Finding the Hidden Market for Small Business Using Internet Marketing

Customers use the Internet in three ways : 1) to acquire information  2) to compare products and services and prices 3) and finally to execute a transaction or to buy something.

Information used to come from authority sources such as the Yellow pages for very basic information : address, business hours, primary products and brand that are sold. This led to a phone call , "when do you close?" , "how do I get there/can you give me directions?" and " do you have such and such in stock?"

These questions were all indicators that the customer was ready to buy, or make and appointment for services or to get an estimate or request for proposal. This was a gratifying process. With TV, Radio, Print, out of home, direct mail there was some control of the process. The audience was available on demand. You could get attention by the thousands and it was priced by the thousands.

Today customers gather this information without calling you, or you ever knowing they have done so. Today's customer gets whatever information they want on demand with their PC, laptop or cell phone , PDA, iPhone , Droid, Blackberry. The tables have been turned and now information about you is what's on demand by the consumer. They get this information with or without your help.

The hidden market is this market for information about the product service and businesses that provide them. The new process is to be an authority and have a database of customers who trust you and will buy from you again and again , and recommend you to their circle of friends, family and acquaintances.

The game changer is that this is now done directly - and must be done intelligently , sincerely, truthfully and always with an overdelivery of value. Customer service is the only differentiating factor. So remember it still what you say , as well as how it is said.

Benefits to the Small Business Owner from Internet Marketing

As a small business owner you know your local market inside and out. Internet marketing should be no exception. You know your customers, the competition and the vendors that serve them. Internet marketing is another resource that you need to know about. Opportunities to grow come from a combination of resources including : finance, human resources, time, knowledge and technology. 

Strategic knowledge about internet marketing is another valuable resource that will create more opportunities.

What we provide as consultants in the area of internet marketing for small business, is for business owners who want to grow their business and have the capital to do so, provide knowledge that increases the value of the human capital to give the business owner more time. Internet marketing over time will lower costs and make your operation more efficient.

Ultimately your business will get more new customers, retain more customers longer, increase transactions and the value or those transactions.