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The small business online marketing handbook : converting online conversations to offline sales

Author: Annie Tsai
Publisher: Hoboken, New Jersey : Wiley, 2013.
Edition/Format:   eBook : Document : EnglishView all editions and formats
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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Tsai, Annie, 1979-
Small business online marketing handbook.
Hoboken, New Jersey : Wiley, 2013
(DLC) 2013020039
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Annie Tsai
ISBN: 9781118770153 1118770153 9781118770139 1118770137
OCLC Number: 844790196
Notes: Includes index.
Description: 1 online resource
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 ComponentsAccurate 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 PromotionsStay 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 CommunityWhy 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.
Responsibility: Annie Tsai.

Abstract:

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  Read more...

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