Internet Marketing for Small Business-Part 1

Businesses have long used the Internet as a one-way communication channel to inform and educate customers about their products, prices, locations and hours. One-way communication is no longer sufficient, even for small businesses.

Here are some ideas to expand the traditional and limited marketing role of the Internet for your business without exceeding your budget limitations.

To increase sales and improve service, businesses should offer interactive capabilities for customers to place orders, make inquiries, request bids, and download product catalogs and service manuals. Many businesses now use the Internet to allow patients and clients to book or change their own appointments. It can be a very useful tool to help reduce lost revenue by sending an email or text message to confirm scheduled appointments. Online customer access need not be a cost prohibitive luxury viable only for “big box” retailers and national catalog companies. Multiple studies confirm it is a necessity for many types of small businesses. For example:

  • In an October 18, 2010 article titled A Cheery Holiday Forecast, Thad Rueter of the Internet Retailer reported on the results of a survey by The National Retail Federation. The survey found 44% of consumers ages 18 and above planned to shop online during the 2010 Christmas season. Of consumers who earned at least $50,000, 55% would shop online. Perhaps more telling of emerging trends, 27% of U.S. consumers who own a smartphone were expected to use it to research and buy products.
  • An article titled 8 Ways Fullservice Operators Can Build Sales was published by the National Restaurant Association in their 2010 Restaurant Industry Outlook Forecast. It reported that 41% of consumers sur­veyed said they choose new restaurants because of e-mail promotions. Close to 30% said they would likely opt to receive e-mail notification of daily specials. Another 56% visit restaurant websites, 54% view restaurant menus, 54% use the Internet to learn about restaurants they have not patronized while 25% have made reservations online.

If your business uses or is considering using gift cards, look at Panera Bread and McAlister’s Deli websites. Both offer the ability to sell, recharge and check card balances online, a real customer convenience. Providing printable coupons online is an even easier customer benefit you can offer.

On Friday, I will discuss email marketing and surveys as a marketing tool for your business.

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