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Inbound Marketing For Dummies
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Inbound Marketing For Dummies
by Scott Anderson Miller
Inbound Marketing For Dummies
Cover
Cover
Introduction
About This Book
Foolish Assumptions
Icons Used in This Book
Beyond This Book
Where to Go from Here
Part I: Getting Started with Inbound Marketing
Chapter 1: What Is Inbound Marketing, Anyway?
Knowing the Basics of Inbound Marketing
Understanding Inbound as a Philosophy and as a Marketing System
Learning Why Inbound Marketing Is Important to Your Organization
Exploring the Benefits of Inbound Marketing
Defining the Differences between Traditional and Inbound Marketing
Understanding the Four Objectives of a High-Performance Conversion System
Introducing the Three-Step Inbound Process
Things You Can Do Now
Chapter 2: Introducing the Inbound Philosophy into Your Organization
Creating Satisfaction within Your Organization
Overcoming Internal Resistance to Inbound Marketing
Things You Can Do Now
Chapter 3: Diagnosing Your Current Inbound Marketing Performance
Performing an Inbound Marketing Assessment
Understanding Why You Should Perform an Inbound Assessment
Knowing What to Assess
Determining Who Should Perform Your Inbound Assessment
Things You Can Do Now
Chapter 4: Prescribing Strategic Inbound Marketing Solutions
Strategizing Business Solutions
Knowing the Components of Your Strategic Inbound Plan
Building Your Strategic Inbound Plan
Things You Can Do Now
Chapter 5: Applying Inbound Solutions: Executing Your Plan
Implementing Your Strategic Inbound Plan
Developing Your Inbound Timeline
Creating a Shared Strategic Blueprint (SSB)
Delegating Ownership of the Work
Establishing Your Inbound Metrics and Milestones
Measuring Your Success
Things You Can Do Now
Part II: The Art and Science of Consumer Connections
Chapter 6: Mapping Your Customers’ Purchase Paths
In the Beginning: Lewis’s Purchase Funnel
Welcome to Today: The Buyer’s Journey
Evolving into the Future: The Lifestyle Loop
Things You Can Do Now
Chapter 7: Discovering Customer Needs with Keywords
Finding a Need and Fulfilling It
Understanding Keyword Research for the Inbound Marketer
Using Keyword Tools
Categorizing Keywords
Things You Can Do Now
Chapter 8: Connecting People with Your Products
Creating Meaningful Connections
Remembering the original 4 P’s of Marketing
Introducing the New 4 P’s of Inbound Marketing
Closing Communication Gaps
Knowing Your Attraction Factors
Things You Can Do Now
Part III: Building a Customer Conversion Machine
Chapter 9: Building Your Conversion Machine
Understanding the Importance of a Conversion Machine
What’s a Conversion Machine?
Building a Super-Powered Website Engine
Fueling Consumer Connections with Content
Creating a Frictionless Buying Experience
Achieving Unusually High Performance (Success)!
Testing Your Attraction and Conversion Points
Things You Can Do Now
Chapter 10: Organizing Your Website for Attraction and Conversion
Making Your Website Attractive
Defining a Content Management System (CMS)
Choosing Your CMS
Involving Your Developer with Your Marketing Efforts
Gaining Access to Your Website
Building Your Website on Conversion Architecture
Identifying Wireframes That Work
Creating Your Website Content
Applying Website Metrics
Things You Can Do Now
Chapter 11: Creating a Call-to-Action Map
Building a Call-to-Action Map
Creating Wireframe Templates as Part of Your CTA Map
Using Your CTA Map as Part of Your Site Map
Things You Can Do Now
Part IV: Fueling Visitor Needs with Content Marketing
Chapter 12: Creating Valuable Content: The 4 E’s of Content Marketing
Why Content Is King, Queen, Jack, and Your Ace in the Hole
Making Purposeful Content Connections
Introducing the 4 E’s of Content Marketing
Knowing Your Content Forms
Fueling Offsite Engagement with Premium Content
Improving Your Content
Things You Can Do Now
Chapter 13: Creating Inbound Campaigns with Content
Connecting the Dots to Provide Conversion Flow
Creating Connective Campaigns
Building Your First Campaign
Things You Can Do Now
Chapter 14: Blogging for Attraction
Going Beyond the Traditional Blog
Creating Your Blog
Things You Can Do Now
Part V: Attracting Visitors to Your Website
Chapter 15: Growing Your Organic Traffic
Improving Your Organic Traffic
Optimizing for Organic Rankings
Things You Can Do Now
Chapter 16: Attracting Visitors with Paid Search
Rescuing the Reputation of PPC
Building Your Paid Search Campaigns
Knowing Your Paid Search Channels
Things You Can Do Now
Chapter 17: Attracting Visitors with Social Media Sharing
Learning the Benefits of Social Media
Matching Your Message with the Medium
Building a Following on Social Media
Segmenting Followers Based on Customer Conversion Path
Sharing Your Content on Social Media
Automating Content Distribution
Things You Can Do Now
Chapter 18: Using Email to Attract and Reattract
Knowing Where to Start
Writing Emails That Attract and Convert
