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Table Of Content Section
The Small Business Online Marketing Handbook : Converting Online Conversations to Offline SalesBook Cover Image
Table of Contents
Cover
Title Page
Copyright
Contents
Introduction
This section is collapsed Chapter 1 Understanding and Connecting with the Connected Consumer
Who is the Connected Consumer?
More Connected Consumers Than Ever
This section is collapsed Connecting with the Socially Connected Consumer
It Still Starts with Search
Can I Get Away with Not Paying for Search Placement?
Keep Your Home Tidy on the Web
Which Social Networks Do My Customers Frequent?
What Is My Budget?
Quality over Quantity
This Bed Fits Just Right
This section is collapsed Chapter 2 Building a Plan for Your Small Business's Online Reputation
Identify Your Starting Point
This section is collapsed Start by Taking a Minimalistic Approach: Core Components
Accurate Business Information
Your Home on the Web: Your Business Website
Set Up Simple Monitoring
A Very Close Second: Manage Primary Business and Social Directories
This section is collapsed Have Extra Time? Do More: The Benefits of Integrating Visual and Social Media into Your Online Presence
Make It Personal with Visual Media
Your Maintenance Plan
This section is collapsed Advanced Online Reputation Management
Search Engines and Paid Search
Promoting with Coupons on Online Directories and Social Sites
This section is collapsed Chapter 3 Connecting Your Offline Business with Your Online Presence
Design Holistic Marketing Promotions
Stay Consistent across Channels
Enable Your Staff to Deliver Your Preferred Experience
Deliver Consistency through Your Social Voice
This section is collapsed Chapter 4 Online Offers That Convert into Lasting Business
This section is collapsed Anatomy of a Deal
Who: Know Who You’re Trying to Convert
What: Define the Scope of Your Offer
Why: Provide a Compelling Reason to Buy. . .
When: Timing Is (Pretty) Important
This section is collapsed Chapter 5 Optimization Tips for Email and Social Marketing
This section is collapsed Effective Email Marketing
Email Subject Line
Content Is Still King
Be Aware of the Fold
Email Marketing Regulations
Avoid Being “Spammy”
This section is collapsed Optimizing Your Social Channels
Be Where Your Community Is
Complete Your Profile
Brevity Is Better
Increase Engagement with Images, Video, and Questions
This section is collapsed Chapter 6 Activity: Build Your 12-Month Online Marketing Plan
Determine Your Business Goals
Estimate Your Spending Power
Marketing for Sustained Growth
Marketing for High Growth
This section is collapsed Chapter 7 Reduce Overall Marketing Spend: Get Offline Customers Online
Create an In-Store Experience That Supports the Online Model
Reward Customers for Going Online
Incentivize Your Employees to Support Your Goals
This section is collapsed Chapter 8 Leverage the Magic of Word of Mouth Effectively: Social and Community
Why is Word of Mouth So Powerful?
This section is collapsed Word of Mouth for the "Now Sale"
The “You and a Friend” Deal
The “Pyramid” Word-of-Mouth Deal
The “Make It a Party” Deal
This section is collapsed Create Buzz Online with Check-Ins, Shares, and Media
Promote Checking-In to Drive Buzz
Encourage the “Share”
Media is the Engagement King
Celebrate Your Socially Connected Customers and Your Social Media Advocates
This section is collapsed Chapter 9 Design an Effective Customer Rewards Program
Understanding Your Goals
Identifying Your Reward Options
This section is collapsed Understanding True Cost
Your Program Details
Leverage Rewards to Drive New Customer Acquisition
This section is collapsed Chapter 10 "I Brake for Testing'': Measuring Success and Tweaking Your Program over Time
This section is collapsed Why Test?
Define Testing Goals before Designing Your Test
This section is collapsed Testing Made Easy
Single Channel Testing
Symptoms as Early Indicators of Outcomes
Small Segment Testing
Measuring at the Point of Sale—Promo and Referral Codes
This section is collapsed Summary
This section is collapsed Words of Wisdom from Demandforce Customers
The Secret Sauce
It’s Your Business
Use Your Tools to Get the Kinds of Customers You Want
Appendix
Acknowledgments
Index
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