The small business marketing experts at Demandforce help owners kick off their online strategy Small business owners are exceptional at delivering on their product or service. Many, however, don't know where to start when it comes to online marketing.

Introduction vii 1 Understanding and Connecting with the Connected Consumer 1 2 Building a Plan for Your Small Business s Online Reputation 13 3 Connecting Your Offline Business with Your Online Presence 39 4 Online Offers That Convert into Lasting Business 53 5 Optimization Tips for Email and Social Marketing 79 6 Activity: Build Your 12-Month Online Marketing Plan 103 7 Reduce Overall Marketing Spend: Get Offline Customers Online 115 8 Leverage the Magic of Word of Mouth Effectively: Social and Community 127 9 Design an Effective Customer Rewards Program 147 10 I Brake for Testing : Measuring Success and Tweaking Your Program over Time 157 Summary 167 Appendix 173 Acknowledgments 175 Index 177

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 businessBuild out automated communications with customers to ask for referrals, get reviewed, or send out birthday remindersCreate an online presence that is in keeping with your brandOptimize revenue from social media and email marketing initiativesConvince 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.