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Small Business Marketing For Dummies

Small Business Marketing For Dummies

Paul Lancaster

ISBN: 978-1-118-73080-5

Nov 2013

384 pages

Select type: E-Book

$16.99

Description

Small Business Marketing For Dummies helps you promote your business. It is designed specifically for the busy small business owner, giving you simple but powerful ways to spread your message - all at little or no cost.  It shows you how to build your company’s profile, attract new customers and keep them coming back for more.

Inside you will learn how to:

  • Create an achievable marketing plan
  • Use social media and the web to attract and keep customers
  • Communicate with your customers through winning emails, newsletters, blogs and more
  • Make use of affordable advertising solutions in print and other media
  • Get great PR for your business

Introduction  1

Part I: Getting Started with Small Business Marketing  9

Chapter 1: Framing the Marketing Process 11

Chapter 2: All About Customers 21

Chapter 3: Seeing Your Product through Your Customers’ Eyes 35

Chapter 4: Sizing Up Competitors and Staking Out Market Share 53

Chapter 5: Setting Your Goals, Objectives, Strategies and Budgets 63

Part II: Laying the Foundation for Marketing Success  75

Chapter 6: Taking Stock of Your Business Image 77

Chapter 7: Forging Your Brand 91

Chapter 8: Creating Marketing Communications That Work 107

Chapter 9: Hiring Help When You Need It 125

Part III: Marketing in a Screen-Connected World  139

Chapter 10: Establishing an Online Presence 141

Chapter 11: Getting Interactive with Social Media 159

Chapter 12: Packaging Your Message for Blogs and Other Online Channels 179

Part IV: Getting the Word Out with Ads, Mailers, Promotions and Publicity  193

Chapter 13: Creating and Placing Print and Outdoor Ads 195

Chapter 14: Broadcasting Your Message on Radio, TV and Online 215

Chapter 15: Snail-Mailing and Emailing Your Customers Directly 229

Chapter 16: Brochures, Promotions, Trade Shows and More 247

Chapter 17: Public Relations and Publicity 265

Part V: Winning and Keeping Customers  281

Chapter 18: Making Impressions through Networking and Presentations 283

Chapter 19: Making the Sale 293

Chapter 20: Enhancing Customer Service and Developing Loyalty 305

Part VI: The Part of Tens  321

Chapter 21: Ten Questions to Answer before Choosing a Business Name 323

Chapter 22: Ten Ways to Attract People to Your Business Online 329

Chapter 23: Ten Steps to a Great Marketing Plan 335

Index  341

Form 2-1 Customer Profile Template
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Form 2-2 Market Segmentation Analysis
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Form 2-3 Channel Distribution Analysis
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Form 3-1 Product Line Analysis
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Form 4-1 Competitive Intelligence Worksheet
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Form 5-1 Statement of Purpose Worksheet
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Form 5-2 Goals and Objectives Worksheet
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Form 5-3 Strategy-Setting Worksheet
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Form 6-1 Impression Inventory and Audit
Download
Form 7-1 Do You Have the Makings for a Powerful Brand?
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Form 7-2 Six Brand-Management Steps
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Form 7-3 Test Your Tagline I.Q.
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Form 8-1 Creative Brief
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Form 9-1 Agency Selection Checklist
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Form 9-2 Website Designer Selection Checklist
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Form 9-3 Planning Your Website Worksheet
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Form 10-1 Support Site Considerations
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Form 10-2 Planning Your Mobile Website
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Form 10-3 Is E-Commerce Right for Your Business?
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Form 11-1 20 Tips for Becoming Successful on LinkedIn
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Form 11-2 Checklist of Content-Generating Approaches
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Form 11-3 Social Media Tracker
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Form 11-4 Social Media Programme Planning Checklist
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Form 12-1 Blog Editorial Calendar and Post Planner
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Form 14-1 Talent Release Form
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Form 14-2 Radio Advertising Checklist
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Form 14-3 TV Advertising Checklist
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Form 14-4 Planning a Webinar Checklist
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Form 15-1 Writing Direct Mail Letters
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Form 15-2 Writing and Sending Effective Marketing Email
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Form 15-3 Creating an Effective Landing Page
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Form 16-1 Brochure Production and Distribution Guidelines
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Form 16-2 Newsletter Production Guidelines
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Form 16-3 Promotion Planning Guidelines
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Form 17-1 Printed News Release Checklist
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Form 17-2 Media Interview Preparation Checklist
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Form 17-3 News Conference and Event Checklist
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Form 18-1 Writing Your Elevator Pitch
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Form 18-2 Introducing Your Business by Phone
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Form 18-3 Writing Letters or Emails to Introduce Your Business
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Form 20-1 Evaluating Your Customer Service
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Form 20-2 Improving Your Customer Service
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Form 20-3 Customer Satisfaction Analysis
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