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
Innehållsförteckning
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 Share53
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, Promotionsand Publicity 193
Chapter 13: Creating and Placing Print and Outdoor Ads 195
Chapter 14: Broadcasting Your Message on Radio, TV and Online215
Chapter 15: Snail-Mailing and Emailing Your Customers Directly229
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 Loyalty305
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 Online329
Chapter 23: Ten Steps to a Great Marketing Plan 335
Index 341
Om författaren
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 Live WIRE. 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.
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