From the Inside Flap
Small business owners know how difficult it can be to compete with major corporations' advertising schemes. You may not have expendable funds and marketing experts at your disposal, but you too can tap into the opportunities of online marketing. With the advent of social media and Internet-based communication, the value of an online presence is undeniable, but where should small business owners begin?
Popular blogger and Chief Customer Officer for Demandforce, Annie Tsai tackles that question with spot interviews and hands-on advice from resident experts at Demandforce. The Small Business Online Marketing Handbook explains the landscape of the online marketing world and teaches small business owners how to effectively use email, social, online, and network marketing to attract customers and establish brand loyalty.
Even a small restructuring of your traditional marketing budget to incorporate online marketing can increase your profits and encourage customer word of mouth both online and offline. Tsai outlines the techniques of successful online marketing through an easily digestible, four-step formula that includes creating a realistic online marketing foundation, determining which online venues enhance customer experiences with your product or service, rewarding tech-savvy customers who become your biggest online advocates, and consistently reexamining your marketing plan to remain competitive as the market shifts. After explaining why an online presence is vital for a successful small business, The Small Business Online Marketing Handbook describes how to:
- Connect your online presence with your offline company and establish brand loyalty
- Optimize revenue from email and social marketing outlets
- Design both short-term and long-term marketing plans
- Inspire offline customers to shift online
- Encourage consumer word of mouth and get customers to market for you (for free!)
- Determine effectiveness and tweak your marketing plan to generate maximum profits
With practical advice from experts and relatable vignettes to guide you through every step of shifting into online marketing, The Small Business Online Marketing Handbook imparts the tricks of the trade that will keep your small business competitive.
From the Back Cover
Small business owners already have enough on their plates managing employees, ensuring the quality of their products and services, and keeping budgets in line. With so many competing priorities, online marketing efforts, particularly for offline businesses, often get pushed to the bottom of the list of to-dosto the detriment of any business. Because if a competitor gets spotted online first, you just lost a sale.
The Small Business Online Marketing Handbook can help small businesses thrive in the Internet economy. Learn how to get offline businesses online through customer relationships, email marketing, social marketing, and building your reputation. Through eye-opening chats with small business owners who have built successful online marketing campaigns, this step-by-step guide will help you:
- Determine which social media avenues are best for your business
- Build out automated communications with customers to ask for referrals, get reviewed, or send out birthday reminders
- Create an online presence that is in keeping with your brand
- Optimize revenue from social media and email marketing initiatives
- Convince offline customers to connect to your business online
With the proliferation of social media and the consumer voice on the web, small business owners need to leverage this new marketing channel to effectively convert online conversations into offline sales. The Small Business Online Marketing Handbook shows you how.