LeadMastersUSA

What economic slump?

Small business to pump 1.63 billion dollars into the internet over the next 5 years

Small business spending online is poised to triple over the next 5 years for non-advertising web services. A forecast by Borrel Associates predicts that “non advertising” marketing will continue to increase while traditional media advertising shrinks. This means over 1.63 billion dollars will shift from offline to online sources.

What does this mean for a typical business? It means that more of your competitors will have a web presence and at the same time that there is a golden opportunity for those that understand how to utilize the unique marketing power of the internet. This is one of those time where what you don’t know really can hurt your business.

Customers search online for products, services and local information

Consumers are using the internet to search for products and services across the board. Regardless of your industry chances are your customers are looking online, either to compare prices or validate your company’s legitimacy.  Even brick and mortar businesses find that a good website can drive sales to the local store. Meanwhile other businesses are reducing overhead by switching to a strictly ecommerce storefront.

Online tools, better websites and user interaction
Many businesses will invest in using online tools like shopping carts, autoresponders and digital downloads or increase promotional activities like email campaigns, video, PR, social media, blogging including revamping their websites. It is also predicted that businesses will increase online advertising budgets like PPC, banner ads and Paid inclusion but at a slower rate than over the past 5 years. With all the billions to be spent, what tools will be most effective for business? After all, many businesses have had a website for years and never seen a sale.

The true marketing power of the internet is not technology or the ability to show behavior targeted ads to consumers wherever they are online. The real power is in communication. Yes, communication. Small to medium sized businesses are in the perfect position to connect with customers in a more personal and relevant way. So how does this fit in with increases in online spending?

Unfortunately, for many companies it doesn’t. Too many businesses will be seduced by flashy ad campaigns, the newest whiz bang technology or promises of Google dominance. In an effort to capture web traffic they will ignore the most fundamental rule of any successful business – seek to help people first.  The irony of it all is that this is something most business owners are great at and actually enjoy. For some bizarre reason when companies go online they simply throw out this idea altogether.

My prediction for small business over the next 5 years

I predict there will be two camps of businesses online; the growing businesses that use the internet to connect and help people and the broke ones who push and sell and wonder why it isn’t working. Marketing online is all about developing relationships. There is no shortcut or substitute for this and hype is not tolerated. The businesses that get this will succeed while the ones that don’t will fail, no matter how much money they dump into a website or PPC campaign.

What sells offline might get ignored online

Millions of dollars will be spent on great looking websites that have no way to follow up with prospects. Trillions of words will be written, but much of it completely useless to the consumers who will be reading it. In boxes will fill with email campaigns that get deleted before opening because people don’t have to read ads and a great number of online stores will get swallowed whole.  Meanwhile frustrated business owners will throw up their hands and say – my customers just don’t buy online!

Successful marketing online looks a lot like not selling

The successful businesses will build content rich websites that focus on providing helpful information that addresses the customers’ needs. They will attract customers to their website through articles, videos, social media and offline media. Their website will be a hub of information and interactivity that seeks to connect with the visitor before it sells if ever. These businesses will spend their money on good content, tracking, building relationships and solid keyword optimized SEO. They will feel great about being able to help thousands of people online while growing their business.

Do your company and your customers a favor and make the shift today. The choice is up to you, but before you decide ask yourself this – what do you do when you go online? Do you believe hype? Notice banners? Watch commercials? No? I didn’t think so. Start by sending out an email that is informative, relevant and doesn’t try to sell anything to anyone. I know it sounds crazy but go ahead it’ll feel good.

Heck, your customers might even read it.

Need a little help?

We help small to medium sized business in Atlanta ( and all over) get found! Is your business ready to connect capture and convert visitors into relationships you can do business with?

Convert clicks into customers – give us a call 678 318 7515