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Make sure it can convert sales before you start spending on marketing - spend on development before you buy a whole lot of exposure for something you haven’t made an effective effort to sell.

The biggest mistake with most online businesses is they haven’t made the effort to engage with their website. It really doesn’t take much, but it’s more than most small business websites I see can manage.

Sales copy on your site must be compelling and persuasive. It must connect. I’m just launching a whole bunch of sites now, and I’m writing the copy.

Now that I’ve warmed up I need to get into a tight online marketing headspace, thinking about how I can farm this high quality content out.

Because this is all important sales stuff, I’m putting in the extra effort to make it really tight.

Really thinking out the value, that is, thinking about what exactly it is people who are thinking about using my services need to know.

Right now I’m working on a “top 10 internet marketing strategies for small businesses in 2009″ post.

Each of the strategies are of course, offered as part of our small business marketing service, but this way I’m providing extra value not only by illustrating each of the services we provide but I’m actually ranking them in terms of what I see as most important.

Oh so you want a sneak peek at the list?

1: Website Development

2: Google Adwords / PPC

3: Blogging

4: Online Video

5: SEO

6: Email Management / Marketing

7: Article Marketing

8: Social Media Marketing

9: Viral Marketing

10: Community Building

Unfortunately I’ve got quite into it and it’s too long for a sales intro.

Lots of information is good, but it’s also good to allow visitors the soonest opportunity they’ll need to contact you. So I will have to summarize it for the sales copy edit. But, working hard on this copy, I’m able to extrapolate the content distribution strategy, let’s have a list:

- Because this is high quality content, I’m not so concerned about Google’s duplicate content penalties. I won’t get any google advantages by straight copying and pasting this post to at least 6, and more likely a good two dozen of my other blogs, simply because high value content has the ability to bring in leads, so I need to leverage it as much as I can.

- The post will work great as “top 10 list” style article. I will send the piece to an assistant to rewrite as an article (toning down the sales stuff and self references as well as minimising the duplication penalties) and then use an article marketing strategy to syndicate the content onto hundreds of article directories and, as a high quality article, probably hundreds more

- each category will form the basis of a whole page/post on that service with a breakdown of individual pricing for each service should it be required.

- I can take this piece, which I developed for small business purposes and reframe the content for other niches. The valuable content and key statement still stays relevant I just have to change it up so it more focused on my music marketing audience.
It just goes to show, just like a product or experience in service you provide or a website, when you’ve put all that effort into developing something special, even if it’s just a bit of sales copy, you’ve got to leave something left to make sure you’re taking advantage of it for the most exposure, to get the most reward out of it.