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The Small Business Online Marketing Handbook: Converting Online Conversations to Offline Sales by Annie Tsai

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Index

A

A/B testing

Address, physical

Ad-ology Research

Adoption curve

American Consumer Opinion

Angie's List

Appointment-based businesses, and e-mail addresses

Arbitron

Association tie-ins

Automotive industry reward options

Autumn promotions

AvantGard Spa

B

“Behind the scenes” tours

Belly (customer rewards)

Best practices

Beverage industry reward options

Bing

Bonuses

employee incentives
referral

Brand

Brattesani, Cynthia

“Bring a friend” deal

Budgets

Business cards

Business directories

built-in offer programs
managing

C

Call to action

CAN-SPAM Act of 2003

Cart abandonment

Child care industry reward options

Christmas promotions

Churn

CitySearch

Cleaning service reward options

Colloquialisms

Connected consumers. SeeSocially connected customers

Consistency

brand and brand voice
between online/in-store presence
through your social voice

Consulting services reward options

Coupon codes

Customer acquisition

deep discounts/deal sites for
formula in action
industry examples
leveraging rewards to drive

Customer behaviors

Customer loyalty

designing offers to ensure
knowing your customers
referrals

Customer referrals

Customer reviews

Customer rewards programs

audience considerations
details
goals
identifying reward
increasing value for loyalty
leveraging for new customer acquisition
offline wallet card system
redemption issues
rewards for going online
targeting socially connected customers
true cost of

Customers

converting offline to online
creating online awareness
“deal only” shoppers

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