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Free Marketing: 101 Low and No-Cost Ways to Grow Your Business, Online and Off

Book Description

Simple, powerful marketing strategies every business can afford to implement

There's never been a better time to be a marketer or entrepreneur than right now. Thanks to the Internet, a new world of free and inexpensive tactics can help get the word out to the prospects of any business with a limited marketing budget. Free Marketing delivers more than 100 ideas to help any small business owner or marketer generate new revenue—with little or no marketing budget.

With both Internet-based and creative offline ideas, you'll discover ways to turn your top customers into your unpaid sales force, get your competitors to help you promote your new products, and other innovative ways to get the word out.

  • Create a "squeeze page," the most powerful one page website you'll ever build

  • Use simple YouTube videos to grow sales

  • Hold an eBay auction for publicity purposes (author Jim Cockrum made $30,000 and earned tons of free publicity from just one auction)

  • and more!

Grow a successful business without letting your marketing budget tell you "No." Jim Cockrum has proven that the most powerful marketing strategies are the cheapest.

Table of Contents

  1. Cover Page
  2. Title Page
  3. Copyright
  4. Dedication
  5. Contents
  6. Foreword
  7. PREFACE: ELEVEN OF THE GREAT IDEAS IN THIS BOOK
  8. INTRODUCTION: MARKETING IS NOW FREE!
    1. MY $36,000 STUNT: CALL IT FREE MARKETING ON EBAY!
    2. WHO IS THIS BOOK FOR?
    3. WILL IT WORK FOR YOU?
  9. PART 1: BUILD YOUR REPUTATION—OR YOUR BRAND—FOR FREE
    1. TOUGH REALITY
    2. CHAPTER 1: SUPERCHARGE YOUR ONLINE REPUTATION
      1. CAUTION
      2. CREATIVE IDEA
    3. CHAPTER 2: DEFEND YOUR REPUTATION WITH SIMPLE FREE TOOLS
    4. CHAPTER 3: TURN BAD REVIEWS INTO FREE MARKETING
      1. TURN NEGATIVE CUSTOMER EXPERIENCES INTO POSITIVES
      2. REAL LIFE EXAMPLE
    5. CHAPTER 4: USE YOUR EXPERT KNOWLEDGE TO CREATE CUSTOMER-ATTRACTING CONTENT
      1. BECOME A CELEBRITY IN YOUR NICHE
      2. FIND GREAT PARTNERS
      3. GET FOUND ON THE SEARCH ENGINES
    6. CHAPTER 5: INSANE REFUND POLICY PROFITS
    7. CHAPTER 6: BEING IRRATIONAL IS GREAT MARKETING
  10. PART 2: SIMPLE INEXPENSIVE WEBSITES YOU MIGHT NEED
    1. TOUGH QUESTIONS
    2. A HARSH REALITY
    3. CHAPTER 7: LEAD CAPTURE PAGES AND SQUEEZE PAGES
      1. COMPONENTS OF A GOOD SQUEEZE PAGE:
      2. TOUGH QUESTION: HOW DO I BUILD A SQUEEZE PAGE ON A LOW BUDGET AND WITHOUT TECHNICAL SKILLS?
