How to stand out in online marketing

Here’s a piece on online marketing from Allison Bruce of the Ventura County Star in California.

The siren’s song of online marketing isn’t just for those seeking to promote their businesses, it also lures starry-eyed entrepreneurs convinced they can create the next Facebook or Yelp.

After all, Facebook has an estimated 750 million regular users, according to TechCrunch. The social networking site is estimated to reach $2.19 billion this year in U.S. display ad revenue alone, according to estimates by eMarketer.

What results, however, is a lot of sites clamoring for attention, which can be a challenge for businesses and for companies launching new sites.

Bob Khanpour started Hubzi.com because he wanted to create an online business directory and deal site for small- and medium-sized businesses.

For small business owners, it’s important to have a way to market their products or services that is affordable, he said. Khanpour has tried to set Hubzi apart by offering to ease the workload of small business owners who can, for a fee, upgrade from a free listing to one where Hubzi promotes and publicizes a business, honing the profile so it is more easily found online.

Khanpour said a lot of business owners don’t do a good job presenting their business or services. That’s where he sees the niche.

“There are millions and millions of companies that have pages, networks,” he said. “You have to market your profile.”

Of course, the noise is part of the challenge for business owners choosing which sites to use.

“There is a lot of clutter for the small business figuring out how to use these various specialized sites,” said Paul Witman, assistant business professor specializing in information technology management at California Lutheran University.

Businesses have to weigh the time commitment that comes from maintaining certain sites, Witman said. After all, if they create a profile on a site and then ignore it, it can actually do more harm than good for their business, showing they either don’t understand how social networking works or aren’t responsive to customers, he said.

Small businesses are starting to use social media increasingly, with 73 percent reporting they use social media to market their business in Constant Contact’s Spring 2011 Attitudes and Outlook Survey. Of those not using social media marketing, 62 percent said they expect to start during the coming year; 81 percent of those using it plan to increase their use this year.

Those kinds of statistics and the fervor over deals site Groupon was what drove Ben Hale and his partner to create GnarlyBuys. The pair had tried out Groupon, and while they liked the prospect of receiving discounts on purchases, they thought they could create a site that would better serve a younger, hipper crowd with new experiences and fun deals, Hale said.

A lot of “me-too” sites crop up in an attempt to capitalize on the drive of businesses to the web because of the relatively low startup costs, Witman said.
Witman said a successful site has to have a critical mass of users, which means sites are usually free, as well as providers or content or sellers. That means spending a lot of effort building relationships with the small business community, he said.

Khanpour acknowledges the challenge to Hubzi.com as everyone launches sites trying to become the next Groupon or LinkedIn. There are a lot of sites that offer business listings, including the big guys such as Craigslist or eBay.

“But typically the focus of those sites (is) not on small businesses or products or services,” he said. “They target everybody in the world … It’s usually very hard for consumers to find what they need.”

Talk to us

More in Herald Business Journal

Yansi De La Cruz molds a cheese mixture into bone shapes at Himalayan Dog Chew on Thursday, Sept. 21, 2023 in Arlington, Washington. (Olivia Vanni / The Herald)
Give a dog a bone? How about a hard cheese chew from Arlington instead!

Launched from a kitchen table in 2003, Himalayan Pet Supply now employs 160 workers at its new Arlington factory.

Cash is used for a purchase at Molly Moon's Ice Cream in Edmonds, Washington on Wednesday, Aug. 30, 2023. (Annie Barker / The Herald)
Washington minimum wage to top $16 an hour next year

Meanwhile, some salaried workers and rideshare drivers could see their earnings rise from other state-required adjustments.

Inside the new Boeing 737 simulator at Simulation Flight in Mukilteo, Washington on Wednesday, Sept. 20, 2023. (Annie Barker / The Herald)
New Boeing 737 simulator takes ‘flight’ in Mukilteo

Pilots can test their flying skills or up their game at Simulation Flight in Mukilteo.

An Amazon worker transfers and organizes items at the new PAE2 Amazon Fulfillment Center on Thursday, Sept. 14, 2023, in Arlington, Washington. (Ryan Berry / The Herald)
Amazon cuts ribbon on colossal $355M fulfillment center in Arlington

At 2.8 million square feet, the facility is the largest of its kind in Washington. It can hold 40 million “units” of inventory.

A computer rendering of the North Creek Commerce Center industrial park in development at 18712 Bothell-Everett Highway. (Kidder Mathews)
Developer breaks ground on new Bothell industrial park

The North Creek Commerce Center on Bothell Everett Highway will provide warehouse and office space in three buildings.

Dan Bates / The Herald
Funko president, Brian Mariotti is excited about the growth that has led his company to need a 62,000 square foot facility in Lynnwood.
Photo Taken: 102312
Former Funko CEO resigns from the Everett company

Brian Mariotti resigned Sept. 1, six weeks after announcing he was taking a six-month sabbatical from the company.

Cash is used for a purchase at Molly Moon's Ice Cream in Edmonds, Washington on Wednesday, Aug. 30, 2023. (Annie Barker / The Herald)
Paper or plastic? Snohomish County may require businesses to take cash

County Council member Nate Nehring proposed an ordinance to ban cashless sales under $200. He hopes cities will follow suit.

Catherine Robinweiler leads the class during a lab session at Edmonds College on April 29, 2021. (Kevin Clark / The Herald)
Grant aids apprenticeship program in Mukilteo and elsewhere

A $5.6 million U.S. Department of Labor grant will boost apprenticeships for special education teachers and nurses.

Peoples Bank is placing piggy banks with $30 around Washington starting Aug. 1.
(Peoples Bank)
Peoples Bank grant program seeks proposals from nonprofits

Peoples Bank offers up to $35,000 in Impact Grants aimed at helping communities. Applications due Sept. 15.

Workers build the first all-electric commuter plane, the Eviation Alice, at Eviation's plant on Wednesday, Sept. 8, 2021 in Arlington, Washington.  (Andy Bronson / The Herald)
Arlington’s Eviation selects Seattle firm to configure production plane

TLG Aerospace chosen to configure Eviation Aircraft’s all-electric commuter plane for mass production.

Orca Mobility designer Mike Lowell, left, and CEO Bill Messing at their office on Wednesday, Aug. 16, 2023 in Granite Falls, Washington. (Olivia Vanni / The Herald)
Could a Granite Falls startup’s three-wheeler revolutionize delivery?

Orca Mobility’s battery-powered, three-wheel truck is built on a motorcycle frame. Now, they aim to make it self-driving.

Members of Gravitics' team and U.S. Rep. Rick Larsen stand in front of a mockup of a space module interior on Thursday, August 17, 2023 at Gravitics' Marysville facility. Left to right: Mark Tiner, government affairs representative; Jiral Shah, business development; U.S. Rep. Rick Larsen; Mike DeRosa, marketing; Scott Macklin, lead engineer. (Gravitics.)
Marysville startup prepares for space — the financial frontier

Gravitics is building space station module prototypes to one day house space travelers and researchers.