Franklin

The Small Business Online Marketing Handbook : Converting Online Conversations to Offline Sales.

Author/Creator:
Tsai, Annie.
Publication:
Somerset : John Wiley & Sons, Incorporated, 2013.
Format/Description:
Book
1 online resource (194 pages)
Edition:
1st ed.
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Other records:
Subjects:
Small business marketing.
Internet marketing.
Form/Genre:
Electronic books.
Summary:
The small business marketing experts at Demandforce help owners kick off their online strategy Small business owners are exceptional at delivering on their product or service. Many, however, don't know where to start when it comes to online marketing. The Small Business Online Marketing Handbook will show you how to effectively leverage email, social, online, and network marketing to get new customers and keep existing customers coming back. Author Annie Tsai shows you how to refocus just a small percentage of an offline marketing budget and create exponential return for your business. Author Annie Tsai is a popular blogger and Chief Customer Officer for Demandforce, an automated Internet marketing and communication company specializing in small- to medium-sized businesses, recently acquired by Intuit Features spot interviews and "do this now" advice from resident experts at Demandforce, including the founders With the proliferation of social media and the consumer voice on the web, small business owners need to take a deliberate approach to leveraging this new marketing channel to effectively convert online conversations into offline sales. The Small Business Online Marketing Handbook shows you how.
Contents:
Cover
Title Page
Copyright
Contents
Introduction
Chapter 1 Understanding and Connecting with the Connected Consumer
Who is the Connected Consumer?
More Connected Consumers Than Ever
Connecting with the Socially Connected Consumer
It Still Starts with Search
Can I Get Away with Not Paying for Search Placement?
Keep Your Home Tidy on the Web
Which Social Networks Do My Customers Frequent?
What Is My Budget?
Quality over Quantity
This Bed Fits Just Right
Chapter 2 Building a Plan for Your Small Business's Online Reputation
Identify Your Starting Point
Start by Taking a Minimalistic Approach: Core Components
Accurate Business Information
Your Home on the Web: Your Business Website
Set Up Simple Monitoring
A Very Close Second: Manage Primary Business and Social Directories
Have Extra Time? Do More: The Benefits of Integrating Visual and Social Media into Your Online Presence
Make It Personal with Visual Media
Your Maintenance Plan
Advanced Online Reputation Management
Search Engines and Paid Search
Promoting with Coupons on Online Directories and Social Sites
Chapter 3 Connecting Your Offline Business with Your Online Presence
Design Holistic Marketing Promotions
Stay Consistent across Channels
Enable Your Staff to Deliver Your Preferred Experience
Deliver Consistency through Your Social Voice
Chapter 4 Online Offers That Convert into Lasting Business
Anatomy of a Deal
Who: Know Who You're Trying to Convert
What: Define the Scope of Your Offer
Why: Provide a Compelling Reason to Buy. . .
When: Timing Is (Pretty) Important
Chapter 5 Optimization Tips for Email and Social Marketing
Effective Email Marketing
Email Subject Line
Content Is Still King
Be Aware of the Fold
Email Marketing Regulations
Avoid Being "Spammy".
Optimizing Your Social Channels
Be Where Your Community Is
Complete Your Profile
Brevity Is Better
Increase Engagement with Images, Video, and Questions
Chapter 6 Activity: Build Your 12-Month Online Marketing Plan
Determine Your Business Goals
Estimate Your Spending Power
Marketing for Sustained Growth
Marketing for High Growth
Chapter 7 Reduce Overall Marketing Spend: Get Offline Customers Online
Create an In-Store Experience That Supports the Online Model
Reward Customers for Going Online
Incentivize Your Employees to Support Your Goals
Chapter 8 Leverage the Magic of Word of Mouth Effectively: Social and Community
Why is Word of Mouth So Powerful?
Word of Mouth for the "Now Sale
The "You and a Friend" Deal
The "Pyramid" Word-of-Mouth Deal
The "Make It a Party" Deal
Create Buzz Online with Check-Ins, Shares, and Media
Promote Checking-In to Drive Buzz
Encourage the "Share"
Media is the Engagement King
Celebrate Your Socially Connected Customers and Your Social Media Advocates
Chapter 9 Design an Effective Customer Rewards Program
Understanding Your Goals
Identifying Your Reward Options
Understanding True Cost
Your Program Details
Leverage Rewards to Drive New Customer Acquisition
Chapter 10 "I Brake for Testing'': Measuring Success and Tweaking Your Program over Time
Why Test?
Define Testing Goals before Designing Your Test
Testing Made Easy
Single Channel Testing
Symptoms as Early Indicators of Outcomes
Small Segment Testing
Measuring at the Point of Sale-Promo and Referral Codes
Summary
Words of Wisdom from Demandforce Customers
The Secret Sauce
It's Your Business
Use Your Tools to Get the Kinds of Customers You Want
Appendix
Acknowledgments
Index.
Notes:
Description based on publisher supplied metadata and other sources.
Local notes:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2021. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
Other format:
Print version: Tsai, Annie The Small Business Online Marketing Handbook
ISBN:
9781118770153
9781118615386
OCLC:
844790196