    4. CHAPTER 8: A SALES PAGE CLOSES THE DEAL FOR YOU
    5. CHAPTER 9: A COMMUNITY SITE BUILDS YOUR AUDIENCE AND INCREASES LOYALTY
    6. CHAPTER 10: BLOGGING FOR CUSTOMERS
      1. BLOGGING OPTIONS
  11. PART 3: THE HABITS OF ONLINE MARKETING SUCCESS
    1. CHAPTER 11: SOCIAL MEDIA AND FREE MARKETING
    2. CHAPTER 12: BREVITY IS A MARKETING SKILL
    3. CHAPTER 13: VIDEOS, PICTURES, AND TESTIMONIALS WORK MARKETING MAGIC
      1. VIDEO
      2. SIMPLE VIDEO SUCCESS STORY
      3. PICTURES
      4. TESTIMONIALS
  12. PART 4: STANDING OUT ONLINE
    1. CHAPTER 14: SEARCH ENGINE OPTIMIZATION SIMPLIFIED
      1. WHAT'S THE DIFFERENCE BETWEEN ORGANIC RESULTS AND PAID RESULTS?
    2. CHAPTER 15: KEYWORD MARKETING
      1. GOOGLE'S FREE KEYWORD TOOL
    3. CHAPTER 16: GET FOUND ON SEARCH ENGINES
    4. CHAPTER 17: GOOGLE MAPS AND GOOGLE PLACES
      1. FIRST, LET'S HEAR FROM GOOGLE
    5. CHAPTER 18: FILL UP GOOGLE PLACES TO GET FOUND
      1. GOOGLE MAPS TIP
    6. CHAPTER 19: A GOOD NAME IS GOOD MARKETING
    7. CHAPTER 20: FIX YOUR BAD NAME INSTANTLY
    8. CHAPTER 21: ONLINE VIDEO AS A LEAD GENERATOR
    9. CHAPTER 22: HOW TO FOOL GOOGLE AND WIND UP ON TOP EVERY TIME
  13. PART 5: DRAW YOUR BUSINESS ON A NAPKIN
    1. CHAPTER 23: WANT MORE LEADS NOW? DRAW A FUNNEL
    2. CHAPTER 24: DRAW YOUR IDEAL CLIENTS IF YOU WANT TO MEET THEM
  14. PART 6: START HANGING OUT WHERE YOUR PROSPECTS HANG OUT
    1. CHAPTER 25: USING EBAY TO FIND YOUR AUDIENCE
    2. CHAPTER 26: FIND GOOD MARKETING PARTNER SITES
  15. PART 7: GET CREATIVE WITH THE MEDIA
    1. CHAPTER 27: HAVE A PRESS KIT READY ON DEMAND
    2. CHAPTER 28: INFLUENCE THE INFLUENTIAL
      1. TIP
    3. CHAPTER 29: PRESS RELEASE MARKETING
  16. PART 8: SMARTPHONES ARE TAKING OVER THE WORLD
    1. CHAPTER 30: TEXT MARKETING CAN'T BE IGNORED
      1. TEXT MESSAGES SELL PIZZA?
    2. CHAPTER 31: ASK CUSTOMERS TO PUT THEIR PHONES TO USE
      1. QR CODES
    3. CHAPTER 32: THE POWER OF MARKETING WITH MOBILE PICTURES
  17. PART 9: INCH-WIDE, MILE-DEEP MARKETING
    1. CHAPTER 33: BECOME A WORLD'S FOREMOST EXPERT—FAST
      1. PUT YOUR EXPERTISE TO USE!
    2. CHAPTER 34: FIND FORUM FAME
  18. PART 10: VIDEO IS NO LONGER OPTIONAL
    1. CHAPTER 35: MAKE YOUR VIDEOS GO VIRAL
    2. CHAPTER 36: 24 MARKETING VIDEOS YOU SHOULD HAVE
    3. CHAPTER 37: ESSENTIAL VIDEO MARKETING TOOLS
    4. CHAPTER 38: MAKE VIDEO EVEN IF YOU HAVE A FACE FOR RADIO
  19. PART 11: DELIVER CURRENT CONTENT CONSTANTLY
    1. CHAPTER 39: CALL YOURSELF AN AUTHOR AND SELL MORE
    2. CHAPTER 40: WRITE A BOOK FOR AN INSTANT SALES BOOST
    3. CHAPTER 41: WRITE AN E-BOOK IN DAYS AND BENEFIT FOR YEARS
