On the heels of President Barack Obama’s big State of the Union address last week, during which he talked up the vital role of entrepreneurs in the recovery of the U.S. economy, the White House announced today the launch of an initiative designed to give small business an important jolt. Called Startup America Partnership, the White House says the program aims to bring together top entrepreneurs, startup firm funders, CEOs, university presidents, foundations and other leaders to “help entrepreneurial companies start or grow” in the private sector. The partnership will be chaired by AOL co-founder Steve Case and will receive launch funding from the Case Foundation as well as entrepreneurship organization the Ewing Marion Kauffman Foundatio. So far, more than a dozen companies and other organizations have agreed to participate, including several major corporations. IBM says it will invest $150 million this year to fund programs that promote entrepreneurs and new business opportunities in the U.S. Facebook is expected to launch “Startup Days,” a series of events designed to provide entrepreneurs “with access to expertise, resources and engineers to help accelerate their businesses.” Obama came under fire from a number of small business groups after his State of the Union address. Among them, the Small Business and Entrepreneurship Council called on the president to expand his “rhetoric” into actionable plans to encourage entrepreneurship. The White House hasn’t been the only group busy hammering out programs to get small business booming. Several recent state-level initiatives/policies point to a trend that’s snowballing. In Maryland, Governor Martin O’Malley met with 80 local business owners late last week about launching “Business in Maryland Made Easy,” an economic development initiative aiming to improve conditions for current and prospective small-business owners in the state. Among the projects under its umbrella, the program will look to create a centralized, online system for business owners to complete and submit various applications for licenses and permits. On the West Coast, banking services company Chase said last week that it has donated $3 million to San Francisco’s Opportunity Fund, a non-profit lender to small businesses. The grant is the largest in the fund’s history and will be used in part to create the “GreenforGreen” loan program, which will help small businesses reduce their energy costs. And in Wisconsin, the state’s Assembly and Senate agreed recently to increase the amount available for economic development tax credits from $75 million to $100 million. “Increasing the amount of economic development tax credits increases the opportunity we have to help businesses grow and create jobs,” Governor Scott Walker said in a statement. “As Wisconsin opens for business these additional resources will help us reach our goal of freeing the private sector to create 250,000 new jobs.” Are there any new small business initiatives taking root in your home state? How are you taking advantage of them?

http://blog.entrepreneur.com/2011/01/white-house-private-sector-gear-up-small-business-initiative.php

If you’re feeling overwhelmed by the number of steps to take on your way to making a million dollars, check out these stories of ordinary people who became millionaires.

Neil McCarthy started investing in the stock market when he was 34, in the 1970s. Today he has a net worth of about $2.1 million. When stocks went down, he bought more. He contributed the maximum to both his IRA and his 401(k) and his employer matched 100 percent. That’s truly free money — no risk. The big payoff came during the 1990s bull market when his stock doubled in three or four years, suddenly reaching $1 million.

He avoided technology companies because it didn’t make sense to him. He saw price-earnings ratios of 200 to 300 and “thought it was absolute nonsense.” This practical investing style saved his millionaire status when the market crashed. When he retired in 2000, McCarthy took his retirement payout as a lump sum. Just before interest rates started to fall, he invested part of the money in an immediate annuity and earned a bigger payout than if he had chosen the company’s pension annuity.

His number one piece of advice that made all the difference is this: “If you wait to save out of what’s left over from your salary, it’s not going to happen. Pay yourself first.”

James Moran
James Moran began by pumping gas at age 14 and getting his hands dirty running gas stations and fixing cars. In 1968, he acquired a Toyota distributorship and eventually added financing, leasing and insurance for auto dealers. Today he owns the world’s largest privately-held Toyota distributorship with sales of $7.6 billion. His net worth is 1.4 billion.

Petro Kulynych
Petro “Pete” Kulynych started at the bottom as the bookkeeper for a small hardware store in North Carolina, earning $25 a week. That store became the first in the Lowe’s hardware chain and Mr. Kulynych ended up a top executive. He is quoted as saying, “I live in a small town and I don’t stick out any more than the guy down the street who works in the service station.”

