Online Marketing For Small Businesses

The first question asked by prospective entrepreneurs usually centers around how to make sales and earn new customers

. Competing with companies that have many years of experience in a given industry is a tall order. Hiring a sales team is frequently cost-prohibitive for most new or small businesses, but the internet offers the opportunity to earn sales without the high cost of a sales staff.

Winning new customers and achieving profitability is terribly difficult for many enterprises - especially those just beginning operations. Effective use of the internet search engines can make this job easier and provide a pathway to profitability.

The internet has emerged as such a significant part of a modern sales effort that most new companies utilize internet marketing to reach new clients and customers. PPC (Pay per Click) or SEO (Search Engine Optimization) techniques compete for the attention of internet readers when those readers are seeking information about a new purchase. With a well-organized company web page, Google and the other common search engines can help new businesses connect with prospective customers.

When prospective customers search for information about a product type or service, most will utilize the common search engines. Company websites that are returned as highly placed results on search engines such as Google then receive a great deal of traffic. Pay per Click and SEO are quite useful in driving revenue to any size business. In fact, even narrowly defined consumer level sales companies such as Garage Builders or Epoxy Flooring Contractors can use these tactics to drive new revenue into their organization.

For new organizations, there are only a few basic tactics to begin an online marketing program: Careful Keyword Selection Email Blast (if possible) Article Distribution

Careful Keyword Selection involves identifying an effective and descriptive phrase that describes the business. These phrases are used by the search engines to guide users to the company website if what the user is searching for matches the content of the page. Finding these keywords requires some research. Free keyword tools are easily found to help though. And with a little effort, keyword phrases that accurately describe the business or product can be found.

After discovering a good keyword or keyword phrase, that phrase should be integrated into the company's main web page in the title, keyword and description - as well as in the text of the page. This is usually termed the 'on page' part of the Search Engine Optimization process. It may take time to understand this process and the company's competitive environment, but usually, over time, these efforts pay off.

Email Blasts are useful for driving traffic to a new website. Since websites or sites for new business ventures have no past traffic history or page rank, driving traffic in the early stages is frequently a matter of inviting people to view the page. Besides, what good is it to build a company web page and not tell people about it? The trick of course is to somehow acquire a list of contacts that might have a need for the product or service provided by the organization. Several companies offer email lists for purchase or rent, so this could provide an option. In the end, email blasts using a mail management system can attract website visitors quickly and easily and drive traffic directly to the site, bypassing the search engines in the early stages.

Article Distribution provides the opportunity to place the company link on relevant blogs worldwide. Blog owners continually seek content from article services to include on their page. When the new or small organization includes a link to the web page in the body of a given article, this link appears whenever the article is posted elsewhere in the internet world. The more links, the happier search engines are with the page being linked to.

Focusing on these three components of online marketing can bring new traffic and customers to the organization. This process does take time - particularly in observing how consumers react to the site, but through consistent effort, the internet can be an indispensable part of the small business marketing and sales program.

by: Matthew Stone.

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