      1. HOW WILL YOU CREATE AND DISTRIBUTE YOUR E-BOOK?
    4. CHAPTER 42: A TARGETED NEWSLETTER AS A MARKETING MACHINE
      1. AREN'T NEWSLETTERS USUALLY A WASTE OF TIME?
    5. CHAPTER 43: THINK FREE FIRST
      1. FROM FREE TO FAME
      2. FREE SERVICES
    6. CHAPTER 44: USE A POWERFUL TITLE FOR YOUR MARKETING CONTENT
    7. CHAPTER 45: YOUR CONTENT DISTRIBUTION STRATEGY
      1. JAMIE MCKINNEY, A MARKETING STUDENT OF MINE AT OFFLINEBIZ.COM, RECENTLY REPORTED THESE CONTENT DISTRIBUTION RESULTS TO ME
  20. PART 12: SOCIAL MEDIA MARKETING
    1. CHAPTER 46: FACEBOOK AS A MARKETING TOOL
    2. CHAPTER 47: TWITTER AS A MARKETING TOOL
      1. THE BASICS
    3. CHAPTER 48: DO SOMETHING VIRAL
    4. CHAPTER 49: OTHER SOCIAL MEDIA TOOLS
  21. PART 13: E-MAIL MARKETING IS AUTOPILOT MARKETING
    1. MY E-MAIL MARKETING STRATEGIES AT WORK
    2. CHAPTER 50: THE TOOLS AND LANGUAGE OF E-MAIL MARKETING
    3. CHAPTER 51: AUTOMATED POWER MARKETING: CUSTOMER AND PROSPECT E-MAIL
      1. KEEP IT SHORT
      2. HTML IS PRETTY, BUT DON'T DO IT
      3. WHAT DO I SEND THEM?
    4. CHAPTER 52: MANAGING YOUR E-MAIL ON AUTOPILOT
    5. CHAPTER 53: GROWING YOUR E-MAIL LISTS ON AUTOPILOT
    6. CHAPTER 54: AN E-MAIL NEWSLETTER CAN BE A CASH GENERATOR
    7. CHAPTER 55: ADD HUNDREDS OR THOUSANDS OF E-MAIL SUBSCRIBERS QUICKLY
  22. PART 14: WHO'S DRIVING YOUR BUSINESS?
    1. CHAPTER 56: USING A SURVEY AS A MARKETING TOOL
    2. CHAPTER 57: GIVE THEM WHAT THEY WANT
    3. CHAPTER 58: REMEMBER WHO IS IN CHARGE
      1. ABOUT PLAYING AND EXERCISING
  23. PART 15: SPOILED PROSPECTS AND CUSTOMERS ARE LOYAL
    1. JING
    2. FOURSQUARE.COM
    3. CHAPTER 59: SPOIL INFLUENTIAL CUSTOMERS IN CREATIVE WAYS
      1. IMAGINE THIS SCENARIO
    4. CHAPTER 60: REMINDERS PUT MONEY IN THE BANK
    5. CHAPTER 61: REAL-TIME PROBLEM SOLVING IS MARKETING
    6. CHAPTER 62: PUT GREETING CARDS ON AUTOPILOT
    7. CHAPTER 63: GIVE YOUR CUSTOMERS A VOICE TO BUILD LOYALTY
    8. CHAPTER 64: BUILD LOYALTY AND CREDIBILITY WITH A MEMBERSHIP SITE
    9. CHAPTER 65: HOLDING CONTESTS TO BOOST EXPOSURE
  24. PART 16: POWERFUL MARKETING PARTNERSHIPS
    1. CHAPTER 66: SET UP A THREE-WAY WIN FOR AN INSTANT BOOST
    2. CHAPTER 67: LEVERAGE THE POWER OF JOINT VENTURES
    3. CHAPTER 68: FIND GOOD PARTNERS FOR MARKETING SYNERGY
    4. CHAPTER 69: BRING DOWN THE BARRIERS BETWEEN YOU AND A GREAT PARTNER
    5. CHAPTER 70: PUT YOUR BEST SALESMEN TO WORK ON STRAIGHT COMMISSION
      1. YOUR HAPPY CUSTOMERS SELL YOU!
    6. CHAPTER 71: CROSS PROMOTIONS ARE MARKETING SYNERGY
    7. CHAPTER 72: USE GUEST ARTICLE SWAPS FOR EASY EXPOSURE TO TARGETED AUDIENCES
