HOW TO GET NOTICED ONLINE

ONLINE ADVERTISING & MARKETING FOR YOUR SMALL CANADIAN BUSINESS

By Leanne Havelock, Winnipeg freelance writer

A staggering 92.5% of people said they regularly research products online before buying them (BIGresearch 3/07). So basically if your business is not online, you don’t exist. An online presence for your small business will give you credibility, exposure and hopefully a few sales leads (if you ask nicely). But you knew all this right? That is why you are here. So the question is simply: “How?”

Resources for setting up a website

Maybe you already have a blog, a Facebook group or some other type of social media. That's a good start, but if you’re a small business owner looking to get noticed, it’s time to build and launch a professional website . Why? For the same reason you would never leave the house without a business card – it adds credibility and is an opportunity to engage your customer.

Ask around

So where do I get a web designer or programmer for my website? Can I just create the website myself? Ask your friends, your colleagues, people you trust – they might have the answers you’re looking for. You might make a connection with someone local who can help develop your website or advise on some of the cheaper template options out there.

Launching a website on a shoestring

If you’re the DIY type and don’t mind a little technical exploration, there’s always a way to cut out the middle man. There’s a host of different website building services – some for free, some not - that allow you to create and update your own website.

1. Templates for Information Rich Websites

Thesis is a type of WordPress theme that gives you the power to design your own blog-style website and host it using their technology. Or if you’re not picky, you could choose a free WordPress template design. WordPress is a great option for entrepreneurs, freelancers, journalists, and other information heavy industries.

2. Build your own online store

If your small business is selling a product, you’re going to need an online store. You can set one up in just a few hours over at Shopify. They have design templates or you can use a custom design to jazz up their flawless and trustworthy shopping cart tool. They even throw in a free 30 day trial. Nice.

3. How about a personal or internal corporate website?

Google has a great free application for setting up a simple website. If you’re not fussy on design, Google Sites are ideal for creating an online space for your employees to privately or publicly share links, info, videos and other types of media.

Some other key to-do’s for setting up your online presence.

  • Get a custom URL for your small business. Try to find something easy to spell and remember. A personalized domain name comes with the line of Allstream Small Business Internet products.

  • Strategize what you want your website to SAY – avoid using jargon and long–winded paragraphs. Remember who your audience is. Also, give them something to do on your site such as signing up for a newsletter, buying a product or leaving a comment.

  • Market your website – in person, via email, on your business cards & brochures, heck, even your car. Your URL should be everywhere.

  • List your website in business directories such as Canpages, Canadian Business Directory, YellowPages and DMOZ. This will make you easy to find in search engines.

  • Link your website to your Social Media pages. [the words ‘social media’ will link to the other article]

  • Measure success with Google’s free analytics service

Listen to the Pros

Take some advice to amplify your online marketing strategy; :

  • Advertising Age is one of the tried and true resources for the advertising and marketing industry.

  • The fine folks over at Marketing Profs have a smattering of free advice, research, and how-to articles like, “How to optimize your Facebook Fan Page”.

  • If your business is really, really small, IttyBiz will give you simple yet excellent marketing advice, sprinkled with pirate-mouthed humour. They’re known to have a distinct perspective and they may just help you find your Unique Selling Proposition along the way.

  • Skelliewag is another great blog that strives to help you plan and grow your online marketing.

  • Duct Tape Marketing’s John Jantsch,“The World’s Most Practical Small Business Expert,” talks about everything from sales to keeping it zen as a small business owner.

Learn more about marketing your small Canadian business in our article, “Why Do I Need Social Media, and How Will it Help Me?”

Leanne Havelock, Winnipeg freelance writer
Winnipeg Writer and small business owner. Lover of all things cheese.
Follow her on twitter: www.twitter.com/4letterw0rd

Facebook Twitter