How to Use the Internet to Promote a Business

The Internet provides a tremendous opportunity to promote a business at relatively low cost. A number of established tactics exist that can leverage the local, national and global nature of the Internet to give your company a larger presence than ever before possible. From a website to blogs to social networking, the Internet can be a tireless marketing resource that works around the clock for your success.

Difficulty: Moderate

Instructions

Things You'll Need:

• Active website
• Cohesive general marketing plan

1. Create a website. The most basic way to use the Internet to promote your business is to establish a meaningful presence on the Web. Today, there are numerous free and low-cost options for setting up a website, and most include easy-to-use and attractive templates. If you lack the time and skill to create your own website, hire a Web designer and copy writer to help.

2. Purchase Internet advertising. The major search companies offer compelling advertising programs that can drive significant traffic to your website at a relatively low cost. These are typically pay-per-click, where you only pay when users click through to your website, which limits your advertising expenditures. Identify keywords that describe your business and product or service and use these in your advertising.

3. Conduct search engine optimization. Called "SEO" for short, search engine optimization means writing copy on your website that attracts Internet search engines. Evaluate your business and do some searches on the various terms that can be used to describe it. Embed the terms with the greatest number of search results in your website copy. Make sure the terms make sense; search engines penalize websites that use nonsense words in attempts to increase their search rankings.

4. Start a blog. Short for "weblog," a blog is essentially a dynamic website where the most recent post displays at the top. Millions of blogs are used to promote companies, share ideas and maintain communities. Create a blog that channels valuable information to your website visitors. Allow comments to provide a method for your customers and potential customers to communicate with you easily and with minimal effort.

5. Engage in Web communities. Visit industry forums and participate in the ongoing conversations, and read and comment at relevant blogs. Include your website address whenever possible to capitalize on your growing presence as an expert in your field.

6. Participate in social networking. A variety of social networking sites exist where individuals and companies share information on their interests, both personal and business, and network with other like-minded individuals. Identify sites that can help you communicate with potential customers, partners, suppliers and others who can help increase your company's visibility.

7. Publish relevant information. Write white papers, case studies and ebooks of particular value to your customers and prospects, and make them available on your website. Create a news section on your website and keep it updated with relevant industry, product and service news. In general, make sure that you maintain your website with current information on your company, and that you provide compelling content to visitors.

Resources

• Entrepreneur Magazine website
• Inc. Magazine website
• Sales and Marketing Management Magazine website