Book Contents

Inside the eBook you will find:

• A friendly marketing companion;
• Step-by-step guidelines to craft your marketing message and stand apart from the crowd;
• Plenty of space for you to vision your way through branding, positioning, and figuring out your perfect clients.

Thank you for the terrific effort you put into the design and development of my website. As I said before, it is far greater than anything I ever imagined. You have no idea how proud I am of it. What I have loved more than anything about working with you is how you helped and encouraged me to discover my own voice as you put it. Then you were able to express it in the design. What a gift that is! — Dan Wilson, beyondimaginationllc.com

More Details

Essential Web Marketing will help you put the power of online marketing to work when you…

• Know yourself. Who are you, what do you have to offer, and why should I care? These are the questions that Chapter One will help you answer. You will work through a series of questions to help you create your story and differentiate yourself with your positioning statement.
• Know your audience. Chapter two will help you get to the heart of who you serve. After interacting with the questions in this chapter you will have an idea of your business market and the ideal clients within that market. You will also zero in on the felt needs of your prospects and begin thinking about how you can meet the needs and make a difference.
• Know your offers. Chapter Three takes a bird’s eye view of the product options you can offer online.  You will have time and space to think through proprietary offers, those service that only you can offer that can’t be found anywhere else. Complete your unique selling proposition with a clear idea of your positioning statement, brand statement and tagline.
• Get your look. A picture says a thousand words and nowhere does this ring truer than with your company identity. Chapter Four lays out options for creating your logo including a section on what to look for in a logo and how to choose a logo designer. A section on how to do print pieces such as your business card, letterhead, brochure, etc. is also included.
• Create a website. Your website can be a deal maker or breaker for your prospects. Chapter Five will help you choose a website tool and design based on what you want to accomplish. Interact with guidelines for creating no-hype content that builds your KNOW, LIKE and TRUST factor, and speaks to your reader’s needs.
• Tell your story. Marketing has changed. It is no longer a one way street  because your audience chooses what to ingest — think TIVO, blog posts, feed readers, SPAM filters, or Sirius radio. Nonetheless, traditional marketing is still a great way to tell your story and Chapter Six will help you choose your marketing methods and create an action plan for getting started.
• Use social media. Facebook, LinkedIn, Twitter and blogs are the three big hitters in the social marketing mix.  Chapter Seven will help you understand how to use these new marketing tools to attract and engage your prospects and clients.  This chapter includes explanations and an action planning section to help you get the most out of social media.
• Create a team. Rare is the person who can run a marathon without support. Growing your company is much like running a marathon and your success will be greater with a support team around you. Chapter Eight gives you profiles and contact information for experienced coaches to help you assemble your dream team.
• Journal your goals. A goal is just a wish unless it is put into written form. Chapter Nine will give you plenty of space to journal your marketing goals for the coming year. Reproduce the worksheets in Essential Web Marketing and you have a system for renewing your marketing goals year after year.
• Track your results. How will you know if your website is doing its job, whether it’s actually as hard working as you hoped from the start? Chapter Ten will open the window on a tool that will help you see who is visiting your website, how they are finding you, what pages on your website are working and which need reworked. Say hello to Google Analytics and put it to work in reaching your marketing goals.