Chapter 1: Define your business
Given that most business writing about the internet focuses on marketing, it’s tempting to think the internet is just a marketing tool, and nothing more than a glorified electronic brochure or business card. Thinking about the internet that way would be a great mistake, as the web isn’t just a means of drawing attention to ourselves. Our customers are looking for us on the internet, and everyone — our suppliers, creditors, debtors, employees — is checking our web profile before doing business with us.
For tradespeople, the move to mobile internet and online directories has meant that customers are logging on to find plumbers, electricians and locksmiths. In most cases, it’s easier to find a mobile phone or ...
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