Social Networking for Small Business

Friday, February 12th, 2010

With the emergence of  social networking as a heavy weight web 2.0 player, online marketing is going through a major face lift. Social networking sites like facebook, twitter, myspace and tradeseam are fast becoming the new past time for people of all age groups. And Social media marketing is allowing  small business owners and entrepreneurs to take advantage of the expansive reach and viral nature of these social networks to reach their target constituents and sell their products or services. However, social media marketing has its own set of challenges.

One of the biggest complaints from small business owners and entrepreneurs who would like to generate sales leads using social media marketing is that it requires a huge time commitment to build, engage, and create positive word of mouth. Social media marketing done right- requires frequent thought provoking posts, a critical mass of connections and timely interactions or follow-ups that can consume your entire day. For this to be an effective marketing strategy small businesses would need to hire a dedicated social media marketer to constantly stay on top of social networking sites that are mushrooming all over the world wide web.

Still one has to be very careful while marketing your products or services using social media  because the biggest assets that social networks provide small business owners – their expansive reach and viral nature – are also their biggest liability as its very easy for negative PR or word of mouth (WOM) to spread like wildfire on these social networking sites that can doom any business – large or small. The best way to promote your brand on social networking sites is by sharing information with users that have similar interests and converting them into brand advocates to spread your message.

Finally, social media marketing cannot be the only channel  for generating business leads or building your sales pipeline.  Every business needs to have a marketing mix that consists of more than one tactic so that your entire sales revenues are not dependent on the performance of this one media source. Online marketing channels such as pay per click, search engine optimization (SEO) and sales lead generation can be just as effective marketing channels and can help small business build a robust sales pipeline.

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How to Build a Successful B2B Lead Generation Pipeline

Saturday, February 6th, 2010

B2B spending on online lead generation is anticipated to grow at 17% through 2012. Though we have more b2b lead generation options today than ever before, online b2b media sites are not doing enough to take advantage of this projected growth in spending. There is not enough innovation in business lead generation products. The media channels are weak, measurement capabilities are frequently lacking and b2b companies do not have the resources to nurture, score and track the performance of the lead generation programs.

Here are the 3 keys to building a successful business lead generation pipeline:

  1. Objectives – When examining the lack of B2B lead generation success using online media, one of the core hurdles I have found is that B2B marketing executives are unsure how to measure, score and nurture their lead generation pipeline. Sure, b2b lead generation strategy is different for every industry and business, but I would argue that every B2B marketer needs to define the objective of their lead generation programs before spending a single dollar on them.
  2. Strategies – Once the overall objectives have been determined the marketer needs to identify the right media strategies and mix. Each industry and each niche will have a set of online media sources,types of programs and tools. You need to first identify the media sources and mix for your business even before allocating the marketing budget to them. Unless you spend the time to identify the media sources and mix that are required to achieve the overall objective, half the money you spend on the online media will be wasted; the trouble is, you won’t know which half…
  3. Measurability – Finally, B2B marketers need to track the performance of their lead generation campaigns based on the objectives. For example, if the marketing objective is to reduce cost of sales, the marketer needs to able to measure the sales conversions by media source to determine the return on investment (ROI). On the other hand, if the objective is to create product or brand awareness. Then, I would argue that there are more effective ways to achieve your marketing objective, including standing up a website, section or portal with videos, webcasts, relevant content etc. and driving traffic to it via pay per click or SEO.
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Professional Web Design – Is it Expensive?

Wednesday, January 27th, 2010

Are you considering designing your website because hiring professional web design firms  is not worth the expense? If you are, have you considered what a poor website design would cost your business?

Many people think professional web design services are expensive. This is primarily because most people don’t really understand why they are paying such high fees for just pretty website graphics and colors. When you pay less you get just what you pay for – less web traffic, less conversions and less profits.

Here’s what you get when you hire professional web designers.

