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How Can I Use the Internet in My Marketing?
By John Joyce, President
Red, Incorporated
Strategic Marketing and Design
Since presenting the
marketing workshop for the
Fairlawn Chamber I have been approached by several owners of small businesses who have wanted to know more about the benefits of marketing on the Internet.
First of all, there seems to be a lot of confusion and disappointment regarding the Internet and its usefulness for Small Businesses. People seem to think that unless you are doing e-commerce your business can't benefit from it. That is simply not true. ALL businesses can benefit from the proper use of the Internet in their marketing plans. You may have already noticed the key words in that phrase -”the proper use.” In fact, the Internet is probably the biggest bang for your buck in marketing in today's business world - yes, even for small businesses. We are all familiar with successful online stores like Amazon.com, but that isn't the only way to use the Internet for business successfully.
Here are just a few ways that small businesses can use the Internet to their advantage:
- Business Identity
More and more people are using the Internet to investigate companies as part of their buying decision. The look and content of your Web site can have a dramatic effect on someone's perception of your company and whether they want to do business with you, or desire your product or service. Unfortunately, small businesses are still waking up to this fact, and many are behind the times - an opportunity you can use to your advantage. Don't make the mistake of underestimating the subtle power of this one.
- Cost Effective Communications
Communication is what the Internet does best, whether by e-mail or Web site. A Web site is a great way to extend your advertising and marketing communications. Ad space in printed media is expensive. Imagine the cost of a 10-page layout in the local newspaper. You can get that 10 pages of content on your Web site for a fraction of the cost, and e-mail can be much more cost-effective than direct mail. Place a smaller ad in the printed media, then steer them to your Web site where they can find out more in detail. Make your Web site as rich in content as you can afford to. Good content is valuable to your customers, helps establish you as an expert and sets the tone for your customer service.
- Get a Response
Another great strength of the Internet is interactivity - your customers can respond! This isn't limited to placing an item in their shopping cart. You can ask them questions, they can ask you questions. You can make them offers and they can take you up on them with a click. You can use Web site statistics to judge the effectiveness and reach of other advertising, and to see what catches the interest of your visiting prospects. You can even conduct easy and affordable market research.
If you have questions or topics you would like to see covered, please
pass them along to us and we’ll gladly include them in a future column.
