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Small businesses have been fighting an uphill battle for decades when it comes to marketing. Big corporations have more resources, more brand recognition, and most importantly, more money. This has allowed them to control the conversation. Web 2.0 technologies have leveled the playing field by giving small business an equal voice. Tools like blogs, interactive Web sites, and social networks have become some of the most powerful marketing tools for many small business owners. Now, more than 55.6 million adults, about 1/3 of the population, access social networks at least once a month according to Forrester Research. Social networks like Facebook, LinkedIn, Myspace, and Twitter provide marketers direct access to their customers in a way never before possible. Businesses of all sizes can reach their target audience quickly and effectively through these tools but only when used correctly.
Marketing in a Web 2.0 World shows you how to take advantage of the latest technologies to market your business. The best part is that many of the tools require little or no money to implement. You will learn how the social Web, and the various social networks that make it up, has fundamentally altered how the Internet is used as a marketing tool, allowing businesses to reach out and touch their target demographics like never before. You will be able to recognize and start optimizing your site to reach those demographics, and you will understand how your customers use the social web. You will learn how to establish your Web site as your marketing hub, drawing in visitors through the best search engine optimization (SEO) practices, Webinars, and blogs. You will find that Web 2.0 and social media marketing is not a fad but a fundamental shift in how business is being done today.
Dozens of individuals have been interviewed for this book, from small business owners to marketing directors at national brands, providing their expert opinions and insights in to how the Web has evolved and what it will mean for the future of business marketing and promotion. You will learn how the perspective of marketing firms in major companies across the world has changed and how a small business s message can reach a global audience. You will learn how to use videos and podcasts alongside topnotch Web copywriting to reach your target while establishing yourself as a leader in your industry. If you are a small business owner, or just someone itching to make a big impact in Web 2.0, and has lost sleep worrying about your marketing budget, Marketing in a Web 2.0 World shows you how to take advantage of the most important resources available to any businesses willing to invest their time.
Atlantic Publishing is a small, independent publishing company based in Ocala, Florida. Founded over twenty years ago in the company president’s garage, Atlantic Publishing has grown to become a renowned resource for non-fiction books. Today, over 450 titles are in print covering subjects such as small business, healthy living, management, finance, careers, and real estate. Atlantic Publishing prides itself on producing award winning, high-quality manuals that give readers up-to-date, pertinent information, real-world examples, and case studies with expert advice. Every book has resources, contact information, and web sites of the products or companies discussed.
This Atlantic Publishing eBook was professionally written, edited, fact checked, proofed and designed. The print version of this book is 288 pages and you receive exactly the same content. Over the years our books have won dozens of book awards for content, cover design and interior design including the prestigious Benjamin Franklin award for excellence in publishing. We are proud of the high quality of our books and hope you will enjoy this eBook version.
From the Inside Flap: If u cant get ur msg across in 140 letters or less, then I probably don t care what you say. I wish this #foreword was that short #fb As we move into a world of community, grass-roots, socially integrated marketing that is powered by the Internet, marketers must begin to internalize the challenging concepts of less is more concise is powerful. I am a marketer. Since 2003, I have marketed to developers and designers, the very people who not only embody Web 2.0, but those who helped create it. These customers tend to be on the bleeding edge of new-age marketing. Reaching them requires playing by new rules, and even though I work for a giant software company, these new rules dictate that I operate just like the stories you will read within the pages of Marketing in a Web 2.0 World Using Social Media, Webinars, Blogs, and More to Boost Your Small Business on a Budget. In my business, people say marketing is taboo. You will hear things like, You don t market to a developer or designer. Marketing is blasphemy. The truth, however, is that you do market to developers, just not in traditional ways. What is exciting for me is that the methods I have employed for years are now becoming the new staple for marketing to the broader set of customers; these are the exact techniques that you will learn about in this book. Over the last seven years, I have seen massive changes in the way savvy marketers use technology. Each new advancement in technology that eventually goes mainstream leads to a subsequent change in consumer behavior that opens the doors to a variety of new ways to interact with and reach customers. These advancements impact my market first, and we have been forced to react sooner. First, it was through the need of a rich, interactive web presence. We had to build Web properties that had the right pre-sales information, and ones that acted as a hub for learning and social engagement. This meant we had to have fresh content that helped our customers be successful and engage them through blogs and forums. We built an online world where our customers could interact with each other, answer questions, receive recognition, and simultaneously deliver the marketing messages and brand power we were seeking. The ecosystem of customers became the channel for delivering our story, a channel that was more credible than any internal voice could ever be. Second, we had to get smart about search. We saw that the majority of our customers found the location of their information from search engines. That meant focusing tons of energy on search engine optimization, friendly URLs, link ranking, keyword content, and usability. As marketers, we focused our energy on making sure that when someone asked Google a question, our website was the answer. And that the answer was usable, attractive, and easy to navigate for a large community. Third, we had to go social. The social graph, the complex set of connections (followers, friends, fans, etc.) that one has online, has massive potential for reach. A link that gets posted to Twitter that gets retweeted 100 times could hit 25,000 to 100,000 potential customers in seconds. You have to integrate the social concepts directly into your Web properties and marketing. Connect traditional marketing to digital and scale your message through the graph. The beauty of a Web community, being smart about search, and going social is that this is cheap to do with the right dedication and a few tips and tricks. Marketing in a Web 2.0 World has everything you need to know to help propel your business (and your marketing prowess) into the Web 2.0 era and turn what may feel like toys for geeks and kids into real business results. --Brian Goldfarb
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