These days, a small businesses have been turning to the Internet to gain recognition as opposed to the traditional off-line sales channels If this sounds familiar, has your small business considered online marketing? Especially as consumers increasingly turn to the internet for local business information, you need to ensure your company is there to meet them. Traditional marketing practices have their place, but Internet campaigns can greatly enhance your return on investment (ROI) through cost reduction and increased efficiency. Here are some basic steps to get started:
1. Start with your company’s website. Even a single page can speak volumes about your small business, so follow good web design practices. Use search engine optimization (SEO) to put this site in the right places for your customers to find it.
2. Spread the news with email marketing. Businesses like realtors, auto dealers, and niche retail have always relied heavily on direct mail, an expensive tactic that often lands straight in the recycling bin. Email marketing, on the other hand, offers an easily editable platform your company can instantaneously broadcast, costing virtually nothing but time and effort.
3. Look at social networks, another low-cost solution, to connect your small business directly with the people. Instead of blasting directionless advertising onto random consumers, use sites like Facebook and LinkedIn to meet people who share a very real interest in your company’s market corner. These like-minded individuals generate invaluable feedback and a sense of community, key to better understanding and serving your customer base.
4. Geotarget - Now suppose this customer base resides in a defined geographic radius. Restaurants, service retail, and other locally-oriented small business typically tackle this problem with a yellow pages ad. An exciting marketing practice called “geo targeting” takes local advertising out of the yellow pages and into the web pages, combining geographic indicators with SEO to maximum local exposure on search engines.
With all of these exciting and inexpensive tools, it’s easy to overlook the massive importance of having an overall plan in place. Don’t just jump in – seek out seminars and workshops that give you a more complete understanding of Internet marketing, turning you into a savvy web entrepreneur. Some companies offer free consulting so that you can make educated decisions on a strong path to take. For example, Rohit Barman, Internet Marketing Specialist, and president of DPS America, Inc. consults with top companies in the NYC tri-state area to discuss options for expanding their brand on the Internet. His plan development cycle allows businesses to frequently review past marketing campaigns, and adjust subsequent promotions on both a micro (campaign or promotional conflict, mediocre consumer response , etc.) and macro (target audience shifts, competitor analysis, advent of new internet marketing tools, etc.) levels. How does he make his money? -- he often offers cost effective means to carry your message across the internet.. When asked for examples, Rohit says, ‘online marketing is just like off-line marketing. We create a strategy based on industry & internet marketing knowledge. Simply, to get more press, you need to out-do your competitors. My strategy for each client is tailored to their specific needs’.