Inbound Marketing, Revised and Updated, Dharmesh Shah, Halligan Brian
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Dharmesh Shah,Halligan Brian

Inbound Marketing, Revised and Updated

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Open your calendar and book two hours a day for the next three months to dedicate to getting found, converting, and making better decisions using inbound marketing.
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Execute—This is the key to the entire model. Without measurable results, the other E's are of little use. Executers recognize that activity and productivity are not the same and are capable of converting energy and edge into action and results.
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Jack spent 50 percent of his time on talent acquisition, evaluation, and development. He had four criteria he used for evaluating talent at GE:
Energy—Individuals with energy love to “go, go, go.” These people possess boundless energy and get up every day ready to attack the job at hand. High-energy people move at 95 miles per hour in a 55-mile-per-hour world.
Energizers—These people know how to spark others to perform. They outline a vision and get people to carry it out. Energizers know how to get others excited about a cause or crusade. They are selfless in giving others the credit when things go right, but are quick to accept responsibility when things go awry.
Edge—People with edge are competitive types. They know how to make the really difficult decisions, such as hiring, firing, and promoting, never allowing the degree of difficulty to stand in their way.
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DARC, for hiring and developing inbound marketing savvy employees.
D = Hire Digital Citizens
A = Hire for Analytical Chops
R = Hire for Web Reach
C = Hire Content Creators
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measure your monthly prospects, leads, opportunities, and customers per channel over time as well as the ratios between the levels over time. Use this information to help you decide which programs to double down on and which to eliminate
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The giveaway or offer is generally more remarkable content, including:
Webinars
White papers or reports
An ebook
A 30-minute expert consultation
Research studies
A free class, demo, or trial offer
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Interview your customers to get ideas for free tools.
Look at any successful free tools in your industry and analyze why that tool is successful.
Outline and build your marketing campaign in parallel with the development of the tool.
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Visual.ly is both a marketplace that matches companies with data visualization professionals
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Don't forget the humans! The goal is not just to rank for your important keywords, but to actually have visitors click through to your website. If your Page Title sounds like nonsense, written more for a computer than for a human, people are unlikely to click on it. Make sure your Page Title tag is something that users will want to click on when they see it in the search results.
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Within the text of your article, look for important keyword phrases that describe your industry and turn them into hyperlinks. Techies call the words you can click on “anchor text.
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With regard to SEO, the most important part of your article is the title.
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To help people develop content for your blog, you can use the following tactics: Send interview questions via e-mail to which they respond, and you paste into an article; or purchase an inexpensive video camera (such as the Flip Camera) and record yourself interviewing your guest
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track the number of times someone shares your content on social media (like Twitter and Facebook)
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track the number of other websites linking to your website. Every time a new website links to yours, it is a vote for your site being remarkable
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Webcasts—Live video shows viewed online.
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Webinars—Live online presentations on an industry topic, often hosted through online software like WebEx or GoToMeeting.
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White papers—Papers that educate your marketplace on an industry trend, challenge, etc. White papers shouldn't be about products
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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
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If you have a wide profit margin, then you probably have a remarkable product offering that matters to a relevant marketplace
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creating a winning strategy in the era of inbound marketing is to be the world's best at what you do within your existing market rules
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