Small Business Marketing Kit for Dummies

ISBN-13: 9781118311837 / Angielski / Miękka / 2012 / 384 str.

Barbara Findlay Schenck

Opis

Harness the power of marketing and watch your business grow Having your own business isn't the same as having customers, and one is useless without the other. Whether your business is a resale store or a high-tech consulting firm, a law office or a home cleaning service, in today's competitive environment, strategic marketing is essential. If you want your small business to grow, you need a marketing strategy that works. But how do you get people to notice your business without spending a fortune? Packed with savvy tips for low-cost, high-impact campaigns, this friendly guide is your road map to launching a great marketing campaign and taking advantage of the newest technologies and avenues for outreach.

• Using social media as a marketing tool
• Communicating with customers
• Financing a marketing campaign
• The companion CD includes tools and templates to give you a jump-start on putting your new skills to work

If you're looking to give your small business' marketing plan an edge over the competition, Small Business Marketing Kit For Dummies has you covered. CD-ROM/DVD and other supplementary materials are not included as part of the e-book file, but are available for download after purchase.

Spis treści

Introduction 1

Part I: Getting Your Marketing Bearings 7

Chapter 1: Framing the Marketing Process 9

Chapter 2: All about Customers 19

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 213

Chapter 15: Snail–Mailing and E–Mailing Your Customers Directly 227

Chapter 16: Brochures, Promotions, Trade Shows, and More 245

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 295

Chapter 20: Enhancing Customer Service and Developing Loyalty 307

Part VI: The Part of Tens 323

Chapter 21: Ten Questions to Answer before Choosing a Business Name 325

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

Chapter 23: Ten Steps to a Great Marketing Plan 335

Appendix: About the CD 341

Index 349

O autorze

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 nationally syndicated columnist. Visit her website at www.bizstrong.com.

Blurb

Harness the power of marketing and watch your business grow

If you want your small business to grow, you need a marketing strategy that works. But how do you get people to notice your business without spending a fortune? Packed with savvy tips for low–cost, high–impact campaigns, this friendly guide is your road map to launching a dynamic marketing campaign and taking advantage of the newest technologies and avenues for outreach.

• The big picture get an overview of marketing that strips away the mystery, gives you the background you need, and puts you in a position to jumpstart your program
• Brand yourself find helpful advice on defining your business position and brand and creating marketing communications that work
• Keep connected discover how to leverage blogs for business success, and how to use social media to pull customers to your business
• Break the mold put a twist on so–called traditional marketing tactics like ads, mailers, promotions, and publicity
• The cornerstone of business find out how to capture prospects, turn those prospects into customers, and develop customer loyalty

Open the book and find:

• Real advice for marketing in today′s screen–connected, customer–empowered world
• How to use the Internet and social media networks as your most essential guerrilla marketing tools
• Instructions for generating publicity
• How to set your marketing goals, objectives, strategies, and budgets
• Ways to establish an online presence
• Ten steps to a great marketing plan

Learn to:

• Develop the right marketing strategy
• Harness social media as a marketing tool
• Establish your position and brand

Tools and worksheets on the companion CD

Bonus CD Includes

Worksheets, checklists, and charts to aid the small business marketer