Even small businesses are planning radio and television ads, booking up their spots in the newspapers and ad books, cleaning up their yellow pages listings, you name it.

But what about online marketing? There are budgets for everything else, but how do you know what you’re going to have to set aside for the new year in terms of the internet?

1. Take note of any recurring payments you may need to make. This means hosting and web design fees, directory listing subscriptions (some are one-time fees and some, like Yahoo’s $299 fee are annual), your SEO company’s monthly fees (and any increases that might be made for service adjustments), and so on. These are the basics of your online budget, as they are things that your business should not be online without.
2. Analyze the places your site isn’t listed, and add those fees to your budget accordingly. Not listed in Yahoo yet? Tack on that $299. What about Business.com? That’s another $199 a year. Considering playing around with Google’s AdWords? Get the lowdown on what your suggested budget might be by hiring an AdWords professional (your SEO or internet marketing company should be able to do this for you) to run a test campaign for you.
3. Set aside money for advertising on related blogs. Every one is going to have a different price, and going through text link brokers may not be such a good idea right now. Contact bloggers directly if you’re interested in advertising on their site, and see what their rates are. Pick a handful with good traffic and a fair price (and make sure your ad will appear “above the fold”) and tally up the total. You don’t have to pay for 12 months of the year on all of them, pick and choose wisely.
4. Do something for free advertising. Write some industry related articles and submit them around the web and to industry bloggers. It won’t cost you anything but time, but it might give you a good traffic boost. If you’re not already blogging for your business, there’s no better time than the present to start. Ask your designer (or find a new one) to get you started, and appropriate the time into yours or another employee’s schedule to keep up with it. Blogging (the right way) gets you noticed, period.
5. If you’re new to online marketing, hiring an agency or consultant is going to be extremely important. They’ll know what to target and how much it’s going to cost you, and will be able to help you set up a monthly and yearly budget for doing so. Relationships with online marketing firms are best made long-term, so if you’re thinking of going month-to-month with one, keep in mind that you’re likely to pay more up front for the extra advertising fees (because they’re going to want to help you as much as they can in a short amount of time) than you would if you let them make a year long plan for you. It’s easier to stretch a budget over the course of six months or a year than it is to try to get it all done in a month.

As we’ve all heard before, “It takes money to make money.” Realizing that it’s more than just tossing up a website and having the address put on your stationery is what’s going to get you somewhere with your online ventures. While that might be a costly hunk to swallow at first, it’s an important fact of online business you can’t afford to ignore.

Are you a jewelry maker? Knitter? Painter? Maker of altered books? If your hobby is something you’ve considered making a real profit from, then you’re going to need to know how to market yourself during the holidays.

Keep in mind, there are probably millions of crafters out there doing the same thing - you’re just going to have to be different. Assuming you already have a website (if you don’t, go get one - hosting is cheap and getting SOMETHING up is pretty affordable too), here are steps you should be taking to get those sales to soar.

