The Small Business Guide to Online Marketing

Autorentext

Lola Bailey MA (HRM) has over 20 years' blue-chip experience in coaching, sales and market development and is an Affiliate Member of the Institute of Digital Marketing.
Lola is also a freelance writer who has successfully published and edited a small business magazine, and has been featured in local newspapers, as well as Enterprise Nation's 'bible' for small businesses, Working 5 to 9. She is an enthusiastic champion of start-ups, supporting their endeavours both offline and online. Her online business hub, where small businesses and start-ups can learn internet marketing strategies, can be found at www.ihubbusiness.co.uk. The site and its social media counterparts have been built using most of the techniques found in this book.
Lola lives in London and is married with two children.

Klappentext

If you run a small business, then your customers are online. They search for products online, they assess stores and service providers online, and they buy online. So you and your business need an online presence; the time has long past when a business can afford to be without a website. Once your business has a website, you can't stop there. You need to invest time and energy in establishing your online presence so that your website and range of online marketing tactics work effectively. This is where The Small Business Guide to Online Marketing comes in. This guide to setting up and growing your online presence tells you everything you need to know to get your business' online marketing started and then how to develop your approach. Lola Bailey begins by laying down the essential basics that you need in place before steadily building up to more advanced techniques. Jargon is carefully avoided and step-by-step worked examples illustrate the processes to follow. You will learn: - What internet marking is and how it drives sales - The importance of superior content - How to utilise online performance metrics - What SEO is and how to use it - The benefits of social media - How to use affiliate marketing - What to consider when optimising for mobile If you have up until now shied away from giving your business an online presence because of uncertainty about how to use internet marketing or its use for you, or if you have started to market online but would like to enhance your approach, The Small Business Guide to Online Marketing is for you.

Inhalt

About the Author
Acknowledgments
A Call to Action

1. Introduction to Internet Marketing
   What is internet marketing?
   Why should you seek to grow your own business online?
   Successful online marketing
2. The Importance of Superior Content
   A simple framework for writing your website content
   How to generate content for any business
   Blogging and its benefits
   Blogging expert interview: Thoroughly Modern Milly
   Blogging expert interview: Rock N' Roll Bride
   Quick summary
3. Understanding Online Performance Metrics
   Why you should be using Google Analytics
   How to set up Google Analytics
   What should you be monitoring?
   Quick summary
4. How to Get Found Online Through Search Engine Optimisation (SEO)
   Keywords
   Making your site visible - SEO, tags, metadata, and links
   Submitting an XML sitemap
   Optimising for local search and ranking high in your local market
   SEO expert interview: Red Evolution (search company)
   How to get your products listed in product directories
   Quick summary
5. Paid Search - Introducing Pay Per Click (PPC), Step By Step
   Paid search vs. Organic search: what is the difference?
   How to set up an AdWords campaign
   Creating adverts and Ad Groups
   The role of landing pages
   Running and monitoring your AdWords campaign
   Competitor analysis
   Quick summary
6. Permission Based Internet Marketing
   Customer relationship management and how cross-sell and up-sell can be used to boost your sales
   Permission marketing and its relevance today
   How to succeed with email marketing
   Credibility factors that encourage people buy
   Quick summary
7. Social Media
   What is social media?
   What is social media marketing?
   How to market on Facebook, Twitter and LinkedIn
   Best practice for online PR
   How to track your social media progress with a WordPress blog
   Social media case studies
   Quick summary
8. Building For Long-term Success - Affiliate Marketing
   How to set up an affiliate marketing programme
   How to successfully implement your affiliate marketing programme
   Useful affiliate marketing resources
9. Planning for the Future - Optimising for Mobile
   Why take mobile seriously?
   Five important statistics for mobile
   Benefits of mobile technology
   Using mobile phones as marketing tools
   How to be successful in mobile marketing
   Quick summary
   Conclusion
   Useful Resources
   Internet Marketing Jargon Buster