Summary of Brian Halligan & Dharmesh Shah's Inbound Marketing, Revised and Updated

Please note: This is a companion version & not the original book. Book Preview:

#1 The fundamental task of marketers is to spread the word about their products and services in order to get people to buy them. They do this by using outbound techniques, including e-mail blasts, telemarketing, direct mail, TV, radio, and print advertising. However, these techniques have become less effective at spreading the word as people get better at blocking out these interruptions.

#2 The way people shop and learn has changed. They now use the Internet to shop and gather information, and they do so primarily through search engines, blogs, and social media. To be successful, you must market your products according to how your prospects learn about them.

#3 Inbound marketing, if done right, is a very effective way to reach your prospective customers. It helps you connect with them directly instead of just talking at them.

#4 The history of the company website began with the paper brochure that was handed out at trade shows and stuffed into envelopes for mailing to unsuspecting victims (prospects). When the Internet came into play, this same brochure was handed to a web designer who turned it into a beautiful website.

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