Mike Domek
Mike Domek started his business with $100 in 1992. He had run out of money for college and decided to try ticket brokering full time to save up for school. He launched TicketsNow, an online company, 7 years later. Domek’s projected sales for 2005 were $120 million and he did it without any outside funding.

Joel Boblit
Joel Boblit launched BigBadToyStore.com in 1999. He sold action figures as a hobby for extra money while he was in school. With the help of his parents, he was able to turn it into a thriving business. BigBadToyStore caters to specialty toy buyers with vintage favorites like Star Wars figurines and Teenage Mutant Ninja Turtles as well as comic- and movie-related items. His projected 2005 sales were more than $4 million.

http://money.howstuffworks.com/personal-finance/budgeting/how-to-million-dollars7.htm

Think you can’t afford to implement any effective marketing tactics? Think again. Here are five ways to make a splash on a shoestring budget.

Eager to expand your client base and spread the word about your products and services? Wondering if you should even bother with marketing programs if you don’t have thousands of dollars to spend?

The answer, of course, is yes. It’s financially riskier for a business not to market. And there are literally hundreds of cost-effective ideas you can use to increase your revenue. Here are five high-impact marketing approaches that don’t cost a bundle and that can work for virtually every business.

1. Talk to your clients. It’s amazing how much money businesses spend to gather market information and attract new clients when they have a wealth of opportunity and information in their existing client base. One of the best ways to increase revenue is to talk to existing customers. Ideally, this should be done by someone outside your company so clients are willing to be honest and open.

When you assess perceptions, you don’t need to talk to hundreds of individuals; simply choose 5 to ten clients and contact them to ask if they’d participate in a phone interview. Here’s how it works:

1. Send a letter asking permission to have someone contact them about your company.

2. Have the interviewer call and ask value-based questions such as:

• What problems were you trying to solve or what challenges were you facing when you considered the services of Company ABC?
• How important were Company ABC’s services in solving your problems or addressing your challenges?
• What did you value most about this company’s work?
• What other products or services do you wish they offered that could help you with other business challenges?

3. After all the interviews have been conducted, compile the information to discover trends and themes.

4. Send a thank-you letter to every client who participated. Include key lessons from the interviews and explain the specific changes you plan to make to your business based on this information.

The important part here is to use what you learn. If you don’t make changes to your business, then you’ve wasted everyone’s time. One company that recently did this tripled its business in one year-the owners learned what people wanted, how their solution made a difference, how to present it, and how to price it, and then proceeded to make changes that improved those

areas.

Keys to success: The conversation with your customers is just that, a conversation. Don’t fire questions at them; instead, have the interviewer engage in a conversation and gather as much valuable data as you can. Remember, it’s not about how satisfied they are-it’s about how much they valued your product or service.

2. Creatively package your marketing campaigns. A postcard is one way to market your business. But how about putting a small box together with a fork, knife, spoon and a custom printed napkin that invites your prospect to “have lunch on us?” Think outside the box, and your marketing campaigns will have more impact.

And don’t be afraid to see what other people in other industries are doing and adapt that to your business. Think about the little details that will get attention. I once did a marketing program to the food industry that had a brochure vacuum-sealed in the same plastic used to wrap bacon. The same piece sent to technology companies used static shield envelopes. This campaign earned 96% recognition when follow-up calls were placed.

Keys to success: Set a clear objective for your marketing campaign, and identify how you’ll measure its success. Then follow up to measure the results and adjust the program if necessary.

3. Get the word out with publicity. Think you can’t do PR or publicity without employing the services of a high-priced firm? You can! Although a good firm brings tremendous contacts and experience, most small companies can do enough PR on their own to spark the public’s interest. One great resource for the media unsavvy comes from Shock PR, a Holliston, Massachusetts-based public relations firm. Their product, PR in a Box, delivers templates, tips and step-by-step instructions on how to prepare releases and pitch stories that will intrigue the media.

Keys to success: In one word, leverage. Though it does happen, don’t expect one story placement to generate thousands in revenue. Your success depends on leveraging each press release, each article and each published mention. Put it all on your Web site: Create a news page and add a What’s New area on your home page. Add it to your marketing kit and send the piece to clients, colleagues and professional organizations. Include a note in your newsletter that says ‘Recently Seen In…’ And remember: PR is more cost-effective and more credible than advertising.

