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Hit Me! The secrets of getting your small business to punch its weight online

Book Description

Every small business needs to punch above its weight online. This book shows you exactly how to do it. The perfect antidote to dubious how-to sites, books that talk to you like you're an idiot, or consultants that charge the earth, this guide gets down to business with 12 experts who know exactly what it's like to grow a small business online in this ultra-competitive environment. They reveal the secrets of: - establishing an online business: from initial concept through to launch - web design: what makes a well-designed site that people will enjoy visiting and returning to, whether you are designing yourself or commissioning someone else - Facebook: how to grab your slice of the 850 million users of the world's most popular social network and sell to them successfully without scaring them away - Twitter: how to strengthen your business's relationships with existing and prospective customers, and build its influence in your industry - LinkedIn: how to make profitable connections and get business through your network, - writing copy: how to describe your business memorably and dazzle with content that people will love - online videos: how to film effective videos for your business and capture relevant and valuable viewers - email marketing: how to build your business with emails that don't get instantly deleted but convert prospects into sales and establish long-term relationships And an awful lot more! Using the web to build your business effectively is essential, and this book is THE unputdownable guide.

Table of Contents

  1. Cover
  2. Publishing details
  3. Introduction: Taming the Wild Wild Web
  4. 1. SETTING UP AN ONLINE BUSINESS by Nicola Groag
    1. Introduction
    2. 1. The Admin Stuff
    3. 2. The Website Stuff
    4. 3. Customer Service
    5. 4. Marketing
    6. 5. Social Media
    7. 6. And Finally . . .
  5. 2. HOW TO WRITE CONTENT THAT PEOPLE WILL LOVE by Alan Stevens
    1. Why Blog?
    2. What Should I Put in My Blog?
    3. What About Look and Feel?
    4. Do I Have to Write My Blog Myself?
    5. Can I Make Money from My Blog?
    6. 8 General Blogging Tips
    7. 15 Ways to Make Your Content More Shareable
  6. 3. EMAIL MARKETING by Jamie Gledhill
    1. Why Email?
    2. Aims and Expectations
    3. Email Data
    4. The Email Design
    5. Getting Your Email Delivered
    6. Next Step
  7. 4. MARKETING WITH YOUTUBE by Filip Matous
    1. Objective #1: Increase Reputation Within a Niche
    2. Objective #2: Humanise Your Company
    3. Three Other Online Video Ideas
    4. Technical Points About Video
  8. 5. LINKEDIN FOR REFERRALS by Andy Lopata
    1. The Power of Networks
    2. A Referrals Strategy
    3. Being Social
    4. Effective Use of LinkedIn
    5. LinkedIn as a Referral Tool
    6. Bypassing the Gatekeeper
    7. Saving Time and Generating Results
  9. 6. TWITTER FOR BUSINESS by Francesca James
    1. So How Exactly Can Twitter Help Your Business?
    2. 1. Big is Not Always Beautiful
    3. 2. Don’t Buy Followers
    4. 3. Stop and Listen
    5. 4. Connect with Hashtags
    6. 5. Be Trendy with Hashtags
    7. 6. Bad News: Deal With It
    8. 7. Live Event Tweeting
    9. 8. Timing is Everything
    10. 9. Empower Your Ambassadors
    11. 10. Create Opportunities for Media Exposure
    12. Final Thoughts
  10. 7. FACEBOOK MARKETING FOR SMALL BUSINESS by Nichola Stott
    1. Setting Up a Facebook Page
    2. How Does Facebook Marketing Work for Business?
    3. Your Facebook Marketing Strategy
    4. A Note on Facebook Ads and Sponsored Stories
    5. Get Started!
  11. 8. WINNING CUSTOMERS WITH REPORTS by David White
    1. 1. Make it Optional
    2. 2. Help Them First
    3. 3. Multiply to Identify
    4. 4. Keep it Real
    5. 5. Use Different Media
    6. 6. The Call to Action (I)
    7. 7. The Call to Action (II)
    8. Final Thoughts
  12. 9. THE ART OF WEB DESIGN by Malcolm Graham
    1. Key Metrics
    2. Getting Good Scores
    3. Search Engine Optimisation
    4. The Basics
    5. 30 Worst Website Crimes
  13. 10. THE ART OF USER EXPERIENCE DESIGN by Richard Carman
    1. What is UX Design?
    2. The Key Elements of UX Design
    3. UX Design Concepts and Best Practice
    4. The Commercial Case for UX Design
  14. 11. ONLINE REPUTATION by Alexia Leachman
    1. Reputation is What You Make it
    2. It’s All About the ‘About’
    3. Your Digital Identity
    4. What Are You Doing?
  15. 12. LOCAL INTERNET MARKETING by Andrew Rayner
    1. How Does Local Internet Marketing Work?
    2. Local Search Marketing – The Basics
    3. Research Your Local Search Battlefield
    4. Don’t Just Appear in Search, Dominate It!
    5. Local Internet Marketing Doesn’t Stop