-
Every small business needs to punch above its weight online. This book shows you exactly how to do it.
The perfect antidote to dubious how-to sites, books that talk to you like you're an idiot, or consultants that charge the earth, this guide gets down to business with 12 experts who know exactly what it's like to grow a small business online in this ultra-competitive environment.
They reveal the secrets of:
- establishing an online business: from initial concept through to launch
- web design: what makes a well-designed site that people will enjoy visiting and returning to, whether you are designing yourself or commissioning someone else
- Facebook: how to grab your slice of the 850 million users of the world's most popular social network and sell to them successfully without scaring them away
- Twitter: how to strengthen your business's relationships with existing and prospective customers, and build its influence in your industry
- LinkedIn: how to make profitable connections and get business through your network,
- writing copy: how to describe your business memorably and dazzle with content that people will love
- online videos: how to film effective videos for your business and capture relevant and valuable viewers
- email marketing: how to build your business with emails that don't get instantly deleted but convert prospects into sales and establish long-term relationships
And an awful lot more!
Using the web to build your business effectively is essential, and this book is THE unputdownable guide.
Every small business needs to punch above its weight online. This book shows you exactly how to do it.
The perfect antidote to dubious how-to sites, books that talk to you like you're an idiot, or consultants that charge the earth, this guide gets down to business with 12 experts who know exactly what it's like to grow a small business online in this ultra-competitive environment.
They reveal the secrets of:
- establishing an online business: from initial concept through to launch
- web design: what makes a well-designed site that people will enjoy visiting and returning to, whether you are designing yourself or commissioning someone else
- Facebook: how to grab your slice of the 850 million users of the world's most popular social network and sell to them successfully without scaring them away
- Twitter: how to strengthen your business's relationships with existing and prospective customers, and build its influence in your industry
- LinkedIn: how to make profitable connections and get business through your network,
- writing copy: how to describe your business memorably and dazzle with content that people will love
- online videos: how to film effective videos for your business and capture relevant and valuable viewers
- email marketing: how to build your business with emails that don't get instantly deleted but convert prospects into sales and establish long...
-
Introduction: Taming the Wild Wild Web
About Fresh Business Thinking
1. SETTING UP AN ONLINE BUSINESS by Nicola Groag
About Nicola Groag
Introduction
1. The Admin Stuff
2. The Website Stuff
3. Customer Service
4. Marketing
5. Social Media
6. And Finally . . .
2. HOW To WRITE CONTENT THAT PEOPLE WILL LOVE by Alan Stevens
About Alan Stevens
Why Blog?
What Should I Put in My Blog?
What About Look and Feel?
Do I Have to Write My Blog Myself?
Can I Make Money from My Blog?
15 Ways to Make Your Content More Shareable
3. EMAIL MARKETING by Jamie Gledhill
About Jamie Gledhill
Why Email?
Aims and Expectations
Email Data
The Email Design
Getting Your Email Delivered
Next Step
4. MARKETING WITH YOUTUBE by Filip Matous
About Filip Matous
Objective #1: Increase Repu...
Introduction: Taming the Wild Wild Web
About Fresh Business Thinking
1. SETTING UP AN ONLINE BUSINESS by Nicola Groag
About Nicola Groag
Introduction
1. The Admin Stuff
2. The Website Stuff
3. Customer Service
4. Marketing
5. Social Media
6. And Finally . . .
2. HOW To WRITE CONTENT THAT PEOPLE WILL LOVE by Alan Stevens
About Alan Stevens
Why Blog?
What Should I Put in My Blog?
What About Look and Feel?
Do I Have to Write My Blog Myself?
Can I Make Money from My Blog?
15 Ways to Make Your Content More Shareable
3. EMAIL MARKETING by Jamie Gledhill
About Jamie Gledhill
Why Email?
Aims and Expectations
Email Data
The Email Design
Getting Your Email Delivered
Next Step
4. MARKETING WITH YOUTUBE by Filip Matous
About Filip Matous
Objective #1: Increase Reputation Within a Niche
Objective #2: Humanise Your Company
Three Other Online Video Ideas
Technical Points About Video
5. LINKEDIN FOR REFERRALS by Andy Lopata
About Andy Lopata
The Power of Networks
A Referrals Strategy
Being Social
Effective Use of LinkedIn
LinkedIn as a Referral Tool
Bypassing the Gatekeeper
Saving Time and Generating Results
6. TWITTER FOR BUSINESS by Francesca James
About Francesca James
So How Exactly Can Twitter Help Your Business?
1. Big is Not Always Beautiful
2. Don't Buy Followers
3. Stop and Listen
4. Connect with Hashtags
5. Be Trendy with Hashtags
6. Bad News: Deal With It
7. Live Event Tweeting
8. Timing is Everything
9. Empower Your Ambassadors
10. Create Opportunities for Media Exposure
Final Thoughts
7. FACEBOOK MARKETING FOR SMALL BUSINESS by Nichola Stott
About Nichola Stott
Setting Up a Facebook Page
How Does Facebook Marketing Work for Business?
Your Facebook Marketing Strategy
A Note on Facebook Ads and Sponsored Stories
8. WINNING CUSTOMERS WITH REPORTS by David White
About David White
1. Make it Optional
2. Help Them First
3. Multiply to Identify
4. Keep it Real
5. Use Different Media
6. The Call to Action (I)
7. The Call to Action (II)
Final Thoughts
9. THE ART OF WEB DESIGN by Malcolm Graham
About Malcolm Graham
Key Metrics
Getting Good Scores
Search Engine Optimisation
The Basics
30 Worst Website Crimes
What Does the Future Hold?
10. THE ART OF USER EXPERIENCE DESIGN by Richard Carman
About Richard Carman
What is UX Design?
The Key Elements of UX Design
UX Design Concepts and 'Best Practice'
The Commercial Case for UX Design
11. ONLINE REPUTATION by Alexia Leachman
About Alexia Leachman
Reputation is What You Make it
It's All About the 'About'
Your Digital Identity
What Are You Doing?
12. LOCAL INTERNET MARKETING by Andrew Rayner
About Andrew Rayner
How Does Local Internet Marketing Work?
Local Search Marketing - The Basics
Research Your Local Search Battlefield
Don't Just Appear in Search, Dominate It!
Local Internet Marketing Doesn't Stop
-
If you've purchased the print edition of this title, you're entitled to a