Get up to Speed with Online Marketing : How to Use Websites, Blogs, Social Networking and Much More

This book shows you how to get up to speed with online marketing and go where your market is so you can effectively promote your business on a limited budget. The book explains in a straightforward style all there is to know about promoting small businesses online, and covers all the major online tools available, including websites, search engine marketing, email marketing, blogging, podcasts, online video, social networks, virtual worlds, and social bookmarking. Get Up to Speed with Online Marketingshows readers how to use each medium to their best effect on a limited marketing budget, if not for free! 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

Jon Reed is a social media consultant, trainer, lecturer, writer, and blogger. He previously worked in publishing for 10 years, including as publishing director for McGraw-Hill. He runs the following businesses:

• Reed Media (www.reedmedia.eu)—a social media consultancy business, offering social media production and training.
• Small Business Studio (www.smallbusinessstudio.co.uk)—a web design, branding, and marketing agency for start-ups and entrepreneurs.
• Publishing Talk (www.publishingtalk.eu)—a blog and online community of authors and publishers interested in social media, digital publishing, and the future of the industry.

He also blogs about anything else that interests him at www.jonreed.co.uk, and can be found on most social networking sites. Follow him on Twitter at @jonreed or @getuptospeed and find links to him on the other social sites he uses at www.getuptospeed.biz.

Acknowledgements     vii
About the author     viii
Introduction     ix
Part one: Get strategic
Chapter 1: Online marketing 101     3
Chapter 2: Your online marketing plan     13
Part two: Get online
Chapter 3: Establish a web presence: How to build a website with no technical knowledge     27
Chapter 4: Boost your search engine rankings: How to increase your visibility on Google     43
Chapter 5: Engage with email: How to build an email list without annoying people     55
Part three: Get creative
Chapter 6: Build a blog: How to build trust, reputation, and traffic     69
Chapter 7: Podcast for profit: How to attract an audience of loyal listeners     85
Chapter 8: Lights, camera, action!: How to produce online video on a budget     99
Chapter 9: Show, don’t tell: How to showcase your business on photo-sharing sites     117
Part four: Get out there
Chapter 10: Build a community: How to choose and use social networks     129
Chapter 11: Find fans on Facebook: How to harness the world’s largest network     139
Chapter 12: Create credibility on LinkedIn: How to take your business networking online     155
Chapter 13: Tap into Twitter: How to use the power of the real-time Web to build a following     173
Chapter 14: Jack into the Matrix: How to make real money in virtual worlds     195
Chapter 15: Pass it on: How to be discovered on social bookmarking sites     205
Part five: Get help
Chapter 16: Do you need a consultant?: How to find someone to help you achieve your vision     223
An A–Z of online marketing     233
Index     243