Cover image for Small Business Marketing Strategies All-In-One For Dummies

Small Business Marketing Strategies All-In-One For Dummies

Author Consumer Dummies
Release Date: 2016/05/01
ISBN: 9781119236917
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Book Description

6 Books in 1

Generate high-impact marketing campaigns

There's more to a successful campaign than spinning the marketing wheel of fortune and hoping for the best. This all-encompassing guide shows you how to develop and execute winning plans that result in growth and revenue every time. Get ready to incorporate tried-and-true marketing methods that will put your small business on top.

6 Books Inside...

  • Setting Up Your Marketing Foundation
  • Getting Started with Your Campaign
  • Content Is King: Content Marketing
  • Using Social Media
  • Incorporating Traditional Marketing
  • Measuring Results

Table of Contents

  1. Cover
    1. Cover
    2. Introduction
      1. About This Book
      2. Foolish Assumptions
      3. Icons Used in This Book
      4. Beyond the Book
      5. Where to Go from Here
    3. Book 1: Setting Up Your Marketing Foundation
      1. Chapter 1: Framing the Marketing Process
        1. Seeing the Big Picture
        2. Jump-Starting Your Marketing Program
        3. How Small Business Marketing Is Different
        4. Making Marketing Your Key to Success
      2. Chapter 2: Defining Your Customers
        1. Anatomy of a Customer: Knowing Who Your Customers Are
        2. Determining Which Customers Buy What
        3. Getting to Know Your Product: Seeing It through Your Customer’s Eyes
        4. Illogical, Irrational, and Real Reasons People Buy What You Sell
        5. Buying Decisions: Rarely about Price, Always about Value
        6. The Care and Feeding of a Product Line
      3. Chapter 3: Sizing Up the Market
        1. Playing the Competitive Field
        2. Winning Your Share of the Market
        3. Calculating Your Market Share
        4. Increasing Your Market Share
      4. Chapter 4: Setting Your Goals
        1. Where Are You Going, Anyway?
        2. Defining Goals and Objectives Simply
        3. Budgeting to Reach Your Goals
    4. Book 2: Getting Started with Your Campaign
      1. Chapter 1: Tech Tools to Have
        1. Keeping Track of the Social Media Scene
        2. Saving Time with Content-Distribution Tools
        3. Notifying Search Engines about Updates
        4. Snipping Ugly URLs
        5. Using E-Commerce Tools for Social Sites
        6. Keeping Your Ear to the Social Ground
        7. Measuring the Buzz by Type of Service
      2. Chapter 2: Making the Business Case for Social Media
        1. Making Your Social Debut
        2. Defining Social Media Marketing
        3. Understanding the Benefits of Social Media
        4. Understanding the Cons of Social Media
        5. Integrating Social Media into Your Overall Marketing Effort
        6. Developing a Strategic Social Media Marketing Plan
      3. Chapter 3: Plotting a Social Media Marketing Strategy
        1. Locating Your Target Market Online
        2. Segmenting Your B2C Market
        3. Researching B2B Markets
        4. Conducting Other Types of Market Research Online
        5. Setting Up Your Social Media Marketing Plan
      4. Chapter 4: Managing Your Cybersocial Campaign
        1. Managing Your Social Media Schedule
        2. Assembling Your Social Media Marketing Dream Team
        3. Creating a Social Media Marketing Policy
        4. Staying on the Right Side of the Law
        5. Protecting Your Brand Reputation
      5. Chapter 5: Leveraging Search Engine Optimization (SEO) for Social Media
        1. Making the Statistical Case for SEO
        2. Thinking Tactically and Practically
        3. Focusing on the Top Search Engines
        4. Knowing the Importance of Search Phrases
        5. Maximizing Metatag Muscle
        6. Optimizing Your Site and Content for Search Engines
        7. Building Effective Inbound Links
        8. Optimizing Social Media for Search Engines
        9. Gaining Visibility in Real-Time Search
        10. Gaining Traction on Google with Social Media
        11. Monitoring Your Search Engine Ranking
    5. Book 3: Content Is King: Content Marketing
      1. Chapter 1: Growing Your Brand with Content
        1. Understanding What Content Marketing Is
        2. Understanding the Google Effect: How to Leverage the Power of Search
        3. Revealing the Broad Reach of Online Content
        4. Shifting from a Marketer to a Publisher Mindset
        5. Developing Content to Build Your Brand and Form Relationships
        6. Committing to a Long-Term Strategy
        7. Benchmarking Other Businesses That Are Doing It Right
      2. Chapter 2: Creating a Content Marketing Strategy
        1. Researching Your Competition
        2. Identifying Your Audience
        3. Establishing Goals and Choosing the Best Forms of Content Marketing
        4. Creating a Core Branded Online Destination
        5. Surrounding Consumers with Branded Content
        6. Comparing Free versus Premium Content Strategies
      3. Chapter 3: Long-Form Content Marketing: Blogging, Online Articles, Ebooks, and More
