Low-Budget Online Marketing for Small Business (Self-Counsel Business Series)

Overview

Large companies have huge budgets for marketing their products and services online. What's the difference between a $100,000 marketing campaign and a $1,000 campaign? Surprisingly, not much. This book teaches small-business operators how to achieve big-business marketing success on a small-business budget! Low-Budget Online Marketing for Small Business takes you behind the scenes of successful marketing campaigns. This book will show you how to cut costs so that you can adapt the same successful marketing ...
See more details below
Available through our Marketplace sellers.
Other sellers (Paperback)
  • All (10) from $1.99   
  • New (1) from $50.00   
  • Used (9) from $1.99   
Close
Sort by
Page 1 of 1
Showing All
Note: Marketplace items are not eligible for any BN.com coupons and promotions
$50.00
Seller since 2014

Feedback rating:

(113)

Condition:

New — never opened or used in original packaging.

Like New — packaging may have been opened. A "Like New" item is suitable to give as a gift.

Very Good — may have minor signs of wear on packaging but item works perfectly and has no damage.

Good — item is in good condition but packaging may have signs of shelf wear/aging or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Acceptable — item is in working order but may show signs of wear such as scratches or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Used — An item that has been opened and may show signs of wear. All specific defects should be noted in the Comments section associated with each item.

Refurbished — A used item that has been renewed or updated and verified to be in proper working condition. Not necessarily completed by the original manufacturer.

New
Brand new.

Ships from: acton, MA

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
Page 1 of 1
Showing All
Close
Sort by
Sending request ...

Overview

Large companies have huge budgets for marketing their products and services online. What's the difference between a $100,000 marketing campaign and a $1,000 campaign? Surprisingly, not much. This book teaches small-business operators how to achieve big-business marketing success on a small-business budget! Low-Budget Online Marketing for Small Business takes you behind the scenes of successful marketing campaigns. This book will show you how to cut costs so that you can adapt the same successful marketing strategies that big companies use. If you are looking to attract attention to your company on the Web, this book will show you how, and with only a minimal investment!
Read More Show Less

Product Details

  • ISBN-13: 9781551804279
  • Publisher: Self-Counsel Press, Inc.
  • Publication date: 4/28/2003
  • Series: Self-Counsel Business Series
  • Edition number: 4
  • Pages: 127
  • Product dimensions: 8.36 (w) x 9.68 (h) x 0.31 (d)

Table of Contents

Introduction xiii
1 The Benefits of Online Marketing 1
What Is Online Marketing? 1
Prerequisites for Successful Online Marketing 2
Adequate human resources 2
Consistent communication 3
A product consumers need to buy online 5
What Sells and What Doesn't Sell Online 6
Setting Your Online Goals 7
Stats to Support Online Marketing 10
2 Attracting Your Target Audience 11
What Are the Characteristics of Your Ideal Customer? 11
How to Target Different Types of Audiences 12
Women want to save time and money 13
Seniors prefer simple sites 13
Teens represent a large, racially diverse generation 14
Get the Word out through Those You Know 15
How to Personalize Your Web Site 16
Learn from Amazon.com 17
Organize and customize content 18
Focus on the customer 19
Testing Your Web Site's Appeal to Your Target Audience 20
Banner Ads Rely on Placement 20
Specific Keywords Work Best 22
3 Create Effective Content 27
Survey Demonstrates Importance of the Web 27
Key Components of Great Web Content 28
Low-Cost Ways to Generate Fresh Content 30
Dangers of Changing Your Home Page Too Much 31
Visitors could become confused 32
You could hurt your search engine position 32
Benefits of a Flexible Home Page 33
Test campaigns and track successes 33
Keep focused on your target audience 34
Ways to Generate Content When You Don't Write 34
Buy content 34
Have customers generate content 35
Link to other sources of content 35
4 Generate Free Advertising 37
Pin-Point Marketing versus Interruptive Marketing 37
What is pin-point marketing? 38
Day-part marketing 38
Embedding Marketing Messages in Content 39
Establishing Credibility 40
How to get your content onto other sites 40
Swapping Advertising 41
How to Generate Word of Mouth, Viral Marketing 42
Offer something for free 43
Utilize message boards and chatrooms 44
Choose a memorable domain name 44
5 E-Mail Marketing 47
Stats to Support E-Mail Marketing 47
Permission-Based versus Spam E-Mail 48
Building Your E-Mail List 49
Goal-Oriented Marketing 51
E-Mail Newsletters 52
Content ideas 52
Why short is sweet 52
Timing and frequency 53
E-Mail List Hosting Services 54
Testing and templates 55
Tracking success 55
Targeted content 55
Writing an Effective Subject Line 57
Taking a tip from viruses 58
Learning what works 59
6 Building an Online Community 65
What Are Online Communities and Why Are They Important? 66
Community Building Technology and Ideas 66
Message boards 67
Content 68
Calendars 68
Contests 68
Chatrooms 69
LivePerson instant messaging 69
Community Editors 70
Buying Ad Space on Other Community Web Sites 71
7 Co-Branding Strategies 73
Why Co-Branding Is Different Online 74
Integrating Partnerships into Your Web Site 74
The Power of Co-Branding 76
Co-Branding Guidelines 77
How to Integrate Partner Products 80
Do it right the first time 80
Take a tip from newspapers 81
Complementary Partnerships Work Best 81
8 Getting to the Top of the Search Engines 85
How to Optimize Your Web Site 86
Home page text 86
HTML tags 87
Flash pages, image maps, and heavy graphics 89
Redirects, pop-ups, and pop-unders 90
Back buttons 90
Site maps 90
Frames 91
Resources for Search Engines Submission 91
Microsoft's bcentral 91
WebPosition Gold 92
Paying for Positioning 92
Overture's pay-per-click program 93
Google's AdWords Select program 93
Success with Keywords 94
CPC versus CPM ad buys 94
The use of landing pages 95
Writing effective ad copy 95
9 Buying Traffic Through Banner Ads 99
CPM, CPC, and CPA Ad Buys 99
Testing, Testing, Testing 100
How to Make a Banner Ad Successful 101
Why Banner Ads Are Not Cost-Effective 102
Stick to Highly Targeted Campaigns 103
Track Results 103
10 Basics of Good Web Design 107
Simple Sites Are Best 107
Keep the User in Mind 108
Guidelines for Effective Web Design 108
11 Working with Your Web Developer 117
Stay away from Technical Lingo 117
Be Prepared and Define Your Goals 118
Use Examples of Other Sites 118
Get 24/7 Tech Support 118
Put Everything in Writing 119
Keep Your Developer Informed 119
The Price of Web Design 119
12 The Power of the Web 121
The Internet Reaches Everyone 121
Crossing the economic barrier 122
Breaking the language barrier 122
What this means for your small business 123
Key Points about Online Marketing 123
References 125
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)