First, publishing is fun part. Writing and getting articles and finding resources to offer your subscribers really is fun part of your online marketing campaign. However, then comes part where rubber meets road: sending that newsletter out to your subscribers. First, you’ll need a list to send your newsletter to. Second, you’ll need an auto responder for subscribers to make sure you’re in compliance with “double opt-in/opt-out” so you won’t get in trouble with your ISP or spam law. You’ll need to decide if you’re going to publish and send out your newsletter daily, weekly, or monthly and get it delivered when you say you will. This is just basics. You’ll find it gets more complicated as you go on, especially legally. You’ll have many of your emails come back because they were “bounced” by these rigid new spam filters installed by our diligent ISPs to stop (yeah right) spammers. You’ll also have some of your new subscribers “forget” they subscribed and turn you in as spammer. Oh, what fun! So, what do you do? You want to publish; it’s a great way to establish your online marketing presence and also your credentials in your field of expertise. So, what do you do?

A recent research study by Yahoo! And Grey Worldwide, San Francisco provides some priceless information to you online marketers.

The report indicated business owners reported Web sites topping list of "critical" marketing tools (69%), followed by search engine keywords (36%), and community relations (35%).

Other "critical" marketing tools included email marketing (24%), direct mail (22%), and Yellow Pages (12%).

Now other key piece of information you need to know is why buyers go in search of your Web site. The answer: to find information.

Interestingly Thomas Industrial Network's study indicates that 55% of buyers found lack of specific product information to be a chief complaint and reason for going elsewhere to do business.

One of obvious challenges for very small and home based businesses is competing with advertising budgets of larger small businesses and midsize companies.

But if small and home based businesses focus on providing value driven quality content there's an opportunity to get buyers attention using focused campaigns that make best use of applied resources.

I have found several tools that are helpful in managing a strategic advertising system that focuses on relationship building. So don't let budget limitations deter you. Study what "big dogs" are doing and modify it to fit your business.

I'd like to share with you seven of mistakes that are among most common that are made. This information is value critical if you intend to see marketing efforts drive sales increases. Since all successful relationships, professional and otherwise are based on meeting mutual needs, both parties have to leave metaphorical table feeling satisfied that they got what they needed and wanted out of exchange. Anything less and relationship is less than successful. This is reason that relationship marketing forms framework for mistakes and solutions to them offered here.

Market and Sales Departments must move along parallel tracks. Effectiveness depends on both being under control of a knowledgeable marketer to ensure both short and long term grown.

This actually gives one-person small business operations an advantage over larger corporate entities. One of major reasons this advantage exist is increased ability to respond quickly to changing market climates or in implementing new information. In this case, coordinating sales and marketing to produce consistent results.