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

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

Annie Tsai

ISBN: 978-1-118-61538-6

Oct 2013

192 pages

In Stock



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.

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Introduction vii

1 Understanding and Connecting with the Connected Consumer 1

2 Building a Plan for Your Small Business’s Online Reputation 13

3 Connecting Your Offline Business with Your Online Presence 39

4 Online Offers That Convert into Lasting Business 53

5 Optimization Tips for Email and Social Marketing 79

6 Activity: Build Your 12-Month Online Marketing Plan 103

7 Reduce Overall Marketing Spend: Get Offline Customers Online 115

8 Leverage the Magic of Word of Mouth Effectively: Social and Community 127

9 Design an Effective Customer Rewards Program 147

10 ‘‘I Brake for Testing’’: Measuring Success and Tweaking Your Program over Time 157

Summary 167

Appendix 173

Acknowledgments 175

Index 177