The Small Business Guide to Online Marketing : A Step-by-step Guide to Growing Your Business Online

By (author) Bailey, Lola

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.

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  • 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

「Nielsen BookData」より


書名 The Small Business Guide to Online Marketing : A Step-by-step Guide to Growing Your Business Online
著作者等 Bailey, Lola
書名別名 A Step-by-step Guide to Growing Your Business Online
出版元 Brightword Publishing
刊行年月 2013.03.25
ページ数 212p
大きさ H210 x W148
ISBN 9781908003676
言語 英語
出版国 イギリス