Using the web to expand business

It is a common misconception small town businesses cannot put up a fight against their Fortune 500 city competitors. But a company with access to the Internet has access to the same market. Kelsey Research found that 70 percent of consumers go online first when looking for a business. Their research also showed that only 1 percent of respondents have never used the Internet to research, then purchase offline from a local business.

"The Internet changed the course of business,” said Business Account Representative Chris Hill of Socket, a Missouri-based telephone and Internet provider. “The ability to have a company Web site has leveled the playing field, so to speak, for smaller businesses, which now have the capability to successfully and directly compete with larger counterparts.”

Hill mentions three ways the Internet has helped to expand small businesses: through online networking, search engine optimization and buying and selling online.

According to a study conducted in 2008 by Cone, a company that specializes in creating brand trust, 60 percent of Americans use social networking sites. Of those users, 93 percent believe businesses should have a presence on social networking sites. Fifty-six percent feel a stronger connection and better served by a company that communicates with consumers via social networking sites.

Based on the numbers, small companies can build brand loyalty among consumers by joining social networking sites for free. Social networking sites allow businesses to interact personally and immediately with their consumers. The sites also create free publicity and word-of-mouth advertising by creating third-party recognition wide enough to expand business via Internet buzz. The number one thing for businesses to remember is to engage the customers. There must be a reason for them to return to the site. Offer special sales, create a sweepstakes, or preview new products to online “fans” of the site. This will generate customer loyalty and positive word-of-mouth for the business.

When consumers either across the street or across the county search for a company online, it is essential for a business to be one of the prime choices. Being at the top of the list on search engines like Google and Yahoo is valuable to any company, because 62 percent of search engine users do not click past the first page, according to Google. Businesses can remain relatively high on the list by editing Web site content and background HTML code to include specific words. For example a pet store might include words like “pets, animals, dogs, cats, affordable pet supplies”. This is called search engine optimization (SEO).

When searches are typed in to a search engine (such as “affordable pet supplies for my cat”) the companies with those keywords (also called Meta tags) will be pushed to the top of the search engine. The key to SEO is to know what your customers are looking for, and to ensure those words are in the Web site content. Search engine optimization is a key ingredient to business expansion in the 21st century.

Another key ingredient to online business is buying online. According to E-Business Times, 85 percent of the world’s online population shop on the Web. E-commerce is an increasing trend for consumers because of the desire for convenience and ease. If a business has a product or service that can be facilitated or posted online to make available for shoppers, then it makes sense to post it online. This allows people from down the street and across the globe to purchase your products.

It can be easy to get started on building a solid Web presence, especially when a business has a strong understanding about who its customers are and what they are looking for. Consumers are becoming increasingly dependent on the Web to compare prices, research companies and receive constant information. Once a business starts to build an online presence, benefits can appear almost immediately, allowing owners to sit back to watch their business grow!

Learn more about using the Web to build business by talking to your local computer or technology store or reading Web sites and books dedicated to social networking, SEO and E-Commerce.

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