It has been at least a year since I discussed the need to expand your marketing efforts to include more on line elements. Most of the Broadvox VARs are SMBs and have few, if any, resources to expand their online efforts. However, the world has changed a lot and there are many ways that a SMB can inexpensively gain a better understanding and strategy to improve their online marketing efforts. The number of consultants has increased, as well as both their skill sets and potential incompetence. I suggest using eMarketing consultants that either you or a respected associate has used previously, or do some homework. Gain a functional understanding of what you need, evaluate at least three proposals, and check out their references. The good ones will have several and the bad will be busy creating a smoke screen.

I recently hired an Internet Marketing Manager because the Broadvox spend to promote our retail SIP Trunking products and wholesale SIP origination and termination products was justifying having someone give it their fulltime attention. While I have been active with the Internet since 1992 and thought I knew a few things about online marketing, having a specialist look at our activities was a revelation. Moreover, his work has resulted in a significant increase in the number of leads generated, online conversions and usage of the website. Our SEO rankings for the search term "SIP Trunking" and "SIP Origination" now place us on the first page of Google. It takes vigilance and constant effort to remain on the first page, a significant challenge for a company of our size.

So, why have we been successful? It requires a coordinated approach to search engine optimization (SEO), search engine marketing (SEM), proper design, construction and content applicability of your website and leveraging and coordinating the more disconnected elements regarded as social media (LinkedIn, Twitter, Facebook, and blogs).

Next week this blog is going to provide further information on Online marketing, however, we will have a new recipe on Monday as usual. Enjoy the weekend!