The Small Business Online Marketing Handbook : Converting Online Conversations to Offline Sales.
Annie. Tsai
Bok Engelsk 2013 · Electronic books.
| Omfang | 1 online resource (194 pages)
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| Utgave | 1st ed.
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| Opplysninger | 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.. - 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.
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| Emner | |
| Sjanger | |
| Dewey | |
| ISBN | 9781118770153
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| ISBN(galt) |
