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Compelling content draws on-line attention

Autor Ryan

One of the key business strategies for entrepreneurs to consider is how to use the Internet as a tool to market their goods or services.

Marketing is always a challenge for a small business — it can be a real struggle to build awareness about your company, products and services.

Don’t believe that the Internet makes marketing any easier. Experience has shown that you can’t simply place a bunch of brochures on-line and hope that people will stumble across them. You have to provide compelling information in order to draw people to your site.

Then, once they are there, you can nudge them toward your marketing materials.

Fortunately, there are some good sites to help you understand the concept of Internet marketing. A good example of a small business Web site that works can be found at http://www.grasmick.com, titled the Canada to U.S. Business Immigration Home Page.

Through this site, Joseph Grasmick, a Buffalo lawyer and immigration specialist, sets out to provide the visitor with detailed information on what is involved in immigrating to the United States.

The site is effective because Mr. Grasmick recognizes that many people using the Internet to deal with this issue aren’t looking for an immigration lawyer — they are looking for answers to questions about
immigration law.

He provides substantial material on-line to help answer these questions, and as a result, his Web site has gained attention as one of the best places to learn about immigration issues regarding Canadians going to the United States.

The key point is that throughout the site, Mr. Grasmick gently suggests to visitors that if they want to do it right, they should contact him. He includes a link to information about his firm, client testimonials and other marketing literature. Mr. Grasmick says he wins a fair chunk of business through the Internet.

Such thinking is reflected at home.istar.ca/~gadus/index.html, the Web site of Gadus Associates of Musquodoboit Harbour, N.S. Right off the bat, the site says it is “your source for information and support” in marine fisheries science.

Trevor Kenchington, a fisheries expert and the principal of this consulting firm, created the site to provide a comprehensive index of marine fisheries data on-line.

People looking for answers to questions in this field are likely to stumble across his site and also will likely read about the services offered by the company. Dr. Kenchington is the first to admit that he has won consulting projects directly because of this site.

Finally, consider telecommunications guru Ian Angus and his company Angus Telemanagement Group (http://www.angustel.ca). Some years ago, he established an on-line newsletter, Telecom Update, now sent every Monday to about 15,000 subscribers. Each issue contains a summary of important events in the Canadian telecom industry.

His effort helps to keep his company in the mind of potential clients and most importantly, contains a plug every week to some service that he offers.

That’s the type of marketing that works on the Internet: Create content that will draw people to your site or that will keep your name in front of them. In doing so, subtly lead them toward your promotional literature at your Web site.

While none of these sites use flashy technology, they are effective and potent examples of on-line marketing.

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