The rise of the Internet has spawned many changes in the way companies do business. In some respects it has become a great equalizer ? giving small businesses with modest budgets a real chance to compete with the big boys.
It?s not even simply about marketing; the Internet has changed the way in which businesses (and consumers) operate on such an intrinsic level that not investing in an online presence could mean your company gets left behind.
Understandably, a lot of small businesses find e-commerce daunting, but it really needn?t be. Making the smallest efforts to establish yourself online can go miles towards keeping your business at the top of its game, so here?s how to do it.
Search ? How People Find Your Business
With people able to access the Internet on their phones, the way consumers search for information is changing. Whereas before buying an ad in the Yellow Pages may have seemed to be a perfectly valid method of drumming up business, it just won?t cut it in today?s Internet savvy age.
People search online to find what they want fast, so even creating a free profile on a service like Yelp can drive consumers toward your business. Ideally, you should invest in SEO and social media marketing in order to make sure your business shows up in search engines. It has become second nature for people to check out a business or product online before committing to purchasing and they use sites like these to do so ? if you?re not there, they can?t find you.
Websites ? Another Way of Selling
Up until recently if you wanted to sell something, it was important to have a well-furnished outlet in a great location. This is no longer the case. You can sell products and services from the comfort of your own home simply by setting up a website. Obviously this is limited by the type of company that you run, but it?s a great way to get started in business.
You need to consider where to target your website, so identify who your customer is ? are they a business or an individual? You should understand the difference and tailor your site to your clients? needs. Google wants to get small businesses online and are even trying to make it easier, so it?s up to you to take advantage.
Social Media ? Talking to Your Clients
The Internet has changed the way that people communicate with each other, and social media is a huge part of this. ?It?s a great way to reach your target market, increase brand recognition and improve customer relations. It?s a two-way conversation with the people that matter ? your clients. It even allows them to do your advertising for you. This guide to social media covers everything you need to know about creating a successful social media campaign.
International Marketing ? Expansion
The Internet has made it infinitely easier to expand your business horizons. Why settle at targeting a domestic market when there is a whole world out there filled with potential customers?
Pay attention to global trends in order to identify low-hanging opportunities. For example, Interxion recently created this ?infographic showing that despite increasing percentages of European businesses buying goods and services online, the number of European businesses selling them lags far behind. This leaves a gap in the market that could be filled by your business.
Click image to open full-size version (via Interxion).
Written by Adria Saracino
Adria Saracino is a marketer and blogger. When not reaching out to interesting people on the web and executing business strategy, you can find her writing about style on her personal fashion blog, The Emerald Closet.
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