Paul Lancaster

Small Business Marketing For Dummies (eBook, PDF)

• Format: PDF

Produktbeschreibung

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

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 384
• Erscheinungstermin: 14. November 2013
• Englisch
• ISBN-13: 9781118730751
• Artikelnr.: 43137149

Autorenporträt

Paul Lancaster is a small business expert, consultant and inbound marketing specialist based in Newcastle upon Tyne. He held web and marketing roles for Sage, British Airways and Shell LiveWIRE. Paul is an active supporter of youth start-up and entrepreneurship programmes throughout the UK. Barbara Findlay Schenck has been a marketing consultant for more than 20 years, with clients ranging from small businesses to Fortune 500 companies. In addition to her experience as a small business strategist, she's also a bestselling author and columnist. Visit her website at www.bizstrong.com.

Inhaltsangabe

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