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