  1. Web 2.0 Expertise: Professional Website designers understand what they’re dealing with – not just the web graphics but also the latest web 2.0 technologies including  ajax, flash, iframes, mysql, cms tools etc. and white hat SEO guidelines to create relevant meta tags such as titles and descriptions so that your website appears higher in search engine rankings for Google, Bing and Yahoo!
  2. Effective Website design: Website designers can not only use their creativity to develop an attractive looking website but also make sure it is functional so you can capture business leads and expect to see higher conversions resulting in more revenues and profits.
  3. Easy To Update and Maintain: While website designers will make the major changes and revisions, they provide you with access to open source content managment tools and publishing platforms such as joomla, drupal etc. so that you can keep your site fresh by making regular content changes keeping the Google search engine bots coming back to crawl more of your web pages and content. This gives your website more chances to appear in natural search resulting in more visitors to your website.
  4. Efficiency: The good web designers have the necessary tools to get the job done quickly. They also communicate with you regularly to keep you updated on progress and get feedback often during the design iterations phase to make sure your requirements are captured in the overall web site design.
  5. Add-ons: Many professional web developers offer comprehensive web services such as:

                  a. graphic design

                  b. e-commerce solutions

                  c.  online credit card processing capabilities

                  d. web hosting

                  e. domain name registration

                  f. content management tools

The design of your business website is critical as it provides potential customers with the first impression of your business. The customer’s first impression is very important in todays crowded business marketplace with customers having such limited time, a poorly designed website can turn them off instantly and you won’t even know as these customers were lost even before they picked up the phone or sent an email to inquire about your products and services.

More importantly, a creative website has the potential for viral marketing  in today’s social web where users, bloggers and journalists are likely to social bookmark and comment on social media sites such as blogger, wordpress, facebook, twitter, digg, stumble upon etc.  resulting in instant access to thousands of new potential customers.

In summary, the web has amplified the already crowded business marketplace by increasing competition tenfold as it has become easier to get access to new customers and serve remote markets via the web. Websites have become the new first impression of your business and developing a professional, robust and attractive website can help you stand out from the crowd.

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Telemarketing vs. Internet Marketing

Saturday, January 23rd, 2010

Internet marketing has gained popularity in recent years, accelerated further by the current economic climate. Internet marketing is more targeted and measurable than traditional advertising. However, recent research data shows that telemarketers can convert almost 60% of calls into sales leads by using customized templates and scripts for specific customers. Additionally, telemarketing can qualify the customers before setting up the appointment by asking a few questions unlike internet advertising where it is not as easy  to qualify the user based on a click to your website.

The good news for online advertising is that the advertiser can choose to pay for performance where you can choose not to pay for the number of times that the ad appears on a particular site online but pay only when the user clicks on your ad and lands on your website.  This helps reduce the “marketing waste” and reminds us of  John Wannamaker’s quote which is so relevant today “I know half of my marketing dollars are wasted…I just don’t know which half!”.  On the other hand, the purpose of telemarketing is to make calls, qualify business leads and setup appointments for your sales team to close them into sales. Telemarketing companies get paid on number of calls made and not number of appointments setup. This has made it difficult for them to compete with internet marketing based on the “pay for performance” message that is so heavily used by internet marketing companies to shift more dollars online. But, if you are looking to target a specific customer such as the 14.6 million US small businesses or consumers with household incomes of $100K+ it may be more cost effective and easier to do so with telemarketing than online marketing.

Online marketing has gained more popularity because it is non intrusive compared to telemarketing that is often considered intrusive specifically when it comes to targeting individual consumers. The government has also passed several regulations including the “Do-Not-Call” lists so that consumers can register their phone numbers if they do not want to receive intrusive calls from telemarketers. However, telemarketing companies are still very much in demand when it comes to qualifying and targeting business leads and setting up appointments with business owners and decision makers.

Online marketing provides marketers with several options such as search engine marketing, search engine optimization, banner advertising and social media marketing. Each of them serves a different purpose depending on whether the marketer’s objective is to looking for a direct response or create an impression. It is important for every marketer and business owner to better understand the sophisticated internet marketing solutions and practices before allocating marketing budget to them or you will overspend and waste half of your marketing dollars on them. In comparison, telemarketing is very simple as its purpose is to make calls, qualify business leads, setup appointments and fill the sales pipeline so that the sales rep or account executive can  follow-up and close the sale.

To conclude, online marketing and telemarketing are both effective. But, its important for marketers and business owners to know their marketing objective, understand the various options and select the one that will best address their specific business needs.