4. Leverage existing relationships. Most people know at least 200 people. Do the math: If you know 200 people and they each know 200 people, that’s 40,000 potential contacts! Spend time developing relationships with the people you already know-clients, colleagues, people you meet through professional networking organizations, friends and even family.

Start by making a list of all the people you know. Next, prioritize your list into As, Bs and Cs. As are your advocates. These are the people who feel strongly about you. They’re the “cheerleaders” who would refer business to you right now. Bs could become advocates if they knew more about you, so you need to spend time with these people to educate them. Cs are those people you don’t communicate with often enough. You may keep them in the loop, but they need more time and nurturing before they’d refer any business your way. If there are any names that remain, delete them.

Keys to success: Educate, don’t sell. The key here is to build relationships. These develop over time as you create credibility and trust. To be truly effective, you must always be on the lookout for ways you can help your network. Start from the perspective of giving more than you ask, and your network will become your most valuable marketing tool.

5. Commit to e-mail marketing. Marketing through e-mail is flexible, cost-effective, easy to measure (assuming you put the right tracking in place), and high impact. It allows you to easily drive traffic to your Web site, reach a broad geographic audience and stay in frequent contact with your customers and prospects. E-mail marketing allows you to market your services and establish your expertise with your audience.

Use it for newsletters, new product announcements or to share your publicity success-the ideas are endless. But know that this flexibility and ease-of-use can cause problems. Remember, this is a marketing campaign. So be sure to think it through, develop an appropriate message, create a piece that reflects your brand, know your objectives, and make sure the information is valuable for your market, or people will quickly unsubscribe.

Keys to success: Don’t be seen as a “spammer”! Send e-mail only to those people who have given permission. When someone asks to be removed, respond immediately.

By Susan LaPlante-Dube

There are many ways that you can market your business without spending any money. While it might be difficult to do an entire no-cost marketing plan that is effective and efficient, many of these ten ideas will definitely help stretch your marketing dollars. While free, some of these tips do require effort, and you may have to learn new skills, but others are so simple everyone can and should be doing them.
1. Say “thank you” to your customers. This is rather obvious, but many businesses do not have a “formal” process in place for saying thank you or showing appreciation to their customers. Say it verbally if possible, send an email, pick up the phone. Let your customers know you don’t take them for granted.

2. Free online classifieds and link listing. Don’t get carried away with this, but do take advantage of some of the free ad space online. Typically if you search one of the major search engines for “Your industry + add link you can find a few decent sites where you can list your business for free.

3. Article submission. There are many, many online article submission sites. The deal is that you write an article that others can use in their ezines or on their websites and in exchange, they give you “credit” at the end of the article in the form of an “author bio” or credit paragraph. Search for “article submission.” The more closely related the article is to your industry, the better. And, please triple-check grammar, spelling, and logic.

4. Publicity. This one has been around forever. Write press releases, and submit them to the local media and to online press sites. Learn about press releases first if you do no know how to write them. Press releases should be “newsworthy” and properly written. For more information, read How to Write a Press Release.

5. Forum postings. Posting in forums just to promote your business is considered bad form. However, if your post has value to the discussion, it is usually okay to post your website or company name in your signature line. Be careful not to “spam” forums.

6. Great Customer Service. This is one of the best marketing tools you’ll ever use. It does create the coveted “word of mouth” advertising we all crave, and it is so rare these days that people will talk about it. Be friendly, professional and do your best to exceed your customers’ expectations. They will come back, and they will tell their friends.

7. Ask for referrals and testimonials. If a customer praises your product or service, ask them to refer you to their friends and associates. Ask them to write their opinions down & post those “reviews” in your store, online, in your brochures, etc.

8. Believe in your business. Your own passion about what you are doing is infectious. If you believe that you are providing a product or service that people need, then telling them about is helping them and you need not fear that you are “bothering” them. If you try something you really do not believe in, even selling to willing customers can become a difficult task.

9. Promote your business by putting your marketing message on your fax sheets, your invoices, your on-hold music, your store signage, and so on. Every contact you have is a potential customer. Let them know what you have to offer. I routinely suggest putting business cards in with your bills when you pay them—you never know who’s opening your bill who might need you.

