Small Business Marketing >> Internet Tips

Tips for Small Business Internet Marketing

When used properly, the Internet can help you take your small business to exciting new levels. In essence, it levels the playing field between you and your larger competitors. In this section I'll offer you some of the small business Internet marketing tips I've learned from spending a decade online.

More specifically, I'd like to focus on three important concepts you need to understand (and put into practice) in order to achieve the best results with your Internet marketing program. These concepts are crucial to your small business success in the Internet age:

Key Concepts for Internet Marketing Success

Before you can start generating more business from the web, you need a strong web presence that generates a steady stream of qualified traffic. Then you need to convert those casual visitors into customers. The small business Internet marketing tips that follow will explain what needs to be in place for all of this to happen.

Tip #1 — Your website is the centerpiece, so you must treat it accordingly.

There's a lot that goes into a successful Internet marketing campaign, and it can extend beyond your business website. For example, you can publish articles and press releases all over the place as a way of generating traffic and awareness. But your website is the centerpiece — that's where people will go to learn about your organization and the products and services you provide. So your small business website needs to be well designed, easy to use, and full of high-quality content.

Remember, when people find your website for the first time, they won't have a guided tour. They'll be on their own. So they must be able to (A) find what they're looking for quickly and easily, and (B) see the value in what you're offering. This is the best small business Internet marketing tip I can offer you. Offer a great product or service, and then make it extremely easy to get to via your website, and more than half the battle is won already.

Here are some things to keep in mind when creating a small business website from scratch, or when trying to improve your existing website.

You need a clean, modern design for your website. If your company is truly cutting-edge, but your website is outdated, then your web visitors will think your entire operation is stuck in the past.
Make sure your navigation menu is logical and easy to use. Stick with conventional organization methods that people are used to. Map it out on paper first, to make sure you've covered all the bases.
Having a lot of informative content on your website is always a good thing, but make sure it's well organized at the same time. There should be a place for everything, and everything should be in its place.
Conduct a usability test of some kind to make sure your small business website is easy to use. You can do an informal test by having a friend or colleague visit the site and perform a certain task (choose somebody who has never seen the site before).

Of course, the best website in the world won't generate any business if nobody knows about it. So our next small business Internet marketing tip will focus on the importance of online visibility.

Tip #2 — Your website needs to be visible to your target audience.

When you put a new website online for the first time, it's sort of like a grain of sand on a beach. Sure, it's there. But does anybody notice it? Not so much. This is why you must also focus on your website's visibility. In other words, those people who are shopping for the kinds of products you provide should be able to find your website. Otherwise, you are losing business.

This brings up the subject of search engine marketing (SEM). With so many people using the search engines to find products and services these days, SEM is a critical piece of your small business Internet marketing program. Basically, there are two types of SEM — search engine optimization (SEO) pay-per-click marketing (PPC). SEO is a long-term strategy with long-lasting results. PPC can deliver traffic almost instantly, and it can be turned on and off as needed.

If you're interested in learning more about search engine optimization, check out our SEO consulting website.

Tips #3 — You need to convert your web traffic into customers.

So let's assume you have a great-looking website full of helpful content, and that you're enjoying a lot of website visibility and traffic. What now? How do you generate leads, inquiries and sales from all of that traffic? This is where the topic of website conversion comes into the picture.

To achieve small business Internet marketing success, you must "convert" your casual visitors into something more. You must encourage them to buy something, sign up for something, or contact you in some way.

There are a lot of tools you can use to encourage these actions. Website usability is a starting point. The easier your site is for people to use, the more likely they'll be to take the action you want them to take. Pay particular attention to your conversion points — those places where you are asking people to perform an act of some kind. Your conversion areas should be well presented and easy to use. Strip away all of the clutter and provide clear instructions on what you want people to do.

Value is a big part of visitor response, as well. If you want people to perform some sort of action on your website, you have to tell them what they get out of it. Sign up for our newsletter. Why? Contact us to learn more. Why? Click here to purchase. Why? For every action you seek, you must convey the value of that action. This is often referred to as the "What's in it for me?" or WIIFM law of marketing.

I hope you have enjoyed this collection of small business Internet marketing tips and I wish you all the best in your online endeavors.

About the Author - Brandon Cornett is a marketing consultant for business owners who want to get more traffic and sales via the Internet. He is an expert in search engine optimization (SEO), website content development, blogging and more. Learn more or contact the author by visiting www.CornettCommunications.com