Here are some pointers based on the book, along with my own observations:
1. Don’t panic. The whole idea of online marketing can seem daunting and unfamiliar at first, but in fact it’s really pretty simple. Look, you’ve already done the difficult part: leaping into the unknown by starting or acquiring a business. This stuff will be easy by comparison.
2. Commit some time. This is actually the hardest part of online marketing, especially for super-busy entrepreneurs. Nevertheless, you’ll need to spend some time on this, but not as much as you might thing. I recommend between about 2 to 4 hours a week. Schedule it!
3. Fix the skeletons. Even if you’ve only been in business for a while, some online business directories (like Google) have probably pulled your physical address and other info into a “skeleton profile.” Join those directories, “claim” the pages, and make corrections, as necessary.
4. Buy a URL. This part is simple. Get on one of the numerous services and purchase an online name that fits with your business. In most cases, you’ll need to personalize it in some way because all the easy URLs are already owned.
5. Decide what technology to use. There are two ways to go. You can build a traditional website using a website editing tool or a blog-style website using a blogging tool (like WordPress). IMHO, the blog-style is the way to go until you can hire a professional.
6. Set up a simple storefront. When you’re just starting out, take a minimalistic approach. Don’t try to cram the site with everything you might someday want. Just make certain that the site is professional, accurate, has the “tone” of how you want your business to be perceived.
7. Insert significant keywords. Your customers will be better able to find your site if the pages contain the right keywords. For example, if you own a heating and cooling repair company, sprinkle words and phrases like ‘central heating,’ ‘A/C repair,’ ‘HVAC,’ ‘broken heater,’ etc.
8. Put yourself on the map. Now that you’ve your website up, go back to online business directories and add material that matches whatever you put on the website. Add photos and a business description that tells a story to potential buyers. And a link to your site, of course.