책 이미지
책 정보
· 분류 : 외국도서 > 경제경영 > 세일즈
· ISBN : 9781119120506
· 쪽수 : 384쪽
· 출판일 : 2015-09-15
목차
Introduction 1
Part I: Getting Started with Inbound Marketing 5
Chapter 1: What Is Inbound Marketing, Anyway? 7
Chapter 2: Introducing the Inbound Philosophy into Your Organization 21
Chapter 3: Diagnosing Your Current Inbound Marketing Performance 29
Chapter 4: Prescribing Strategic Inbound Marketing Solutions 47
Chapter 5: Applying Inbound Solutions: Executing Your Plan 63
Part II: The Art and Science of Consumer Connections 73
Chapter 6: Mapping Your Customers’ Purchase Paths 75
Chapter 7: Discovering Customer Needs with Keywords 85
Chapter 8: Connecting People with Your Products 107
Part III: Building a Customer Conversion Machine 121
Chapter 9: Building Your Conversion Machine 123
Chapter 10: Organizing Your Website for Attraction and Conversion 133
Chapter 11: Creating a Calli¿½]toi¿½]Action Map 149
Part IV: Fueling Visitor Needs with Content Marketing 161
Chapter 12: Creating Valuable Content: The 4 E’s of Content Marketing 163
Chapter 13: Creating Inbound Campaigns with Content 181
Chapter 14: Blogging for Attraction 201
Part V: Attracting Visitors to Your Website 213
Chapter 15: Growing Your Organic Traffic 215
Chapter 16: Attracting Visitors with Paid Search 231
Chapter 17: Attracting Visitors with Social Media Sharing 247
Chapter 18: Using Email to Attract and Reattract 257
Part VI: Understanding the Power of Conversion 269
Chapter 19: Knowing Your Conversion Types 271
Chapter 20: Increasing Website Conversions 283
Chapter 21: Building Effective Landing Pages 295
Part VII: Measuring Success with Analytics 305
Chapter 22: Measuring Your Inbound Marketing Results 307
Chapter 23: Understanding User Testing 319
Part VIII: The Part of Tens 327
Chapter 24: Ten Steps to Implementing Inbound Marketing 329
Chapter 25: Ten Important Inbound Marketing Metrics 337
Glossary 345
Index 351
