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LOW-BUDGET ONLINE MARKETINGFOR SMALL BUSINESS
Holly Berkley
Self-Counsel Press
(a division of)
International Self-Counsel PressUSA Canada
 
CONTENTS
vii
INTRODUCTION
 xiii
1THE BENEFITS OF ONLINE MARKETING
1What Is Online Marketing? 1Prerequisites for Successful Online Marketing 2 Adequate human resources 2Consistent communication 3 A product consumers need to buy online 5What Sells and What Doesn’t Sell Online 6Setting Your Online Goals 7Stats to Support Online Marketing 10
2ATTRACTING YOUR TARGET AUDIENCE
11What Are the Characteristics of Your Ideal Customer? 11How to Target Different Types of Audiences 12Women want to save time and money 13Seniors prefer simple sites 13
 
Teens represent a large, racially diverse generation 14Get the Word Out through Those You Know 15How to Personalize Your Website 16Learn from Amazon.com 17Organize and customize content 18Focus on the customer 19Testing Your Website’s Appeal to Your Target Audience 20Banner Ads Rely on Placement 20Specific Keywords Work Best 22
3CREATE EFFECTIVE CONTENT
27Survey Demonstrates Importance of the Web 27Key Components of Great Web Content 28Low-Cost Ways to Generate Fresh Content 30Dangers of Changing Your Home Page Too Much 31Visitors could become confused 32You could hurt your search engine position 32Benefits of a Flexible Home Page 33Test campaigns and track successes 33Keep focused on your target audience 34Ways to Generate Content If You Don’t Write 34Buy content 34Have customers generate content 35Link to other sources of content 35
4GENERATE FREE ADVERTISING
37Pinpoint Marketing versus Interruptive Marketing 37What is pinpoint marketing? 38Day-part marketing 38Embedding Marketing Messages in Content 39Establishing Credibility 40How to get your content onto other sites 40Swapping Advertising 41
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LOW-BUDGET ONLINE MARKETING FOR SMALL BUSINESS
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