Online Marketing for Small Businesses – Are You In?

A survey carried out by a leading American financial institution earlier this year threw some light over the existing online marketing scenario when it comes to small businesses. And in contrast to popular belief, it has emerged that a majority of the small businesses aren’t incorporating the online marketing strategies that could help them increase their revenues. This survey was conducted across the United States and took inputs from over 500 executives from diverse small businesses.

Here’s what the survey disclosed:
•    In the last fiscal year around 60% small businesses made use of a website to further their cause.
•    Only 14% employed e-commerce platforms to sell their services/products.
•    Around 32% made use of email marketing.
•    About 35% small businesses have placed online ads.
•    Just over 30% have employed SEO techniques.
•    Of all the small businesses that did have a website in place, close to three-fourths reported having witnessed the website’s effectiveness in furthering the given cause.

This only goes to show that while the benefits of having an effective online presence can be rewarding, there aren’t many takers especially when it comes to small businesses. The good thing that came out of the survey was the finding that over 70% small businesses aim to make use of a website as part of their marketing endeavors in the coming year, and this is a considerable rise from the 14% as of now.

The Website:
If you, as a small business owner or executive, do wish to create an online presence, you need to bear in mind that simply having a website is not the answer. If your business already has a website in place, then you need to find out how effective it is. And if you are looking at building a new website, you need to identify you target audience; determine what purpose you want the website to fulfill; and just how you would go about accomplishing this.

And More:
It is important that you do not limit your online efforts to having a website, and you should ideally address various aspects such as using the right keywords (Search Engine Optimization), investing in online ads, creating relevant profiles on social networking websites, email marketing, etc.  Also important is that you do not make your efforts seem overtly in-your-face.

Discerning Right from Wrong:
Yes, while online marketing can be used to great effect in furthering your business, it could also have a detrimental effect if you appear overly zealous. Online marketing efforts that are aggressive, invasive, or unsolicited, can be quite a turn-off for many probable customers. In such a scenario, even though your intentions might actually be good, your business’ reputation could take a toss owing to the unfavourable marketing campaign/s.

Lastly, remember that expecting overnight results through your online campaigns is a little far-fetched. This, however, does not mean that you have to wait endlessly to see your efforts bear fruit. If handled correctly, you online marketing endeavor would translate into offline profits quite soon. All you basically have to do is give your probable and existing customers the information that they’re after in a timely manner and simplify their efforts in availing your services/products.