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How To Make Your Business Lead Generation Efforts Pay Dividends

Thursday, January 21st, 2010

One of the greatest challenges faced by every business today is finding qualified business leads. You need to have a well thought out business strategy for generating leads to be successful today. There are a few critical steps you need to consider so that your lead generation efforts are successful.

The first step with lead generation is identifying your target market for your products and serices. You should consider hiring external market research companies to identify your target market – Is it the fortune 1000 companies, the 14.6 million US small businesses or the 300+ million US consumers? The market research should also be able to identify who is the decision maker, is it the CEO, CFO, CIO, individual consumer or the home maker. Market research is critical in determining the next steps in establishing a successful lead generation program for your business.

The next step is to use the market research data to analyze the online and offline behaviors of these decision makers so that you can determine where they spend their time while making purchasing decisions for your products and services. Why is it importnat to focus on both online and offline behaviors? Because users are spending 15% of their time online and the internet has made it very easy to do research before making a smart buying decision.

The third step is to identify these online destinations such as search engines, content sites, blogs, social and business networking sites or physical locations such as tradeshows, industry conferences and events that have become the CEO, CFO, CIO or indivdual consumer’s trustworthy resource for decision making. The media outlets and channels that these decision makers use may vary based on the type of business, industry, distribution channels and geographic locations. This is why a focused market research is important so that you can identify a few media channels to target your lead generation efforts as all of them may not work for your business. Also, it is not wise to reach your target customers through just one media outlet as you risk putting all your eggs in one basket for the most important aspect of any business – sales.

Once you have identified the media outlets where your target customers are seeking information while making these important business decisions you can start launching lead generation campaigns by creating different messages to draw the target customers as close to the point of sale as possible so you don’t have to qualify and nurture the sales leads before they convert into sales. This is an important step for you to get ahead of your competition as lead generation is a numbers game and by shortening the sales cycle time from when you generate the qualified business leads to closing them into sales you can leave your competition in the dust.

Finally, you need to constantly review and stay on top of your lead generation programs from identifying  the media sources, creating effective campaigns to sales conversions so that you can stay ahead of any shift in the market trends. Effective sales lead generation will require sinificant amount of your dedicated time and attention to help build a sustainable business. However, Tradeseam has just simplified the business lead generation process for every business owner, partner, CEO or President so that they can stop overspending on programs that don’t deliver an ROI for their business and can now focus their precious time on building the business by taking the higher profit margins fromleads gnerated by Tradeseam and re-investing it in the business for future growth.

To make sure your business lead generation efforts pays dividends, you need to focus on the media channels where your target customers are spending their time both online and offline, create messages to capture the potential customers as close to the point of buying as possible, qualify the leads to shorten the sales cycle time from the creation of the business leads to closing them into sales so that you can get a high ROI from your lead generation programs.

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Top 5 Return On Investments (ROI) For Your Business In 2010

Friday, January 15th, 2010

The recession is forcing small businesses to slash budgets and re-roganize for the new economy. Relentless focus on return on investment is the objectives for every business in 2010. Two trends that are gaining popularity are more outsourcing and a shift to online marketing and advertising. Five business ideas that will gain momentum in 2010 are:

Social media marketing

Social media has become increasingly popular with the young and the old. Social media marketing companies tap into this pool to market your business to a wide audience and create a buzz through forums and discussions. It is an explosive medium as word of mouth can spread about your business like wild fire. Vigilant businesses can enhance their customer relationships and build a customer-friendly image by monitoring and addressing any negative feedback that is posted on these websites so it does not result in bad PR.

Search engine optimization

Nothing can trump your website ranking on the first page in organic search results on Google, Bing and Yahoo!  for relevant search keywords. White Hat SEO companies  focus on building relevant traffic to your websites by researching on keywords that will convert into sales, effective link building to make sure your website is indexed by tier 1 search engines so your website can be found by users online, link baiting to attract visitors to engage with the content on your site and social bookmarkingof your website on the relevant social networking and media properties.

Pay-per-click marketing

PPC campaigns eliver results that are measurable and can provide a significant Return on Investment (ROI)  for your business if you can identify and bid on the keywords that result in conversion into qualified business leads or credit card merchant sales. Search Marketing companies make sure your ppc campaigns are more effective by placing the right bids so that you can meet your ROI objectives.