        1. Understanding and Using Long-Form Content Marketing for Your Business
        2. Becoming a Blogger
        3. Writing Articles and Contributing to Websites
        4. Becoming an Author: Ebooks
        5. Writing Press Releases
        6. Publishing Presentations
    6. Book 4: Using Social Media
      1. Chapter 1: Marketing and Communicating with Twitter
        1. Understanding the Business of Twitter
        2. Putting Your Best Face Forward
        3. Networking on Twitter
        4. Building Brand Awareness
        5. Offering Promotions and Generating Leads
        6. Promoting Bands and Artists
        7. Sharing Company Updates
        8. Building Community
        9. Conducting Research
        10. Going Transparent
        11. Advising Employees on Tweeting
        12. Sharing Knowledge
      2. Chapter 2: Building a Following and Running a Facebook Marketing Campaign
        1. Understanding the Importance of Engagement
        2. Integrating Facebook in Marketing Campaigns
        3. Comprehending What Makes Social Marketing Campaigns Work
        4. Identifying Types of Facebook Campaigns
        5. Implementing Sharing Contests
        6. Marketing a Facebook Contest
        7. Eyeing the Power of Crowdsourcing
        8. Preparing Your Business Page for the Campaign
      3. Chapter 3: It’s All in Your Image: Instagram and Pinterest
        1. Promoting Your Brand on Instagram
        2. Creating and Using Your Instagram Account
        3. Determining What Is Photo-Worthy for Your Brand
        4. Using Hashtags in Your Instagram Posts
        5. Finding Friends and Fans on Instagram
        6. Getting Going with Pinterest
        7. Sharing on Pinterest
        8. Driving Traffic with Pinterest
      4. Chapter 4: Marketing Yourself and Your Business with LinkedIn
        1. Joining LinkedIn
        2. Marketing with LinkedIn
        3. Marketing Your Business Through LinkedIn
      5. Chapter 5: Being Prepared for What’s Next
        1. Reviewing Your Goals
        2. Researching Minor Social Networks
        3. Assessing the Involvement of Your Target Audience
        4. Choosing Social Sites Strategically
        5. Understanding the Statistics of Mobile Device Usage
        6. Going Mobile: Create A Mobile Responsive Version Of Your Site
        7. Reaching People on the Move with Social Media
        8. Harvesting Leads and Sales from Social Mobile
        9. Measuring Your Mobile Marketing Success
        10. Counting on Tablets
    7. Book 5: Incorporating Traditional Marketing
      1. Chapter 1: Creating Marketing Communications
        1. Starting with Good Objectives
        2. Developing Effective Marketing Communications
        3. Making Media Selections
        4. The Making of a Mass Media Schedule
        5. Evaluating Your Efforts
      2. Chapter 2: Generating and Placing Print and Outdoor Ads
        1. Writing and Designing Your Print Ads
        2. Making Sense of Print Media Rates
        3. Placing Newspaper Ads
        4. Placing Magazine Ads
        5. Considering Yellow Pages, Directories, and Their Digital Alternatives
        6. Using Billboards and Out-of-Home Ads
      3. Chapter 3: Broadcasting Your Message
        1. Buying Airtime: Your Helpful Guide
        2. Looking At Broadcast Ad Guidelines
        3. Producing Radio Ads
        4. Producing TV Ads
        5. Considering Infomercials
        6. Logging In to Webinars
      4. Chapter 4: Snail-Mailing and Emailing Your Customers Directly
        1. Using One-to-One Marketing
        2. Direct Sales: Do-It-Yourself Distribution
        3. Marketing with Direct Mailers
        4. Putting Surface Direct Mail to Work
        5. Examining Email Marketing
      5. Chapter 5: Looking At Brochures, Promotions, Trade Shows, and More
        1. Publishing Brochures
        2. Making the Most of Newsletters
        3. Finding Marketing Opportunities throughout Your Business
        4. Choosing and Using Trade Shows
        5. Building Sales through Promotions
    8. Book 6: Measuring Results
      1. Chapter 1: Delving into Data
        1. Planning a Measurement Strategy
        2. Selecting Analytics Packages
        3. Getting Started with Google Analytics
        4. Integrating Google Analytics with Your Social Media
      2. Chapter 2: Comparing Metrics from Different Marketing Techniques
        1. Establishing Key Performance Indicators
        2. Comparing Metrics across Social Media
        3. Integrating Social Media with Web Metrics
        4. Using Advertising Metrics to Compare Social Media with Other Marketing Types
        5. Contrasting Social Media Metrics with Other Online Marketing
        6. Assessing Word-of-Web and Word-of-Mouth
      3. Chapter 3: Making Decisions by the Numbers
        1. Using Metrics to Make Decisions
        2. Knowing When to Hold and When to Fold
        3. Diagnosing Problems with Social Media Campaigns
        4. Fixing Problems
        5. Adjusting to Reality
    9. About the Authors
    10. Advertisement Page
    11. Connect with Dummies
    12. End User License Agreement
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