The Small Business Online Marketing Handbook: Converting Online Conversations to Offline Sales

The Small Business Online Marketing Handbook: Converting Online Conversations to Offline Sales

by Annie Tsai

Hardcover

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Product Details

ISBN-13: 9781118615386
Publisher: Wiley
Publication date: 10/28/2013
Pages: 192
Product dimensions: 6.10(w) x 9.00(h) x 0.80(d)

About the Author

ANNIE TSAI is Chief Marketing Officer at Demandforce, an Internet marketing and communication company that advises small to medium sized businesses. She and the team at Demandforce have worked closely with small businesses for over a decade to understand how to leverage online tools to maximize return. Tsai has prior experience designing global customer experience and retention management strategy and managing sales, sales engineering, and social and email marketing strategy design and implementation. Her blog about customer experience and life in the San Francisco Bay Area is immensely popular.

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Table of Contents

Introduction vii

1 Understanding and Connecting with the Connected Consumer 1

2 Building a Plan for Your Small Business’s OnlineReputation 13

3 Connecting Your Offline Business with Your Online Presence39

4 Online Offers That Convert into Lasting Business 53

5 Optimization Tips for Email and Social Marketing 79

6 Activity: Build Your 12-Month Online Marketing Plan 103

7 Reduce Overall Marketing Spend: Get Offline Customers Online115

8 Leverage the Magic of Word of Mouth Effectively: Social andCommunity 127

9 Design an Effective Customer Rewards Program 147

10 ‘‘I Brake for Testing’’: MeasuringSuccess and Tweaking Your Program over Time 157

Summary 167

Appendix 173

Acknowledgments 175

Index 177

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