제목: Inbound Marketing
저자: Brian Halligan & Dharmesh Shah
브라이언 요약:
- 웹사이로 사람을 모아라.
- 구글, 블로그, 소셜미디어를 통해 모으라.
- Remarkable한 컨텐츠를 만들어라.
- 구글SEO (검색엔진최적화)작업은 중요하다.
브라이언 노트:
Introduction
- People did not want to be interrupted by marketers or harassed by salespeople. They wanted to be helped.
1. Shopping has changed...Has your marketing?
- Who moved my customer? 1. Search Engine: Google 2. Blogosphere 3. Social Media
- Obama Success Story: Blog
2. Is Your website a marketing hub?
- It is not what you say. it is what others say about you.
- You want your website to be a large dot that is connected to many other websites, in other words, a hub.
- Your visitors are not particularly interested in your site's design. They need Information. (정보 > 웹디자인)
- 1. Add some collaborative functionality to your site. 2. Start creating lots of compelling content people will want to consume. 3. Start focusing on where the real action is: Google, industry blogs, and Social Media.
3. Are you worthy?
- Stop interrupting. Get found by them instead.
- The trick is to stand out by becoming as remarkable as possible to a segment buyers.
- Watch your competitors, but don't follow them.
- Blue Ocean Strategy
- Example: The Grateful Dead (CD free concert money)
4. Create remarkable content
- First, remarkable content attracts links from other websites pointing to your website.
- Second, remarkable content is easily and quickly spread on social media sites.
- The links never go away.
- You gotta give to get: The more remarkable content and the more transparent you are about it, the more links to your site and the better it will rank in the search engine.
- Create Remarkable content > Optimize > Publish > Market > Measure
- You might consider making your next-full-time marketing hire a writer/journalist, rather than a career marketer.
5. Get found in the blogosphere
- How frequently they need to write: a minimum of one per week.
- with regard to SEO, the most important part of your article is the title.
- match the article title with the phrase being searched.
- Anchor text
- Spend half your time writing the article and half your time writing a catchy title.
- Distribute via forum, email, comment
- A blog is a durable asset that delivers durable value that lasts.
- The blog article delivers value on a semi-permanent basis.
- Tracking your progress (# of subscribers, visitors, qualified leads, new customers. # of date, author, visitors, comments, and links)
- Success Story: WholeFoods Blog
6. Get found in Google
- People searching on Google are actually looking fro something. They do have a specific goal.
- Paid vs Free: Visitors click on these results much more often than they do the paid results. 75% of searchers click the organic listings while 25% click on the paid results.
- Google's first page captures over 89% of the traffic. 1st ranked result captures about 42% of the traffic.
- Google does: 1. Crawls 2. Index and Rank
- How Google's Brain Works: Relevance and Authority (Title tag, Page content, and Anchor Text)
- It's about links from other web pages. Get as many links as possible from as many high-authority sites as possible.
- Picking the perfect Keyword: Relevance, Volume, and difficulty
- PPC: You can pick a set of keywords and being generating traffic almost immediately. and you can measure what the conversion rate is.
- On-Page SEO
- Tips from the trenches for page titles:
- Put your most important keywords in your page title.
- Earlier words in the page title.
- for human
- Putting your company name at the end of the title.
- Adding an effective description
- Meta description tag is information about a web page
- Keep them short and no more than 160 characters
- Every page should have a unique description
- Use your keywords in your description
- Domain Names and SEO
- Page Content
- Headings
- Images
- Off-Page SEO
- Requesting links from others
- Measuring the value of inbound links.
- Factors that affect link value: authority, Do/No follow, number of other links, anchor text.
- Black Hat SEO
7. Get found in Social Media
8. Visual Content
9. Software and tools as Content
10. Convert Visitors into Leads
- Calls-to-action (Webinars, what papers or reports, ebook, consultation, research studies, free class, demo, or trial offer)
- Begin with Verb
11. Convert Prospects into Leads
- Landing Page
- Your landing page has one function only: to get people to fill out your form.
- Many marketers spend 80% of their time worrying about conversion rates and 20% of their time on getting more visitors. You spend 80% of your time getting more visitors, and 20% of your time getting higher conversion rates.
- Zappos example: Google SEO
12. Convert Leads to Customers
- Email Auto responder.
13. Make Better Marketing Decisions
- First step is to create a living, breathing sales and marketing funnel to help you make marketing investment decisions.
- Prospect > Lead > Opportunity > Customer
14. Picking and Measuring Your People
- Jack Welch and GE: Jack spent 50% of his time on talent acquisition, evaluation, and development
- Energy, Energizers, Edge, Execute
15. Picking and Measuring a PR Agency
16. Watching Your Competition
17. On commitment, Patience, and Learning
18. Why Now?
Bonus. Entrepreneur's Guide to Startup Marketing
55:00에 책을 추천했습니다.
Brian Yom
2001년부터 웹사이트 제작하고 지금은 미국에서 웹사이트 제작과 온라인 마케팅 회사를 운영하는 브라이언입니다. 다양한 온라인 비즈니스와 웹사이트를 직접 운영하며 쌓은 구글 SEO, 백링크, 워드프레스, 디지털 마케팅 경험을 바탕으로 실무 중심의 정보를 공유하고 있습니다. 이 사이트가 여러분의 온라인 비즈니스 성장에 도움이 되길 바랍니다.