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choosing a website to link to, take into account how much traffic routinely visits that page (you can use the Google Toolbar to see any website’s page ranking), and if they are considered a reputable source for that given topic.

Your link campaign can include:

• Strategic partners;
• Professional organizations;
• Chambers of Commerce;
• Suppliers; and
• Customers.

Second, research the sites you select as possible partners in a link exchange. A backlink builder tool can help you identify relevant sites. Free link exchange directories can also help you identify other websites in your industry that may be interested in linking up with your site.

Third, research the popularity of the website you want to link to by using Alexa.com, or another similar site.


Fourth, send an email to the webmaster and request a link exchange. Briefly outline the reason you believe the exchange would be mutually beneficial.

Finally, develop interesting, informative, current, engaging content!

The best links you can have are inbound or backlinks that are non-reciprocal. If your site provides useful information, other sites will naturally link to it and increase your page rankings.


Social Networking Websites

Over the past few years the popularity of social networking websites has exploded worldwide. Websites like MySpace, Twitter, and Facebook are used by people who want to connect with friends, families, and colleagues. The sites are also used by companies, politicians, and other entities that want to gain exposure on the Web and drive users to their websites.

The business benefits of social media marketing was the subject of a recent study conducted by the Society for New Communications Research. The organization questioned various organizations including the Mayo Clinic, Quicken Loans, The Coca-Cola Company and the Seattle Union Gospel Mission and found that:

• Approximately 57% of the organizations believe social media tools are becoming more important to their business; and

• Nearly 30% of the organizations identify social media as their core component for messaging strategies.

Below are two examples of popular networking sites that you can register with for free and incorporate into your overall marketing strategy.

Facebook

Facebook is the most popular social networking site on the Web with over 500 million active users.

A large part of Facebook’s appeal has to do with its constant innovations. Facebook users have the opportunity to work with thousands of continuously updated applications that allow users to connect, interact, and customize their overall experience.

Facebook allows companies to:

• Share insights about their products and services;
• Keep customers updated about changes or new products;
• Get customer feedback and answer questions in a timely manner;
• Drive traffic to their main websites through links and blog posts; and
• Connect with new customers through friends by joining community groups.


When combined with your ongoing marketing strategies, Facebook can be an invaluable resource to boost your overall online presence and introduce your company to new customers in a way that traditional advertising simply cannot match.

Twitter

Twitter is another social networking powerhouse. It allows its users to access and express information in real time.

The format is simple. Users answer the basic question, “What are you doing?” by writing short 140 character messages called “tweets”, which can then be read by their friends, or “followers”. Twitter fans can update their tweets through Twitter’s website, SMS, instant messages, email, or through Twitter applications. This means that Twitter users can access and send messages practically anywhere.

Companies can use Twitter to address customer questions instantly, provide news and product updates, or communicate sales promotions. And it seems like those are just the beginning of Twitter’s marketing potential.

What Makes a Successful Profile

All of this success is contingent on the time and effort you put in to maintaining your profile. Having a lucrative social media profile requires constantly updating new information, links, content, and of course asking and responding to questions posted to your page.

When social media users see that you are just as interested in building online relationships as you are in selling your product, they not only respond by sending you their business, they also recommend your services to their friends.

Social media platforms also have applications that allow you to easily manage your profile and track the success of your efforts. These key features not only help get the most out of your profile, but allow easy integration of social media throughout your overall online marketing strategy.


Resources Required

If you do take advantage of social networking sites as a creative way to interact with existing and potential customers, be prepared to dedicate resources on a regular basis. For example, if you decide to use Twitter for customer service, your followers will expect instant communication. If you cannot dedicate an employee’s time to vigilantly checking and answering questions/comments constantly, going this route will not work in your favor.

Some companies are finding it necessary to hire a full-time social media marketing coordinator to maintain their online presence. Other businesses looking to reduce payroll overhead, outsource this work to online marketing firms such as We Do Web Content.


Online Business Listings

Registering your business online with the top search engines is an extremely easy and effective way to get found by your target audience. The three top search engines – Google, Yahoo and Bing – all have online local business listing services that you can take advantage of by completing a short questionnaire.

What is an Online Business Listing?

