How To Build A Business Online

An ecommerce business selling fruit with 'Macintosh apples as its most important key phrase (greatest search volume, highest margins, or whatever criteria) should consider a 3-month (or 6-month, or whatever is appropriate) multi-media campaign for that phrase.

The campaign could include search engine optimization, AdWords, Yahoo Search, Bing, online & offline PR, house list email, rented list email, rented list pmail, directories, cross-promotions, a special landing page, social marketing, etc.

The overall synchronistic effect should be greater revenue at a lesser investment of time and money compared to results generated by using one medium.

While that campaign is generating cash flow, use some of that to launch a campaign for the next most important key phrase. And so on.

Do not look at media individually - PPC alone, email alone, optimization alone...look at them all together as spokes on a wheel, not separate things. And, start with the key phrase that's most important to the business, and work down in priority order.

An holistic approach. Synchronicity. This is how to build an online business over time.