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

Small business owners already have enough on their plates managing employees, ensuring the quality of their products and services, and keeping budgets in line. With so many competing priorities, online marketing efforts, particularly for offline businesses, often get pushed to the bottom of the list of to-dos—to the detriment of any business. Because if a competitor gets spotted online first, you just lost a sale. The Small Business Online Marketing Handbook can help small businesses thrive in the Internet economy. Learn how to get offline businesses online through customer relationships, email marketing, social marketing, and building your reputation. Through eye-opening chats with small business owners who have built successful online marketing campaigns, this step-by-step guide will help you: Determine which social media avenues are best for your business Build out automated communications with customers to ask for referrals, get reviewed, or send out birthday reminders Create an online presence that is in keeping with your brand Optimize revenue from social media and email marketing initiatives Convince offline customers to connect to your business online With the proliferation of social media and the consumer voice on the web, small business owners need to leverage this new marketing channel to effectively convert online conversations into offline sales. The Small Business Online Marketing Handbook shows you how.

Introduction Chapter 1: Understanding & Connecting to the Connected Consumer Chapter 2: Building a Plan for Your Small Business’ Online Reputation Chapter 3: Connecting Your Offline Business with Your Online Presence Chapter 4: Online Offers That Convert Into Lasting Business Chapter 5: Optimization Tips for Email and Social Marketing Chapter 6: Activity – Build Your 12–Month Online Marketing Plan Chapter 7: Reduce Overall Marketing Spend – Get Offline Customers Online Chapter 8: Leverage the Magic of Word Of Mouth Effectively – Social & Community Chapter 9: Design an Effective Customer Rewards Program Chapter 10: “I Brake For Testing”: Measuring Success and Tweaking Your Program over Time Conclusion Acknowledgements

ANNIE TSAI is Chief Customer 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.