Title: Inbound Marketing
Author: Brian Halligan and Dharmesh Shah
Page Count/Review Word Count: 226
This book is the sort of book that doesn’t come along very often but when it does, it changes everything. Halligan and Shah are the CEOs of HubSpot, the marketing automation company that recently went public and surpassed most expectations for their entry to the stock market. HubSpot practices exactly what it preaches, inbound marketing, to such an extent that they reap huge rewards for it, too.
The concept of inbound marketing is pretty simple – no longer should you interrupt customers by placing billboards, TV adverts and radio spots in front of them. Instead, by providing top quality content such as entertaining videos, informative how-tos and even price comparisons between your own products and those of your competitors, you can reach your customers when they’re actively looking for you, through Google, social media and blogs.
The concept of inbound marketing is something that I use every day at work, and this book is essentially the ultimate guide to carrying it out, and you can use the ideas here on pretty much every social networking site imaginable. Think of it as a new way of communicating with people – a way in which you offer value, instead of sitting there demanding things from your consumers arbitrarily.