10. Educate your customer. Tip sheets, fact sheets, helpful hints, etc., can do wonders for your business. We typically forget that not everyone knows what we know. You can create tip sheets or how-to’s in little or no time to help someone learn more about the product or service you are selling. This is why stores like Home Depot offer free classes on how to build things. Their customer learns the skills needed for various projects and are more likely to buy the products there. You can offer free classes, too, or start with something simple like a housecleaning tip sheet if you sell cleaning products.

Action Item: Choose one of these tips to try and put it on your to-do list for next week.

Deborah Crawford

by Dr. Ralph F. Wilson,

How can you get more visitors to your website? What can you do to stimulate traffic? Here’s a checklist of 37  items you need to consider. Many of these may be doing already; others you meant to do and forgot about; still others you’ve never heard of. Of course, a great deal has been written about this. While I’m not breaking any new ground here, I’ve tried to summarize some of the most important techniques.

Search Engine Strategies

Perhaps the most important — and inexpensive — strategy is to rank high for your preferred keywords on the main search engines in “organic” or “natural” searches (as opposed to paid ads). Search engines send robot “spiders” to index the content of your webpage, so let’s begin with steps to prepare your webpages for optimal indexing. The idea here is not to trick the search engines, but to leave them abundant clues as to what your webpage is about. This approach is called “search engine optimization,” abbreviated as SEO.

1. Write a Keyword-Rich Page Title. Write a descriptive title for each page — rich in keywords you want people to find you with — using 5 to 8 words. Remove as many “filler” words from the title (such as “the,” “and,” etc.) as possible, while still making it readable. This page title will appear hyperlinked on the search engines when your page is found. Entice searchers to click on the title by making it a bit provocative. Place this at the top of the webpage between the <HEAD></HEAD> tags, in this format: <TITLE>Web Marketing Checklist -- 37  Ways to Promote Your Website</TITLE>. (It also shows on the blue bar at the top of your web browser.)

Plan to use some descriptive keywords along with your business name on your home page. If you specialize in silver bullets and that’s what people will be searching for, don’t just use your company name “Acme Ammunition, Inc.,” use “Silver and Platinum Bullets — Acme Ammunition, Inc.” The words people are most likely to search on should appear first in the title (called “keyword prominence”). Remember, this title is your identity on the search engines. The more people see that interests them in the blue hyperlinked words on the search engine, the more likely they are to click on the link.

2. Write a Description META Tag. Some search engines include this description below your hyperlinked title in the search results. The description should be a sentence or two describing the content of the webpage, using the main keywords and keyphrases on this page. Don’t include keywords that don’t appear on the webpage. Place the Description META Tag at the top of the webpage, between the <HEAD></HEAD>tags, in this format:

<META NAME="DESCRIPTION" CONTENT="Increase visitor hits, attract traffic through submitting URLs, META tags, news releases, banner ads, and reciprocal links.">

The maximum number of characters should be about 255; just be aware that only the first 60 or so are visible on Google, though more may be indexed.

When I prepare a webpage, I write the article first, then develop a keyword-rich title (#1 above). Then I write a description of the content in that article in a sentence or two, using each of the important keywords and keyphrases included in the article. This goes into the description META tag.

Next, I strip out the common words, leaving just the meaty keywords and phrases and insert those into the keywords META tag. It’s no longer used much for ranking, but I’m leaving it in anyway. I think it may have some minor value. So to summarize so far, every webpage in your site should have a distinct title and META description tag. If you implement these two points, you’re well on your way to better search engine ranking. But there’s more that will help your ranking….

3. Include Your Keywords in Headers (H1, H2, H3). Search engines consider keywords that appear in the page headline and sub heads to be important to the page, so make sure your desired keywords and phrases appear in one or two header tags. Don’t expect the search engine to parse your Cascading Style Sheet (CSS) to figure out which are the headlines — it won’t. Instead, use keywords in the H1, H2, and H3 tags to provide clues to the search engine. (Note: Some designers no longer use the H1, H2 tags. That’s a big mistake. Make sure your designer defines these tags in the CSS rather than creating headline tags with other names.)