• Get set up on eBay. People use eBay most during the holidays, but keep in mind that they’re looking for bargains. If your craft isn’t totally original, there are going to be hundreds of other auctions up that are similar to what you’ve got. Use the “buy now” feature, set your prices, and see what happens. Make sure you put your site’s URL in your listings.
• Join groups, forums and lists for crafters that work in the same or similar materials you do. If you’re a woodcarver, join a Yahoo Group for woodworkers. Are you a knitter? Check out the knitting and crochet groups. By joining these groups, you can put your site’s URL in your signature for the forums or emails and you’re bound to get interest because yarn-lovers are drawn to yarn crafts, wood lovers are drawn to wood craft, and so on.
• Visit Sell Your Art Online and sign up for the newsletter. SYAO is a newsletter that covers topics that artists and crafts people need to know to successfully sell their creative work on the Internet. Some of the information is probably more than you need to worry about, but there is a LOT of great, useful info there.
• Check out a site like Etsy. Etsy lets you sell your wares online, via their marketplace, for a small fee per sale. The benefit is that you can only sell things that are handmade - by YOU. So unlike eBay, you’re not competing against wholesale distributors or retailers buying up items in bulk and then reselling. If your craft involves digitally downloadable items, you can use a site like E-junkie.com to affordably manage your download sales and get others to promote your downloads for you by offering them a piece of the pie.
• Use a blog to show your process. People who see the amount of time and effort you put into your projects are more apt to buy them for the quality behind the work. Take photos while you’re making your jewelry or knitting a scarf and hat set. Talk about the yarns you use, or the quality of silver in your earrings.
• Offer special deals. Especially online, people are looking for the “great buy” deal. If you normally sell your paintings in singles, try making a few sets you can sell separately or in a group, and offer a discount on the group package. Make sure it’s truly a valid discount - don’t spike your prices now in order to put together a package that will get you what you’d normally make any other time of year. Send out a real bargain, and you’re bound to get repeat customers through the rest of the year. Even if all you offer is free shipping with a guaranteed arrival date in plenty of time for the holidays - people will latch on to it.
• If you haven’t already hired an internet marketing specialist, consider doing so, even if it’s only to get you through the holidays. Most good companies offer month-to-month contracts where they’ll make sure your site is properly optimized for the search engines, and will get you listed in good directories or write you up a press release or two that should help you get a little more traffic.

Speaking with her on instant messenger, I told her how I had written a recommendation for her since I had been directed there anyway by this email. Her response? “That’s strange, I haven’t been on LinkedIn in well over a month.”

When I was there, I did struggle a bit with pageloads. I’d hit the “submit” button a couple times and received blank pages with “Done” in the status bar. So I’d hit the back button, resubmit, and wait again quite some time for yet another blank “Done” page. It was taking me three or four tries and plenty of waiting to actually get anything done on LinkedIn yesterday - even to read my own messages and approve a recommendation I got from Darren Rowse of b5media and ProBlogger. (Thanks, Darren!) The funny thing is that I never got a notice in my regular email about the recommendation Darren had left me on July 2nd.

Last night, I went to Digg to vote for a story I liked. When I got there, it said there were 41 diggs. Upon clicking the “Digg It!” button, that number jumped to 45. So I hopped on IM with the author and he told me that when he sent me the link to the article, it had said 44. I find it REALLY hard to believe that between the time I clicked on the link to digg and the time I clicked the digg button that three people tried to bury it and then 3 others dugg it right when I did.

This morning, I was on technorati checking out a few things and found that some of my sites that I KNOW were updated within the past week are showing as not having been updated in almost 6 months or more. Now, I know this has been an ongoing problem with technorati, but ongoing for over a year now? What gives, guys?

Part of what we do here at Anubis Marketing is try to explain to our clients how important social networking can be as a part of any internet marketing campaign to a business. It ties in with business blogging and using WordPress as a content management system for an entire website. The feeds are there automatically, and tracking your site stats has become ever so much easier these days. It’s important to anyone branding themselves on the internet to take part in social networks and blog pinging services and so on - but if those sites aren’t doing “their part”, then is it really worth the effort?

Of course my answer to that question is a definite “yes”, and that’s because despite any social network slow downs or updating problems or anything - the benefits far outweight the pitfalls. But sometimes it seems like the social networks themselves are telling us all on an individual basis to “take a chill pill”.

What are your thoughts on social networks and other services like technorati?

It’s free, whether you sign up or not, but signing up has its advantages. You can have up to 10 newsletters published at a time, for one thing. The newsletters are hosted by LetterPop, and you’re given a URL once you publish your newsletter (for posting on a website or email) and the option to email the newsletter out right from the site by creating or uploading a mailing list.

Right now, they’re in beta - which means everything’s kind of limited. As quoted from the site:

Coming soon, you will be able to upgrade your account to a premium membership that lifts many of the limits of your free account and adds a lot of useful features. Need to send more newsletters? Need a bigger address book? Want access to a wider selection of templates? It’s all coming.

