Small Business Marketing Kit for Dummies

by Schenck, Barbara Findlay

• ISBN13: 9781118311837
• ISBN10: 1118311833
• Edition: 3rd
• Format: Paperback
• Copyright: 2012-09-04
• Publisher: For Dummies

Summary

Small Business Marketing Kit For Dummies, 3rd Edition, gives readers advice for making the most of new technology and techniques for effectively marketing a business, brand, or product. Updated content includes the latest information on: Using social media as a marketing tool Communicating with customers Financing a marketing campaign This third edition also includes a companion CD full of tools and templates to give readers a jump-start on putting info from the book to work. CD contents include: Templates for creating marketing plans, customer profiles, goals and objectives, marketing impression inventories, customer experience touchpoint assessments, customer service performance analyses, and customer satisfaction evaluations Spreadsheets for preparing market area and product distribution analyses, market share calculations, annual and project budgets, and marketing cost and ROI comparisons; Sample forms for RFPs, agency agreements, talent and model releases, and news releases Checklists for choosing and registering domain names; website design, architecture navigation, content, and e-commerce considerations; advertising planning, production, placement and results evaluation; and customer satisfaction and support assessments Worksheets for developing social media strategies, tactics and content, selecting keywords, creating interaction calendars and action plans, and monitoring and managing online personal and business reputations

Author Biography

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.

Table of Contents

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