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Inbound Marketing: THE book about social media marketing

While talking social media with a Cincinnati PRSA colleague over a cup of coffee this week, I strongly recommended that she read Inbound Marketing: Get Found Using Google, Social Media, and Blogs by Brian Halligan and Dharmesh Shah.

She stopped by the public library on the way back to her office — and learned that all five copies had been checked out. No surprise to me.

Inbound Marketing stands out among the many social media books, white papers and eBooks I’ve read. It goes beyond selling readers on the importance of moving into the new world of marketing and PR and offers how-to advice on implementing strategies and tactics. It’s written by two people who obviously walk the talk. They have learned first-hand what works and what doesn’t.

Halligan is cofounder and CEO of HubSpot, a marketing software company that helps businesses get found.  He is a former venture capitalist and seasoned marketing executive. Shah is cofounder and CTO of HubSpot. He is a serial entrepreneur, angel investor, and authors the OnStartups.com blog. He speaks frequently on the topics of marketing and entrepreneurship.

Halligan and Shah set the stage by describing the revolution occurring in marketing — from an interruption model based on advertisements, telemarketing, direct mail and the like to an inbound method where potential buyers opt-in for content. They walk readers through the myriad of online tools such as blogs and social networks. They show how to optimize content to get found in search engines. They spell out processes for attracting prospects and funneling them into buyers.

I fully agree with these cover quotes by:

Seth Godin, author of Meatball Sundae: “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.”

Guy Kawasaki, cofounder of Alltop, and author of Reality Check: “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.”

If you’ve read this book, what did you think about it? What stands out to you?  If not, I’d suggest you pick one up — maybe buy one instead of waiting on a library copy. Your competitors may be getting ahead of you!

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