Emailing Individuals Instead of the Masses
Creating an Email Workflow
Things You Can Do Now
Part VI: Understanding the Power of Conversion
Chapter 19: Knowing Your Conversion Types
Knowing Your Conversion Types
Understanding the Customer Conversion Chain
Collecting Customer Data
Implementing Lead Scoring
Organizing Your Data for Future Conversions
Knowing What To Do with Contact and Customer Data
Things You Can Do Now
Chapter 20: Increasing Website Conversions
Applying the Customer Conversion Chain
Analyzing the Links in Your Customer Conversion Chain
Everything Inbound Is Connected
Understanding the Value of Your Conversions
Things You Can Do Now
Chapter 21: Building Effective Landing Pages
Defining a Landing Page
Improving Your Conversion Success Rate with Landing Pages
Things You Can Do Now
Part VII: Measuring Success with Analytics
Chapter 22: Measuring Your Inbound Marketing Results
Knowing Your Most Important Metric
Understanding Google Analytics
Choosing Your Reports
Custom Reports
Things You Can Do Now
Chapter 23: Understanding User Testing
Gaining Insight from User Testing
Knowing What to Test
Knowing Your Minimum Sample Size
Performing A/B Testing
Setting Up User Testing
Things You Can Do Now
Part VIII: The Part of Tens
Chapter 24: Ten Steps to Implementing Inbound Marketing
Determining Whether Your Organization Is Open to Change
Discussing Internal and External Goals with Other Departments or Colleagues
Formulating Your Company’s Customer Conversion Chain
Determining Budget of Time, Energy, and Money to Achieve Goals
Performing an Inbound Marketing Assessment
Writing Your Inbound Marketing Strategy
Assigning In-House and Outsourced Inbound Marketing Responsibilities
Retooling or Rebuilding Your Website
Writing Your First Shared Strategic Blueprint
Beginning Content Creation
Chapter 25: Ten Important Inbound Marketing Metrics
Lifetime Value Of Your Customer (LTV)
First Action Value (Purchase)
Cost-Per-Acquisition
Return-On-Investment (ROI) Cost-Per-Lead/Cost-Per-Acquisition
Presentation-to-Purchase Close Ratio
MQLs-to-SQLs Ratio
Contact-Conversions-to-MQL Ratio
Unique-Visitors-to-Lead Ratio
Cost-Per-Lead
Buyer Purchase Path Sales Cycle Timeline
Glossary
About the Author
Cheat Sheet
Connect with Dummies
End User License Agreement
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Introduction
Inbound Marketing For Dummies
Visit
www.dummies.com/cheatsheet/inboundmarketing
to view this book's cheat sheet.
Table of Contents
Cover
Introduction
About This Book
Foolish Assumptions
Icons Used in This Book
Beyond This Book
Where to Go from Here
Part I: Getting Started with Inbound Marketing
Chapter 1: What Is Inbound Marketing, Anyway?
Knowing the Basics of Inbound Marketing
Understanding Inbound as a Philosophy and as a Marketing System
Learning Why Inbound Marketing Is Important to Your Organization
Exploring the Benefits of Inbound Marketing
Defining the Differences between Traditional and Inbound Marketing
Understanding the Four Objectives of a High-Performance Conversion System
Introducing the Three-Step Inbound Process
Things You Can Do Now
Chapter 2: Introducing the Inbound Philosophy into Your Organization
Creating Satisfaction within Your Organization
Overcoming Internal Resistance to Inbound Marketing
Things You Can Do Now
Chapter 3: Diagnosing Your Current Inbound Marketing Performance
Performing an Inbound Marketing Assessment
Understanding Why You Should Perform an Inbound Assessment
Knowing What to Assess
Determining Who Should Perform Your Inbound Assessment
Things You Can Do Now
Chapter 4: Prescribing Strategic Inbound Marketing Solutions
Strategizing Business Solutions
Knowing the Components of Your Strategic Inbound Plan
Building Your Strategic Inbound Plan
Things You Can Do Now
Chapter 5: Applying Inbound Solutions: Executing Your Plan
Implementing Your Strategic Inbound Plan
Developing Your Inbound Timeline
Creating a Shared Strategic Blueprint (SSB)
Delegating Ownership of the Work
Establishing Your Inbound Metrics and Milestones
Measuring Your Success
Things You Can Do Now
Part II: The Art and Science of Consumer Connections
Chapter 6: Mapping Your Customers’ Purchase Paths
In the Beginning: Lewis’s Purchase Funnel
Welcome to Today: The Buyer’s Journey
Evolving into the Future: The Lifestyle Loop
Things You Can Do Now
Chapter 7: Discovering Customer Needs with Keywords
Finding a Need and Fulfilling It
Understanding Keyword Research for the Inbound Marketer
Using Keyword Tools
Categorizing Keywords
Things You Can Do Now
Chapter 8: Connecting People with Your Products
Creating Meaningful Connections
Remembering the original 4 P’s of Marketing
Introducing the New 4 P’s of Inbound Marketing
Closing Communication Gaps
Knowing Your Attraction Factors
Things You Can Do Now
Part III: Building a Customer Conversion Machine
Chapter 9: Building Your Conversion Machine
Understanding the Importance of a Conversion Machine
What’s a Conversion Machine?
