RM Online - Market your business with technology

How many Web pages are already on the Internet? According to recent reports, more than 320 million. Entrepreneurs, Web page builders and access providers are adding one more site every minute.

Will the Web become the small-business owner's marketing alternative of choice? Or will the Internet become a mega-morass of information overload? Will we build great, enduring companies along the information highway? Or will we find ourselves sitting in a commerce-constipated traffic jam in cyberspace?

No one can answer these questions completely. At least not yet. However, just in case high-tech marketing does become the strategic weapon of choice for small-business owners, here are some tips for growing your business online.

Understand the medium. The World Wide Web is a niche marketing medium. It is not a mass medium. The quality of a customer who visits your site is much more critical to your success than the quantity of visits. You do have global reach, but to a very narrow band of potential customers.
Limit your online time. Using your computer and the Internet for marketing requires discipline. Don't let the lure of marketspace consume hours you need for improving the core elements of your business. If you don't keep the quality in your products and services, online marketing may actually hasten your demise. If you don't keep your promises, your uplink may be your downfall.
Gear your online marketing to people. You may easily forget who is on the other end of your online efforts. It is another person. Yes, your cyber connection is electronic, and your interface is a computer. However, on the other end of every electronic action is a potential customer, a real, live person. As with all other types of marketing, cyber marketing is all about people.
Don't expect overnight success. All marketing efforts take time and some tweaking. Try different techniques. Try different graphics, copy and colors. Be patient. It will take some time for good customers to find your site. However, don't wait for success. Stay focused on making your site more useful and user friendly.
Cross-promote. One of the best ways to increase your marketing velocity is to cross-promote. Your business cards, brochures, letterhead, mailers, invoices and advertising should all carry your Web address. Likewise, be sure to give your phone number, mailing address and catalog and brochure information online. Don't miss any opportunity.
Don't underestimate the contact time. Sound Web-based marketing allows plenty of time for customer development. One or two quick e-mails may not reassure all customers. Unique products, services or solutions may require lots of additional service online. Set aside the time before you make the online commitment.
Keep your site up to date. Web technology is dynamic. Potential customers will return to a unique site that changes and becomes more user-friendly with subsequent visits. Work on visual appeal and content. Keep it fresh, up-to-date and fun. Remember, good online marketing is information-based. Your job is to ensure that the information is relevant to your potential customers.
Use a quality access provider to host your site. Your online marketing efforts won't convert to business if your host's server is off line more than on. Do your homework. Visit with references before you select a host for your site. You can host your own site, but understand the requirements before you do.

Online marketing can increase your open-for-business hours, improve your image and help you sell information - rich products and services. If you do decide to go online, go for results, not recognition.