Unlike offline advertising, online advertising doesnt paysoff quickly, it takes time to generate momentum and the results.  Small Businesses would spend huge money on radio, newspaper, magazine and other ads but, they would be scared of spending online.  There are many reasons for that.  Here we will discuss what issues could

 1.   Right Marketing Company
Finding a right marketing company is a difficult task, as online advertising request a company to be live, it should change the its dynamics to produce results.  So check do the company have some R&D and team to do analysis

 2.  Selecting the right solutions
Your online marketing company will comeup with short-term and long-term proposal, you got to select the right combination of both to get results in short-term and sustain in long-term.  There are many options like CPC, CPA, SEO, EZINE, Social Network and more.

3.  Set a budget
Generally business resist to spend on online advertising, and those who spend they rule.  As mentioned above, after select a right company, right solution the entrepreneur should be patient and wait for the results to come.

4. Use tools
Ensure to use tools like word-tracker, google analytics and more to keep eye on marketing activities, you can even watch who are coming from which source, using which keywords and finally which source is generating conversion

Finally ensure the site is healthy, and ensure to use small size CRM to track emails, XML to distribute content (data feeds) and other such objects to keep the site updated