Shoestring Marketing: Book offers tips for low-cost Web marketing

One of the most commonly asked Internet-related questions posed by most small businesses involves seeking and locating sound advice for developing a Web strategy and the cost of doing the same. As one would expect, there is much inconsistency in the quality of advice that one gets from the growing band of Internet hustlers.

That same inconsistency applies to the cost of the advice or service. I've seen the development of Web sites of similar size, format and complexity vary in price by more than $50,000.

Enter an interesting new book titled "Internet Marketing for Less than $500/Year," by Marcia Yudkin. Currently the moderator for ClickZ Network's online discussion forum for Internet marketers, Yudkin provides a common-sense approach to the whole issue of exploiting the Internet as a marketing tool for small and home-based businesses.

From Yudkin's point of view, the three biggest obstacles for small businesses online are: 1. lack of knowledge of how to take their businesses online; 2. the mistaken belief that without a huge budget, Internet marketing is fruitless; and 3. disappointment when the mere launch of a Web site produces no results.

Is it doable for $500?

Yudkin maintains that there are enough free resources currently available on the Internet whereby individuals or companies can design their own Web sites by following a simple menu and instructions. And they don't have to hold a PhD in HTML to do it. In her book, she provides specific details on locating those resources as well as sourcing additional information on every imaginable Internet marketing subject.

The biggest mistakes

According to Yudkin, Web site development and marketing mistakes are few but common:

Companies don't do enough customization of their sites. They simply replicate the corporate brochure instead of posting compelling, informative and relevant news, tips, case studies, etc. the sort of information that makes the site "sticky" and keeps people coming back for more. Not enough marketers seek permission for e-mailing, and in many cases, there is no provision to easily opt out.

It is not unusual to see a lack of contact information. An effective site should always include a company contact name, phone number and e-mail address.

Companies don't promote their Web sites properly in their existing communications. Web sites should be plastered everywhere and on everything from company stationery to e-mail messages to the backs of delivery trucks.

Tips galore!

"Internet Marketing for Less than $500/Year" is laden with enough how-to information to crash a Pentium 4. When asked for the best advice she could give in brief, Yudkin recommended developing and distributing an e-newsletter as a cheap and efficient method to expand the company's point of contact. Effective design is obviously paramount for garnering attention. And Yudkin advises not buying an e-mail list.

Additionally, she recommends companies always integrate Web marketing with offline activity. For instance, why not feature a special Web-based offer in every statement stuffer or outgoing billing invoice?

You don't need to turn to expensive outside designers/vendors to develop an effective site. But should you choose to do so, vetting the candidates is essential. Look at their work and always ask for references.

Once the site is up and running, review it and make appropriate modifications at least once a month.

Yudkin also recommends companies seek out and listen to feedback from Web visitors.

(Alf Nucifora is an Atlanta-based marketing consultant.)