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Social media for small business : marketing strategies for business owners / Franziska Iseli.

By: Iseli, Franziska [author.].
Publisher: [Place of publication not identified] : John Wiley, ©2021Description: 219 p: illustrations.Content type: text Media type: computer Carrier type: online resourceISBN: 9780730390329.Subject(s): Internet marketing | Online social networks -- Economic aspects | Small business -- Management | Internet marketing | Small business -- ManagementGenre/Form: Print books.
Contents:
Cover -- Title Page -- Copyright Page -- Contents -- About the author -- Dedication -- Preface -- Part I The power of social media -- Chapter 1 Why socialmedia? -- The leverage principle: exponential vs linear -- Social proof -- The power of small -- The challenge -- No magic pill -- Chapter 2 What is social media? -- Social -- Media -- An opportunity for small businesses -- Chapter 3 The MAVERICK principles -- #1 Momentum -- #2 Audience -- #3 Value -- #4 Enjoyment -- #5 Relationships -- #6 Improvement -- #7 Consistency -- #8 Kindness -- Part II Always start with strategy.
Chapter 4 What is marketing? -- The four types of marketing -- Mass marketing -- Hope marketing -- Hunting vs farming -- Relationship-based marketing -- Chapter 5 Building your marketing machine -- Understanding your audience -- The Desires vs Frustrations Matrix -- How to research your audiences -- Speak to people -- Surveys -- Analytics -- The Online Eco-System -- Your website -- Traffic -- Conversions -- Relationships -- Reactivation -- The customer journey -- Chapter 6 Creating your brand strategy -- What is a brand? -- Personal vs business brand -- The Brand Alchemy Method.
Brand foundation -- Brand positioning -- Brand messaging -- Brand engagement -- Chapter 7 Social media content strategy -- The content bucket method -- Authority content-how to -- Industry news and trends -- Behind the scenes -- User-generated content -- Product reviews -- Promoting your business -- Curated content from other sources -- Bonus content tips -- The content checklist -- The anatomy of a great piece of content -- Play by your strengths -- Repurpose content -- Use emojis -- How to find your keywords -- Chapter 8 Your social media plan -- Objectives -- Audiences -- Social media channels.
1. Where are your ideal target markets hanging out? -- 2. Are you having fun? -- Content -- Tone of voice -- Content themes -- Publishing -- Part III Social media channels -- Chapter 9 Facebook -- Why Facebook? -- Who is Facebook for? -- Set-up and definitions -- Your personal profile -- Your business page -- Facebook groups -- Content strategies -- Behind the scenes -- How to -- Customer stories -- Content curation -- Growth strategies -- Create and manage Facebook groups -- Run Facebook Live -- Use DMs to move people towards a sale -- Facebook advertising.
How to create successful ad campaigns -- The four CORE campaigns -- Facebook 'likes' campaigns -- Wanna keep it simple? Hit 'boost' -- Metrics -- Cost per action -- Cost per click -- Frequency -- Test, measure and adjust your campaigns -- Hot tips and tools -- Chapter 10 Instagram -- Why Instagram? -- Who is Instagram for? -- Set-up and definitions -- Name and username -- Bio -- Profile image -- Direct message (DM) -- Stories -- Story highlights -- Instagram Live -- IGTV -- Content strategies -- The anatomy of a post -- Niche content -- Growth strategies -- Following and unfollowing.
Summary: "Social Media For Small Business delivers a step-by-step guide to unlocking the potential of social media to grow your business. Award-winning author and entrepreneur Franziska Iseli walks you through how to use Facebook, LinkedIn, Instagram, YouTube, Twitter, and Pinterest to market your small-to medium-sized business ... Perfect for busy business owners, business managers and marketing teams wanting to find new and effective marketing tools to attract more customers, Social Media For Small Business also belongs on the bookshelves of anyone who has difficulty with or wants to learn more about how social media can have a positive impact on their business and brand."--Provided by publisher.
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Cover -- Title Page -- Copyright Page -- Contents -- About the author -- Dedication -- Preface -- Part I The power of social media -- Chapter 1 Why socialmedia? -- The leverage principle: exponential vs linear -- Social proof -- The power of small -- The challenge -- No magic pill -- Chapter 2 What is social media? -- Social -- Media -- An opportunity for small businesses -- Chapter 3 The MAVERICK principles -- #1 Momentum -- #2 Audience -- #3 Value -- #4 Enjoyment -- #5 Relationships -- #6 Improvement -- #7 Consistency -- #8 Kindness -- Part II Always start with strategy.

Chapter 4 What is marketing? -- The four types of marketing -- Mass marketing -- Hope marketing -- Hunting vs farming -- Relationship-based marketing -- Chapter 5 Building your marketing machine -- Understanding your audience -- The Desires vs Frustrations Matrix -- How to research your audiences -- Speak to people -- Surveys -- Analytics -- The Online Eco-System -- Your website -- Traffic -- Conversions -- Relationships -- Reactivation -- The customer journey -- Chapter 6 Creating your brand strategy -- What is a brand? -- Personal vs business brand -- The Brand Alchemy Method.

Brand foundation -- Brand positioning -- Brand messaging -- Brand engagement -- Chapter 7 Social media content strategy -- The content bucket method -- Authority content-how to -- Industry news and trends -- Behind the scenes -- User-generated content -- Product reviews -- Promoting your business -- Curated content from other sources -- Bonus content tips -- The content checklist -- The anatomy of a great piece of content -- Play by your strengths -- Repurpose content -- Use emojis -- How to find your keywords -- Chapter 8 Your social media plan -- Objectives -- Audiences -- Social media channels.

1. Where are your ideal target markets hanging out? -- 2. Are you having fun? -- Content -- Tone of voice -- Content themes -- Publishing -- Part III Social media channels -- Chapter 9 Facebook -- Why Facebook? -- Who is Facebook for? -- Set-up and definitions -- Your personal profile -- Your business page -- Facebook groups -- Content strategies -- Behind the scenes -- How to -- Customer stories -- Content curation -- Growth strategies -- Create and manage Facebook groups -- Run Facebook Live -- Use DMs to move people towards a sale -- Facebook advertising.

How to create successful ad campaigns -- The four CORE campaigns -- Facebook 'likes' campaigns -- Wanna keep it simple? Hit 'boost' -- Metrics -- Cost per action -- Cost per click -- Frequency -- Test, measure and adjust your campaigns -- Hot tips and tools -- Chapter 10 Instagram -- Why Instagram? -- Who is Instagram for? -- Set-up and definitions -- Name and username -- Bio -- Profile image -- Direct message (DM) -- Stories -- Story highlights -- Instagram Live -- IGTV -- Content strategies -- The anatomy of a post -- Niche content -- Growth strategies -- Following and unfollowing.

"Social Media For Small Business delivers a step-by-step guide to unlocking the potential of social media to grow your business. Award-winning author and entrepreneur Franziska Iseli walks you through how to use Facebook, LinkedIn, Instagram, YouTube, Twitter, and Pinterest to market your small-to medium-sized business ... Perfect for busy business owners, business managers and marketing teams wanting to find new and effective marketing tools to attract more customers, Social Media For Small Business also belongs on the bookshelves of anyone who has difficulty with or wants to learn more about how social media can have a positive impact on their business and brand."--Provided by publisher.

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