We have a site that more or less works could be better, though- and we have the evident need to revitalize it a bit. Competition is fierce in any niche, and marketing actions are increasingly turning to online channels. For the first time in U.S. history, according to Outsell consultant in 2010, investment in online advertising will exceed investment in traditional advertising. And similar trends can be confirmed in other markets of the globe. Nuances are given by the habits of consumers, but the trend is clear: on different reaction speeds all markets tend to increase the bet on online advertising.

This creates a paradoxical situation: Potential customers increase as much as new suppliers do. More public turns to the Internet, and not only for professional issues -think about how the process of recruitment and head hunting has changed since the emergence of social networks. Pleasure, leisure, and also shopping are activities increasingly performed online. So it happens that, like many entrepreneurs have already noticed, online support for sales lowers costs and provides excellent opportunities of presentation and promotion of the product, also becoming the perfect channel for after-sales support. But together with this increase of potential customers and new geographic areas that are added to the stage, also the supply of goods and services is multiplied as a culture of bacteria in a Petri dish, and consequently also competitors. Competition comes no longer from the next block store, but from the site of the neighboring city. Freight costs are cheaper, and users are gradually becoming more and more convinced to make purchases beyond the borders of their countries an example of this is the enormous number of Latin Americans who buy products from eBay or Amazon.

As a result, online marketing has become a necessary expense item, in the same level of staff salaries or the electricity bill. It is no linger a sporadic expense, but it has become an area in which you have to invest continuously in order to have at least a minimal chance of survival in online business.

Therefore, to focus on online promotion expenses as a casual action is a wrong approach and that can only lead to failure. Medium-term planning, setting goals and strategic plans to achieve them have become mandatory. It is therefore imperative to find and develop techniques to position our sites. And the best way is to work towards a good organic positioning, economically sustainable way to make it feasible to develop these actions with continuity over time. Here are some examples:

Generation of added value to products based on quality web content
Creating a positive online reputation and positioning as an authority in your niches activity
Content distribution and viralization
Development of an effective channel of CMR that is massive, segmented, economic and effective. Does it exist? Of course, social networks
These tools that require little or no investment, properly employed are as a Victorinox knife in the hands of Robinson Crusoe: they can do wonders for you, for your products and for your website.