- Cover
- Cover
- Introduction
- 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
- Chapter 3: Diagnosing Your Current Inbound Marketing Performance
- Chapter 4: Prescribing Strategic Inbound Marketing Solutions
- Chapter 5: Applying Inbound Solutions: Executing Your Plan
- Chapter 1: What Is Inbound Marketing, Anyway?
- Part II: The Art and Science of Consumer Connections
- 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
- Chapter 9: Building Your Conversion Machine
- Part IV: Fueling Visitor Needs with Content Marketing
- Part V: Attracting Visitors to Your Website
- Part VI: Understanding the Power of Conversion
- Part VII: Measuring Success with Analytics
- 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
- Chapter 24: Ten Steps to Implementing Inbound Marketing
- Glossary
- About the Author
- Cheat Sheet
- Connect with Dummies
- End User License Agreement
Part VII
Measuring Success with Analytics
For advice on choosing marketing automation software, check out www.dummies.com/extras/inboundmarketing.
In this part…
Knowing the most important success metric of all.
Using Google Analytics.
Using Google Webmaster tools.
Measuring with marketing automation software.
Utilizing user testing.
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