Small Business Marketing Kit For Dummies (eBook)
384 Seiten
Wiley (Verlag)
978-1-118-38307-0 (ISBN)
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.
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.
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.
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
Small Business Marketing Kit For Dummies®, 3rd Edition
by Barbara Findlay Schenck
Small Business and Marketing Strategist
Small Business Marketing Kit For Dummies®, 3rd Edition
Published by
John Wiley & Sons, Inc.
111 River St.
Hoboken, NJ 07030-5774
www.wiley.com
Copyright © 2012 by John Wiley & Sons, Inc., Hoboken, New Jersey
Published simultaneously in Canada
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Library of Congress Control Number: 2012944694
ISBN 978-1-118-31183-7 (pbk); ISBN 978-1-118-38307-0 (ebk); ISBN 978-1-118-38308-7 (ebk); ISBN 978-1-118-38309-4 (ebk)
Manufactured in the United States of America
10 9 8 7 6 5 4 3 2 1
About the Author
Barbara Findlay Schenck helps business leaders start, grow, market, brand, and, when they’re ready, sell their companies.
She’s worked internationally as a community development Peace Corps volunteer in Malaysia. She’s served as a college administrator and writing instructor in Hawaii. And she started and sold an advertising agency in Oregon, which she co-founded with her husband, business partner, and the collaborator on this book, marketing strategist Peter V. Schenck.
She has worked with hundreds of businesses and shares what she’s learned in a shelf-full of business books that include the book you’re holding (including its first and second editions), Branding For Dummies, Selling Your Business For Dummies, and Business Plans Kit For Dummies (now in its 3rd edition), all published by Wiley.
Barbara is a marketing strategist and small business advocate who contributes to a number of news sites and is called upon for presentations and advice by a long list of businesses and business groups.
For more information on Barbara’s background, books, and business advice, visit her website at www.bizstrong.com. You can also follow her on www.facebook.com/bizstrong and at http://twitter.com/bizstrong.
Author’s Acknowledgments
Thank you to every business owner, marketer, and strategist I’ve ever had the honor of working with. We are living in an age of collaboration, and only because you shared your issues and insights was I able to discover the solutions and advice shared in this book.
Thank you to Microsoft, MSN, and BusinessonMain.com. For years I’ve had the pleasure of writing marketing lessons and articles for your incredible small business resource programs. Because of you I’ve collected a good many of the examples shared in this book, and I’ve connected with many of the experts who shared their talent in the book’s sidebars and how-to sections.
Thank you to the experts featured throughout this book. In the order their advice appears: Jim Bonfield of CustomerLink; Sohrab Vossoughi of Ziba Design; Janine Warner of DigitalFamily; Liz Goodgold of Red Fire Branding; Eric Swartz of Tagline Guru; the marketing software geniuses at HubSpot; Annette Tonti and Rich Kolman of MoFuse; the site-creation pros at Weebly and WordPress; Viveka von Rosen of Linked Into Business; Michael Katz of Blue Penguin Development; Joshua Waldman of Career Enlightenment; Antonio Neves of THINQACTION; Ron J. Williams of SnapGoods and Knodes; the e-commerce solution providers at 3dcart; and Jeanne Bliss of CustomerBliss. Also thanks to the long list of authors whose books I love to cite and recommend, headed by Paco Underhill’s Why We Buy (Simon & Schuster) and Scott Berkun’s Confessions of a Public Speaker (O’Reilly Media).
Thank you, Facebook and Twitter. You have opened doors, enabled conversations, and kindled business relationships that simply would not have been possible a decade ago.
Thank you, Wiley. You manage to make each publishing experience yet more enjoyable. This time, heartfelt kudos go to executive editor Lindsay Lefevere, project editor Elizabeth Rea, copy editor Todd Lothery, tech reviewer Lorraine Ball, digital team leader Laura Moss-Hollister, and publicist Adrienne Fontaine. Calling this an amazing team is an understatement.
Thank you, Peter V. Schenck. Your research, reporting, editing, and inspiration merits a byline on the cover. This book wouldn’t exist without your talent.
Thank you to my family, starting with Peter, my husband, business partner, and the person who improves every writing and business project we undertake; and Matthew, our son, who opens doors to new media, new business opportunities, and new ways of looking at strategy — and success. And finally, thanks to those who have been with me longest: My late dad, Walt; my dear mom, Julie; and my sisters, Carole, Mary Lynn, and Pam.
Publisher’s Acknowledgments
We’re proud of this book; please send us your comments at http://dummies.custhelp.com. For other comments, please contact our Customer Care Department within the U.S. at 877-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002.
Some of the people who helped bring this book to market include the following:
Acquisitions, Editorial, and Vertical Websites
Project Editor: Elizabeth Rea
Executive Editor: Lindsay Sandman Lefevere
Copy Editor: Todd Lothery
Assistant Editor: David Lutton
Editorial Program Coordinator: Joe Niesen
Technical Editor: Lorraine Ball
Vertical Websites: Laura Moss-Hollister, Doug Kuhn, Shawn Patrick
Editorial Manager: Michelle Hacker
Editorial Assistant: Alexa Koschier
Cover Photos: ©iStockphoto.com/hh5800
Cartoons: Rich Tennant (www.the5thwave.com)
Composition Services
Project Coordinator: Sheree Montgomery
Layout and Graphics: Carl Byers, Christin Swinford
Proofreader: Melanie Hoffman
Indexer: Sherry Massey
Publishing and Editorial for Consumer Dummies
Kathleen Nebenhaus, Vice President and Executive Publisher
Kristin...
Erscheint lt. Verlag | 2.8.2012 |
---|---|
Sprache | englisch |
Themenwelt | Sachbuch/Ratgeber ► Beruf / Finanzen / Recht / Wirtschaft ► Bewerbung / Karriere |
Sachbuch/Ratgeber ► Beruf / Finanzen / Recht / Wirtschaft ► Wirtschaft | |
Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
Wirtschaft ► Betriebswirtschaft / Management ► Planung / Organisation | |
Schlagworte | Business & Management • Marketing & Sales • Marketing u. Vertrieb • Wirtschaft u. Management |
ISBN-10 | 1-118-38307-9 / 1118383079 |
ISBN-13 | 978-1-118-38307-0 / 9781118383070 |
Haben Sie eine Frage zum Produkt? |
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