Advertising your company can be an expensive practice, and in the current economic climate it may feel like a hopeless task to find the resources to fund an advertising campaign. However, with the right input, internet advertising offers SMEs the best value for their money.

According to Nicholas Miller, chief executive from the marketing and communications firm, Kyp Systems, small businesses need to find savings in marketing, and internet ads present one of the cheapest ways to generate business. He advises that websites need to operate in two areas: as an information platform; and a sales venue. Miller explained: ‘You have to be very clinical about how you choose what information you have on there. The important thing is to always update your site. Let people know that you do value it as another communication you’re having with them.’

Miller suggests that brainstorming can be a very useful exercise in creating effective internet advertising . This exercise is more likely to ensure that all relevant areas of the business are delivered onto the site, as well as creating impact.

The best advice is to outsource this job to specialists who can give SMEs value for money.

Miller said of his own company’s site development: “We commissioned two professors to write white papers about the company and its approach to marketing.” This strategy can launch SMEs web visibility and direct targeted traffic to their site more effectively. However, Chris Barling, chief executive of software company Actinic warned that handing over the task of website development and marketing still requires ongoing input from business owners: “There is a difference between working with experts because you don’t have the full expertise and abdicating your responsibility to make it work because you don’t have the expertise”.

Key points to remember in designing a marketing strategy through a business website include: attention, interest, desire, and action –‘AIDA’ . Operating along this design principle means internet advertising through a website will have a positive impact, hook traffic, retain them, and convert their interest into sales. For Kathryn Lennon, managing director of Tangerine Trees Business Consultancy, succinct site writing and design can galvanise potential customers and help to reinstate business authority. Also important is devising a USP (unique selling point) – pin-pointing why a business offers better value, higher standards of quality etc. will convince the site reader to make the transaction.

Miller adds that maintaining the site is equally important to the marketing strategy because site maintenance improves site visibility and gives it a better chance of gaining ranking in organic search results. He remarked: ‘There are a lot of shysters out there who take your money and deliver nothing.’ So checking the testimonies of web consultancy’s clients is crucial research to ensure businesses get the best value for their money in any internet advertising campaign.

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