Google Small Business Online Marketing Guide - Manual (Page 13)

Online marketing success stories can sometimes leave a small
business owner wondering if it would really work for them. What if
you don’t have a website — can you still reach customers online?
What about online-only companies? Fear not. With all the online
marketing options available, one (or more) is likely to help almost
any business. Here are strategies to help four particular kinds of
businesses. Use them to help start or improve your online marketing efforts.
LOCAL BUSINESS
Traditional companies – plumbers,
real estate agents and the like can
gain loads of payoff from online
marketing by making it easy for
customers to find them. Try:
1. Claiming your Google Places page.
2. Submitting your site to online
directories. Don’t forget any trade
organizations you belong to.
3. Using social media to connect with
target customers and prospects.
4. Setting up a search advertising
account and place a geotargeted ad.
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ONLINE & OFFLINE BUSINESS
For businesses that are online and
offline – think a bed and breakfast
or a toy store – the sky is the limit for
attracting business and connecting
the two. Try:
1. Claiming your Google Places page.
2. Collecting email addresses
from physical visitors to start an
e-newsletter.
3. Distributing online coupons
through your website.
4. Setting up a search advertising
account and place a geotargeted ad.
STOREFRONT BUSINESS
Main Street is full of companies with a
prominent storefront and no website.
Gift shops, restaurants, wine stores
and other storefront businesses can
use an online presence to drive offline
success. Try:
1. Claiming your Google Places page.
2. Promoting your business on
customer review sites.
3. Creating a blog.
4. Offering incentives for location-
based activities, such as visiting
your store multiple times.
ONLINE-ONLY BUSINESS
Online retailers can spread the word
about their offerings, stay connected
with customers and keep traffic
flowing in the virtual door with
online marketing. Try:
1. Creating a blog.
2. Sending a newsletter.
3. Making a banner ad and place
it on an ad network.
4. Starting an affiliate program.
Online Marketing: Something for Every Business
The Small Business Online Marketing Guide