Before the rise of the modern Internet format, small business marketing was a challenge. However, the rise of sophisticated Internet platforms like search engines, social networking and rich websites has made small business marketing easier as well as cost-effective.
Today, a whopping 97% of the consumers begin the process of shopping locally on the Internet. Also, the various online advertising models ensure that business owners spend less and earn more with every marketing campaign that they undertake.
How do you go about it?
To ensure that you get maximum returns, it is important that you structure your Internet marketing model precisely. Given below are some useful tips to help you structure your online business model effectively and at a relatively low cost:
1. Make your Website your Profit Center (Book Written By Ford Saeks): Most business owners make the mistake of making a website that just looks beautiful but serves no business objective. Instead, small businesses must focus on website design that not only provides complete information about the company but also generate leads or conversions. The website must be powerful and drive the users to take the desired action. For this it must comprise of rich and professional web design, great usability, quality content and clear call to action.
2. Search Engine Optimization (SEO): Since about 90% of the consumers begin their search for products, services and companies on the search engines, it is important that your website is visible when your customers are looking for you. The biggest advantage of SEO services is that it is free. However, SEO efforts can be successful only when it involves quality link building. This although a slow process, can generate great results especially in the long run.
3. Social Media Social media is the ‘hot kid on the block’ and can help small businesses create better brand awareness and increase their reach. Regular Facebook campaigns can certainly help in keeping your brand fresh in the minds of people and lead to higher brand recall.
4. Email Marketing: Email marketing has long been used by many businesses, irrespective of their size. Email marketing is a cheaper marketing technique, especially if you have to promote new products, services, offers or discounts.
5. Pay per Click: Pay per click advertising is one of the most rewarding online marketing channels. Google AdWords has especially made the process simpler. Owners can start, stop and resume their PPC campaigns as per their needs, budget and returns. Here again, choosing the precise keywords, matching options, bid optimization and competitor study, must be closely looked at to get the desired output.
Small Business Online Marketing – Myth & Reality
Many small business entrepreneurs often think that having a complete digital marketing strategy is only applicable for large companies. This is the biggest myth and a misconception. In fact, small businesses can garner maximum returns or benefits by having a concrete and comprehensive digital marketing strategy.
Today, digital marketing is not just a preferred option; it has become the need to survive. The number of people buying online has already reached new heights. More and more consumers are making purchase decisions based on online reviews, ratings and presence. Thus, if small businesses keep using traditional marketing methods, they have a serious threat of not just losing business but from being completely wiped out in the near future.
Yet another myth that several budding entrepreneurs have about websites, website design and online marketing is that it is all technical. Website design and online marketing is equally about creativity and commerce as it is about the technical aspects. Thus, to get the desired results, it must be a combination of creative minds, technical experts as well as business strategies. If any of these links is missing, achieving your objective becomes difficult.
The biggest advantage of internet marketing for small businesses is that it can be targeted to build a long term and sustainable relationship with customers. Entrepreneurs can regularly interact with their target audience, address their grievances and keep a track of the changing customer trends.
For any business to grow these are the pre-requisites to unrestricted growth. For small businesses and budding entrepreneurs, the Internet is a gateway to unlimited possibilities and opportunities. It is just a matter of leveraging its power to the maximum to achieve success.