The Mission is Sales: The Goal is More Sales

Description

An exploration of Digital Marketing for the Small Business. If you want to improve the digital sales performance of a small and medium sized business (SMB), then you want to read this book. For many SMB's marketing is a riddle wrapped in an enigma conjured up by black magic. In this book, our goal is to give you the tools to unravel marketing and teach you how to use marketing to create an unfair advantage for your business.Your business is locked in a Word War with your competitors and this is your trusted guide to dominating the digital sales battlefield. Your words and how creatively you use them to craft a web experience worth talking about is how you will either win or lose the battle. The great thing about a Word War is that the next battle starts with the next click and the winner gets the order. Learn about Website Experience Engineering, Pay Per Click, Search Engine Optimization, Social Media, and e-Mail. We have been engaged in Word Wars on behalf of our clients since 1994 and across most industries. We are especially focused on the issues that small and medium sized businesses face. Your weapons are your words and how you creatively you deploy them. The Internet is the ultimate playing field leveler. Every business starts with the same language, so every business has the same weapons. What creates the winner is their creative use of the strategy and tactics. We explore how to weave together campaigns, strategies, and tactics. Business challenges are solved with creativity or cash. Small businesses normally have a shortage of cash and an abundance of creativity. Spend your creativity first and save your cash for those things you cannot earn. In this book you will learn how. Table of Contents Word Wars® Word War® Basic Training The Sales Ecosystem Order of Battle Customer Modeling D2C Manufacturers The Grunt Test Weapons of Influence Traffic Types Resource Strategy Study Industry Leaders The Curse of Knowledge Understanding Agencies Setting the Marketing Budget How to Get Called First Word Clouds Secrets to Maps Let me tell you a story Digital versus Conventional Marketing Pillars Being Hyper Local The Need for Experimentation Ask for Referrals Train for Phone Calls Jingles, Earworms, and Marketing Magic Is Your Website Ugly? How to Improve Content Creating Your Brand Book Website Design PPC – Search What are Google Ads? CEO’s Guide to PPC Emergency Traffic Why Can’t I Run Google Ads Myself? Keywords Plumber Keyword Model Writing Ad Copy Split Testing Stealing business from Competitors Budget Constrained Campaigns Quality Score Click Fraud Advantages of Google Ads Disadvantages of Google Ads Search Engine Optimization To SEO or not to SEO What’s Better PPC or SEO? Search Engine Optimization On-Page Optimization Off Page Optimization Optimizing Maps Social Media Facebook Yelp Building Your LinkedIn Network Email Building Your Email List Distribution Design Content Track Everything! Website Measurements Agree to Disagree Google Analytics About the Authors Index