4. Position Your Keywords in the First Paragraph of Your Body Text. Search engines expect that your first paragraph will contain the important keywords for the document — where most people write an introduction to the content of the page. You don’t want to just artificially stuff keywords here, however. More is not better. Google might expect a keyword density in the entire body text area of maybe 1.5% to 2% for a word that should rank high, so don’t overdo it.

5. Include Descriptive Keywords in the ALT Attribute of Image Tags. This helps your site be more accessible to site-impaired visitors(www.w3.org/WAI/WCAG20/glance/) and gives additional clues to the search engines. The ALT attributes do help get your images ranked higher for image search (see #12 below).

6. Use Keywords in Hyperlinks. Search engines are looking for clues to the focus of your webpage. When they see words hyperlinked in your body text, they consider these potentially important, so hyperlink your important keywords and keyphrases. To emphasize it even more, the webpage you are linking to could have a page name with the keyword or keyphrase, such as blue-widget.htm — another clue for the search engine.

7. Make Your Navigation System Search Engine Friendly. You want search engine robots to find all the pages in your site. JavaScript and Flash navigation menus that appear when you hover are great for humans, but search engines don’t read JavaScript and Flash very well. Therefore, supplement JavaScript and Flash menus with regular HTML links at the bottom of the page, ensuring that a chain of hyperlinks exists that take a search engine spider from your home page to every page in your site. Don’t set up your navigation system using HTML frames (an old, out-dated approach); they can cause severe indexing problems.

Some content management systems and e-commerce catalogs produce dynamic, made-on-the-fly webpages, often recognizable by question marks in the URLs followed by long strings of numbers or letters. Overworked search engines sometimes have trouble parsing long URLs and may stop at the question mark, refusing to go farther. If you find the search engines aren’t indexing your interior pages, you might consider URL rewriting, a site map, or commercial solutions.

8. Create a Site Map. A site map page with links to all your pages can help search engines (and visitors) find all your pages, particularly if you have a larger site. You can use a free tools, XML-Sitemaps.com(www.wilsonweb.com/afd/xml-sitemaps.htm) to create XML sitemaps that are used by the major search engines to index your webpages accurately. Upload your sitemap to your website. Then submit your XML sitemap to Google, Yahoo!, and Bing (formerly MSN), following instructions on their sites. By the way,  Google Webmaster Central(www.google.com/webmasters/) has lots of tools to help you get ranked higher. Be sure to set up a free account and explore what they have to offer.

9. Develop Webpages Focused on Each Your Target Keywords. SEO specialists no longer recommend using external doorway or gateway pages, since nearly duplicate webpages might get you penalized. Rather, develop several webpages on your site, each of which is focused on a target keyword or keyphrase for which you would like a high ranking. Let’s say you sell teddy bears. Use Google Insights for Search (www.google.com/insights/search/) or the free keyword suggestion tool on Wordtracker(www.wilsonweb.com/afd/wordtracker.htm) to find the related keywords people search on. In this case: write a separate webpage featuring the keyword “teddy bear,” “teddy bears,” “vermont teddy bears,” “vermont bears,” “the teddy bears,” teddy bears picnic,” “teddy bears pictures,” etc. You’ll write a completely different article on each topic. You can’t fully optimize all the webpages in your site, but for each of these focused-content webpages, spend lots of time tweaking to improve its ranking, as described in point #10.

10. Fine-tune with Careful Search Engine Optimization. Now fine-tune your focused-content pages and perhaps your home page, by making a series of minor adjustments to help them rank higher. Software such as WebPosition(www.wilsonweb.com/afd/webposition.htm) allows you to check your current ranking and compare your webpages against your top keyword competitors. I use it regularly. WebPosition’s Page Critic tool provides analysis of a search engine’s preferred statistics for each part of your webpage, with specific recommendations of what minor changes to make. The best set of SEO tools is Bruce Clay’s SEOToolSet(www.wilsonweb.com/afd/clay_seotoolset.htm). If you want more detailed information, consider purchasing my inexpensive book Guide to Search Engine Optimization (www.wilsonweb.com/ebooks/seo.htm). You can find links to many SEO articles (www.wilsonweb.com/seo/) on my site and even more in our Research Room(www.wilsonweb.com/search/cat.php?querytype=category&subcat=mp_Search).

