Book Review: Inbound Marketing By Brian Halligan and Dharmesh Shah
One of the questions I get asked most frequently is "how do I learn about internet inbound marketing?"
The web is a minefield of poor and inaccurate marketing advice. At best most of the information will waste your time. At worst, if followed, it could get your site banned from Google and the other search engines.
But really good information is desperately needed. In a recent survey of 550 online publishers 62% said their greatest challenge was understanding and implementing online marketing startegies.
One of the true facts that you will read when researching online business is that the Internet has fundamentally changed the way that marketing works. You will read that the power is moving away from manufacturers, retailers and advertising agencies and is now in the hands of the consumer and social networks.
But just understanding this fact is not enough to know what to do about it. What you really need to know is how to turn this potential threat into a great business opportunity.
In my humble opinion, Inbound Marketing, is the currently the best book available to help you get a holistic picture of how marketing is changing and what you can do to benefit from this evolution.
The authors practise what they preach. They have built their business, HubSpot, by using the marketing techniques they discuss in the book. This is quite rare. The Internet is plagued with 'get-rich-quick' marketing books written by people who have never built a business or used the methods they advocate.
The book covers how to use blogs, social media and the search engines to drive relevent traffic to your site...and how to keep those people coming back. I've been doing internet marketing for almost ten years and still found the book useful.