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Praise for Inbound Marketing “Halligan and Shah are on the frontlines of discovering and systemizing marketing methods that will be the standard soon enough. Jump the line and learn about inbound marketing today. This book is the beginning.” —Chris Brogan President of New Marketing Labs, LLC “You don’t need a degree from MIT to figure out inbound marketing. This book makes it simple and approachable.” —Ed Roberts Founder and Chair, MIT Entrepreneurship Center “As Inbound Marketing so eloquently explains, there’s no black magic to successfully attracting customers via the Web. Read this book, apply its lessons. It works.” —Rand Fishkin SEOmoz.org “If you’ve been looking for a trustworthy primer on getting found online, here’s a great place to start. Buy one for your clueless colleague too.” —Seth Godin Author of Meatball Sundae “I wish I’d had a book like Inbound Marketing when I first started out online. This is the roadmap every small business needs for online marketing success today.” —Anita Campbell Editor in Chief, SmallBizTrends.com “If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing by reading this book.” —Guy Kawasaki Cofounder of Alltop, and author of Reality Check
INBOUND MARKETING
INBOUND MARKETING GET FOUND USING GOOGLE, SOCIAL MEDIA, AND BLOGS
BRIAN HALLIGAN AND DHARMESH SHAH
John Wiley & Sons, Inc.
Copyright ©2010 by Brian Halligan and Dharmesh Shah. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages. For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002. Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. For more information about Wiley products, visit our web site at www.wiley.com. Library of Congress Cataloging-in-Publication Data: Halligan, Brian, 1967Inbound marketing : get found using Google, social media, and blogs/by Brian Halligan and Dharmesh Shah. p. cm. Includes index.4 ISBN 978-0-470-49931-3 (cloth) 1. Internet marketi