Call Centers

While businesses have been compelled to lay off staff to slash their expense budgets for 2010, work still needs to be done. By outsourcing call center services, businesses ensure trained l center professionals handle customer service calls, interact with suppliers, take orders, qualify sales leads, provide technical support and also act as an answering service, all at significantly lower overhead costs.

Medical Billing

Outsourcing Medical billing can alleviate the workload on healthcare practitioners and medical centers by solving the time consuming task of filing claims, keeping track of medical billing and code changes, collecting revenues on difficult claims so healthcare professionals can focus on their primary focus ie providing for healthcare to patients and consumers.

As more small businesses rely on outsourcing services and permanent temporary staffing to keep expenses low, we can expect the US economy to recover from the deepest recession since the great depression.

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Qualifed Sales Leads – A Lifeline of Every Business

Wednesday, January 13th, 2010

The volume and the quality of sales leads  are critical for every business to keep the “lights on” in any type of economy. If you can’t generate a sufficient volume of business leads you won’t be able to stay in business for very long. However, if you comproise on the quality of leads you will spend more to generate these leads than you will make in sales. It is very important that you always have a consistent and reliable source to generate qualified sales leads as it is the only lifeline of a sustainable business. Today every business owner realizes the importance of business leads and it is important for you to continously allocate monthly budget to new sources to establish a reliable source for quality sales leads. There are many ways of acquiring business leads today and not all methods work equally well for all businesses even if you are in the same industry. Therefore, you need to test different programs and identify the cheapest sources for qualified sales leads for your business.

With web 2.0 and new online networking platforms such as blogging, social networking sites, marketing your products and services including b2b lead generation has become easier and more cost effective for small businesses. If you want to generate sales leads from your website, you must promote your website via pay per click, SEO or in online blogs, social networking and community oriented websites. Many small businesses have started to use blogging as one of the best approaches for driving traffic to their sites with the goal of generating business leads. With the social media traffic growth, it has become easier to drive more traffic to your websites via social networks than blog posts. Although you cannot engage in aggressively selling your products or services on social networking websites, you can certainly promote your brand name by including it in your online profile and social communications with your network. For your social media marketing efforts to be successful, you must select the right social networking platform. For example, if you sell consumer products or services you should focus on promoting your website on facebook and myspace. For businesses networking, you should focus on linkedin and tradeseam. Twitter can be used for both b2b and b2c businesses.

For those of you that aren’t familiar with Tradeseam. Don’t miss out on this business opportunity! Lead generation has never been easier and more effective for businesses, both large and small. With Tradeseam, you can acquire new customers while sitting on your couch, without having to do any work at all. You don’t need to manage  pay per click campaigns, write content for blogs, build your network on social networking sites, nuturing the leads from lead brokers etc. Acquiring a consistent and reliable flow of high quality sales leads has never been easier. Tradeseam generates not just sales leads but real business opportunities, these are real buyers and customers looking for your products and services online. More importantly, Tradeseam will always be the cheapest lead generation provider for your business because you get to set your own lead price that you can get the return on investment you need for your business.

You can now build your business on Tradeseam and rest assured that you’ll never have to worry about when or where your next customer will come from….

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Small Business Gems For Year 2010

Wednesday, January 13th, 2010

The year 2010 is a harbinger of hope and marks a gradual shift towards a economic recovery. Businesses are focusing on active promotion of their products and services with renewed energy. The power of the internet is being optimized to increase the income potential of businesses and to build a loyal customer base.

Three profit-making avenues businesses can’t afford to miss in 2010 are:

1. Social media marketing

Statistics predict a massive boom in social media activity in 2010. Internet marketers can ride this wave to increase website traffic and generate more conversions. Posting attention-grabbing articles on social media networks can create interest in a brand name, leading to inbound links and more customers for the business. Furthermore joining business networks and subscribing to get qualified business leads, sales leads and networking with businesses in your industry is a no brainer. Studies reveal that consumers who are exposed to a brand via social media or SEO  are at least three times more likely to click and make related searches. Taglines also stick in the minds of people. They search for the brand using the tagline, providing the business with a less competitive keyword. Social media therefore is also an excellent search engine optimization  tool.

