The Small Business Digital Marketing Handbook is aimed at helping small-to-midsize companies better understand how to approach marketing in the digital age, covering everything from strategy and planning to implementation and optimization. The book goes into detail about marketing tactics and best practices in 12 core digital marketing channels as well as connecting different promotional efforts together to maximize performance. Unlike other marketing books, The Small Business Digital Marketing Handbook employs an easy-to-remember framework (PATIO), which covers everything a business will want to do operationally in marketing. PATIO stands for:
- Planning & Strategy
- Approach
- Tools & Tactics
- Implementation
- Optimization
In clear language, the book outlines how these five steps can help any business think through the entirety of its marketing operations. Finally, the book also provides real-world examples to help businesses see what they can do both on their own and with help from staff or outside marketing experts.