Small Business Online Marketing Mistake # 2:

I’m sure you’ve heard the term Web2.0. It’s what the internet was originally designed to do – allow people to communicate and collaborate without being physically nearby.

Marketing over the internet allows you to use the medium’s unique attributes to engage with prospects and customers in a personable manner even when they are far from your shop.

Email has always been a big part of that (exactly why it was the “killer app” that made internet connections valuable). Always on, fast, wireless connections that make video and mobile internet devices fun and easy to use are accelerating this trend quickly.

But many (dare I say most?) small business websites out there that are nice looking Web1.0 sites that are just taking up space and costing their owners time and money.

• They don’t attract attention and do nothing to facilitate your sales and marketing.
• You just keep paying hosting and wed design fees but you have no online assets.

Now, if you have one of these sites, don’t kick yourself (too hard) because at least you have secured a domain that reflects something about you and your business and it’s got some aging (Google likes that).

But what you need to aim for now is a site (or group of Web2.0 properties) where you can interact with potential customers and keep your client base engaged. That’s what will bring you real online marketing results… not a pretty website.

So, how do you get a website (and email marketing system) that delivers your message to your prospects and customers?

• First off, get your ego out of the way. That beautiful site with the perfect photos of you and your storefront are probably going to have to go.

In their place, you want a site that’s designed to make your prospects and clients take action. The common term for this is Direct Response Marketing. It’s as old as the post-agricultural society and as cutting edge as the Web2.0 blogs, forums and social media sites like Facebook and Twitter.

• Interacting with people online will improve customer satisfaction leading to more referrals and sales to new and repeat clients. And it all starts with thinking about what you can GIVE that adds value to your “tribe”.

So start now. Make a list of all the frequently asked questions you’ve received from prospects and clients over the years. Figure WHO you really want to attract and WHAT they want from you. When you get in synch with their wants and needs, they’ll be drawn to you and be happy to pay for your products and services.

Lucky for us that’s so much easier now to do than it was just a couple years ago.

In part 3 we’ll talk more about capitalizing on the resources you already own and using them online.