11. Promote Your Local Business on the Internet. These days many people search for local businesses on the Internet. To make sure they find you, include on every page of your website the street address, zip code, phone number, and the five or 10 other local community place names your business serves. If you can, include place names in the title tag, too. When you seek links to your site (see #15 below), you should request links from local businesses with place names in the communities you serve and complementary businesses in your industry nationwide.

Also create a free listing for your local business on Google Maps Local Business Center (www.google.com/local/add) and Yahoo! Local(listings.local.yahoo.com). That way your business can show up on a map when people do a local search. For more information, see my book How to Promote Your Local Business on the Internet(www.wilsonweb.com/ebooks/local.htm) as well as articles on local marketing (www.wilsonweb.com/local/) on my site and on local business promotion in the Research Room (www.wilsonweb.com/search/cat.php?querytype=category&subcat=mm_Local).

12. Promote Your Video, Images, and Audio Content. Google’s “universal search” displays not only webpage content, but also often displays near the top of the page relevant listings for images, videos, local businesses (see #11 above), and audio clips.  Therefore, consider creating such content appropriate to your business and then optimizing it so it can be ranked high enough to help you. For example, if you were to get a top-ranking, informative video on YouTube(www.youtube.com) that mentions your site, it could drive a lot of traffic to your site. For more information, search on “optimizing images” or “optimizing videos.”

Linking Strategies

Links to your site from other sites drive additional traffic. But since Google and other major search engines consider the number of incoming links to your website (“link popularity”) as an important indicator of relevance, more links will help you rank higher in the search engines. Google has a measure called PageRank that reflects the quantity and quality of incoming links. All links aren’t all equal. Links from trusted, popular sites help your site rank higher than links from lower traffic sites. You’ll find articles on linking strategies(www.wilsonweb.com/linking/) on our site and in our Research Room(www.wilsonweb.com/search/cat.php?querytype=category&subcat=mp_Linking).

13. Submit Your Site to Key Directories, since a link from a directory will help your ranking — and get you traffic. A directory is not a search engine. Rather, it is a hierarchical listing of sites sorted according to category and subcategory. Be sure to list your site in the free Open Directory Project (www.dmoz.com), overseen by overworked volunteer editors. But if you don’t get listed right away, don’t be impatient and resubmit, or you’ll go to the end of the queue. A link in this directory will help you a lot.

Yahoo! Directory (dir.yahoo.com) is another important directory. Real humans read submission, so be careful to follow the instruction given. Hint: Use somewhat less than the maximum number of characters allowable, so you don’t have wordy text that will tempt the Yahoo! editor to begin chopping. Yahoo! Directory Submit(ecom.yahoo.com/dir/submit/intro/) requires a $299 annual recurring fee to have your site considered for inclusion within seven business days. Other paid business directories that might help are About.comand Business.com.

14. Submit Your Site to Trade Organization Sites and Specialized Directories. Some directories focused on particular industries, such as education or finance. You probably belong to various trade associations that feature member directories. Ask for a link. Even if you have to pay something for a link from the organization, it may help boost your PageRank.

Marginal directories, however, come and go very quickly, making it hard to keep up, so don’t try to be exhaustive here. Beware of directories that solicit you for “upgraded listings.” Unless a directory is widely used in your field, a premium ad is a waste of money — but the (free) link itself will help boost your PageRank and hence your search engine ranking.

SubmitWolf (www.wilsonweb.com/afd/submitwolf.htm) is a directory submission tool I’ve used with good success . You complete a listing form in the software interface. Then they submit your listing to all the appropriate directories they know of, plus links to sites that require manual submission. It’s a timesaver and works well. Just be careful to submit only to actual directories, not “linking sites.”

15. Request Reciprocal Links. Find websites in your general niche and request a reciprocal link to your site (especially to your free service, if you offer one, see #24 below). Develop an out-of-the way page where you put links to other sites — so you don’t send people out the back door as fast as you bring them in the front door. Your best results will be from sites that generate a similar amount of traffic as your own site. High-traffic site webmasters are too busy to answer your requests for a link and don’t have anything to gain. Look for smaller sites that may have linking pages.

