Small Business Marketing For Dummies de P Lancaster

Small Business Marketing For Dummies

P Lancaster

en Limba Engleză Paperback – 12 dec 2013

Small Business Marketing For Dummies helps you promote your business. It is designed specifically for the busy small business owner, giving you simple but powerful ways to spread your message – all at little or no cost. It shows you how to build your company’s profile, attract new customers and keep them coming back for more. Inside you will learn how to: Create an achievable marketing plan Use social media and the web to attract and keep customers Communicate with your customers through winning emails, newsletters, blogs and more Make use of affordable advertising solutions in print and other media Get great PR for your business

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Descriere

Learn to: Develop the right marketing strategy for your business Attract new customers and keep them coming back Harness social media as a marketing tool Get the word out about your business and connect with customers without spending a ton of cash Great marketing is about winning and keeping customers. Small Business Marketing For Dummies teaches you simple but very effective ways to raise your company profile, develop a strong brand identity, connect with customers and keep them coming back again and again. Find out where you stand clearly identify your market, your customers and your competitors Identify yourself develop a stand-out brand identity and position your product or service within the marketplace Chart your course create a solid, achievable marketing plan to guide your business into the future Make an Internet connection get the lowdown on how to establish and grow your web presence, how to blog for business success and how to use social media to pull in the punters Get the word(s) out create high-impact marketing communications, including ads, mailers, newsletters, online and offline promotions, press releases and more Transform customers into sales reps win your customers' undying loyalty and turn them into energetic advocates for your business Open the book and find: Inexpensive ways to spread your message online and offline Practical tips on how to create a solid marketing plan How to write winning emails, newsletters, ads and promos Sales techniques for turning prospects into customers Strategies for turning customers into fiercely loyal advocates How to get great, free publicity for your business Tips on how to find and work with a marketing consultant

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Cuprins

Introduction 1 Part I: Getting Started with Small Business Marketing 9 Chapter 1: Framing the Marketing Process 11 Chapter 2: All About Customers 21 Chapter 3: Seeing Your Product through Your Customers’ Eyes 35 Chapter 4: Sizing Up Competitors and Staking Out Market Share 53 Chapter 5: Setting Your Goals, Objectives, Strategies and Budgets 63 Part II: Laying the Foundation for Marketing Success 75 Chapter 6: Taking Stock of Your Business Image 77 Chapter 7: Forging Your Brand 91 Chapter 8: Creating Marketing Communications That Work 107 Chapter 9: Hiring Help When You Need It 125 Part III: Marketing in a Screen–Connected World 139 Chapter 10: Establishing an Online Presence 141 Chapter 11: Getting Interactive with Social Media 159 Chapter 12: Packaging Your Message for Blogs and Other Online Channels 179 Part IV: Getting the Word Out with Ads, Mailers, Promotions and Publicity 193 Chapter 13: Creating and Placing Print and Outdoor Ads 195 Chapter 14: Broadcasting Your Message on Radio, TV and Online 215 Chapter 15: Snail–Mailing and Emailing Your Customers Directly 229 Chapter 16: Brochures, Promotions, Trade Shows and More 247 Chapter 17: Public Relations and Publicity 265 Part V: Winning and Keeping Customers 281 Chapter 18: Making Impressions through Networking and Presentations 283 Chapter 19: Making the Sale 293 Chapter 20: Enhancing Customer Service and Developing Loyalty 305 Part VI: The Part of Tens 321 Chapter 21: Ten Questions to Answer before Choosing a Business Name 323 Chapter 22: Ten Ways to Attract People to Your Business Online 329 Chapter 23: Ten Steps to a Great Marketing Plan 335 Index 341

Notă biografică

Paul Lancaster is a small business expert, consultant and inbound marketing specialist based in Newcastle upon Tyne. He held web and marketing roles for Sage, British Airways and Shell LiveWIRE. Paul is an active supporter of youth start-up and entrepreneurship programmes throughout the UK. Barbara Findlay Schenck has been a marketing consultant for more than 20 years, with clients ranging from small businesses to Fortune 500 companies. In addition to her experience as a small business strategist, she's also a bestselling author and columnist. Visit her website at www.bizstrong.com.