Small Business Marketing Strategies All–in–One For Dummies

<p>Introduction 1</p>
<p>Book 1: Setting Up Your Marketing Foundation 5</p>
<p>CHAPTER 1: Framing the Marketing Process 7</p>
<p>CHAPTER 2: Defining Your Customers 17</p>
<p>CHAPTER 3: Sizing Up the Market 49</p>
<p>CHAPTER 4: Setting Your Goals 61</p>
<p>Book 2: Getting Started with Your Campaign 73</p>
<p>CHAPTER 1: Tech Tools to Have 75</p>
<p>CHAPTER 2: Making the Business Case for Social Media 105</p>
<p>CHAPTER 3: Plotting a Social Media Marketing Strategy 131</p>
<p>CHAPTER 4: Managing Your Cybersocial Campaign 157</p>
<p>CHAPTER 5: Leveraging Search Engine Optimization (SEO) for Social Media 179</p>
<p>Book 3: Content Is King: Content Marketing 235</p>
<p>CHAPTER 1: Growing Your Brand with Content 237</p>
<p>CHAPTER 2: Creating a Content Marketing Strategy 259</p>
<p>CHAPTER 3: Long–Form Content Marketing: Blogging, Online Articles, Ebooks, and More 277</p>
<p>Book 4: Using Social Media 301</p>
<p>CHAPTER 1: Marketing and Communicating with Twitter 303</p>
<p>CHAPTER 2: Building a Following and Running a Facebook Marketing Campaign 325</p>
<p>CHAPTER 3: It s All in Your Image: Instagram and Pinterest 349</p>
<p>CHAPTER 4: Marketing Yourself and Your Business with LinkedIn 373</p>
<p>CHAPTER 5: Being Prepared for What s Next 389</p>
<p>Book 5: Incorporating Traditional Marketing 415</p>
<p>CHAPTER 1: Creating Marketing Communications 417</p>
<p>CHAPTER 2: Generating and Placing Print and Outdoor Ads 435</p>
<p>CHAPTER 3: Broadcasting Your Message 455</p>
<p>CHAPTER 4: Snail–Mailing and Emailing Your Customers Directly 469</p>
<p>CHAPTER 5: Looking At Brochures, Promotions, Trade Shows, and More 487</p>
<p>FOR SCREEN VIEWING IN BPA ONLY</p>
<p>Book 6: Measuring Results 505</p>
<p>CHAPTER 1: Delving into Data 507</p>
<p>CHAPTER 2: Comparing Metrics from Different Marketing Techniques 523</p>
<p>CHAPTER 3: Making Decisions by the Numbers 545</p>
<p>Index 559</p>