Chapter 10
Establishing an Online Presence
In This Chapter
Realizing the importance of inbound marketing
Creating your online identity
Deciding what kind of site to build
Making your website findable and easy to navigate
Reaching customers with online ads
In 2011, web activity influenced at least half of all retail sales, Google processed more than a billion searches a day, and two-thirds of all adults in the United States were using social media. Yet here’s the most amazing statistic: While all that online searching, shopping, and buying was going on, nearly half of all small businesses didn’t have websites. If your business is among the “unfindables,” it’s past time to establish a web presence.
If you’re in business — almost any business — your customers are online. They’re learning about people before meeting them face to face. They’re researching products and services worldwide and in their hometowns. They’re checking reviews and ratings. And they’re looking for you and your business. ...
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