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Before the internet, the business world was dominated by those who had cash, influence or preferably both. So the little guys had a tough time competing with the bigger companies. In order to get business you had to advertise and market to your prospective clients.

Both avenues were expensive and many businesses got to a point where they needed to grow but didn’t have the cash, sometimes they’d get a loan from the bank and sometimes the banks would refuse. Didn’t it always seem as if to borrow money you had to have money?

Of course there were always the exceptions to the rule and how frustrating was that? Not every small business can be the first to exploit a niche in a market, nor can every small business owner be a larger than life figure who has no problem pulling dangerous or wacky stunts to get free publicity.

Were you in business then or know someone who was? I wonder how you (or they) feel about setting up a business in the ‘good ole days’ before the internet? Do you miss it? Or do you think it’s better now?

Then of course the internet was born and many of those established large businesses ignored the new business landscape and left it wide open for the small but forward looking companies to get there first. Those visionaries reaped the rewards of forward thinking and began to grow, the playing field was levelled in a way I suspect no one thought possible.

Net millionaires were born and it didn’t take long before a veritable frenzy occurred of people starting dot com companies and making money. There was naturally a backlash as those same people didn’t stick to some rational business plan and after the boom came the bust.

Perhaps you’re one of the people caught out in that frenzy or know someone who was, so are still unconvinced of the usefulness of the net to business.

Then of course, those large multi-national companies not only dipped their toes in the waters of the internet they dove right in and began to take over once again. I remember one of the first internet car rental companies, online bookings way before Avis, Dollar and all the rest, in from 2000 to about 2003 they were dominant in the SERP’s (search engine results pages).

They had taken the plunge before their suppliers and were doing very well thank you. They did however make one grave mistake, they didn’t keep up with the changes in the way the internet worked or how the search engines changed. The result? They no longer dominate and only keep going because they have a small dedicated customer base.

Once again the playing field was heavily weighted towards those with money – and lots of it!

Those with money could advertise and promote offline to drive visitors to their online websites. They could save money too, because people were now buying online instead of from catalogues (even though catalogues were still printed) however, they didn’t have to pay agents, because you could could send for a catalogue and buy online.

So having deep pockets once again became the best way to ensure you got exposure for your website and so got visitors. The technology changed too, computers became faster and more powerful, my mobile phone is now more powerful than my first computer!

As the technology changed so did the style of websites, they became so polished and slick that the bells and whistles began to distract the people coming to the site, then sites like Craig’s List popped up, a site built by someone in his front room, so plain it would never have been passed by a corporate committee, yet a sensational success.

So how did Craig’s List become so successful? Word of mouth, someone went to the site and had a good experience, they got what they wanted from the site (either to sell or buy something) and they told their friends, who did the same thing and told their friends.

Craig sold out and made a lot of money thanks very much, luckily for the consumers the people who bought him out didn’t really change the model, the site still looks as if a five year old built it and it still works!

Perhaps this was the first instance of social and viral media coming together to make a ‘little guy’ into a ‘big player’.

So where are we today?

Today we have a socially influenced internet, that means that once again we the people have a say and a chance. Facebook, Twitter, Myspace, Ning, Blogs, forums, Review sites and so many more I don’t have space to list them, all social sites where people like you and me can be heard.

Not only can we be heard but we can influence not only our friends but governments and corporations, with YouTube and a smart phone we can all be journalists and we can show the world what’s happening at home (think of the Iranian elections).

But what does this mean for small local businesses?

Because people now buy because of social persuasion rather than anything else, it means that any local business has to blend local SEO with marketing and using social media to engage with their existing and prospective clients. They have to be aware of what people are saying about them and respond to any comments to ensure their reputation stays intact. They have to be aware of how people look for their business and how they recommend a business to others.

They have to blend their marketing and SEO with Social Media Management and reputation protection, they have to do all this whilst running their business and making sure the service they offer, whether by selling products or services goes just that one step beyond what’s expected and what their competitors offer.

The internet is changing, the way we use it is changing and it cannot be ignored, sure many small business owners will believe it does not apply to them, they are wrong because today over 78% of new customers find a local business online through their mobile phone.

So ask yourself, are you taking advantage of the revolution and that level playing field? Or are you too going to be one of the ‘failed’ statistics?

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