I recently read Inbound Marketing: Get Found Using Google, Social Media, and Blogs by Brian Hallgan and Dharmesh Shah. It’s a great book about how to get customers to come to you, rather than shoving a marketing message down their throats.
The book gives great real-world examples of how marketing campaigns have successfully helped brands, including Barack Obama’s social media and online marketing campaign. Anyone wanting to understand how to measure online marketing will find statistics on different campaigns in this book.
Shah and Halligan stress the importance of not simply “being there” on blogs and social media, but rather being found on multiple sources. They encourage you to give in order to get when it comes to creating what they call “remarkable content.” The more good content you produce, the more links you’ll have to your site, which will help your SEO and help people find your site.
The authors suggest using a variety of tools to maximize the content you produce for people to share:
- Blog articles
- White papers
The book tells you specifically what to do on social networking sites, blogs, social bookmarking sites and videos in order to get best results. What I like is that they also tell you what not to do! If you’re frustrated because you’re not seeing the results you want online, pick up a copy of this book and learn what to do right.