“Inbound Marketing: Get Found Using Google, Social Media and Blogs” by Brian Halligan and Dharmesh Shah
With all the talk about social media, the real news about the trend is often lost. The point is that the conversations you have on the internet are important to driving traffic to your firm’s website. This book shows you how to use the web effectively to do just that. The authors are the founders of a company we like called Hubspot. In the book they explain very clearly how marketing is moving from:
An outbound
model where you publish ads, call people and send out emails with the intention of selling something
model where you publish ads, call people and send out emails with the intention of selling something
to
An inbound model where you participate in, and contribute to, on-line conversations with the intention of informing and building relationships–drawing people into your business and selling more effectively.
You don’t believe it? Well, here at Trek we have recently closed on an engagement with a company that found us in just this way. It’s happening, and we all need to start learning about it. This book is a very practical first step.