    8. CHAPTER 73: EXPERT INTERVIEWS: SIMPLE AND POWERFUL MARKETING CONTENT
    9. CHAPTER 74: RECOGNIZE TOP SERVICES WITH A TESTIMONIAL FOR UNEXPECTED REWARDS
  25. PART 17: MAKE YOUR STORY POWERFUL
    1. CHAPTER 75: DOCUMENT THE STORY OF YOUR BUSINESS
      1. SELL YOUR WHY
    2. CHAPTER 76: CREATE YOUR UNIQUE SELLING PROPOSITION (USP) BASED ON YOUR STORY
  26. PART 18: ACTUALLY, YOU ARE SELLING YOU
    1. CHAPTER 77: WHEN USING HUMOR IN YOUR MARKETING, BE SURE TO LAUGH AT YOURSELF
    2. CHAPTER 78: SHARE YOUR LIFE OPENLY FOR MARKETING AUTHENTICITY
      1. HOW MUCH IS TOO MUCH?
    3. CHAPTER 79: DISTINGUISH YOURSELF AND YOUR BUSINESS WITH THE X FACTOR
    4. CHAPTER 80: SERVING AND MARKETING AT THE SAME TIME
    5. CHAPTER 81: STRATEGICALLY ASKING FOR HELP CAN BE GREAT MARKETING
    6. CHAPTER 82: BE CONTROVERSIAL TO ATTRACT A CROWD
    7. CHAPTER 83: BECOME INCREASINGLY INDISPENSABLE
    8. CHAPTER 84: BE ACCESSIBLE OR BE IGNORED
    9. CHAPTER 85: THE PASSIONATE, GENEROUS ARTIST IN ALL OF US MUST BE RELEASED
      1. FROM SETH GODIN'S BOOK LINCHPIN:
    10. CHAPTER 86: THE POWER OF YOUR WHY
      1. WHAT IF I'M NOT DOING WHAT I LOVE RIGHT NOW?
    11. CHAPTER 87: APPEALING TO THE INFLUENTIAL
  27. PART 19: WE LIKE TO BUY FROM EXPERTS—So BECOME AN EXPERT
    1. CHAPTER 88: EXPERTS MAKE VIDEOS—SO MAKE VIDEOS
      1. EXPERTISE ESTABLISHED WITH SIMPLE VIDEO
    2. CHAPTER 89: START A COACHING OR MENTORING PROGRAM
      1. THE TWO STEPS TO MASSIVE SUCCESS IN THE INFORMATION AGE
    3. CHAPTER 90: TEACHING IS FREE MARKETING
    4. CHAPTER 91: CREATING AUDIOS AND PODCASTING
    5. CHAPTER 92: USE LEVERAGE TO GROW YOUR BRAND FAST
      1. LEVERAGE YOU
    6. CHAPTER 93: TELESEMINARS ARE INSTANT EXPERT CONTENT
      1. IMPROMPTU RECORDINGS
    7. CHAPTER 94: WEBINARS AS THE ULTIMATE CUSTOMER FOLLOW-UP AND PRESENTATION TOOL
      1. WEBINAR POWER TOOLS
    8. CHAPTER 95: IMPROVE ON WHAT WORKED BEFORE
    9. CHAPTER 96: EMBRACE OUTSOURCING FOR SOME OF YOUR MARKETING EFFORTS
      1. CROWDSOURCING DEFINED ON WIKIPEDIA
    10. CHAPTER 97: REPLACE ROI WITH RLC FOR BETTER MARKETING MONITORING
      1. A WARNING
    11. CHAPTER 98: PLAY MARKETING OFFENSE WITH GOOGLE ALERTS
  28. PART 20: GRAB BAG OF IDEAS
    1. CHAPTER 99: COLLABORATION ISN'T COMPLICATED ANYMORE
      1. SIDE NOTE
      2. FREE AND INEXPENSIVE TOOLS FOR COLLABORATION
    2. CHAPTER 100: SPLIT TEST FOR MARKETING POWER
    3. CHAPTER 101: COOL MARKETING BRAIN FOOD
  29. BOUNS CHAPTER
    1. CHAPTER 102: A LOVE OF LEARNING AS A FREE MARKETING SKILL
  30. Acknowledgments
  31. INDEX