Trying to market your business, but think it’s too early to issue press releases and make social media worthwhile?  Think about it – is it ever too early to start generating interest and gathering information from prospects?  Of course not!  With a little creativity and the techniques outlined below, you can learn a ton, and create some valuable assets that will help you market your business now and well into the future.

But let’s get specific – what can you do?

Build up interest and audience.

Maybe you’ve seen some of these “coming soon” pages for products or apps that are not yet widely available?  This is a great way to generate interest for your product or service, and stock your email contact list and social audiences with early adopters (who tend to be willing to accept a product with a few rough spots in exchange for being the first to have access!).  Check out the example below.

This type of page lets you accomplish a few things:

• Quick and easy development cycle: Build a website landing page using tools like Unbounce or Optimizely to quickly create multiple versions of your “Coming Soon” page from a single template (you can create your own, or use one of the templates provided).  Keep it clean and simple; you want to create enough interest that visitors give you permission to engage with them again via email or social media.
• Test your marketing message: Use those “Coming Soon” landing pages to try out a variety of messages, tag lines, calls to action, lead capture forms, etc.. Determine if there are specific messages that are more effective at engaging the folks that will ultimately become your customers.
• Build up your social audience: Start signaling what type of product this is and who it is for. Worried you won’t have anything “worthwhile” to tweet or post about your business yet? No worries – follow and “like” other people or companies that are in your general area of interest, and share items from those sources with your audience.  Be sure to add a novel comment or perspective; don’t just pass on random items without showing how you add value!

Do social media via your personal network.

Share updates about your business via your LinkedIn status (not on LinkedIn?  You should be!). If you blog, use the apps on LinkedIn to display your blog feed on your profile. Participate in discussions on question and answer sites like Quora. Have lots of coffee meetings. Get honest, constructive feedback from your network, and listen to the questions people have after you tell them about your business. Ask people to tell you why it won’t work. Would they recommend it to a friend? Why wouldn’t they use it? How would they describe your business to their colleagues? Value and take to heart feedback that indicates you may not have it quite right yet. If you can’t get the people who find YOU interesting and worthwhile to engage with your business, how in the world will you capture the interest of busy, distracted strangers?

Lighten up about press releases!

It’s not the daily briefing at the White House, and you don’t have to have earth-shattering news to do a press release. Did you sign a new partner? Make a key hire? Attend an industry event? Write a new eBook? Expand your service offerings? All of these are worthwhile subjects for a press release, as they give you a chance to put your key messages into context, and hand feed them to social media and search engines. Press releases get extremely favorable treatment by Google, and are a great way for a your fledgling business to “own” Page 1 of search results for your key phrases.

One other note on press releases: you don’t need to hire a PR firm to do a press release (though there are lots of really great firms that can help when the time is right). Use one of the services on our Best Free and Affordable Press Release Services list  - they’re easy to use, and will often throw in some free SEO advice on your press release to help you get the maximum bang for your buck.

Looking for help with other online marketing, advertising, and social media questions?  Then check out the online marketing and advertising resources section of the Leadtail website. We’ve compiled lots of helpful information to help you market and grow your business.

And let us know how we can help. Ask your question on Facebook, tweet us @Leadtail on Twitter, drop us a line – or just give us a call at 888.330.3236

[Editor's Note: Special thanks to Karri Carlson for this guest post.  Karri leads Marketing & Customer Development at Leadtail.]

Which three letters bring on sweaty palms and sleepless nights for business owners and web masters everywhere? IRS?  FBI? Good guesses, but the culprit is… SEO.

If you do it wrong or put it off, then your website will spend its days lost in the endless pages of search engine results, like a message in a bottle floating in a vast, dark ocean.

But what if you crack the code on the secret language of meta keywords, H1 tags, and inbound links? Will all the riches and glory of Page One Google Ranking await you?

Well, no.  As with most things, good SEO is less about uncovering “the secret”, and more about taking the time to understand and implement best practices… and then to keep applying them religiously over time.  (Sorry!)

This leads to the big question regarding your website’s search engine optimization… do it yourself or hire an SEO expert?

