Online marketing has two goals: engage and convert. The social side of the Internet encourages engagement, the search side focuses more on user intent and ultimately conversion of that intent into a sale. The many elements of an online presence can build on each and can work together for a business. The process is best done in an environment with more control rather than less. Because of the changing nature of the Internet, a SMBs marketing investment should always reinforce and strengthen the elements over which they have the most ownership.
Content: Mike Blumenthal, Blumenthols.com