Expert advises targeted online marketing

5th September 2007

Smaller property companies who want to remain competitive should explore targeted e-marketing campaigns, according to Landgate.

The online estate agent stated that smaller businesses must not only have a decent website, but must also actively promote themselves on the web.

Landgate director Peter Davis said that e-marketing campaigns have been shown to be the best strategy for small companies to gain recognition.

He said his firm's marketing strategy combined keyword purchasing, or pay per click, with direct, rich e-mails that drive potential buyers to Landgate's websites.

"The combination of modern digital media and personal attention has led to a dramatic increase of enquiries from genuine applicants," he added.

If a firm does not invest "time, energy and money" into promoting its website, then it will not matter how good it is, Mr Davis said.

There are currently 4.3 million small businesses in the UK according to the Federation of Small Businesses.