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JOHN BONNEY: Trust remains vital online

By Herald Express  |  Posted: February 20, 2014

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WHILE the UK economy is looking a little more optimistic it still remains challenging, writes internet marketing specialist John Bonney.

Owners of small to medium sized businesses need to embrace the economic situation and the accessibility of clients via the internet and get excited by the opportunities available to them in 2014.

Smaller companies are more nimble and can react much quicker to the ever-changing world online; however, all too often we find they simply batten down the hatches, spend less and hope it all goes away. It is time to 'think local'.

The currency in this new economy is 'trust'. There is a massive decline in trust in our society today and so customers are looking for companies they can put their faith in, have a relationship with and buy from with confidence.

When we think about the online world we tend to think of a global community.

However, for many small business owners there is more than enough business within their local community and surrounding area. Google has made more significant changes (where small business owners are concerned) to how it ranks websites in the past 14 months than it has in the past 10 years. This has made it very difficult for small business owners to compete globally and to keep up with this constantly-changing online landscape.

However, rather than seeing this as a problem we should see it as a blessing in disguise and focus our attention on being exceptional online within our own community and our own local area.

Global domination can follow but let's start by being exceptional on a smaller scale.

This article is an introduction to a series of regular articles looking at how to help small business owners become exceptional in their own community and generate a significant increase in revenue from their online presence.

The articles will cover subjects including: social media, Google optimisation, content marketing, email marketing, website performance, quality traffic generation, lead generation and conversion marketing.

REGISTER HERE to attend the Herald Express Free Online Marketing Seminar at the Palace Hotel in Paignton on Wednesday March 26.

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