Businesses functioning from serviced offices in Northampton may wish to ensure their marketing strategy remains focused when they start using the internet.
Mike Seddon, founder of web promotion company KKSmarts.com, said "it's almost like there's a disconnect" when firms begin advertising online.
They realise it can connect them to a wide audience but fail to think how to direct potential customers to their website, he continued.
Corporations must consider their key demographic and target their marketing to these people, the expert added.
Although search engine optimisation can be useful for brand promotion, other tools may be necessary for certain companies, such as promoting a website on LinkedIn or other social networking sites and "tapping into the audience" that is most likely to purchase their services, Mr Seddon noted.
Only the better small companies utilise this kind of marketing strategy, director of the Centre for Retail Research Professor Joshua Bamfield recently said.