According to a recent Marketing Sherpa report, just over half of businesses manage their SEO in-house, while about 45% use an outside expert or are considering one… So whichever way you decide to go, you’ll have plenty of company!

Here are a few pointers to get your started down the path to SEO success.

If you’re going to do your own SEO…

• Learn the basics first. Invest in a couple good books on SEO.  There are lots, so find one that lays out the material in a format and style that works best for you.  Browse Amazon to see what other readers are recommending, or just head to the business section at your local bookstore and flip through what’s there.

• Subscribe to SEO information sources. Get a daily stream of advice, tips, and tricks from experts.  Check out this list of 15 good SEO blogs, or if Twitter is more your thing, follow TheSEOList, a great curated list of folks that tweet about search engine optimization.

• Don’t approach SEO as a one-off project. Instead, think of it more like going to the gym – consistent effort over time is what will bring results!  If you need more traffic right away, you should read our previous post, Should You Do SEO or Paid Search?

If you’re going to hire an SEO consultant…

• Educate yourself on what you’ll be paying for. This article from Search Engine Journal, What’s My SEO Charging Me For?, is a great place to start.

• Ask (smart) colleagues for referrals. Part of an SEO consultant’s job is to understand your business and customers, so finding someone who has worked with businesses like yours before can really help get things moving quickly.

• Remember there are no SEO guarantees. Be wary of any consultants making claims that guarantee you a specific ranking or position. Search engines are complex, the algorithms are nuanced, and results take time. Reputable SEO practitioners will happily agree to goals and measurable milestones, and factor these into your billing and payment terms.

And in either case…

Don’t worry about every possible tweak you could make – just start with the basics and you’ll be well on your way. So wipe off those palms, get a good night’s sleep, and we’ll see you on Google’s Page One!

(P.S.  We’re here to help… so feel free to give us a call at 888-330-3236)

Did you know that fewer than half of all small businesses advertise online? That’s what Nielsen Online reports. Surprising, huh? Well, maybe not… if you’re a small business owner who finds Internet advertising confusing, complex, and cluttered (we sure do!)

But the fact is that most consumers now search the Web for local products and services like yours. And if your competitors aren’t already on the Internet they will be soon. So like it or not… it’s time to jump online.

Seriously, how else are you going to become comfortable with Internet marketing if you don’t begin doing it? (Tough love, I know.)

Here’s the good news: There are lots of services now available to help you market your business online. From making it easy and affordable to build a website; to getting a listing with the Internet Yellow Pages; to helping you manage search advertising with Google.

Not sure where to start? Read on…

1.  What if you don’t even have a website?

Our recent post: Does Your Business Need a Website? lays it out for you… including the must-have pages that every local website needs. And here’s our list of the Best Free and Affordable Website Builders. You’ll be seriously amazed at how easy it is to build a great looking website. Best of all… no technical degree required!

2.  Want to have your business found on the Internet?

Listing with the Internet Yellow Pages and other online directories is really important. Here’s our list of the Best Local Directories for Your Online Advertising. With these directories, it’s mostly free to create a listing for your business… and if you’re willing to pay ($25 to $50 monthly) you can also add photos, special offers, user reviews, and more!

3.   What if you’d like to find more prospects online?

Using a service to help you with search engine marketing may be the way to go. Check out Yodle and ReachLocal to see if they meet your needs. Both specialize in helping small business owners advertise on Google and other search engines to find prospects looking for local products and services.

4.  Still trying to get a handle on this online advertising stuff?

We understand. As a matter of fact, we’ve written a few blog posts on this very topic:

Why Advertise Online? Here are 7 Important Reasons

Getting Started with Local Online Advertising?

Your Local Online Advertising Options

And remember… when you’re ready we’re here to help too!

C’mon you’ve heard it before (with infomercial voice-over in your head?) “You too can build a business on the Internet, work from home, and watch the cash roll-in!” Sorry. Not true. Building a business online takes a lot of work and commitment. Don’t trust anyone that tells you differently. But if you’re serious about bringing your business online (or starting one) then…

It all starts with your website.

