Tracking Your Search

It doesn't matter if you're a doctor or a deli owner - online marketing tactics can help any small business. Working with an outside company will allow you to track your search results and measure them against sales. You will see a positive return-per-customer right away. This tactic will not only boost sales, it will also make tracking your results easier.

Online Marketing

The business world is in the midst of an evolution toward online marketing. And why not? It's scalable, cost effective and it delivers measurable results. In a brick-and-mortar world, the goal of marketing is to get clients to your door. In the online world, that door is your homepage. When it comes to websites, functionality and user-friendliness are just as important as visual design. It's OK for a website to look fancy and complex, as long as it remains easy for customers to navigate.

The comiplexity of your Website should directly relate to the nature of your business. Would a sophisicated and more expensive design that builds market buzz fit your business strategy? Or would a simple Website do just as well?

Either way, these factors should remain paramount:

• Does it load quickly enough to keep your customers attention?
• Is is simple to understand and easy to navigate?
• Is it interesting?
• Is it of value to your customers?
• Is it easy for customers to contact you?

Web 2.0

No doubt you've been hearing about blogs, social networks, and viral sites nonstop. It's all a part of Web 2.0, the latest online trend in content and information sharing. People are creating communities, starting conversations, and seeking advice online. Naturally, consumer opinions are a hot topic

So how do you make your business known in the world of Web 2.0? Here are two ways to get started:

• Set up a blog to position yourself as an expert in your field. Sites such as "Typepad" and "Blogspot" let you create blogs for free. Keep your posts short, conversational and to the point.
• Join social networking sites like "LinkedIn" or "Facebook". You can set up a personalized profile and connect with groups of like-minded people.

The Web 2.0 phenomenon is taking off, so make sure you get involved. It's a great way to interact with customers and get invaluable feedback for your business.