Inbound Marketing: Get Found Using Google, Social Media and Blogs aims the help you get your site found in Google and understand the importance of blogs and social media sites like Facebook and Twitter.

The authors’ aim is to give you the tools and strategies you need to improve your Google rankings, grow and nurture a community on social media sites and track which of your online marketing efforts are working.

Inbound Marketing begins by explaining that marketing has changed. Old-fashioned, outbound (what Seth Godin would call interruption) marketing is becoming less and less effective. People shop differently now, they use search engines to find information, read blogs for purchasing advice and turn to their friends on social media for recommendations. Thus the authors argue you need to focus on inbound marketing, that is turning your website into what they call a ‘marketing hub’.

Next they explain that in order to succeed as an inbound marketer you need to create something worthy of being found. You achieve this by being remarkable. Which means having a remarkable value proposition and creating remarkable content to support that position. This ties nicely in with a chapter on how and why to use blogs to support your inbound marketing.

There’s a lengthy chapter on getting found in Google, which provides a reasonable, basic introduction to the concepts of Search Engine Marketing (SEM) and Search Engine Optimisation (SEO) along with some of the do’s and don’ts. Next comes a lengthy chapter on getting found in social media using LinkedIn, Facebook, Twitter, Digg, StumbleUpon and YouTube as examples.

The next section of the book looks at converting customers which looks that how to convert visitors into customers – which is after all the whole point of marketing, inbound or otherwise. The final section then focuses on making better marketing decisions. Placing an emphasis on measuring the results, hiring the right people, using the right PR agencies and monitoring your competitors.

Throughout the book there are various short case studies showing how real businesses have put inbound marketing into action. The advice is aimed at the novice social media/inbound marketing and should be accessible to most readers. If you’ve never done any inbound marketing, this book will get you started.

You can buy it from Amazon UK or Amazon USA.

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