The 15 essential marketing masterclasses for your small business powerful promotion on a shoestring
"Practical and proven masterclasses for simple and effective small business marketingThis straightforward, practical book cuts through the morass of marketing theory to reveal the practical steps that small businesses can take to achieve phenomenal marketing results. Presenting fifteen comprehe...
| Autor principal: | |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
Wiley
2013.
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| Edición: | 1st edition |
| Colección: | Gale eBooks
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627954106719 |
Tabla de Contenidos:
- Cover; Title page; Copyright page; Dedication; Contents; About Dee Blick; Foreword by Andy Fernandez, The Chartered Institute of Marketing (CIM); Introduction; Masterclass 1: The Perfect Practical Marketing Plan; The Small Business Marketing Planning Template; 1. Audit Your Marketing Activities to Date. How Have You Have Been Promoting Your Business?; 2. Appraise Your Products and Services. Are You Planning Any Improvements over the Next 12 Months?; 3. Identify Your Key Competitors in the Areas in Which You Propose to Operate
- 4. Document the Measurable, Realistic and Achievable Business Goals You Aim to Accomplish in the Next 12 Months5. Define Your Positioning Statement; 6. Define, Research and Locate Your Target Audiences, Segment by Segment; 7. Audit and Develop Your Marketing Toolkit; 8. Create a Shortlist of Your Chosen Marketing Activities; 9. Determine How You Will Put Marketing at the Heart of Your Business by Recognising the Challenges of Doing so; Masterclass Summary; Masterclass 2: Your Perfect Positioning Statement; What Is a Positioning Statement?; About You; About You
- How Do You Create Your Positioning Statement?What Kind of Information should Your Positioning Statement Contain?; Case Study 1: Gabby Adler, the Property Specialist; About You; Case Study 2: Optimum Kitchen Appliance Superstores; Our Service; Our Price Strategy; Our Environmental Policy; About You; Masterclass Summary; Masterclass 3: Why It Pays to Locate and Research Your Target Audience; Stage One - Identifying Your Target Audience; Stage Two - Researching Your Target Audience; Building Lists of Your Target Audiences; Masterclass Summary; Masterclass 4: How to Write Copy that Sells
- Your Copywriting Planning GuideReviewing Your Existing Communications; The Content - Some Copywriting Tips; 1. Find the "Write" Space and Time; 2. Forget the B2B and B2C Distinctions; 3. Write for Your Reader; 4. Be Friendly and Conversational; 5. Talk about Benefits and Features; 6. Don't Become Sidetracked Searching for a Unique Selling Point if You Don't Have One; 7. You Can Write Long Copy as Well as Short Copy; 8. Are You Asking Questions?; 9. Are You Telling a Story?; 10. Break It up; 11. Include Clear and Appropriate Calls to Action; 12. Be a Ruthless Editor!; Masterclass Summary
- Masterclass 5: How to Make Your Website a Magnet for Hot ProspectsStep 1: Get Your Customer in Your Sights; Step 2: Keyword Research. What Are Your Customers Looking For?; Step 3: Find out What Customers Really Search for; Step 4: Bring Your Keywords and Site Plan together; Step 5: Divide Each Page into Three; Step 6: Sort Your Head out; Step 7: Flaunt Your Body. Write Copy Your Customers Can't Take Their Eyes off; Step 8: Exploit Your Footer (Then Have a Bit on the Side); Step 9: A Step out of Order. Not All Web Pages Are the Same; Step 10: Monitor Your Progress; Masterclass Summary
- Masterclass 6: How to Write Successful Adverts
