In a post called Small Business Marketing on the Internet, I introduced a diagram that outlined the two parallel types of marketing activities using the Internet, and discussed why you should start by developing a solid web presence and managing your identity on the Internet. I will be writing a series of posts taking you through this diagram to help you develop your small business Internet marketing strategy.
Let’s talk about the Internet marketing side of the diagram. Although all types of Internet marketing are valuable, for service professionals, the Internet marketing activities that have a high payback include article marketing, eNewsletters and sponsorship links on relevant web sites. Service professionals need to subtly promote their expertise, and to do that requires that you do a bit of writing. Through your blog, articles and comments, you demonstrate what you know in a non-threatening way. Your words speak for you and help you develop the reputation for being knowledgeable in your specific discipline.
Article marketing promotes your expertise to various target markets, helping you gain visibility while demonstrating your expertise. If you like to write, it is a great way to get your name out into the communities that may be in need of your services. My previous post on article marketing talks about some of the resources out there to help you.
eNewsletters are also a way to build your expert reputation. The hardest part of using an eNewsletter is building your opt-in list. If you have a great publication that is entertaining, you are more likely to get subscribers. If you haven’t built a good list, an eNewsletter is of less value. For a great example of an eNewsletter that you just want to read, subscribe to Blue Penguin Development’s eNewsletter. Every other Friday you get a short, funny newsletter that offers great tips on eNewsletters.
Sponsorship links can help drive traffic to your web site. I personally have gained many new clients because they found my listing on SalesVantage.com. For marketing and sales professionals, SalesVantage.com is a very targeted offering. Business.com is another resource. Both provide visibility as well as valuable relevant links to your web site or blog.
Internet marketing is a low cost way to get your name in front of your prospects. Start building your personal brand using these three tactics. We’ll add more to the marketing strategy later.
