Consumers are consulting the Web more than ever during these challenging economic times. They're researching businesses, products and services to ensure they'll be making a savvy purchase with their hard-earned money. As Ross McDonald at Google Australia affirms, “Indeed, consumers are searching online and making their purchase decision long before they enter the physical store.”

“As shoppers consider their potential purchases, compare brands, features and even colours, they use online sources to guide them,” McDonald adds.

What does this mean for your prospects? McDonald explains while emphasizing the consequence for businesses that do not leveraging search engines:

“For retailers, the implications are clear. Engagement happens long before a customer enters your store...Any relevant retailer that doesn't appear in the online search results is not influencing the consumers when they are crying out for help. Make sure you reach them at the exact point they want information.”

The solution, according to McDonald, is for businesses to take a multi-channel approach to marketing by merging the availability of online information with in-store sales operations. Multi-channel marketing “is a smart way to grow incremental revenue in today's uncertain times. Shoppers are already searching, so make it easy for them to find you,” he writes.

Your prospects will have no trouble making their company visible thanks to the site promotion tools available through your Web solution! They can optimize their Web site quickly and easily, without relying on a costly independent firm to do the work for them. If your prospects don't know how they can draw more customers by getting on popular search engines, tell them about the potential business they're ignoring!

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Did you know…

A recent survey by the firm eROI revealed that more than 37% of e-mail marketers aren't testing the effectiveness of their e-mail campaigns! The most popular reason respondents gave was that they simply do not know how to test and analyze whether their e-mail campaigns are working! Respondents also said they don't have enough time and they don't see the value in monitoring the effectiveness of their e-mail marketing!

The survey by eROI was directed to professional marketers. These are experts in the e-mail marketing field, and they're at a bigger disadvantage than the small- and medium-sized businesses you approach every day! With the tools available through your Web solution, your prospects don't need any expertise in e-mail marketing to monitor the effectiveness of their e-mail campaigns. Using e-newsletter tools and detailed site statistics, they can quickly and easily implement e-mail campaigns and determine whether their efforts are drawing more customers! There's no hassle, no wasted time and no complicated data...the solution makes it simple!

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