Submitted by: Simon Volkov Online Marketing DNA

Being the owner of a small business is extremely gratifying, but demands incredible determination and sacrifice. Business owners are required to do everything from answer the phone to ship orders out the door and must be able to multi-task under pressure.

A common challenge for small business owners is obtaining sufficient capital for marketing and advertising. Nearly everyone that has looked into print advertising has dealt with the sticker shock. A modest quarter-page ad in well-liked magazines can easily cost several hundred dollars. A full page 4-color ad can cost almost as much as a new car.

Thanks to advances in technology, the advertising playing field has been leveled. Today, small businesses can take advantage of online marketing strategies to improve customer relations and develop brand recognition.

The key element of successful Internet marketing is creating advertising campaigns that produce maximum publicity for minimal cost. Even though most Internet marketing methods can be carried out at affordable prices, there are times when it is more effective to retain services of small business marketing professionals.

To acquire good exposure via the Internet requires a solid comprehension of search engine optimization (SEO) and latent semantic indexing (LSI). Acquiring these skills requires in-depth training and practice.

SEO and LSI are necessary for all types of Internet marketing techniques. Everything from websites and blogs to online videos and podcasts need to be optimized for search engines, as well as human beings. Search engines read information differently than people, so specific types of codes need to be inserted to let search engines understand what is being presented.

Every small business can benefit from online marketing. Today consumers practically demand companies have a website and participate in social media marketing at venues such as Twitter and Facebook. The best way to get involved is to create a business website.

Websites are the perfect venue for providing company overviews, introducing staff, showcasing products, and setting up e-Commerce to sell products directly from the site. Websites are ideal for introducing products and services through marketing presentations such as videos, podcasts, or articles. They’re also an excellent way to acquire customer prospects and engage in link building online.

Establishing an appealing website is no easy feat. There are numerous factors involved with web design. Not only do they need to capture visitors’ attention, they need to be structured for viewing on multiple browsers, cell phones, and handheld devices. It’s much easier to hire a web designer who is proficient in LSI and SEO.

In addition to websites, companies of all sizes need to engage in multiple campaigns such as videos, podcasting, article marketing, local search, and social media marketing. This can be impractical for most small businesses due to lack of manpower and funding.

A remedy is to hire an online marketing consultant to help develop a plan. Another solution is to hire a marketing agency to perform advertising tasks. Working together with experts can alleviate burdens for small business owners and give them time to focus on business operations.

Taking a small business online is a lot of work, but can be done with the right staff and adequate knowledge. While many entrepreneurs dread the thought of promoting their business throughout cyberspace, the fact is those who don’t will find it difficult to expand their customer base.

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