Building a Super-Powered Website Engine
Fueling Consumer Connections with Content
Creating a Frictionless Buying Experience
Achieving Unusually High Performance (Success)!
Testing Your Attraction and Conversion Points
Things You Can Do Now
Chapter 10: Organizing Your Website for Attraction and Conversion
Making Your Website Attractive
Defining a Content Management System (CMS)
Choosing Your CMS
Involving Your Developer with Your Marketing Efforts
Gaining Access to Your Website
Building Your Website on Conversion Architecture
Identifying Wireframes That Work
Creating Your Website Content
Applying Website Metrics
Things You Can Do Now
Chapter 11: Creating a Call-to-Action Map
Building a Call-to-Action Map
Creating Wireframe Templates as Part of Your CTA Map
Using Your CTA Map as Part of Your Site Map
Things You Can Do Now
Part IV: Fueling Visitor Needs with Content Marketing
Chapter 12: Creating Valuable Content: The 4 E’s of Content Marketing
Why Content Is King, Queen, Jack, and Your Ace in the Hole
Making Purposeful Content Connections
Introducing the 4 E’s of Content Marketing
Knowing Your Content Forms
Fueling Offsite Engagement with Premium Content
Improving Your Content
Things You Can Do Now
Chapter 13: Creating Inbound Campaigns with Content
Connecting the Dots to Provide Conversion Flow
Creating Connective Campaigns
Building Your First Campaign
Things You Can Do Now
Chapter 14: Blogging for Attraction
Going Beyond the Traditional Blog
Creating Your Blog
Things You Can Do Now
Part V: Attracting Visitors to Your Website
Chapter 15: Growing Your Organic Traffic
Improving Your Organic Traffic
Optimizing for Organic Rankings
Things You Can Do Now
Chapter 16: Attracting Visitors with Paid Search
Rescuing the Reputation of PPC
Building Your Paid Search Campaigns
Knowing Your Paid Search Channels
Things You Can Do Now
Chapter 17: Attracting Visitors with Social Media Sharing
Learning the Benefits of Social Media
Matching Your Message with the Medium
Building a Following on Social Media
Segmenting Followers Based on Customer Conversion Path
Sharing Your Content on Social Media
Automating Content Distribution
Things You Can Do Now
Chapter 18: Using Email to Attract and Reattract
Knowing Where to Start
Writing Emails That Attract and Convert
Emailing Individuals Instead of the Masses
Creating an Email Workflow
Things You Can Do Now
Part VI: Understanding the Power of Conversion
Chapter 19: Knowing Your Conversion Types
Knowing Your Conversion Types
Understanding the Customer Conversion Chain
Collecting Customer Data
Implementing Lead Scoring
Organizing Your Data for Future Conversions
Knowing What To Do with Contact and Customer Data
Things You Can Do Now
Chapter 20: Increasing Website Conversions
Applying the Customer Conversion Chain
Analyzing the Links in Your Customer Conversion Chain
Everything Inbound Is Connected
Understanding the Value of Your Conversions
Things You Can Do Now
Chapter 21: Building Effective Landing Pages
Defining a Landing Page
Improving Your Conversion Success Rate with Landing Pages
Things You Can Do Now
Part VII: Measuring Success with Analytics
Chapter 22: Measuring Your Inbound Marketing Results
Knowing Your Most Important Metric
Understanding Google Analytics
Choosing Your Reports
Custom Reports
Things You Can Do Now
Chapter 23: Understanding User Testing
Gaining Insight from User Testing
Knowing What to Test
Knowing Your Minimum Sample Size
Performing A/B Testing
Setting Up User Testing
Things You Can Do Now
Part VIII: The Part of Tens
Chapter 24: Ten Steps to Implementing Inbound Marketing
Determining Whether Your Organization Is Open to Change
Discussing Internal and External Goals with Other Departments or Colleagues
Formulating Your Company’s Customer Conversion Chain
Determining Budget of Time, Energy, and Money to Achieve Goals
Performing an Inbound Marketing Assessment
Writing Your Inbound Marketing Strategy
Assigning In-House and Outsourced Inbound Marketing Responsibilities
Retooling or Rebuilding Your Website
Writing Your First Shared Strategic Blueprint
Beginning Content Creation
Chapter 25: Ten Important Inbound Marketing Metrics
Lifetime Value Of Your Customer (LTV)
First Action Value (Purchase)
Cost-Per-Acquisition
Return-On-Investment (ROI) Cost-Per-Lead/Cost-Per-Acquisition
Presentation-to-Purchase Close Ratio
MQLs-to-SQLs Ratio
Contact-Conversions-to-MQL Ratio
Unique-Visitors-to-Lead Ratio
Cost-Per-Lead
Buyer Purchase Path Sales Cycle Timeline
Glossary
About the Author
Cheat Sheet
Connect with Dummies
End User License Agreement
Guide
Cover
Table of Contents
Begin Reading
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