It’s not a new concept in terms of creating newsletters online - however it’s really easy to do, and if you’re not too picky about templates (as of right now, there are only 14 available, and there aren’t many fonts to choose from either) or photos (the site doesn’t allow you to resize or crop them, so you have to have them done up the right way beforehand), it’s a good way to get started writing newsletters for your site visitors. It’s a habit that’s not always easy to get into, but is definitely a good practice to put in place!

Once you go through this list, and are ready to jump in and submit your site, please make sure you read the aforementioned article first - there are things that will work, and things that definitely won’t - so it’s important that you’re aware ahead of time.

I’ll be consistently updating this list as time goes on, not only adding, but removing directories that no longer prove to be useful or free.

• MavicaNet - Drill down to the category that best suits your site, and wayyyy at the bottom of the page you’ll find a link that says “Add Site” - click it, fill out the form, and you’re done. Pages are carrying Google PageRank and give direct links (not CGI redirects) to the sites listed. This is a multi-lingual directory.
• Verizon SuperPages.com - Your business could very well be listed here already, but if it’s not, you need to get it in there! (also offers paid upgrades in addition to free listing)
• YellowPages.com - Similar to Verizon’s, but this directory is just related to the Yellow Pages. (also offers paid upgrades in addition to free listing)
• Local.Com - Offers free and paid listings, and will categorize your company based on industry and location.
• DMOZ - There’s lots of buzz around the internet as to whether or not it’s even worth your time anymore to submit to dmoz because there’s no guarantees your submission will ever be seen, or that it really holds any water anymore. I tend to believe that it does, and it is very much worth taking the time to read the submission guidelines if you don’t know them and making a submission.
• All The Websites - This directory’s been around for three years and as all the other “good” directories do, passes along PageRank in the form of direct web links (not cgi redirects or cloaked URLs).
• Gimpsy - Offers paid and free options - the free option is (at the time of this writing) under a delay of about six months. The next step up is only $25 US and might be worth it if you’re feeling like you’re in a rush. Otherwise, just do the free submit.

As would be expected, finding good directories to list your site in, be they free or paid, takes time. If you’re not up for hiring an Internet marketing company to do the work for you, my only suggestion would be for you to be patient, dilligent, and make sure you read the submission guidelines thoroughly for each and every website you choose to submit to.

“I’m not going to just GIVE away information! That’s what they need to PAY ME FOR!” is a typical response. Often followed by, “And you want me to let people USE this information on their OWN sites as well!? You’re CRAZY!”

Crazy? Maybe. Stupid? No way.

Why you need to give away free information…

Think of it this way: Let’s say that you sell rubber bands of all shapes and sizes. Now, you happen to think that rubber bands are the coolest thing on the planet, and what they can do for people is just amazing. You’ve gone through the steps of getting a domain name, buying the hosting, having a site built and marketed for you, and you think to yourself, “Okay, now the money’s gonna roll right in here!” Right? Maybe.

But let’s say it does. And in your first 3 months of operating your site, you’ve sold a thousand orders for rubber bands. GREAT! Your profit’s hit an all time high, and you’re rolling in it. But you’ve also noticed something else, an increase in “support issue” phone calls and emails. You’re debating on hiring someone JUST to handle your buyers’ questions on why their technique isn’t working, or how to make it work better. Amidst these phone calls are questions like “Can it do _____?” and “How do I make it _____?”

So, you’ve written up a canned response email for questions like this, and you’re still flooded. You’ve got 3 people on a “creative team” developing new ways to use your rubber bands, and they’re furiously writing up MORE canned responses “just in case” the questions come up.

Sales are still skyrocketing, as are the questions. You never imagined the general public would try to use your rubber bands for so many purposes! They have the ideas, but they need your help in making them work.

