First of all let me be completely transparent by saying I do work at HubSpot, and the two authors of this book are my bosses. So to not have good things to say about this book would probably be detrimental to both my job and to my beliefs for working at the company in the first place. Plan and simple isn’t a book that any of the digital citizens of this blog will find revolutionary. It will put into a written tomb the thoughts that you have been trying to explain regarding why this stuff is important.
The inbound marketing process outlined in this book is absolutely nothing new to me as I do teach it daily to small to medium businesses across the US and beyond. As the book specifically tells us, “it’s not what you say - it’s what other say about you.” The whole process is about being “remarkable” so others will remark about you. As I’ve said before, the trick to getting traction and recognition on the web is to build it and they will come.
The inbound marketing process is broken up into three fundamental parts in the book: get found, convert, and analyze & repeat. It really can be that simple to leverage the web. A lot of time is spent on the conversion process, which is something so many websites simply do not spend enough time. If you are a business website then you need to have lots of compelling calls to action, not just a “contact us” or, in the case of a college, an “apply” form. There are also important sections convincing that the rules of the game have changed and how you can better measure and analyze not only your website but your competition. Finally, and most interesting, is a whole chapter on finding and hiring the right sort of employees who are native digital citizens and simply feel comfortable on the web.
Deep down I resonate with everything this book is about. After all, I “drink the kool-aid” so I am very biased. Although I’ve been preaching here on this blog about seoweb analyticssocial media and more, there are still many people who prefer a written text to sit down and consume. This is that introduction that puts the whole process together. This is the book for CEOs to understand what the web really means for their business.
Much like the web classic book “Don’t Make Me Think” this book is one to keep on your bookshelf as a rit of passage saying that you “get it.” At just over two hundred large print pages with many great pictures and quite a few comics, it can be consumed in one long plane flight or a few short sittings.