Chapter outline
Part I: Marketing concepts – things to think about
> What are you selling?
> Where is your market?
> Thinking in a joined-up way
> Hooks, USPs, pitches and calls to action
> Testing
> A value-on approach to pricing
> Putting yourself in your customer’s shoes
> Adding value
> Using multiple promotion channels
> Regular Marketing
> Time management: goals and priorities
> Search engine optimization
> Building a professional, believable brand
Part II: Marketing activities – things to do
> Building a dynamic website
> Online networking: Social media plus
> Blogging for business
> Face-to-face marketing
> Promoting yourself to existing clients
> Directory advertising
> Going direct
> Building a CV/résumé
> Business cards
> Creating an online portfolio
> Gathering testimonials
> Using video and audio
Part III: Sample outline of a marketing plan
> Sample outline marketing plan
> What are you selling?
> Where is your market?
> Thinking in a joined-up way
> Hooks, USPs, pitches and calls to action
> Testing
> A value-on approach to pricing
> Putting yourself in your customer’s shoes
> Adding value
> Using multiple promotion channels
> Regular Marketing
> Time management: goals and priorities
> Search engine optimization
> Building a professional, believable brand
Part II: Marketing activities – things to do
> Building a dynamic website
> Online networking: Social media plus
> Blogging for business
> Face-to-face marketing
> Promoting yourself to existing clients
> Directory advertising
> Going direct
> Building a CV/résumé
> Business cards
> Creating an online portfolio
> Gathering testimonials
> Using video and audio
Part III: Sample outline of a marketing plan
> Sample outline marketing plan