An online presence is a must for any business. According to Statista's e-commerce industry report, they estimate that online sales in the U.S. will consistently grow between now and 2028. Statista forecast expects U.S. e-commerce sales to reach over $1.524 trillion by 2028. Those figures represent just the online sales of goods. The numbers do not include the sale of services or local transactions where initial contact or comparison shopping began over the Internet.

The bottom line is that if you are not on the web, you are missing out on a significant market for your goods and services.

Many small businesses put off establishing themselves online because they are confused by Internet marketing concepts. In actuality, although the medium is different, Internet marketing concepts stay the same.

To make the most of your online shop, you need to learn what makes the web different and make the most of its strengths for your business. Here is a look at five basics you need to understand.

Website

A website that is appealing and engaging is step number one. Like a clean, well-lit, and welcoming storefront, a well-designed site attracts visitors. If customers like what they see and can quickly get their questions answered, they will probably buy from you.

If you already have a website but are attracting few paying customers, have a professional review your site.

Evaluate your content. Does it answer questions? Is it exciting and practical?

Ask friends and visitors how easy it is to navigate through your site. If it is confusing, visitors will leave. Consider utilizing a usability testing firm to provide you with feedback on the effectiveness of your website.

Do you use attractive and professional-looking graphics, photos, and even video? They are essential attention-getters because you only have a second or two to convince visitors to stay on your site longer.

Search Engine Optimization

Usually called SEO, search engine optimization means appealing to the algorithms used by the different search engines, like Google, Bing, and Yahoo. Typically, most of your search engine traffic will come from the behemoth Google.

Your goal is to get on the first page of the search engine results and preferably in the top five. You do this by consistently updating your content with valuable, engaging copy. For example, use keywords in your website text that matches what you believe to be potential customers' most popular search terms. Also, take advantage of social media, use quality backlinks on your site, and make use of Google+.

Email Marketing

Using email efficiently is the best way to stay in touch with prospects and customers. Try providing them with helpful content and offer them sales opportunities periodically but not too often. Over time, you will build brand recognition and customer loyalty.

Online, everyone complains of overstuffed inboxes. The way to get people to look forward to your emails is to send just a few emails, but pack them with genuinely helpful advice and excellent deals tailored to their needs. If you follow this formula, your emails will get read instead of immediately deleted.

Social Media

Due to the many social media platforms, knowing where to make your mark can be confusing. You are better off choosing two or three and consistently updating your content, and regularly engaging with followers.

Facebook, Twitter, Instagram, TikTok, Pinterest, and LinkedIn are the big ones. However, there are many other smaller spots on the net where prospects gather. Find out your target audience and set up an active, engaging, and entertaining presence.

Content Marketing

You cannot confine yourself to a blog or website copy. Content marketing means spreading the word about your brand, products, and services using every type of communication method available on the web. That certainly includes your blog, website copy, email, and social media posts.

Go beyond those essentials with ebooks, whitepapers, press releases, podcasts, infographics, photos, graphics of all types, and especially videos. There is a reason that more than 75% of all marketers now use video content on their sites, and YouTube has more than a billion visitors each month.

Learn which types of content work best for your audience and do more of it. Then keep it updated and fresh.

You need to be online. The days when it was optional are long over. If you are not online now, start small with a website and gradually add all the elements discussed. It is a wise investment in your business's health, longevity, and profitability.