The Unofficial Guide to Marketing Your Small Business Unofficial Guides 1st Edition by Marcia Layton Turner ISBN 0471799076 9780471799078

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ISBN 10: 0471799076 
ISBN 13: 9780471799078
Author: Marcia Layton Turner

From the author of the successful The Unofficial Guide to Marketing Your Small Business, this handy guide provides detailed information on low-budget, high-impact marketing techniques that produce near-immediate results. Small businesses need a quick return on their marketing investments, and this book shows the best ways to achieve it. Small business expert Marcia Layton Turner puts her wealth of business knowledge to work for business owners who need results now. The Unofficial Guide to Marketing Your Small Business provides comprehensive, straightforward coverage of everything small and large businesses need to know about the vital basics of effective marketing.

Marcia Layton Turner (Rochester, NY) is the founder of her own marketing consulting firm and a small business expert who has been profiled or quoted in such publications as Money, Entrepreneur, and USA Weekend. She is also the author of The Unofficial Guide to Starting a Small Business (0-7645-7285-7), from Wiley.

The Unofficial Guide to Marketing Your Small Business Unofficial Guides 1st Table of contents:

• Chapter 1: Building a Solid Marketing Foundation

  • Defining Your Brand Identity
  • Understanding Your Target Market
  • Crafting Your Unique Value Proposition (UVP)

• Chapter 2: Creating a Marketing Plan

  • Setting Clear, Achievable Marketing Goals
  • Budgeting for Marketing Success
  • Developing Your Marketing Strategy and Tactics

• Chapter 3: Branding and Messaging

  • The Power of a Strong Brand Identity
  • Crafting Compelling Messaging for Your Audience
  • Consistency Across All Platforms

• Chapter 4: Digital Marketing Essentials

  • Building an Effective Website
  • Leveraging Search Engine Optimization (SEO)
  • The Importance of Mobile Optimization

• Chapter 5: Social Media Marketing

  • Choosing the Right Social Platforms for Your Business
  • Developing a Social Media Strategy
  • Content Creation and Engagement Tactics
  • Paid Advertising on Social Media

• Chapter 6: Email Marketing

  • Building and Segmenting Your Email List
  • Crafting Effective Email Campaigns
  • Automation Tools and Techniques
  • Analyzing Email Campaign Performance

• Chapter 7: Content Marketing

  • Creating Valuable, Shareable Content
  • Blogging, Video Marketing, and Infographics
  • Repurposing Content Across Multiple Channels

• Chapter 8: Local and Traditional Marketing

  • The Power of Local Marketing and Community Engagement
  • Traditional Marketing Tactics for Small Businesses
  • Networking and Word-of-Mouth Marketing

• Chapter 9: Paid Advertising and Google Ads

  • Understanding Paid Search and Display Ads
  • Setting Up and Managing Google Ads Campaigns
  • Retargeting Strategies to Increase Conversions

• Chapter 10: Public Relations and Influencer Marketing

  • How to Leverage Media Coverage for Your Business
  • Building Relationships with Influencers and Bloggers
  • Press Releases and Pitching to the Media

• Chapter 11: Measuring Success and Analyzing Your Efforts

  • Key Performance Indicators (KPIs) for Small Business Marketing
  • Tools for Monitoring and Analyzing Campaigns
  • Making Data-Driven Decisions

• Chapter 12: Marketing on a Shoestring Budget

  • Low-Cost Marketing Strategies That Work
  • Leveraging Free Tools and Resources
  • Outsourcing Smartly Without Breaking the Bank

• Chapter 13: Scaling Your Marketing Efforts

  • How to Expand and Scale Your Marketing as Your Business Grows
  • Managing Increased Demand and Resources
  • Balancing Automation and Personalization

• Chapter 14: Common Marketing Pitfalls and How to Avoid Them

  • Mistakes Small Businesses Make in Marketing
  • How to Correct Course When Things Aren’t Working
  • Real-Life Case Studies of Marketing Success and Failure

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