READOS / Business
Marketing, Brands and Customer Experience
Understanding customers, building a brand on a small budget, content, advertising, loyalty and service experience.
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- 01Understanding customer behaviour and spotting trends: buying patterns, everyday habits and responsible use of dataHow small businesses can understand customer buying patterns, use everyday habits creatively, spot trends early with simple tools, adapt their model and use customer data responsibly.
- 02Market research on a small-business budget: what to learn, primary and secondary methods, and asking good questionsPractical market research for small businesses: what to learn about customers and competitors, surveys, interviews, observation, field trials, review mining, secondary data and honest answers.
- 03Learning from small numbers: estimating rates with Bayesian thinkingHow to estimate conversion rates, defect rates and success rates when you only have a little data, using priors, pseudo-counts and honest uncertainty instead of misleading percentages.
- 04What you may infer about customers, and what you may price onData makes it easy to infer things about customers and price on them. How to separate what you collect, what you infer and what you act on, and avoid pricing on visibility instead of risk.
- 05The customers who say nothing: finding signal in the quiet middleComplaints and praise come from the extremes, so the quiet majority of customers produces no signal and no owner. How to read behaviour, test non-response and assign someone to the middle.
- 06Building a brand on a small budget: product first, trust, community and creative consistencyHow small businesses build strong brands without big advertising budgets: a product worth talking about, kept promises, umbrella branding, creative consistency, community and purposeful publicity.
- 07Building a brand in a commodity business: managing price risk, turning inventory faster and escaping the commodity trapLessons for businesses selling commodities or near-commodities: respecting volatility, understanding risks, limiting losses, earning returns through turnover and building a brand customers choose.
- 08Diagnosing your marketing with the five As: aware, appeal, ask, act and advocateUse the five-A customer path to find where your marketing leaks: measure conversion from awareness to appeal, enquiry, purchase and advocacy, then fix the weakest stage first.
- 09Twelve low-cost marketing ideas for small businesses, and how to use them responsiblyLow-budget marketing for small businesses: customer appreciation, useful content, contests, testimonials, webinars, networking, local media, reactivating customers and partnerships.
- 10The THINK test for helpful content: building trust by teaching customers before you sellWhy giving away useful knowledge wins customers, and how to test content against five qualities: trustworthy, helpful, inspiring, necessary and kind. With formats and a content plan.
- 11A social media content system for small and B2B businesses: goals, audience, workflow, listening and auditsA seven-step system for using social media to produce business results rather than just likes: set goals, know your audience, build a content workflow, listen, publish, audit and handle service.
- 12Designing an advertising campaign that works, and stays honest: audience, headline, outcome, proof and actionA seven-part framework for small-business advertising: define the ideal client, write a magnetic headline, sell outcomes, state a unique proposition, offer a guarantee, show proof and ask for action.
- 13Marketing to younger customers: authenticity, short-form content, conversation and valuesHow to market to Generation Z and younger buyers and employees: digital-first habits, aversion to hard selling, short attention windows, values, relevance, conversation, flexibility and honesty.
- 14Gamification and loyalty programs: points, levels, challenges and leaderboards for customers and teamsHow gamification works in business: points, scorecards, challenges, leaderboards and rewards, designing loyalty programs that pay, using game mechanics with employees, and the pitfalls.
- 15Designing a better customer experience: touchpoints, a ten-point framework, service recovery and the right measuresHow to design customer experience deliberately: map touchpoints, keep promises, reduce effort, respond fast, recover well from mistakes and measure satisfaction, effort, NPS and resolution time.
- 16Customer feedback and Net Promoter Score: how to ask, measure and act on what customers tell youA practical guide to customer feedback for small businesses: why it matters, digital and offline channels, designing short surveys, calculating NPS correctly, analysing results and closing the loop.
These topic-based reading collections are organised alphabetically; chapters may be read in any order.
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