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The Small Business Online Marketing Handbook: Converting Online Conversations to Offline Sales

Book Description

The small business marketing experts at Demandforce help owners kick off their online strategy

Small business owners are exceptional at delivering on their product or service. Many, however, don't know where to start when it comes to online marketing. The Small Business Online Marketing Handbook will show you how to effectively leverage email, social, online, and network marketing to get new customers and keep existing customers coming back. Author Annie Tsai shows you how to refocus just a small percentage of an offline marketing budget and create exponential return for your business.

  • Author Annie Tsai is a popular blogger and Chief Customer Officer for Demandforce, an automated Internet marketing and communication company specializing in small- to medium-sized businesses, recently acquired by Intuit

  • Features spot interviews and "do this now" advice from resident experts at Demandforce, including the founders

With the proliferation of social media and the consumer voice on the web, small business owners need to take a deliberate approach to leveraging this new marketing channel to effectively convert online conversations into offline sales. The Small Business Online Marketing Handbook shows you how.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright
  4. Introduction
    1. The Social Conversation Is Standard to Your Success Equation
    2. A Little Bit about Demandforce
  5. Chapter 1: Understanding and Connecting with the Connected Consumer
    1. Who Is the Connected Consumer?
    2. More Connected Consumers Than Ever
    3. Connecting with the Socially Connected Consumer
  6. Chapter 2: Building a Plan for Your Small Business's Online Reputation
    1. Identify Your Starting Point
    2. Start by Taking a Minimalistic Approach: Core Components
    3. A Very Close Second: Manage Primary Business and Social Directories
    4. Have Extra Time? Do More: The Benefits of Integrating Visual and Social Media into Your Online Presence
    5. Your Maintenance Plan
    6. Advanced Online Reputation Management
  7. Chapter 3: Connecting Your Offline Business with Your Online Presence
    1. Design Holistic Marketing Promotions
    2. Stay Consistent across Channels
    3. Enable Your Staff to Deliver Your Preferred Experience
    4. Deliver Consistency through Your Social Voice
  8. Chapter 4: Online Offers That Convert into Lasting Business
    1. Anatomy of a Deal
  9. Chapter 5: Optimization Tips for Email and Social Marketing
    1. Effective Email Marketing
    2. Optimizing Your Social Channels
  10. Chapter 6: Activity: Build Your 12-Month Online Marketing Plan
    1. Determine Your Business Goals
    2. Estimate Your Spending Power
    3. Marketing for Sustained Growth
    4. Marketing for High Growth
  11. Chapter 7: Reduce Overall Marketing Spend: Get Offline Customers Online
    1. Create an In-Store Experience That Supports the Online Model
    2. Reward Customers for Going Online
    3. Incentivize Your Employees to Support Your Goals
  12. Chapter 8: Leverage the Magic of Word of Mouth Effectively: Social and Community
    1. Why Is Word of Mouth So Powerful?
    2. Word of Mouth for the “Now Sale”
    3. Create Buzz Online with Check-Ins, Shares, and Media
    4. Celebrate Your Socially Connected Customers and Your Social Media Advocates
  13. Chapter 9: Design an Effective Customer Rewards Program
    1. Understanding Your Goals
    2. Identifying Your Reward Options
    3. Understanding True Cost
  14. Chapter 10: “I Brake for Testing”: Measuring Success and Tweaking Your Program over Time
    1. Why Test?
    2. Testing Made Easy
  15. Summary
    1. Words of Wisdom from Demandforce Customers
  16. Appendix
    1. Recommended Reading
  17. Acknowledgments
  18. Index