Get Up To Speed with Online Marketing: How to use websites, blogs, social networking and much more (Financial Times Series) Paperback – 28 Oct 2010
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From the Back Cover
START GROWING YOUR BUSINESS TODAY!
If you want to grow your business, how do you get the word out about your product or service? By going where your market is and increasingly, thats online.
This straightforward, step-by-step guide to online marketing shows you affordable and effective ways to:
· Create a website
· Get found on Google
· Get your email marketing right
· Create content your market will value with blogs, podcasts, video and images
· Promote your business with social networking sites such as Facebook, LinkedIn and Twitter
· Develop a coherent online marketing plan
· Manage your online marketing workload
· Measure your results
'Not to be part of the social media revolution is to miss out. Jon Reed really gets it and shows you how to join in.' Suzanne Moore, Columnist, Mail on Sunday
Packed with practical, no-nonsense insight that allows you not only to keep up but to get ahead. Justin Cooke, CEO, Fortune Cookie and Chair, British Interactive Media Association
Should be on the desk of anyone wanting to make a success of their online presence. Claudio Concha, Head of New Media, Big Lottery Fund
If you want to use social media to build your business, [this] straightforward guide will help you figure out where to start. Suzanne Kavanagh, Skillset
About the Author
Jon Reed is a social media consultant who regularly lectures and runs workshops on the business applications of social media, as well as providing social media marketing services through his businesses. He previously worked in book publishing for 10 years. Jons latest venture, Small Business Studio (www.smallbusinessstudio.co.uk), is a web design and marketing agency working exclusively with small businesses and start-ups. It has a focus on the new online marketing methods, and launched at the Business Start-up Show at Olympia in November 2008. Jon was also selected to provide one-to-one marketing advice to delegates in the Shows popular advice surgeries. He has also appeared on local radio providing marketing advice to local businesses.
Top customer reviews
A month or so into setting up my own business, I acquired an armful of business books. This book stood out from the crowd as a business gem, as it never strays from the purpose of online marketing as a tool to aid the discussion between you and your customers as well as you and your potential customers. The case studies help to keep the book flowing and make the possibilities explained in the technical sections seem extremely accessible.
Before I read the book, I was a self proclaimed online `curtain twitcher', using Facebook for fun and occasionally logging in to LinkedIn, and I would probably have summed up social media as a modern time waster.
Jon Reed turned this all on its head. He generously shares his huge bank of knowledge, taking the reader on an exciting journey with easy to follow exercises. His enthusiasm is infectious, and he simply `gets it', understanding not only the whole maze of social media, but also what the reader needs to know to be able to use it and exactly the best way to explain it all.
While I would say that this book is probably not for you if you are already using online media fairly extensively, I recently mentioned to another small business owner that I had listed my new business in Google's Local Business Centre for free, and they gave me a bewildered look and asked how you can do that, which would have been my response before I read this book.
I have referred to this book over and over again, as well as signing up for my 5 day online marketing plan, and I would thoroughly recommend it. A must read!
The author, Jon Reed, is a friendly and entertaining guide, always ready with a story or example to illustrate a point, always ready to point you in the right direction to get things moving. He constantly reminds you not to just leap in and use tools like twitter for the sake of it. Instead, he encourages you to think about your marketing aims and what you want to achieve - and then helps you choose the most effective tools with that in mind. Though I'm not quite sure I believe his "I am not a geek" claim, Reed always has the practicalities in mind. He keeps things as simple as possible, shows how online tools can make your life - and your business - easier, and understands the day-to-day challenges we all face: pressured time, limited money and (at least for some) a fear of using technology.
This practical slant is reflected in the book's emphasis on the use of third party tools: software, plugins and widgets that perform defined tasks (often for free) and save you the need to commission, brief and pay web designers or programmers. Of course you could find all these online tools yourself if you had sufficient time. What Get Up to Speed... does really well, though, is help you know what does what and what's worth spending the time and effort to implement. Some of the best `takeaway' points from the book are simple, but it's unlikely you would stumble across them unless you'd tried all these things out yourself. Want to see how many people on Facebook are interested in your market or product? Sign up for Facebook's paid-for advertising, complete all the fields and cancel at the last minute. It won't cost you a thing but you'll have got your data. Want to know how many pages on your website are indexed by Google? Enter mysite: and your business web address into the search engine, and you'll also discover which pages are the most popular (in Google's eyes anyway...). Want to make an online video of the PowerPoint presentation you've been slaving over? There's an app for that: Camtasia.
A book crammed full of useful tips and links like this could end up being a rather dense read. No chance! Reed has a lovely way with words. He counteracts the pressure to generate regular blog posts with a comparison to gardening ("You need to water your plants regularly - but you can leave them a while before they start dying"), provides tips on "how to avoid becoming a social media Stakhanovite" and drops in alluringly alliterative phrases like "multi-channel media milieu". I interpret all this as a sign of his generosity. He's spent years building up his knowledge and experience and now he's ready to share it with the world. Not only that but he's sharing it with style.
Jon Reed is particularly perceptive on the "culture" of Social Media and on the ever-evolving etiquette of on-line marketing do's & don'ts. On the practical side, it is also astonishingly comprehensive and I found myself making note of blogging tools and websites I had vaguely heard of but wasn't quite sure what they were for - until I read this book.
As he points out, we no longer call a car a "motor" car. The "social" Web is simply the Web and it is the way so much marketing and more is going. This book should get you up to speed and even put you ahead of the game.
If you are looking for a book that breaks down the myth that is online marketing into sensible bite sized chunks then this is for you. A must for all marketeers, business owners and people interested in this subject.
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