The days of marketing a business primarily through phone book ads, street signage and mailed flyers are over. These days, more and more individuals are utilizing online search engines to locate businesses in their immediate area.
Regardless of the type of goods or services a business offers, an online presence has become a must in today?s Internet-connected society. Most owners and operators that have acknowledged this marketing evolution and have shifted their focus online are reaping the rewards of their efforts, in the form of greater sales, more customers, and possibly even an online ?buzz? about their business.
Those late to the party put their business at a significant disadvantage, especially against local competitors who are making the most out of online marketing tactics.
Online marketing is not rocket science, and there are several tactics that any business owner and his or her staff can implement to establish themselves online and in front of thousands of prospective customers.
Local Search Engine Optimization (SEO)
Don?t let the fancy term scare you. SEO is essentially tactics businesses and organizations use to help their search engine rankings. And the primary way to accomplish this is focusing on key terms associated with your business that prospects may be using to seek out businesses such as yours. For example, an individual looking for a chiropractor in Gilbert, Ariz., would probably search with key words similar to, ?chiropractor, Gilbert, AZ.? He or she may be even more specific, such as including the part of town or exact service. For most businesses, a good starting point in kicking off a local SEO push is by adding their information to a search engine listing service, such as Google+ Local or Yahoo! Local. These listings typically include company name, address, website URL, e-mail address, a description of services, photos, promotions and other information. Additionally, be sure that these key words are found on your website?both as page title tags and in on-page content?to boost its SEO.
Social Media 
Facebook, Twitter, LinkedIn and other social media sites are not just for messaging friends and sharing photos. More and more prospective customers?especially those in the younger generation?use social media when seeking out businesses. Whether it?s through a search or from a friend?s referral, many place more value on a business?s social page than they do its main website in learning about the business, what other customers think, and any promotions or discounts are being offered. Social media sites are simple to create and customize. Some, such as Facebook, also offer advertising opportunities to further promote a business and its services. Social media sites are easy to create and customize, and they go a long way in helping a business develop an online identity.
Online Content
Another way to market a business online is through content, especially for those business owners and staff who enjoy writing. Whether it?s a press release announcing a milestone or exciting new promotion, a blog on the business?s website, or a story written for an article distribution site, well-written and pertinent content can not only entice prospects from learning more about a business, it can also boost SEO through back-linked key words sprinkled throughout the copy. Numerous press release and article distributions sites currently exist to help businesses generate attention to their goods and services.
Online marketing is not just for large corporations and franchised businesses. It?s a viable, affordable and, most importantly, an effective means for successfully promoting a small business and establishing an online identity that?s certain to translate into increased sales and new customers!
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