You regularly advertise on the radio, on TV and in the yellow pages to enhance your visibility. You offer special promotions to drive sales. You even purchase booths at numerous tradeshows to showcase your offerings. However, are you sure you are doing enough to compete in this aggressive market?

The Small Business Success Index,* an ongoing study of U.S. small businesses, revealed that small businesses utilizing online solutions, such as business emails and search engine optimization, are typically more competitive than those that do not. Their findings include:

• Businesses who embrace internet solutions such as web sites, and online advertising, are more likely to be competitive. 
• Among businesses that have fewer than 5 employees, 60% who use 6-14 internet technologies such as e-mail, Web sites and various types of online marketing, are more likely to be at least marginally competitive when compared to those that have fewer than that amount.
• 31% of businesses that use at least 6 internet technologies (e.g., e-mail, search engine optimization, etc.) are highly competitive; only 19% with minimal use of technology are highly competitive.

According to these statistics, using a combination of several online technologies can contribute to your overall competitiveness. So how can you apply these solutions to your business?

First, your business needs a well-designed business Web site if it doesn't already have one. If you do not know how to create a Web site, then you can either purchase an easy-to-use, do-it-yourself Web site template or seek the help of a Web design professional. Both options are now quite affordable. When creating your site, remember to view it as your multi-page advertisement. Its purpose is to explain to consumers why your business is better than the competition.

Once you have a Web site, you can use online advertising methods, such as search engine optimization, pay-per-click advertising and local search, to make your site more visible to your target audience. Online advertising makes it possible for you to deliver your message exclusively to those who are searching for your product or service.

Your Web site is not just a promotional tool. It is also a customer service tool. You should always display your contact information and business hours on your Web site to demonstrate your accessibility. Your contact information should include your business's address, phone number and email address. Keep in mind an email address that matches your domain name is often perceived more positively than a Webmail address. It shows potential customers that your business is professional, and to consumers, professionalism is often viewed as an indicator of experience and competence.

Online solutions have the power to improve consumer perception of your business. This, in turn, will enhance your competitiveness and make you a stronger industry player.


*The Small Business Success Index(SM), an ongoing measurement of the overall health of U.S. small businesses, was commissioned by Network Solutions, LLC and the University of Maryland's Robert H. Smith School of Business.  To take the survey yourself, click here.