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5 Ways to Use Online Marketing in Your Small Business |
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While online will never completely replace offline marketing, it is complimentary. And, when you compare the costs of online marketing with printer and postage charges, it makes financial sense to try it in your business.
The Internet has made it so much easier for small businesses to market like bigger companies - online at least. Many small businesses are taking full advantage of this - but many are falling behind and simply feeling confused about all the options available. The following 5 ways can be learned and used by everyone. In terms of cost, you need to think about time rather than money! - Blogging - I set up my blog in 10 minutes, and it didn't cost me a penny. There is absolutely no excuse for any small business owner not to have a presence on the web. Some blogs are free and some charge (but not much) - Blogger; Wordpress; Typepad; Squarespace are worth considering. Why should you blog? Well, the main advantage you have over your competitors is... you! People like to do business with people. Let potential clients get to know you through your blog. If you have a particular area of expertise, you can show it off in your blog postings. You will need to set aside time to post regularly if your blog is to succeed.
- Website - if you haven't got a website yet because you're worried about cost, do think again. They really have come down in price, even in the last couple of years. (If you're not convinced, then dip your toe in the water with a blog first.) Iff you do have a website, how recently was it updated? Do you know how many visitors you're getting, what pages they're visiting and how long they're staying? Google Analytics is a great free tool to track your website traffic.
- Social Networking - this is gaining in popularity as a way of getting known in the virtual world. If you have teenage children, they can probably show you how it's done! However, the sites that they will favour aren't necessarily the ones you want for your business. Have a look at LinkedIn, FaceBook (both free to join) and Ecademy (which has a free Basic membership level). I haven't quite got to grips with the point of Twitter yet - but have a look and decide for yourself! Social Networks can be incredibly addictive and time-consuming so some strict self-discipline will be needed if you're not to end up burning the midnight oil.
- Ezines - One of my personal favourites! Writing my Ezine has meant I've been able to keep in touch with former clients and prospects for years. One client received my e-newsletter for about 5 years before she picked up the phone and booked me for coaching. The articles you write for your Ezine can be used over and over again (see below).Obviously you need to have people to write to, so one of your primary objectives will be to build your list. You will also want to get permission to send your Ezine or you'll be guilty of spamming.
- Articles - Writing and distributing articles on your area of speciality is a great way of letting people know how great you are, what you do and where to find you. You can use articles in many ways, both offline and online. You can post them on your blog and/or website. There are also lots of directories on the internet that publish articles on just about any topic you can think of. You also get a useful link back to your website (another good reason to have one!).
I hope this whirlwind tour of 5 ways to use online marketing
in your small business has whetted your appetite to learn more. While online will never completely replace offline marketing, it is complimentary. And, when you compare the costs of online marketing with printer and postage charges, it makes financial sense to try it in your business. © Louise Barnes-Johnston, 2008 |
