$24.95
The book is divided into two parts. Part I covers brand marketing for small businesses. Part II takes an in-depth look at lead-generation tactics for small businesses.
100 in stock
Description
What can you learn from this book?
The book is divided into two parts. Part I covers brand marketing for small businesses. Part II takes an in-depth look at lead-generation tactics for small businesses.
1. Best “Face” Forward
Brand marketing is the “face” or “image” of your small business. You need to know how to put your best “face” forward, and create a positive “image” of your business in the mind of your potential customer.
2. Who Am I? — Developing Your Brand Identity
What type of small business do you want to be? What are your business goals? Do you want to be a one-person shop, or a small enterprise? Is your business success about personality or skill? I’ll show you how to use the answers to these questions to develop a brand identity for your small business.
3. DO Sweat the Small Stuff — Your Business Name and other Things to Think About
You may think your business name is something that isn’t worth worrying about. But many small businesses get off on the wrong foot by picking a name that doesn’t reflect who they are or what they do. I’ll show you how to pick a name that gives people an easy understanding of your business, and how to create a domain name that will attract potential customers to your web site.
4. Getting the Word Out — Developing Your Marketing Collateral
I’ll show you how to create strong marketing collateral, such as web site content, brochures, and sales sheets that helps you to get the word out about your products and services. I’ll also show you how to design a logo and business card, and how to create a user-friendly web site for your business.
5. “Hi, there! I’m an expert!” — Establishing Thought Leadership
How do you convince potential customers that you’re the “right person for the job?” I’ll show you how to use “thought leadership” to position yourself as the smartest, savviest, most qualified person in your field, through blog articles, newspaper or trade journal articles, video webinars, and other PR tools.
6. Taking the Lead
Lead-generation marketing is the “backbone” of your marketing efforts. Part II of the book focuses on how to use lead-generation tactics to reach out to customers and bring them to you.
7. What’s the Deal on “Daily Deals?”
“Daily deal” sites like Groupon and LivingSocial allow you to grow your customer base by offering special discount coupons to customers. But do these sites really work for small businesses? I’ll show you how to do a successful “daily deal” promotion and turn a profit on it, instead of losing money.
8. “That’s YOUR Opinion” – Using Online Listing and Review Sites
It seems like only customers with bad things to say about your business are posting reviews on sites like Yelp, TripAdvisor, and UrbanSpoon. But I’ll show you how to turn it around and use online review sites to PROMOTE your business. I’ll show you how to encourage your satisfied customers to post POSITIVE reviews on these sites — and also show you how to handle the negative reviews.
9. “To Pay…” — About Search Engine Marketing
I’ll show you how to create and post pay-per click ads (PPC) on Google and Bing, with an initial budget of only $50, and how to take advantage of Google’s free services as well.
10. “…or Not To Pay?” — About Search Engine Optimization
Studies show that search engine users often select “natural” search results over paid search engine ads. I’ll show you how to use Search Engine Optimization to help your web site rank higher in “natural” search engine results, using five key elements that the “web crawlers” look for when indexing a site.
11. “How Do You Do, and Shake Hands” — Attending Networking Events
Many small business owners don’t see any return from attend networking events, because they don’t know how to use these events to their benefit. I’ll show you how to attend the right events, how to “network” with people (including little but important things like how to wear your name tag, how to introduce yourself and your business, etc.), and how to follow up with prospective customers.
12.”On to the Show” — Attending Trade Shows
Although some businesses can get by with spending less than $500 to attend a trade show as a vendor, many small businesses choose to invest a bit more. But the cost of attending is often justified, because a trade show puts you in touch with people who are “looking to buy.” I’ll show you how to attend the right trade shows, how to prepare for the show, and how to get a substantial ROI for what you spend an it.
13. “Don’t Keep Me A Secret” – Developing a Referral Program
With a referral program, you give your satisfied customers a set of perks, and they agree to serve as your “ambassadors,” recommending your business to friends, relatives, and acquaintances. I’ll show you how to set up a referral program that will spread the word about your business to the right customers.
14. “Thanks For Your Business…And Come Back Soon” – Developing a Nurture Program
How do you keep your customers coming back for more? The key is to keep in touch with them, to keep sending them newsletters, promotions, and special offers. I’ll show you how to set up a nurture program that will help you to develop a long-term customer base, and sustain your business for years to come.
