Online marketing for small businesses

Abstract

The paper discusses the importance of marketing for the successful development of a company and offers practical recommendations for the effective organization of marketing in a small business. The paper is devoted to the analysis of Internet resources of small enterprises representing the market of gas equipment in Ukraine; information that marketing includes not only the promotion of the product, but also the analysis of the market, competitors, consumers and the development of a unique selling proposition. In general, analyzing competitor sites by mission, positioning, and unique selling proposition helps businesses understand how they can improve their promotion strategies and compete in the marketplace. However, it must be remembered that a successful business should not copy competitors directly, but use competitor analysis as a source of inspiration to develop its own unique ideas and strategies. It should also be taken into account that competitor analysis is not the only tool for successful business promotion and requires additional research of the market, consumers, technological and economic trends, as well as the development of your own unique mission, positioning and unique selling proposition. In addition, competitor analysis is an ongoing process and requires constant monitoring of changes in competitor strategies and products. Also, effective online review and reputation management can help small businesses attract new customers and keep existing customers loyal. We should not forget the importance of analyzing the results of marketing campaigns in small businesses in order to optimize the strategy and maximize the return on invested resources. The paper also discusses the most important aspects, such as developing a marketing strategy, determining the target audience and using Internet marketing tools.