One of the first questions we often get from our workshop members is “Where Do I Start”? While each answer differs based on their business (which we are able to help out with for members) we generally push them in this direction…

1. Define your goals (sales, leads, etc)
2. Create a hub with WordPress
3. Design a landing page based on your goals
4. Start with search advertising

Why search advertising over social media, email marketing, etc? Honestly, it has the best ROI and least amount of time to implement and manage… Granted – we think community building and other internet marketing efforts are must-haves. But if you are looking to do one form of internet marketing to start, search advertising is our recommendation.

A recent study from Advertise.com and SEMPO concurs saying search advertising provides the highest ROI. Their findings…

The forms of online advertising which provide the best ROI include:

• Search – 70.7 percent
• Cost-per-action (CPA) – 14.6 percent
• Email – 6.1 percent
• Social – 3.7 percent
• Other – 2.4 percent

The only drawback to this form of internet marketing is the cost associated – it’s not free like social media. But in a world where time is as big of currency as money we still think search advertising is your best bet to get immersed in internet marketing for your small business.

Low time investment + higher ROI = win

Have a question? Jump into the forums or leave us a comment!

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Today Chris Brogan put out a post called “5 Things Small Businesses Owners Should Do Today Online” which is an excellent overview on creating a basic social media strategy for a company. The jist – start a blog, listen to twitter, get involved in social networks. This post should have been titled “5 Things Small Businesses Should Do To Get Started In Social Media”. Why the suggested change in title? Chris left out extremely important facets of developing a well rounded web strategy.

Here’s our list. If you are just getting started in optimizing your website to be more than a brochure placeholder, here are our “5 Things Small Businesses NEED To Do Online“.

1. Create Goals

If you don’t have goals for your website than your website has no purpose. Goals give you something to strive for and metrics to measure. Goals give your website purpose. And most importantly – goals drive business. That’s what your website is there for right?

2. Get Local

A vast number of small businesses operate in geographic based markets. If your small business has not created a local web strategy than you are missing out on the fastest growing search market. Get listed on Google Local and Google Maps. Take advantage of the free tools out there. Use local SEO strategies.

3. Create Value

Create engaging content that helps people. Answer questions people have about you, your products, and your industry on social networks. Show off your recipes and become a resource.

4. Measure Everything

In the age of the web – all your marketing decisions should be made based on data rather than instinct. Go ahead – read that sentence again.

5. Don’t Give Up

In the latest episode of our internet business podcast (will be posted this week) we talk about paralysis by analysis with internet marketer extraordinaire Brian Kaldenberg. He says most businesses give up on their web strategy prematurely – whether it be their content strategy, keyword research, or PPC campaigns. The world of internet marketing and web strategy can look unconquerable to the DIY small business marketer just getting started.

Don’t give up and let data lead the way.

What advice can you give small businesses who are getting started online? Let us know in the comments or forum!

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