The Small Business Online Marketing Handbook

Converting Online Conversations to Offline Sales
1. Auflage 2013
ISBN: 978-1-118-61538-6
Verlag: Wiley

Buch, Englisch, 192 Seiten, Format (B × H): 161 mm x 228 mm, Gewicht: 368 g

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.

Autoren/Hrsg.

Tsai, Annie

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensorganisation, Corporate Responsibility Selbstständige & Freiberufler
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensorganisation, Corporate Responsibility Kleine und Mittlere Unternehmen
• Wirtschaftswissenschaften Wirtschaftswissenschaften Wirtschaft: Sachbuch, Ratgeber
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

Introduction vii

1 Understanding and Connecting with the Connected Consumer 1

2 Building a Plan for Your Small Business's Online Reputation 13

3 Connecting Your Offline Business with Your Online Presence 39

4 Online Offers That Convert into Lasting Business 53

5 Optimization Tips for Email and Social Marketing 79

6 Activity: Build Your 12-Month Online Marketing Plan 103

7 Reduce Overall Marketing Spend: Get Offline Customers Online 115

8 Leverage the Magic of Word of Mouth Effectively: Social and Community 127

9 Design an Effective Customer Rewards Program 147

10 ''I Brake for Testing'': Measuring Success and Tweaking Your Program over Time 157

Summary 167

Appendix 173

Acknowledgments 175

Index 177

Über Autor(innen)

ANNIE TSAI is Chief Marketing Officer at Demandforce, an Internet marketing and communication company that advises small to medium sized businesses. She and the team at Demandforce have worked closely with small businesses for over a decade to understand how to leverage online tools to maximize return. Tsai has prior experience designing global customer experience and retention management strategy and managing sales, sales engineering, and social and email marketing strategy design and implementation. Her blog about customer experience and life in the San Francisco Bay Area is immensely popular.