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How to Build an Online Business by Bernadette Schwerdt

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4MarketingHow to get found, get traffic and get sales

Your website’s up, and what with all that dosh that’s about to come flooding into your bank account, you’re ready to slap down that deposit on the Sydney oceanfront apartment. But you check your account the day after your website launch and the balance is … zero; not one customer; not one brass razoo.

What went wrong? Like those cartoon images, ‘Omigod, I forgot to have children!’, it’s ‘Omigod, I forgot to market my business!’

The chapters that follow provide practical, easy-to-follow steps on how you can manage the most challenging aspects of owning an online business: getting found, getting read and — most importantly — getting sales.

To kick things off let’s dispense with one big fat myth. There’s a widespread belief that just because we can create cheap websites, create even cheaper advertising on Facebook and post videos on YouTube for free, we will find customers. Fake news! Not true!

You need to work it and market your website, big time! The people I interviewed live and breathe the marketing of their sites. You’ll need to as well.

Marketing has changed

For many reasons marketing an online business is harder than it used to be. Yes, you’ve got access to cheap technology to create your site and cheap advertising on social media, both of which make setting up the business easier than it used to be. But for every development that makes it easier, there’s a counter-trend making it harder to succeed. For example:

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