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Marketing your business online is all about showing that you have something to offer your visitors
that your competitors do not have. Marketing your small business online means reaching out to
your current customers as well as prospective customers and setting yourself apart.
Successful small business Internet marketing is all about establishing relationships. Just as
customers in your brick and mortar store have a chance to come in and get to know you, online
customers need to be given the chance to learn more about what you do and to decide that they
want to do business with you.
This is where the concept of your small biz online marketing funnel comes in. Your small biz online
marketing funnel is a means by which you can - over time - find new customers and increase your
small business sales.
Your small biz online marketing funnel is not unlike the local small business marketing that you
undertook when you first opened your business in its physical location. First you needed to choose
a location and to get that location ready. You ordered the supplies you needed. Then you started
advertising. On opening day, it's likely that you had a product giveaway - a keychain, a coffee mug
or maybe even a t-shirt - as well as a coupon giveaway, something that would entice your
customer to come back.
Your small biz online marketing funnel works in much the same way: you choose a domain name
and build your website, or have your website built for you. You'll get everything that you need in
order - including a free or low-cost giveaway. And then you will begin marketing your small
business online.
It is important to remember that your website is your virtual business. All of the Internet ads that
you place will bring traffic to your page, so be sure to use the page wisely.
Use your homepage to tell prospective customers about your business - share your mission
statement, share customer compliments. Use a page of your website to let your current and
prospective customers know more about who you are and what you believe in. Focus both on your
business and on establishing a relationship with your customer.
Drawing prospective customers in to your website brings them into the widest part of your small
biz online marketing funnel; allowing them the opportunity to get to know you begins to draw them
down into the funnel.
However, you do not want them to make it to the second level of the funnel and stay there, just as
you do not want customers at your physical location to walk in and walk back out again. This is

2. why you should plan - as part of your small business Internet marketing campaign - to draw them
into the next smallest area of your small biz online marketing funnel.
You do not need to offer a physical giveaway. Instead, continue to build relationships with your site
visitors by offering them something of value. Offer them free articles about products and services
that your small business offers. Set up a newsletter that will allow you to communicate valuable
information (as well as special offers) to them at specified intervals.
Doing so allows you to take an important step towards increasing sales: it allows you to establish a
relationship. By consistently providing your subscribers with information or coupons that are
valuable to them, they will begin to recognize you and your company as a company that they want
to do business with, and they will look forward to hearing from you.
You will be able to encourage them to do business with you by promoting low-cost front-end
products. Now, rather than a free article that gives your prospective customers a little bit of
information, turn them into your new customers by offering low-cost products. Low-cost front-end
products such as e-books that provide useful information about important topics within your
industry - and further establish your credibility and the customers' trust - will help to draw those
customers down to the smallest level of your small biz online marketing funnel.
For instance, let's say you own and operate a local floral shop. A perfect low-cost front-end
information product that you could offer to your customers to draw them further into your sales
funnel would be an e-book with planting tips for growing flowers in your local area. Customers
who purchase your low-cost e-book will find value in the information, increasing the likelihood that
they will purchase additional, higher priced products from you as well.
The last level of your small biz online marketing funnel is the place that you want your new
customers to be: it's the stage where your free and low-cost front-end items, along with your
newsletters and other marketing, will increase sales of your high-cost, back-end products and
services.
This is the goal of your small business Internet marketing: to find prospective customers, establish
a relationship and increase sales. To recap, your small biz online marketing funnel works like this:
oBuild and Market Your Website to Draw in Prospective Customers
oEngage the Prospective Customer
oEstablish Trust with a Giveaway
oEstablish a relationship using a newsletter and special offers
oEncourage small, low-cost front-end sales
oMake the big-ticket sales of your products and services
Through this process, and by continuing to market your site to new prospective customers, you will
find that the small biz online marketing funnel is a technique that allows you to consistently and

3. reliably get new customers and increase sales for your small business.
Entrepreneur and outdoor photography adventurer Caroline Melberg is President and CEO of
Small Business Mavericks, a division of Melberg Marketing. She has over 20 years of experience
creating marketing communications materials and writing copy for some of the largest and most
successful companies in the world. Her small business columns are syndicated online, and she
publishes the popular eZine, "Small Business Maverick Secrets." Learn insider Maverick
Marketing secrets you can use immediately to find new customers and increase your sales. When
you subscribe, you'll also get a FREE copy of her e-Book, "Local Small Business Internet
Marketing Secrets" - learn insider secrets to marketing your local small business on the Web
today! Get your FREE subscription at http://www.SmallBusinessMavericks.com
Article Source:
http://EzineArticles.com/?expert=Caroline_Melberg
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