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• Publisher’s Information
• CONTENTS
• ACKNOWLEDGEMENTS
• INTRODUCTION: DIGITAL REVOLUTION
• Your customers are online
• What is digital marketing?
• Digital marketing is definitely trending
• The digital marketing revolution
• How this book will help you
• CHAPTER ONE: CUSTOMER INSIGHTS
• Getting customer insights
• Spotting the trends
• Attracting the right customers to your business
• AT A GLANCE
• CHAPTER TWO: CONTENT
• What is ‘content’?
• Using Content to Drive Traffic to Your Business
• AT A GLANCE
• CHAPTER THREE: YOUR WEBSITE
• Your shop window to the world
• Seven lessons learned from websites that do it well
• AT A GLANCE
• CHAPTER FOUR: SOCIAL MEDIA
• Create your own trusted network
• How can social media work for your business?
• Social media is a great customer service tool
• Social media promotes your brand
• Social media working for your business
• Create your business page or profile
• Build your community
• Two-way flow of communication
• Run your campaign
• Track success
• A word about social media for professionals
• AT A GLANCE
• CHAPTER FIVE: ONLINE ADVERTISING
• Paid amplification
• Online advertising goes viral
• From advertising concept to implementation
• Paid-for-search/Google AdWords
• Display and native advertising
• Social media advertising
• Mobile advertising
• Geo-location advertising
• Behavioural advertising
• AT A GLANCE
• CHAPTER SIX: EMAIL MARKETING
• Email content
• Customer feedback
• AT A GLANCE
• CHAPTER SEVEN: MOBILE APPS
• Apt and appropriate apps
• Local
• Invaluable
• Partnership
• Address client needs
• Useful for customers – not a sales tool
• Customers and prospects
• Lifestyle
• Entertainment and gaming
• Education
• AT A GLANCE
• CHAPTER EIGHT: SEARCH ENGINE OPTIMISATION (SEO)
• SEO defined
• Think like the customer
• Set a keyword strategy
• Content, content, content
• Website structure
• Social media
• Search engine marketing (SEM)
• Blog posts
• In-bound marketing
• Rich media
• AT A GLANCE
• CHAPTER NINE: CONVERTING LEADS
• Qualify your leads
• Clear team functions
• Respond quickly
• Test everything
• Know the cost to acquire a customer
• Attribution modelling
• Help people to buy
• Upsell
• Remarket
• AT A GLANCE
• CHAPTER TEN: E-COMMERCE
• What is e-commerce?
• Customer happiness
• Operations
• Thinking big
• Your online store
• Payments handling
• Shipping
• Communication
• Returns
• After-sales service
• AT A GLANCE
• APPENDIX A: DATA PROTECTION (GDPR)
• Introduction
• The consequences of non-compliance
• GDPR and SMEs
• REFERENCES