In recent years more and more businesses are seeking to make their mark in the online world coming from a purely offline environment.
There is often a big misunderstanding about the issues involved with entering the online world.
Build it and they will come is the idea they are stuck with after coming from a market where local advertising is very effective.
With the international reach of the online world local advertising becomes much more difficult to achieve.
People often search for the keyword and location together but this is likely to bring up a site that delivers nationwide than a smaller local business.
The interactivity of the Internet is also misunderstood or often out of reach without necessary funds.
This interactivity allows businesses with the funds to exert a large advantage over smaller businesses, something which is less pronounced in simple offline advertising.
By testing different types of sign up and quote forms customer response can be slowly improved until you are satisfied or it become too expensive in time to test further.
However the majority of small businesses pick a professional bland tone to entice customers and never test beyond this.
There are many new features such as Flash which allow a fine degree of control with your marketing message.
Should more businesses be using this? The issue is that Google have failed to accept it as a legitimate content based website so it's never really taken off in a big way.
Potentially it could have worked out cheaper for small businesses if it took off well as it is much easier to design a layout with Flash than it is to compile a pure HTML based web page.
Small businesses are also often reluctant to make use of email marketing.
There's a lot of extra work involved in starting an email campaign and they cling to their old effective offline advertisements as being the way forward.
Unlike the offline realm where advertisements are rarely very well tested especially for small businesses, in the online world they're competing often with advertisements that have been tuned.
An advertisement that gets more sales means that the business can pay more to run the advertisement than a business with a poor performing advert.
Often books such as yellow pages have plenty of room for more adverts, but online there is only 10 slots or less per page depending on whether it is an organic or paid result.
There is often a big misunderstanding about the issues involved with entering the online world.
Build it and they will come is the idea they are stuck with after coming from a market where local advertising is very effective.
With the international reach of the online world local advertising becomes much more difficult to achieve.
People often search for the keyword and location together but this is likely to bring up a site that delivers nationwide than a smaller local business.
The interactivity of the Internet is also misunderstood or often out of reach without necessary funds.
This interactivity allows businesses with the funds to exert a large advantage over smaller businesses, something which is less pronounced in simple offline advertising.
By testing different types of sign up and quote forms customer response can be slowly improved until you are satisfied or it become too expensive in time to test further.
However the majority of small businesses pick a professional bland tone to entice customers and never test beyond this.
There are many new features such as Flash which allow a fine degree of control with your marketing message.
Should more businesses be using this? The issue is that Google have failed to accept it as a legitimate content based website so it's never really taken off in a big way.
Potentially it could have worked out cheaper for small businesses if it took off well as it is much easier to design a layout with Flash than it is to compile a pure HTML based web page.
Small businesses are also often reluctant to make use of email marketing.
There's a lot of extra work involved in starting an email campaign and they cling to their old effective offline advertisements as being the way forward.
Unlike the offline realm where advertisements are rarely very well tested especially for small businesses, in the online world they're competing often with advertisements that have been tuned.
An advertisement that gets more sales means that the business can pay more to run the advertisement than a business with a poor performing advert.
Often books such as yellow pages have plenty of room for more adverts, but online there is only 10 slots or less per page depending on whether it is an organic or paid result.