Website Branding for Small Businesses: Secret Strategies for Building a Brand, Selling Products Online, and Creating a Lasting Community

Website Branding for Small Businesses: Secret Strategies for Building a Brand, Selling Products Online, and Creating a Lasting Community

by Nathalie Nahai

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Overview

With so many customers taking to the web for information, every business needs to have an online presence, especially a small business. However, a simple website won’t suffice, and each enterprise has to properly connect with customers to build and nurture a relationship that will ensure their devotion to the brand. This is where Nathalie Nahai, the Web Psychologist, steps in.

Nahai expertly draws from the fields of psychology, neuroscience, and behavioral economics to share the latest developments, innovative techniques, and original insights that will lead any small business to online success, with information on:

• Targeting the emotional versus the rational brain
• The psychology of decision making
• How to pinpoint your target market
• Communicating persuasively
• Utilizing images, video, and colors to grab attention
• Making a website easy to use
• Using social media to connect
• Increasing sales through e-commerce

What makes consumers click on a link? In what ways can you target different demographics? How do you make the web work for you? The tools in this book will give you answers to help develop a compelling, influential, and profitable online strategy to catapult your brand to the next level.

Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.

Product Details

ISBN-13: 9781621533955
Publisher: Allworth
Publication date: 04/22/2014
Pages: 288
Sales rank: 640,092
Product dimensions: 6.00(w) x 9.00(h) x 0.80(d)

About the Author

Nathalie Nahai is an award-winning speaker with a background in psychology and digital strategy. She is one of the few leading voices in this field to have both academic and hands-on experience in engineering online persuasion. She lectures on the subject of web psychology and helps businesses increase their reputation, client base, and profit online. She also writes for the BBC and the Guardian and runs a bimonthly blog on the subject of web psychology. She lives in England.

Table of Contents

Thanks viii

Publisher's acknowledgements x

About the author xii

Introduction xiii

Part 1 Know Who You're Targeting

1 The human brain 4

2 The psychology of decision-making 10

3 Who's online and why? 23

4 Who are you targeting? 30

5 Cultural quirks 32

6 Individual differences 60

Part 2 Communicate Persuasively

7 Basic principles 72

8 Your website 80

9 Your images 88

10 Your videos 106

11 Your colors 114

12 Your social media 129

Part 3 Sell With Integrity

13 Influence: an introduction 158

14 Principles of online influence 164

15 Building reputational capital 189

16 Increase your sales 196

17 Pricing and value 205

18 The "behavior chain" 216

19 Risk, trust and privacy 225

A closing note 234

Notes 235

Glossary 262

Index 263

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