One advantage of this type of marketing is that it does not matter what size of company you are. Even as a small company you can compete with the multi-million dollar companies. You can do this by putting together a winning strategy and sticking with that strategy.
Perhaps the most important thing you should do is to define who you are. What is your niche? What are the products which you wish to promote? After defining who you are, you will be able to focus your website around that image. A creative, well designed home page built around your theme will become the basis of your internet marketing strategy.
As a smaller company, you will be able to provide the small extras to your customers. Be willing to do more for those who purchase from you. Send them a small thank you gift after they make a purchase. It does not need to be expensive. Even though it may be a small trinket, the thought will send ripples of acknowledged appreciation through your customer base.
Create a powerful e-mail marketing strategy. Obtain e-mail addresses of your customers and promote your company relentlessly. You will not want to over do it, but if you are able to keep your company in their thinking, you will be the one they think of when they need something you have to offer.
Use press releases to your advantage. Become the company which consistently uses press releases to promote your business. Whenever something newsworthy occurs, make the world aware of it. Create the motto that no news is too small to publish.
Constant use of social media tactics will also help you with your internet marketing strategy. This will drive traffic to you, and also promote your business. You will need to handle it properly, but it is a powerful tool you should be using. As part of this strategy, you can run contests and award prizes. People like to think that they have won something.