Fuel Net

Get answers to your most pressing marketing questions in fuelNet Monthly, your one-stop resource for effective communications strategies that result in secure, long-lasting customer relationships.. Learn more...

When it comes to searching for local products and services, small business owners are no different than the average consumer: they turn to the Web. So it would only make sense that they’d view online niche marketing as an integral part of their business strategy. But surprisingly, only 44 percent of small businesses have a Web site, and half spend less than 10 percent of their marketing budget on Internet advertising, according to a study by WebVisible.

The study also found that 51 percent of respondents rate both the quality of their Web site and their ability to acquire new customers as only “fair” or “poor.” They point to limited marketing budgets as the chief reason. Having a viable Web presence doesn’t require an open checkbook, a 24/7 work schedule, or a degree in niche marketing. Internet success calls for a consistent focus on a few essentials:

• Staying true to your brand. If your business is known for reliable service, that value must be conveyed in the online space.

• Your customers’ most pressing needs. How well you provide guidance and information will ultimately determine your level of success.

• Your competitors’ weaknesses. Demonstrate why the quality of your product or service is superior to any on the market.

• Quality content. “Content is king” may be a cliché, but that’s because it’s true. People turn to Web sites for the content, and if the content is lacking, they will leave disappointed.

• The “wow” factor. Innovation is the area that presents the most challenge. As soon as other Web sites see what you have to offer and imitate it, you’ve lost the innovative edge and must come up with something new again.

• Keeping your promises. If your employees believe in the company’s brand promise and consistently act on it offline, then it’s critical to transfer that message — and the energy surrounding it — to your Web site.