Avery Swartz’s “See You on the Internet: Building Your Small Business with Digital Marketing,” published in 2020, is a comprehensive guide for small business owners looking to navigate the digital marketing landscape. This summary spans across key sections, providing actionable advice and examples from the book.

Overview
The book begins by emphasizing the crucial role of digital marketing for small businesses. Swartz explains that digital marketing levels the playing field, allowing smaller enterprises to compete with larger companies.

Actionable Advice
– Evaluate Your Digital Presence: Conduct a thorough audit of your current online activities to understand your strengths and weaknesses.

Website Basics
Swartz underlines the importance of a well-crafted website, stating that it’s often the first point of contact between a business and its potential customers.

Examples & Tips
– Swartz shares a success story about a boutique owner whose website redesign led to a 30% increase in sales.
– She underscores the necessity of a responsive design for mobile users.

Actionable Advice
– Invest in a Good Website: Ensure your website is user-friendly, mobile-optimized, and includes clear calls to action.
– Regular Updates: Keep your content fresh and relevant by updating it regularly.

Search Engine Optimization (SEO)
Swartz explains SEO as the practice of enhancing your website to rank higher in search engine results, thereby increasing organic traffic.

Examples & Tips
– An example of a local bakery leveraging SEO by blogging about recipes and baking tips, leading to higher search rankings and increased foot traffic.
– Swartz emphasizes the importance of using keywords naturally within high-quality content.

Actionable Advice
– Keyword Research: Use tools like Google Keyword Planner to identify and incorporate relevant keywords.
– Create Valuable Content: Blog regularly about industry-relevant topics to draw in organic traffic.

Choosing the Right Platforms
Swartz advises that businesses should not feel pressured to be on every social media platform. Instead, focus on where your target audience spends their time.

Examples & Tips
– A case study of a jewelry brand focusing primarily on Instagram to showcase their visual products, resulting in higher engagement and sales.
– Tips on different platform strengths, such as LinkedIn for B2B marketing and Pinterest for visually-driven businesses.

Actionable Advice
– Platform Selection: Select 1-2 platforms where your target audience is most active.
– Consistent Posting: Develop a content calendar to maintain a consistent posting schedule.

Building an Email List
Email marketing remains one of the most effective digital marketing strategies. Swartz provides detailed methods for building and nurturing an email list.

Examples & Tips
– Example of a fitness coach offering a free e-book in exchange for email sign-ups, thereby expanding the email list quickly.
– Emphasis on crafting compelling subject lines and personalized content.

Actionable Advice
– Lead Magnets: Use lead magnets such as free guides or discount codes to encourage sign-ups.
– Segment Your List: Tailor your messaging based on different customer segments for higher engagement.

Pay-Per-Click (PPC) Ads
Swartz explains PPC advertising, highlighting Google Ads and social media advertising as key platforms.

Examples & Tips
– A restaurant using Facebook Ads to target local users with offers on special dine-in promotions.
– Guidance on setting advertising budgets and targeting the right audience.

Actionable Advice
– Ad Budgeting: Start with a small budget, analyze performance, and scale up based on ROI.
– Targeting: Use the demographic and interest targeting features to narrow down your audience for better ad performance.

Using Analytics
Swartz stresses the importance of measuring the performance of all your digital marketing activities through various analytics tools.

Examples & Tips
– An e-commerce store owner who uses Google Analytics to track customer journeys, leading to data-driven decisions that improve sales.
– Tips on key metrics like conversion rates, bounce rates, and social engagement.

Actionable Advice
– Set Up Analytics Tools: Implement tools like Google Analytics on your website.
– Regular Reporting: Create a monthly report to review and analyze your digital marketing metrics.

Building Relationships
Swartz underscores the significance of engaging with your audience to build lasting relationships, thereby fostering customer loyalty.

Examples & Tips
– A pet store that leverages social media polls and interactive content to engage with customers, leading to increased brand loyalty.
– Guidance on responding to comments and messages promptly to show customers they are valued.

Actionable Advice
– Interactive Content: Use polls, Q&A sessions, and live videos to engage with your audience.
– Customer Service: Ensure timely and personalized responses to customer inquiries.

Keeping Up With Trends
Swartz concludes with the importance of staying updated with new digital marketing trends and technologies.

Examples & Tips
– An example of a retail business adopting chatbots for customer service, improving response times and customer satisfaction.
– Encouraging the use of automation tools to streamline marketing efforts.

Actionable Advice
– Continuous Learning: Attend webinars, read industry blogs, and participate in online courses to stay informed.
– Experimentation: Try new tools and technologies to find what works best for your business.

Final Thoughts
Swartz’s book is a treasure trove of practical advice for small businesses looking to leverage digital marketing effectively. The emphasis is consistently on actionable steps that can deliver tangible results.

Overall Actionable Advice
– Holistic Strategy: Develop a comprehensive digital marketing strategy incorporating elements like SEO, social media, email marketing, and paid advertising.
– Iterate and Improve: Continuously measure your performance and be ready to adapt based on insights and changes in the digital landscape.

Swartz’s book is a must-read for any small business owner eager to make a significant impact through digital marketing. Her use of real-world examples and clear, actionable advice makes complex concepts accessible and practical.