On­line or Flat­line: The Small Busi­ness Owner’s Guide to Dig­i­tal Mar­ket­ing

Nick Choat

Foreword Reviews - - Reviews Adult Nonfiction -

El­e­vate Pub­lish­ing Soft­cover $12.99 (104pp) 978-1-945449-01-7 This con­cise book of­fers small busi­ness own­ers au­thor­i­ta­tive, com­fort­ing ad­vice about dig­i­tal mar­ket­ing.

Many small busi­ness own­ers find dig­i­tal mar­ket­ing in­tim­i­dat­ing. Nick Choat, whose ca­reer moved from work­ing for large cor­po­ra­tions to run­ning his own small fran­chise busi­ness, un­der­stands this fear fac­tor well. His book serves to quell the un­easi­ness sur­round­ing dig­i­tal mar­ket­ing by putting it into per­spec­tive and help­ing small busi­ness own­ers de­velop a sim­ple but ef­fec­tive dig­i­tal strat­egy.

Choat be­gins with a help­ful over­view of how dig­i­tal changed the world, but he tem­pers this by point­ing out that, while the man­ner in which busi­nesses in­ter­act with tar­get markets has evolved, the ba­sics of mar­ket­ing are the same: “we as small busi­ness own­ers shouldn’t choose how our cus­tomers want to in­ter­act with us. Lis­ten and learn the needs of your cus­tomers and meet them on their terms.”

Choat lays out a dig­i­tal strat­egy that any small busi­ness owner can follow, em­pha­siz­ing such ba­sics as de­vel­op­ing a mo­bile-friendly web­site, mak­ing the most ef­fec­tive use of search, uti­liz­ing so­cial me­dia, and em­ploy­ing on­line ad­ver­tis­ing as needed. One of his more sig­nif­i­cant rec­om­men­da­tions is to de­pend on only one good so­cial me­dia plat­form at the be­gin­ning. “Most small busi­ness own­ers don’t have enough time to man­age mul­ti­ple so­lu­tions,” he writes.

Choat’s coun­sel is un­fail­ingly straight­for­ward and based on his own ex­pe­ri­ence. Time and again,

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