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Small businesses need websites and social media more than ever

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If the quest for success in small business today required a soundtrack, surely the theme from Cheers would make the cut.

“Making your way in the world today takes everything you’ve got” is more than just a lyric from the iconic sitcom’s theme song. It’s an unwavering truth when comes to achieving marketing success.

Although the challenges associated with effective marketing are vast, there is a relatively straightforward path to success. You just have to know what you’re looking for along the journey.

To expedite that journey, businesses in every sector must understand what was revealed by a recent Weebly study: 56 percent of consumers do not trust a business that does not have a website.

That dovetails with surveys showing that 72 percent of companies report "having a website" was the primary online presence used to promote their businesses. Execs surveyed indicated they know a website is a critical component for credibility and success today.

"But wait, there's more!" (to borrow an old advertising line).

According to the experts at PayAnywhere, a mobile and storefront payment service, websites are clearly critical, but it's important to consider other platforms, too. Social media platforms that offer existing as well as potential customers an opportunity to connect with your company are a good place to start.

After the website is "in the bag," starting a Facebook page or other social media presence can help you generate more brand loyalty, more goodwill, and more visits to your company website.