Here is your crash course in small business marketing in 2008 - Web 2.0 for business.

Lets start with a few society trends to give the REALLY big picture.

Society trend number 1: People buy differently now than they did 10 years ago

Remember 10 years ago, when having a website was a “BIG THING”. Now having a website is considered as essential as having a telephone. People’s shopping style has changed. Most people go to the net to research new purchases or potential companies to work with.

I can’t stress this enough. People buy differently now that they used to!

Unless you have a solid web presence, you are sending out a message that you are “old fashioned” and you are missing out on customers.

Now, there’s nothing wrong with that if that’s what you are comfortable with. I know a hairdresser in our local community who doesn’t own a fax or email and she still does OK for trade.

In my book a website is number 1 priority for small business - it ranks right up there with business cards in terms of importance.

When I am talking with businesses I usually categories websites into about 4 different levels of websites:

1. Intro level - Simple graphics, basic text, possibly a contact form

2. Getting your feet wet - More fancy layout and design, autoresponders, basic e-commerce

3. Getting funky - This is where you add interactivity to your site - blogs, forums, online chat, fancy e-commerce

4. Serious business - You have your website as a portal to membership areas, private areas, serious information management systems behind your site

Most small businesses start with a level 1 or 2 website and then after a short time they upgrade their site.

When you are getting a website done, it pays to shop around. Not all web designers can do what you need them to do. Most can do good intro level sites, but as you go up the ladder there are less and less web designers who can honestly do what is needed.

Some key tips for level 1

ingrid cliff is a freelance copywriter, business development and human resources consultant to small businesses with her business heart harmony. ingrid writes a free weekly small business newsletter and small business ideas blog for small businesses.www.heartharmony.com.au

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