2. Internet marketing

Internet marketing drives more traffic to the website, and creates sales leads. Pay-per-click ads qualify consumers automatically while search engine optimization ensures the website has high organic search rankings and gets the attention of consumers searching on topical keywords. Creating inbound links and linking to reputed websites increases website rank and visibility. Affiliate marketing and registering on web directory listings is also an excellent way to direct interested consumers to your website.

3. VOIP

Even in the internet age, a phone call has unmatched value. Addressing a customer’s concerns over phone is more effective than sending a passive email. Businesses can reduce their phone expenses drastically by using VOIP phones  instead of traditional phone systems. VOIP phone systems offers easy maintenance and customization, cheap international calls, one network administration (data + voice), remote calling, low phone costs during travel, and videoconferencing.

Implementing these gems in 2010 can increase business profits without adding much to the expense line of your balance sheet. No business, large or small, can afford to turn a blind eye to such a wining strategy for 2010!

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Top 11 Relaxing Vacations and Getaways for Entrepreneurs

Monday, January 11th, 2010

Entrepreneurs are an important element that drive local and global economies. More than 50 per cent of employees in Canada work for businesses with less than 100 employees. According to a global study on entrepreneurship from Babson College almost 15% of the US population is working for startup companies that are less than 3.5 years old. To successfully get these companies off the ground, entrepreneurs face tremendous challenges; building social capital by continously networking in the business community, qualifying business leads to acquire customers, raising capital, hiring talent and navigating the big competitors — while trying to maintain a work-life balance for themselves and their teams.

Entrepreneurs have a grueling schedule with 90 hour work weeks being the norm instead of the exception. One way by which entrepreneurs can alleviate some of the pressure off themselves is to take a well-deserved break before starting a new venture or after a successful exit.

Here are the top 11 vacation destinations for entrepreneurs, CEOs and executives to get those beneficial stress busting neurochemcials flowing in the brain.

1. Bay Of Fire, Tasmania: There is a possibility that you would not have come across this little paradise that is located off the coast of St. Helen’s, a small town of Tasmania. Tucked away in Tasmania’s remote north-east is the holiday heaven, the Bay of Fire. Sparkling turquoise blue waters, pristine private white beaches as far as the eye can see, tranquil coves, capped off by the distinctive fire orange lichen covered granite rock.

2.  Turks and Caicos Islands: Previously a drug smuggling den, this group of 40 islands offers a memorable experience. Home to the Best Beach in the World, breathtaking hues from inviting waters, and legendary diving, snorkeling and fishing, a throwback in time where relaxation is unavoidable and rejuvenation ensured.

3. The Chiloe Archipelago: Chiloe in Chile’s Northern Patagonia, has long been a place of mystery and mysticism. Famous for seafood, handicrafts, and the warmth of its people, Chiloé is a scenic and an increasingly popular destination for walking, biking, fishing, paddling and birding.

4. Bora Bora: Bora Bora island is possibly the single most famous island in all the world. The legends, mysteries, and romance associated with the words “Bora Bora” bring an almost mystical presence to the island. Part of the allure has to be its almost unbelievable beauty. Two towering peaks of sheer black rock dominate the center of the island and make an impressive backdrop to an assortment of blue waters that will dazzle the eyes. Bora Bora’s lagoon is its most treasured feature, and allows the traveler many opportunities to experience it in a variety of ways. Windsurf, jetski, scuba dive, swim, bask in its warmth… the list goes on.

5.  Ko Tao, Thailand: “Discovered” by travelers in the 80’s Ko Tao (literally translates as “Turtle Island.”) has been gradually gaining popularity. Once the haunt of sea-turtles, this small island with its quiet beaches has become a favorite getaway both of paradise seekers and divers who come for the best coral diving in the area. In recent years word of Ko Tao’s natural beauty, beaches, coral and marine life has spread attracting more tourists and visitors to this remote island.

