About the Book

Small businesses have been fighting an uphill battle for decades when it comes to marketing. Big corporations have more resources, more brand recognition, and most importantly, more money. This has allowed them to control the conversation. Web 2.0 technologies have leveled the playing field by giving small business an equal voice. Tools like blogs, interactive Web sites, and social networks have become some of the most powerful marketing tools for many small business owners. Now, more than 55.6 million adults, about 1/3 of the population, access social networks at least once a month according to Forrester Research. Social networks like Facebook, LinkedIn, Myspace, and Twitter provide marketers direct access to their customers in a way never before possible. Businesses of all sizes can reach their target audience quickly and effectively through these tools but only when used correctly.

Marketing in a Web 2.0 World shows you how to take advantage of the latest technologies to market your business. The best part is that many of the tools require little or no money to implement. You will learn how the social Web, and the various social networks that make it up, has fundamentally altered how the Internet is used as a marketing tool, allowing businesses to reach out and touch their target demographics like never before. You will be able to recognize and start optimizing your site to reach those demographics, and you will understand how your customers use the social web. You will learn how to establish your Web site as your marketing hub, drawing in visitors through the best search engine optimization (SEO) practices, Webinars, and blogs. You will find that Web 2.0 and social media marketing is not a fad but a fundamental shift in how business is being done today.

Dozens of individuals have been interviewed for this book, from small business owners to marketing directors at national brands, providing their expert opinions and insights in to how the Web has evolved and what it will mean for the future of business marketing and promotion. You will learn how the perspective of marketing firms in major companies across the world has changed and how a small business s message can reach a global audience. You will learn how to use videos and podcasts alongside topnotch Web copywriting to reach your target while establishing yourself as a leader in your industry. If you are a small business owner, or just someone itching to make a big impact in Web 2.0, and has lost sleep worrying about your marketing budget, Marketing in a Web 2.0 World shows you how to take advantage of the most important resources available to any businesses willing to invest their time.

Atlantic Publishing is a small, independent publishing company based in Ocala, Florida. Founded over twenty years ago in the company president's garage, Atlantic Publishing has grown to become a renowned resource for non-fiction books. Today, over 450 titles are in print covering subjects such as small business, healthy living, management, finance, careers, and real estate. Atlantic Publishing prides itself on producing award winning, high-quality manuals that give readers up-to-date, pertinent information, real-world examples, and case studies with expert advice. Every book has resources, contact information, and web sites of the products or companies discussed.

About the Author: Peter VanRysdam was a telecommunications major at the University of Florida where he met his business partner, Geoff Wilson, in 1996. While still a student, VanRysdam was asked to join the 352 Media Group team while it was still in its infancy. As head of the sales department, he helped the company quickly grow into a significant player in the Web design and development market by landing several of the company's larger accounts, including Knight Ridder (now The McClatchy Company), Monterey Boats, and Microsoft. VanRysdam has worn many hats in his tenure with the company and has now focused on his passion as the chief marketing officer. In this role, he sets the direction for and manages the implementation of all aspects of the company's marketing efforts, including everything from search engine marketing to viral campaigns to 352's own website. In addition, he still works directly with a handful of 352 Media Group's most significant client relationships, including Microsoft in Seattle, Washington. VanRysdam has spoken at several industry events, including social media summits for the American Marketing Association. He also conducts frequent webinars on topics ranging from website usability to blogging best practices. When he is not at 352 Media Group, VanRysdam sits on the board of HOPE, an equine-assisted therapy nonprofit in north Florida. In his spare time, he enjoys playing softball, playing music, and spending time with his wife, Megan, his daughter, Abigail, and their two Jack Russell terriers. The family often has a full house, as they are active participants in the Alachua County Humane Society's foster program, as well as several other local pet rescues.