Читать книгу 30 Days to Online PR and Marketing Success - Gail Z. Martin - Страница 3

There is some really good news today for small businesses and solo professionals: online marketing and public relations (PR) have changed the way the promotion game is played, and it’s leveled the playing field for small organizations. Just think, before the advent of the Internet, even local marketing required a fairly large budget for postage, printing, and advertising. And forget about trying to compete with bigger companies, because it was nearly impossible for a small, local company to extend its reach beyond its immediate community.

Thanks to the Internet, small businesses and organizations now have access to tools and resources that not only let them look as professional as the “big guys,” but are easy to use and, even more important for small businesses, incredibly affordable. The Internet has made do-it-yourself, template-driven tools, such as Constant Contact’s e-mail marketing, social media marketing, event marketing, and online survey tools, possible. These tools give small businesses the power to not only build strong relationships with current customers but also drive those oh-so-important word-of-mouth recommendations that bring new customers to the table. Furthermore, the Internet has opened global markets for local companies and enabled entrepreneurs to reach larger markets than ever before.

Engaging the customer to build relationships remains at the heart of good online marketing for two simple reasons. First, consumers like to do business with people they’ve gotten to know. Second, we’re a recommendation-based society, and today, getting recommendations from friends, friends of friends, and total strangers is as easy as the click of a button via social networks and ratings/review sites. Online marketing tools make it easy for companies to engage with customers, build relationships, promote their brand, increase their visibility, and position themselves for success.

Here at Constant Contact, we work with more than 450,000 small businesses and organizations, so if there is one thing we know, it’s what small businesses need. I can tell you that Gail Martin has her finger on the small-business pulse. I love 30 Days to Online Marketing and PR Success, because it clearly articulates what small businesses need to know to grasp essential Internet marketing ideas and quickly put them into action. It shows you how to incorporate techniques such as e-mail marketing with other tools, such as social media marketing, mobile advertising, online PR, and search engine optimization, to help your organization succeed. If you want a step-by-step guide to getting started with online marketing, this is the book for you.

– Nancie Freitas

Chief Marketing Officer

Constant Contact, Inc.