When a user searches with a phrase such as “florists Fort Lauderdale,” the search engine returns search results consisting of a list of website links. Almost at the top of the page, a select group of businesses are listed with their phone number and a link to their website. A map of the local area depicts the locations of the businesses so the user can quickly view the location. User reviews may also be included with the listing.

Local online business listings can come in handy when a user knows the name and geographic area of a business and wants to quickly find contact information for the business online. If you’ve registered your business online, it will only take a user one click in a search to find you. If you have skipped this process, you have forgone a great opportunity to get FREE leads.

Register Your Business

Registering your business with the three main search engines is a simple process that requires a minimal time commitment on your part.

Get started with Yahoo by:

1. Go to http://listings.local.yahoo.com;
2. Select a Basic, Enhanced or Featured plan
(“Basic” plans are free; and
3. Complete the registration process and confirm your listing details.


Get started with Google by:

1. Go to https://www.google.com/local/add;
2. Registration is free. Enhance your listing by paying additional fees; and
3. Complete the registration process and confirm your listing details.

Get started with Bing by:

1. Go to https://ssl.search.live.com/listings/BusinessSearch.aspx;
2. Register your business for free; and
3. Complete the registration process and confirm your listing details.

If you fail to register your business with the search engines, you will lose the opportunity to gain additional exposure for FREE.



Online Referral Directories

Online referral services can be a useful tool to help potential customers find your website.

While it is useful to list your company with a popular directory like the Yellow Pages, some users may find it helpful to know that a respected professional organization, such as the Better Business Bureau or Martindale-Hubbell for lawyers. Finding your business’s name on a referral list gives it an instant boost in credibility. It tells the user that your business is stable and isn’t a fly-by-night organization.

Online directories and referral services may also offer the benefit of user reviews. Assuming your customers are satisfied with your services or products, these reviews should be favorable and give a potential customer additional affirmation that your business is respected and reliable.

Registering with online directories can take time, but it is well worth the effort.

How to Get Started

You may want to start by registering with a local referral service, for example, www.fortlauderdalebusinesslist.com. Or, you may prefer to register with industry referral service, such as www.localflorist.com.

You can also identify professional organizations that you are currently a member of, or interested in joining. Many groups, such as a local Chamber of Commerce, have an online directory of members. Check the sites to make sure you are listed online.

If you are not a member of an organization, make a list of a few that interest you and ask them if they have online directories or referral services.

Cost and Time

Referral directories are typically free or open to members. Registering your company online with a service should not require a major investment of your time and should be a fairly simple process.

After you register, follow up and ensure your site is listed and the link is functioning correctly.


Your Online Presence
Generate Exposure

The main goal of your website should be to provide a valuable service to your visitors. The best way to provide this service, and convert visitors into customers, is to generate exposure and drive traffic to your website.

While this explanation may sound obvious, it is the cornerstone of every website on the Internet, and it is often overlooked.

Driving traffic to your website can be achieved through a variety of methods, some of which will be more successful than others. What’s important to remember is that there is no finish line when it comes to driving Web traffic, your traffic must be constantly addressed, analyzed, and improved throughout the lifespan of your site.

Part of generating exposure will include continually adding SEO content to your website, but should also include the use of:

• Social media;
• Blogs;
• Links;
• Online and traditional advertising;
• Community building; and
• Partnering with other businesses in your area or industry (links).

Your website can have the most original, engaging content on the Web, but if Web users are not finding your site, all of your hard work will be lost.



Blog with a Purpose

Blogging is a fantastic opportunity to constantly add fresh, unique content to your website. Blogs are a great way to communicate company changes, introduce new products, or share information about your industry.

If you decide to create a company blog, it is important to provide frequent updates on a daily (or at least weekly) basis, but what you say in your blog is just as important as how often you update it.

The most important thing to remember is that all of your blogs need to have a purpose and a point. Do not use your company blog to post random notes about how you are feeling that day or other information that will not interest readers. When you blog with a purpose you are informing your visitors and motivating them to take action.

Think about what your visitors would like to see when they visit your blog, this can include:

• New products;
• Sales and promotions;
• Company news;
• Images, video, or other multimedia elements;
• Information about events;
• Teasers and links to news articles about your company and/or industry;
• Introductions to organizations you donate to or collaborate with; and
• Updating customers on trade shows or conferences you