Every small business owner knows only too well that a well planned and executed marketing strategy will keep them in profit regardless of the ups and downs of the economy. Some business owners tend to plow much of their marketing budget into offline advertising, like press ads, magazine ads, radio and television commercials.
Whilst others prefer to invest their money in online advertising like pay-per-click and flashy banner ads.
With the trend increasingly in favour of online advertising, simply due to the huge volume of online shoppers, many business owners who are trying to promote their products and services online are obviously facing a few problems.
Not least is the problem of e-confusion.
This embarrassing and uncomfortable condition is brought about due the numerous streams of marketing options now available to all internet based businesses. Anyone who has been soundly educated in the bricks and mortar type world of business and marketing is now finding it increasing difficult to know which way to turn.
Should they focus all their efforts and resources on pay-per-click or have a few banner ads circulating cyberspace too? Well, it would appear that the outcome of this little decision is the very least of their problems. The real dilemma, which is striking fear into all but the very savvy of internet marketers is, where does social network marketing fit into their strategy?
It can’t be ignored. There are millions of potential customers frequenting the social sites like Twitter, Facebook and MySpace, not to mention LinkedIn, Bebo, Hi5 and Friendster. And every dedicated businessman and woman worth their weight in salt knows that you have to ply your trade where people gather.
It’s what’s called a market!
As offline advertising becomes more and more expensive and much less effective, many small business owners know they must get a foot firmly on the threshold of as many streams of new media marketing as possible. And herein lies the problem for many, because they simply don’t know how to.
New media marketing is not even remotely like marketing in the real world and it goes against everything business owners have come to know and trust. So here lies a big opportunity. Master the many facets of internet marketing and you master the web.
Sounds simple but in practice it’s going to take work, effort, training, learning and trial and error. So why is internet marketing so complex?
It’s because there are so many options, and a business that wants to survive, grow and prosper needs to explore most of them before deciding on which marketing option is right for them.
The social networks have already been mentioned and come high in the list of avenues waiting to be explored. A search on Google for “social network websites” returns a page count of more than 295 million, which at least suggests its importance. That’s certainly a lot of web pages devoted to the subject. But social network marketing is only part of the equation.
Today, the modern savvy internet marketer, AKA online business owner, needs to be conversant with or at least familiar with article marketing, affiliate marketing, referral marketing, viral marketing, video marketing and forum marketing.
Then there are blogs and RSS feeds, search engine optimisation, keyword optimisation plus joint ventures and online press releases to consider.
All these avenues are options in which a business needs to apply its marketing techniques, strategies and formulas. It’s a bit like a fishing expedition, in which many lakes have to be fished in order to find which ones are likely to produce the best catches.
So is it any wonder why so many small business owners are e-confused?
Well thankfully a solution is at hand. A small UK based publishing and distribution company has unravelled the many mysteries of internet marketing, and produced a complete marketing toolkit, appropriately called the eMarketing Toolkit, which covers just about every aspect of e-commerce marketing.
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