Your online masterclass host for this week: An international search marketing expert

Every Tuesday at 12.30pm you can watch an online business masterclass delivered by one of our Adviser members.

This week, Simon Jacobson from Bing Ads hosts: Why search marketing is crucial if your business is expanding overseas

Masterclasses are available at a cost of only £10 each. To register for this week's event at 12.30pm on 6 December, go here.

Don't forget that members can watch every weekly masterclass for free! To register, log in to your Enterprise Nation account and go to the events page where the discount will be automatically applied.

If you're not yet a member, free masterclasses are just one of many benefits. Join now from only £4 a month!

Company name: Microsoft Bing Ads

Twitter: @simonaldo

What are the common issues small business face when using the web to promote their business?

From speaking to many small businesses, start-ups, SMEs and vendors every day, it is evident that because there is now more choice than ever, taking another small business' blueprint of online success and replicating it can be an easy trap to fall into. While it can be daunting for SMEs to filter through the noise, the ones that understand that their business, brand and audience is unique to them and think about their audience first online, tend to succeed. Not every online promotion tool is the same in its value or audience. One size does not fit all!

What is your favourite business book and why?

I am not a lover of typical airport-type business books; I prefer to read more commentary based articles, and consume current affairs content. However by virtue of being the only business book I have ever read more than once, Re-Work by Jason Fried is a really good book. An easy read that expresses the power of simplicity (product, marketing, culture) throughout, tackling common challenges that new businesses face.

Who is your business hero and why?

Less of your classic business hero but more for his influence on business, I am inspired by Nikola Tesla as a business-impacting hero. He was an engineer, physicist and inventor but his work has left a lasting impact on so many across such a wide spectrum as well as being the inspiration behind Tesla Motors.

If you had a superpower, what would it be and why?

Teleporting myself from A to B. I solve three of my top pet hates in one; avoiding the tube at rush hour, not sitting in traffic and never having jetlag!

Simon's masterclass, why search marketing is crucial if your business is expanding overseas, is at 12.30pm on 6 December. To register for the masterclass go here or log in to your membership account and go to the events page to join in for free.

If you're an Adviser member and you'd like to host a Masterclass, apply here.