Paul Lancaster is a small business expert, consultant and inbound marketing specialist based in Newcastle upon Tyne. He held web and marketing roles for Sage, British Airways and Shell LiveWIRE. Paul is an active supporter of youth start-up and entrepreneurship programmes throughout the UK.

Barbara Findlay Schenck has been a marketing consultant for more than 20 years, with clients ranging from small businesses to Fortune 500 companies. In addition to her experience as a small business strategist, she's also a bestselling author and columnist. Visit her website at [...]

Introduction 1

Part I: Getting Started with Small Business Marketing 9

Chapter 1: Framing the Marketing Process 11

Chapter 2: All About Customers 21

Chapter 3: Seeing Your Product through Your Customers' Eyes 35

Chapter 4: Sizing Up Competitors and Staking Out Market Share 53

Chapter 5: Setting Your Goals, Objectives, Strategies and Budgets 63

Part II: Laying the Foundation for Marketing Success 75

Chapter 6: Taking Stock of Your Business Image 77

Chapter 7: Forging Your Brand 91

Chapter 8: Creating Marketing Communications That Work 107

Chapter 9: Hiring Help When You Need It 125

Part III: Marketing in a Screen-Connected World 139

Chapter 10: Establishing an Online Presence 141

Chapter 11: Getting Interactive with Social Media 159

Chapter 12: Packaging Your Message for Blogs and Other Online Channels 179

Part IV: Getting the Word Out with Ads, Mailers, Promotions and Publicity 193

Chapter 13: Creating and Placing Print and Outdoor Ads 195

Chapter 14: Broadcasting Your Message on Radio, TV and Online 215

Chapter 15: Snail-Mailing and Emailing Your Customers Directly 229

Chapter 16: Brochures, Promotions, Trade Shows and More 247

Chapter 17: Public Relations and Publicity 265

Part V: Winning and Keeping Customers 281

Chapter 18: Making Impressions through Networking and Presentations 283

Chapter 19: Making the Sale 293

Chapter 20: Enhancing Customer Service and Developing Loyalty 305

Part VI: The Part of Tens 321

Chapter 21: Ten Questions to Answer before Choosing a Business Name 323

Chapter 22: Ten Ways to Attract People to Your Business Online 329

Chapter 23: Ten Steps to a Great Marketing Plan 335

Index 341