building navigation, information and conversion pages
4.3.4 CTA Map as a catalyst for increasing conversion rate
4.5 Descriptive Questions
4.6 Descriptive Questions Hints
4.7 Answers To Self-Assessment Questions
4.8 Suggested References and Readings
Chapter 5 Content Marketing
Introductory Caselet
5.1 Premium Content: An Introduction
5.1.1 Forms of Premium Content
5.1.2 Functions Of Premium Content
5.2 How to create Valuable Content
5.3 The Four E’s of Content Marketing
5.4 Process of creating Inbound Campaigns using Premium Content
5.5 Blogging: An effective tool for attracting customers
5.5.1 Blog- definition and importance
5.5.2 Process of creating a blog
5.5.3 Categorizing blog posts
5.5.4 Determining what to Post on the blog
5.5.5 Creating a calendar for posting on blog
5.6 Summary
5.7 Descriptive Questions
5.8 Descriptive Questions Hints
5.9 Answers To Self-Assessment Questions
5.10 Suggested References and Readings
Chapter 6 Enticing Visitors To Your Website
Introductory Caselet
6.1 Organic Traffic
6.1.1 Tools and Techniques to increase organic traffic on your website
6.1.2 Tricks for Ranking higher on search engine result pages
6.2 Paid Search
6.2.1 Importance of paid search
6.2.2 Using paid media for draw visitors to your website
6.2.3 Types of paid media
6.2.4 Creating a paid search campaign
6.2.5 Ads on Google: the process
6.3 Drawing Visitors with Social Media Sharing
6.3.1 Advantages of social media
6.3.2 Picking the most suitable social media channel
6.3.3 Distributing content on social media
6.3.4 How to create a following on social media
6.4 Email as a medium to Attract and Re-attract audience
6.4.1 Writing emails that will attract and convert
6.4.3 Email workflows: how to create an effective one
6.4.4 Planning Frequency of emails
6.5 Summary
6.6 Descriptive Questions
6.7 Descriptive Questions Hints
6.8 Answers To Self-Assessment Questions
6.9 Suggested References and Readings
Chapter 7 The Concept Of Conversion
Introductory Caselet
7.1 Conversion Types
7.1.1 Conversion Goal Type in Google Analytics
7.1.2 Categories of customer conversion types
7.1.3 Customer conversion chain
7.1.4 Classification and segmentation of collected customer data
7.1.5 Accountability towards customer data collected
7.2 Methods for Website Conversions
7.2.1 Methods of increasing conversions
7.2.2 Measuring conversion statistics
7.2.3 Analyzing links in customer conversion chain
7.2.4 Recognizing successful conversion paths and reproducing it
7.3 Landing Pages
7.3.1 What are landing pages?
7.3.2 Creating an effective landing page
7.3.3 Essential Components of a landing page
7.3.4 Replicating successful landing pages
7.4 Summary
7.5 Descriptive Questions
7.6 Descriptive Questions Hints
7.7 Answers To Self-Assessment Questions
Chapter 8 Measuring Success With Analytics
Introductory Caselet
8.1 Measuring Inbound Marketing Results
8.1.1 Important inbound Marketing metrics
8.1.2 Google analytics: an introduction
8.1.3 Using Google analytics for reports generation
8.1.4 Marketing automation software as measurement tool of inbound marketing
8.2 Understanding User Testing
8.2.1 Testing the key inbound metrics
8.2.2 Fundamentals of testing: When and What to test
8.2.3 A/B testing fundamentals
8.3 Summary
8.4 Descriptive Questions
8.5 Descriptive Questions Hints
8.6 Answers To Self-Assessment Questions
8.7 Suggested References and Readings
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