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The information on these pages is meant for informational purposes only. Anyone contemplating starting a business should be aware that laws and regulations differ from place to place and year to year. To insure that your business will/is operating within legal limits of the physical area in which you operate, or on the Internet, we strongly urge you to consult an attorney, a tax specialist, and your insurance agent. Opinions stated in articles on these pages are the personal opinions of the writers, and not to be considered a guarantee of success in a business venture or as definitive expert opinions. Creative Enterprises is not responsible for any financial loss incurred in business start-up ventures or through personal dealings with any of our member businesses. Individual members are responsible for their own operations and business decisons, and are liable for their own customer service and satisfaction. Entrepreneurs are responsible for researching any business opportunities, possible expenditures associated with thoseopportunities, and legal and tax requirements. Purchases of products or programs offered through links on this site are the responsibility of the buyer alone. Although we do our best to confirm the legitimacy of products and vendors, buyers are responsible for and strongly encouraged to do their own investigation before making purchases. All information, graphics, text, and design elements on this site are the intellectual property of Creative Enterprises unless otherwise stated.

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Business Promotion . . .

Promoting Your Business Online Means Reaching PEOPLE!

Promoting your online business is a big job and a constant job - one that requires more than just making sure that you're listed with all the search engines. . . certainly more than exchanging a few banners. . . and definitely more than sending out emails through purchased lists of addresses.

Sometimes we forget that behind these computer screens, there are people -- real people. And in spite of their love affair with technology, most of them still want to deal with "real people" when it comes to purchasing goods and services, or taking advice. To get the best possible exposure for your online venture, you need publicity to humanize your company and to take the business to the people, instead of waiting for them to find you. URL promotion is a great start and a necessary step in this process; but if you think it's enough, think again. In order to adequately market your business, you need to combine your URL promotion with a little creative publicity and go after your target audience. And who is your target audience? Well, it's certainly not the search engine robots! It's PEOPLE!

Being an Online Entrepreneur - It's Not Your Father's Business World                 . . .      Or Is It?

Because they have been led to believe by cyber industry gurus that doing business online is somehow above and beyond that of the local shopkeeper . . . more sophisticated . . . more technologically "hip" if you will . . . business owners often believe that URL promotion is the only effort required in the cyber marketplace. And those leading them to believe that are partially responsible for the early demise of so many online businesses. If anything, doing business online requires twice the effort of a local business when it comes to advertising and marketing techniques.

When a local shopkeeper hangs out his sign and opens his doors for business for the first time, there are certain things he does automatically. He'll usually run an expensive grand opening ad - maybe even hold a sale - and put a "GRAND OPENING" sign in the window. He'll invite all his friends and neighbors to come by and bring or tell their friends about his venture. He'll take out an ad in the local newspaper. He'll buy a listing in the Yellow Pages of the telephone book. He'll hire some kids to put flyers on people's windshields in parking lots. He may buy some radio advertising, or a TV spot. He'll join the local Chamber of Commerce and do a little "schmoozing" at the After Hours events, and volunteer to help with their pet projects in order to be "seen" in all the right places. He'll keep a handy supply of business cards in his wallet or pocket and give one out to everyone he meets, and maybe even scribble a little personal note on the back authorizing a discount if they stop by and make a purchase. A good businessman NEVER turns off his marketing switch. He watches for opportunities to be recognized. He listens for chances to make a sales pitch. He searches for new markets and ways to diversify for growth. He's "ON" all the time. And so should YOU be!

"Ridiculous!" you say. "Online businesses are different. We're technology based. If I just do some good URL promotion - keep up those search engine ratings - watch my META tags and keywords - submit everything regularly - that's the key in the new marketplace!" Is it now? Then why are you getting 1000 hits a day, and only making 6 sales a month (or less)? Hmmm. You won't be making your online business your primary source of income anytime soon that way! Maybe it's time you ignore cyber "experts" for a little while and take a few pointers from the physical business world. Think about it. If the guy who runs the local office supply company in a town where he's lived his whole life, still has to get out there every day and "play the game," why would anyone think they could make even a dent in the "whole world" market by simply saying, "I'm open for business?" The whole world doesn't know you! And if you want them to, you'd better think about serious promotion.

START WITH PROMOTING YOUR URL

OK. So you see where I'm headed here. You need a marketing plan and you need to work that plan every day all year long. And no question about it, Step #1 in your plan to market your online business MUST be URL promotion, for the same reason that your father advertised his business in the Yellow Pages. It's a way to be found - even if by accident.

FINISH THE JOB WITH INTENSIVE, TARGETED PUBLIC RELATIONS

Good URL promotion AND a good publicist together can do wonders for your business --- put you in the right place to be found, AND give your business a face and a personality that people can relate to.

In addition to the need for the top spot in the search engine listings, small businesses also need to GO where they can be SEEN - go where the people are, not just sit and wait for people to find you. That's what public relations services do for you - take you to the people most likely to be in the market for your product or service, and WOW them with all the reasons they can't do without you! A publicist becomes your best buddy - your promoter - your eyes and ears - your legs. He/she is always there to say, "let's try this." And if one thing doesn't work out, your publicist keeps on thinking and planning until it all comes together. A publicist sends letters of introduction and invitations to visit your site, knowing they go a long way in letting people know WHO you are and what you do. I'm not talking about spam either -- there is no polite term for that particular kind of advertising! I'm talking about respectable, professional business correspondence from one company to another to introduce a product or a service that may be of interest to them.

As an online publicist myself, I send information out on behalf of my clients all the time. They are professional business letters in both tone and function. They speak concisely and clearly, introduce me and my client by name, and give a brief description of the business, the product, the target audience, and my purpose in writing. They don't promise riches or good luck for the next 20 years. They are honest, sincere and forthright, and provide all the information a person would need to contact both my client and myself. Often after that first introductory contact, business owners want to know more. Sometimes they want to buy -- sometimes they don't; but they are intrigued by the idea of an online business that actually acts like a "real" company, and is professionally represented. They get interested, and they want to keep the contact. They may offer to exchange links. They may want to know if my client has an affiliate program, or whether he or she ever collaborates on projects or barters for services. A publicist needs to be able to recognize an emerging opportunity and seize the moment to grasp it. My average correspondence with any given individual on behalf of a client would consist of 4 to 5 extensive emails. I seldom walk away without something to show for my effort. Not that it's always easy - some services and products, and certain kinds of sites are tougher to promote than others - tougher, but not impossible with a motivated business owner and persistence on my part.

There are other things that come under the heading of online marketing -- major networking and cross promotion with other small businesses for instance; creating and distributing press releases as necessary; working within a business "community," participating in online clubs or efforts; constant researching of new contacts and possible link sites. It's a never-ending cycle of things to be done and contacts to be made that can overwhelm the small business owner trying to go it alone. But it's every bit as necessary as URL promotion if you are going to succeed. Your one-on-one targeted public relations effort is that missing human factor in the world of cold technology. Without it, your business has no "face," "no soul" - nothing that says, "Real people work here, and we're here to serve you."

Marketing your online business and guiding it toward success is more technologically complex than a local storefront -- no question. But you're still dealing with people - people who want to know you, see you, and come to trust you as a serious, competent businessperson. If you don't make proper use of strong networking skills, public relations opportunities and URL promotion, your little company may not be around long enough to grow. Take it seriously and promote it in every way possible. If your financial challenge this year is whether to buy yourself a FAX machine or promotional services, do your business a favor - send those FAXes at Staples and buy yourself some intense promotion and publicity.

© 1999-2010 Carol Auclair Daly

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