Having a professional looking website is as essential as a listing in the Yellow Pages used to be (yes, used to be). I mean your new Internet prospects need a place to find you right? And nothing says, “Open for business!” like an engaging and friendly website. The good news: creating a website is well within reach of even the smallest upstarts (we have one!)

But I don’t know anything about building my own website!

No worries. Thanks to some of the great website builders out there, it’s now easy to create a professional website with just a few clicks of the mouse. And you don’t need a degree in computer science either! Check out Yola, Moogo, and SnapPages to see what we mean. They offer a wide range of templates, tutorials, pictures, and graphics to get you started quickly. Did I mention that they’re free to use? Yes, free.

Most website builders will also help you get set up with your own domain name (e.g. www.yourbizname.com), which you can add to your business cards, letterhead, and other marketing materials. Pretty cool, huh?

As you build your website, keep in mind that most business-oriented websites have the following pages:

• Home Page: This is the first page most of your visitors will see, so don’t be coy – provide all the key information here. Your logo, business name, phone number, address, and business hours are the most important things. Bottom line: make it easy for them to contact you!

• Products or Services: This could be products you sell, services you offer, your menu, or your class schedule (you get the idea). Be sure to include pricing (unless your prices change frequently) and a few attractive, high quality photos to remind customers why they like your stuff the best!

• Contact Us: Make it easy for people to get in touch with you for questions, to make an appointment, or share a story. Provide multiple ways to contact you – email address, phone number, and a simple web form they can fill out.  If you’re into social media, invite prospects to follow you on Twitter or “Like” you on Facebook.

• About Us:  Is your business family owned and operated? Do you specialize in organic products or local suppliers? Offer a money back guarantee? Tell your story in your own words – it builds trust with your prospects, and, after all, people buy from people they like!

• Testimonials: Already have customers? Then ask them for testimonials for your website. Remember: nothing convinces prospects more than happy customers. You can’t afford NOT to start asking your customers to share their experiences. Use comment cards, email, or better yet, your Contact Us form!

Here’s our complete list of the Best Free and Affordable Website Builders from our blog: Best Online Advertising Stuff. You’ll do well using any of the website providers on this list… so take your time and find one that works best for you.

That’s it. You’re ready to jump in and start building your very own website. Remember, there’s no better way to get started than… getting started!

Let us know once your website is up. We’ll want to check it out too!

Whether you’re brand new or a veteran online advertiser, it’s always a good idea to review some of the many reasons why online advertising should be a growing part of your marketing budget.

Here are seven important ones:

1.  Your customers are online. More than ever, consumers use the Internet to research and select products to purchase… even if they plan to buy them offline! Your advertising will prompt them to consider your products and services too.

2.  Your competitors are online. Not only are your direct competitors advertising online, but also many companies that now use the Internet to target your customers. How to fight back? Make sure your customers see your advertising to remind them why they like your products best.

3.  Online advertising is cost effective. You can reach a large audience quickly and at lower cost than many other media. And if you use search marketing for your advertising… you only pay when you get results!

4   No big investment needed to get started. You can launch a simple website for a hundred dollars, and begin marketing it for another couple hundred. And it will be easy to scale your efforts over time as you test and learn what works best.

5.  Everything is immediate. You can test and launch your advertising very quickly and generate responses almost immediately. Said another way, if you need customers tomorrow, not next month, advertising on the Internet may be the way to go!

6.  The Internet has gone local. You no longer need to worry about wasting your advertising dollars on the Internet masses. Just target the community you care about with one of the many options for local advertising such as the online yellow pages.

7.  Lots of ways to reach your target audience. The Internet is a great channel for delivering your message to very specific audiences and in the narrowest market niches. Besides geographic targeting, you can also target based on your customers’ demographic profile, types of behavior, and special interests.

Just keep in mind, when advertising online you’ll still need to develop a good marketing strategy, target your audience, test, measure and improve… just as you would with any other marketing program. And with a good strategy in hand, you will be well on your way to generating the results you’re looking for!