6. Basque Country: The Basque Country (Basque: Euskadi, Spanish: Pais Vasco) is a region at the north of Spain, bordering the Atlantic Ocean and France. It is defined formally as an autonomous community of three provinces within Spain, and culturally including a fourth province and a small portion of France. Basque Country is one of the world’s top gastronomic destinations, with key gourmet centers in San Sebastian, Hondarribia and Bilbao. In Basque culture, fine dining is a means of cementing relationships and building new ones. The northern coast offers sandy beaches and high bluffs overlooking the bay. As important, the Basque culture supports a tradition of self-sufficiency that has spawned a multinational business built around the notion of cooperation rather than competition that might serve as a model for others to follow.

7. Nam Ha, Laos: Nam Ha is surrounded by mountains, waterfalls and lofty plateaus, coupled with the culture of some 30 ethnic groups, creating the ideal landscape for eco-trekking. This place is ideal for extreme adventurers who can handle leeches and the steep slopes on a true jungle trek.

8. Whistler, British Columbia: Over two million people visit Whistler annually, primarily for alpine skiing and mountain biking at Whistler-Blackcomb. Its pedestrian village has won numerous design awards and Whistler has been voted among the top destinations in North America. During the 2010 Winter Olympics, Whistler will host most of the alpine, nordic and sliding events. However, this Canadian resort town is also popular for mountain biking furing the summer months.

9. Languedoc, France: Bas-Languedoc has long, sandy beaches and dynamic towns like Montpellier, Sète and Nîmes. This place is split by deep gorges and topped by wild upland plateaus for outdoor fun. It also had some exotic hotels and cruise options that will take you along the Canal du Midi which is a nice alternative to the usual French getaway.

10. Yunnan, China: Yunnan is the home of famous tiger leaping trek, jungle tours and the scenery of the sunsets. This environmentally rich land is scattered with ancient temples and small towns and undoubtedly one of the hottest Asian vacation destinations and getaways in 2010.

11. Svalbard, Norway: Svalbard is an archipelago in the Arctic Ocean north of mainland Europe, about midway between mainland Norway and the North Pole. There are no roads connecting the settlements on Svalbard. Here you will find untouched arctic wilderness. In the summer, beautiful colors and contrasts provide the frames for dramatic glaciers, majestic mountain formations, buzzing bird mountains and endless arctic tundra with its diverse flora and fauna. The light lures us to this unique place in which the midnight sun shines from early spring till fall. During the winter, the northern lights cast sparkles of light across snow-covered, pointed mountain peaks and an infinite landscape. A stay on Svalbard is the perfect vacation if you want peace, quiet and space for thoughts and dreams.

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Pay Per Click vs. Banner Advertising

Saturday, January 9th, 2010

Both  paid search (also known as pay per click) and banner advertising (also known as display advertising)  are effective in increasing in-store and online revenues by reaching customers at different points in the buying cycle. However, banner advertising helps create brand awareness while pay per click has shown better direct response results as it can be targeted based on the users interests. But, when these marketing strategies are used in combination the results improve substantially.

Display advertising is used to promote business products and services and expose more people to the brand name. Surveys show that people who are exposed to the name of the business and products search for the brand and segment terms more often than people who have not viewed the banner advertisement. Searches on the business name have been proven to increase by almost 123%, when the name has been highlighted in the display advertisement.

Surveys also show that people exposed to display ads are more likely to click on organic and paid search results linked to that business’ website. Display advertising is also effective in keeping a business name in surfers’ minds when they are looking for a product or service that was promoted by that business. A whopping 52% of internet users respond to banner advertising and 27% search for a product by brand.

Pay per click is more effective for direct marketing campaigns where the marketer’s objective is to get a response from the user. Pay per click advertising can be targeted by selecting the keywords for which advertisers would like their ads to appear in search results, including their website in the ad copy with a compelling call to action. Search engine optimization and pay-per-click search engine marketing are performance based marketing strategies for advertisers that are looking for a Return On Investment  from their advertising spend.

To conclude, both banner advertising and pay per click advertising are extremely effective. However, display ads serve brand advertiser’s needs better than paid search while pay per click search marketing addresses direct marketer’s response needs better than display advertising. But, both these online marketing strategies can be implemented together to maximize the efficacy of your marketing objectives such as increasing web traffic to your website, improving sales conversions and getting qualified business leads. And small businesses should look to work with search engine marketing companies to shift their marketing budgets online in 2010.

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