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

Format:

Book

Author/Creator:

Iseli, Franziska, author.

Language:

English

Subjects (All):

Internet marketing.

Online social networks--Economic aspects.

Online social networks.

Small business--Management.

Small business.

Physical Description:

1 online resource (xv, 219 pages) : illustrations

Place of Publication:

Milton, Queensland : Wiley, [2021]

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

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

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?

Name and username

Bio

Profile image

Direct message (DM)

Stories

Story highlights

Instagram Live

IGTV

The anatomy of a post

Niche content

Following and unfollowing

Engaging with people's content

Hashtags

Run Instagram Lives

Run Instagram competitions

Use DMs

Beat the bot

Influencer marketing

Instagram advertising

Chapter 11 LinkedIn

Why LinkedIn?

Who is LinkedIn for?

Personal profile

Must-have core elements for a complete LinkedIn profile

Your company profile

How to find, be found and connect

From connection to relationship

LinkedIn groups

LinkedIn events

LinkedIn Premium

LinkedIn advertising

Chapter 12 Twitter

Why Twitter?

Who is Twitter for?

Username

Bios

Your profile image

Your header image

Followers and following

Content strategies.

Evergreen authority content

Curated content

Daily updates

Promotional content

Follow, unfollow

Engaging followers

Competitions

Building relationships

Direct messaging (DM)

Advanced search

Twitter advertising

Audience

Ad creative

Budget

Chapter 13 Pinterest

Why Pinterest?

What is Pinterest?

Who is Pinterest for?

Setting up your account

Creating boards

Pinning

Finding accounts to follow

Boards

Use keywords

Create shareable pins within your account

Add shareable images to your blog posts

Pinterest shopping

Pinterest advertising

Chapter 14 YouTube

Why YouTube?

Who is YouTube for?

Channel name

Choose your YouTube URL

About

Channel keywords

Channel trailer

The best videos: 5 key ingredients

Video content

Brand your videos

Add subtitles

Repurpose your content

Tools for recording videos

Video length

Tools for editing videos

Strategies for growing subscribers and attracting customers

Use hashtags

Select your video category

Invite viewers to subscribe

Encourage engagement

Share across multiple platforms

Use YouTube cards

Optimise your thumbnail image

Use the community tab

Add the YouTube icon to your website

Use your end screen

YouTube advertising

The beginning

Index

EULA.

Notes:

Includes index.

Description based on print version record.

ISBN:

0-7303-9034-9

0-7303-9030-6

OCLC:

1243744097