So why not take their ideas and create a database in the form of articles to show everyone how to use rubber bands? You could write an article on using the really large bands for exercises. You could write another about how a rubber band ball is a great toy for kids, but also holds all your rubber bands in one place for easy retrieval when needed. How about an article on making a musical instrument for a child by using rubber bands of different lengths and thicknesses - like a guitar of sorts? See where I’m going with this?

Articles can give your customers ideas…

What if someone buys a package of your rubber bands, with the sole intention of just using them to bundle things together? They discover they have far too many rubber bands, and want to know what else they could do with them, so they go to the web site of the supplier (that’s you) to scan for “other uses”. Without your articles, they’re left in the dark, and probably regretting that they spent so much money on something they can’t find another use for. They’ll never buy rubber bands again, especially not from you.

But if you show them what can be done with bands that are a different size than the ones they bought, and they think it’s a great idea, guess what!? They’ll probably buy THOSE from you too!

5 Reasons for giving it away…

1. You help your customers and website visitors to know more about your product or service without them having to call or email you.

2. Other web sites that find your information useful will post your articles (with credit to you). This will raise your credibility and get you more traffic.

3. More content to optimize for the search engines and your readers. Include links to other relevant parts of your site (do NOT go overboard here) and you’ve tipped off the search engine spiders to other info, as well as guided your site visitors to related information.

4. More content on your site = one more thing for the search engines to look at when ranking your site. Fresh, updated sites rank much better than stale and unchanging ones.

5. Increased link popularity, which is another thing the search engines like to see.

As you can see, if it’d be good for a rubberband selling company, it’d be good for you. Regardless of whether or not you’re selling a tangible product or a service, explaining that product or service in ways that can benefit the majority is bound to produce great results for you, in many ways.

• How To Get Promoted When You Work From Home
• How To Participate in the Blogging Community
• Six Ways To Improve Navigation and Increase Pageviews
• How To Find Your (Blogging) Niche
• How To Make Meetings Fun
• How To Master The Art Of Blogging
• Choosing Secure Passwords That Are Easy To Remember
• Establish Your Business Credibility
• Essential Software List
• How To “FTP” Something
• Top 10 Tips To Survive Laptop Disaster…
• How To Increase Your Sales
• Account Security
• Bookeeping For Bloggers
• How To Explain RSS The Oprah Way
• Cheap Computer Equipment: How To Buy It

This list is by NO means exhaustive of the entire writing project, but are some of the best I read for businesses and entrepreneurs. Enjoy, and add them to your feedreader!

Well, here’s a list of things you should do, regardless of the directory you choose to submit to:

• First and foremost - check to make sure your URL isn’t already listed! Believe it or not, there are many human-edited directories out there where people who do the editing will seek sites out. Skaffe and JoeAnt are two of them. If your site’s already listed there, there’s no need to pay for a listing!
• Read the submission guidelines for EVERY site. Lately, directories have gotten pretty strict about what they will and will not allow, what will be considered and what will be immediately deleted. No two directories will have exactly the same rules.
• Search through the directory to find the absolute BEST place to list your site. Don’t try to list higher up in the directory thinking the PR would be better or that it will be seen by more people. You only get one listing per directory usually, so make it the most relevant category available.
• Check out the titles and descriptions that are currently listed in the directory. They’re likely NOT full of hype words like “best” or “#1″. Typically the actual link is your company name (as displayed on your site in the logo or title section), and the description tells what the site itself offers. Not “We are the best company for all your widget needs!” but rather something like, “Widget manufacturing company offers industry news, product specs and photos, tutorials, and online ordering options.” Remember, directories are not newspapers - think of them more like phone books without the ad blocks in the yellow pages.

The bottom line is this: Consider all different types of directories, free and paid, general and niche-specific, and even local directories that focus on businesses based on the geographical areas they serve. Save the ad hype for your PPC campaigns and always respect the submission guidelines for each directory!

This article was written as part of the ProBlogger “How To” Writing Project. To contact Lara for permission to reprint this, or any other article on this site, in any form, please email her at lara[at]anubismarketing[dot]com.