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Has Internet Marketing Has Failed The Small Business Owner
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By Jeffrey Dorrian
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Why Internet Marketing Has Failed The Small Business Owner
With the internet being so large and growing every day, somesmall business owners have often found themselves to be a smallfish lost in a large see of bigger fish. Without the financialresources that many larger companies possess, many smallbusiness owners find it difficult to compete. However, in manycases, a smaller business can be much more resourceful than itslarger competitors. There is one thing that everyone agrees onand that is, without the internet, reaching customers around theglobe would be virtually impossible.
Among the largest problems with internet marketing is theexpense of advertising. Banner programs and other paidadvertising programs work best for those who have a lot of cashto invest in an aggressive campaign. Naturally, the moreexposure a company receives, the better chance that the companywill have of gaining new website visitors. However, banners thatdo not receive regular rotation run the risk of not beingnoticed at all and often suffer from a very low click-throughrate. Think of internet advertising in terms of radio promotion.If you run one or two commercials on the radio, how many peopleare likely to hear it? But, if a commercial is replayed manytimes over, more individuals are likely to hear it and payattention.
With so many places to advertise, it is difficult to know whichworks best. There are many websites out there that promise toprovide website traffic or help to achieve high placement onmajor search engines, but how can anyone know for certain ifthese programs really work? If a marketing campaign wasconsidered, where would the small business owner's money be bestspent? It's hard to say due to the rising number of outletspopping up that offer specialized traffic directly interested ina certain niche.
Many small business owners also have concerns over ad designingand find it difficult to invest a lot of time or money in adesign that will effectively compete with other banners.Flashing words, professional placement and seamless animationare among the eye-catching designs of today's banner ads. But,what if the business owner isn't quite the digital image expertand doesn't have the extra cash to hire one? Sadly, because thelarger companies can afford to staff, or hire freelance, designexperts, they are often the ones with the fancy design and largeamounts of cash to pay for it all. That is the bad news. But,the good news is that everyone knows, including the savvyinternet consumers, it isn't the wrapping that counts. What isinside is what matters. Small business owners may have to bemore resourceful to do their own internet marketing but, as manywill agree, their customers are very loyal once they see what isinside.
Among the resourceful remedies that small business owners havecome up with to battle their larger competitors includeaggressive press release submissions to both online and printresources, article marketing, link exchanges and search engineplacement. And of course, the greatest promotion of all is ahappy customer's word of mouth.
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