Check out Ken Evoy’s free SiteSell Value Exchange(sales.sitesell.com/value-exchange/). It (1) registers your site as willing to exchange links with other sites that have a similar theme/topic content and (2) searches for sites with similar topical content. Additionally, two automated link building software programs stand out — Zeus (www.wilsonweb.com/afd/zeus.htm) and IBP Link Builder(www.wilsonweb.com/afd/arelis.htm). Both of these search the web for complementary sites, help you maintain a link directory, and manage reciprocal links. However, use these programs to identify the complementary sites, not to send impersonal automated e-mail spam to site owners.

When you locate sites, send a personal e-mail using the contact e-mail on the site or to the administrative contact listed in a Whois Directory(www.networksolutions.com/whois/). If e-mail doesn’t get a response, try a phone call. Warning: Only link to complementary sites, no matter how often you are bombarded with requests to exchange links with a mortgage site that has nothing to do with your teddy bear store. One way Google determines what your site is about is who you link to and who links to you. It’s not just links, but quality links you seek. Reciprocal linking as hard, tedious work, but it doesn’t cost you a dime out of pocket! Keep working at this continuously, a little bit at a time. Patience and persistence will get you some good links, so keep at it.

16. Write Articles for Others to Use in Websites and Newsletters. You can dramatically increase your visibility when you write articles in your area of expertise and distribute them to editors as free content for their e-mail newsletters or their websites. Just ask that a link to your website and a one-line description of what you offer be included with the article. This is an effective “viral” approach that can produce hundreds of links to your site over time. You’ll find lots of information on how to do this from the most popular article marketing site,EzineArticles.com. When you create a free membership account, they begin sending you instructions and ideas each week.

17. Issue News Releases. Find newsworthy events and send news releases to print and Web periodicals in your industry. The links to your site in online news databases may remain for several months and will temporarily improve traffic to your site and increase link popularity. Use a online news release service such as PR Web(www.wilsonweb.com/afd/prweb.htm). Placing your website URL in online copies of your press release may increase link popularity temporarily. More information on public relations strategies is available in our Research Room (www.wilsonweb.com/search/cat.php?querytype=category&subcat=mp_PR).

Two additional linking strategies, discussed below, are to ask visitors to bookmark your webpage (#20) and to develop a free service (#23), which will greatly stimulate links to your site.

Social Media

Our next type of website promotion comes from the mushrooming field of social media, in which people are encouraged to interact with each other, and respond to each other’s blog postings and comments. You should be aware of four types of social media: (1) blogs, (2) social networking sites, (3) social bookmarking sites, and (4) forums. Don’t be upset if the distinctions between types of social media tend to blur. Social media help promote your site by sending direct traffic, producing links to your site, and generating awareness. The subject is too diverse to go into detail here. You can learn more in our social media articles (www.wilsonweb.com/newmedia/) and in the Social Networking section of the Research Room (www.wilsonweb.com/search/cat.php?querytype=category&subcat=mm_SocialNetwork).

18. Begin a Business Blog. Want links to your site? Begin a business blog on your website, hosted on your own domain. If you offer excellent content and regular industry comment, people are likely to link to it, increasing your site’s PageRank. Consistency and having something to say are key. Learn more in the business blogs section of our Research Room (www.wilsonweb.com/search/cat.php?querytype=category&subcat=ms_Blogs). If you have a blog on a third-party blog site, occasionally find reasons to talk about and link to your own domain.

19. Become Part of a Social Media Community. Some of the best online communities for business include Facebook(www.facebook.com), LinkedIn (www.linkedin.com), and Twitter(www.twitter.com). In addition, you may want to participate in a social bookmarking community in which members share with each other information about websites, articles, or news items that they like (or don’t like). These include Digg (www.digg.com), Delicious(www.delicious.com), StumbleUpon (www.stumbleupon.com), andGoogle Bookmarks (www.google.com/bookmarks/). Search engine spiders troll these sites looking for links to something new and relevant. You can usually place a link to your website in your profile, but the biggest gain comes when other people mention you (which generates traffic to your site), link to you (which increases your PageRank and brings traffic), or bookmark you (which increases your PageRank and brings traffic, see #21 below).

One important reminder, don’t join a community to spam them or talk incessantly about your business. Like any community you must listen, comment, and make a genuine contribution for the good of others. Don’t hog the conversation. Otherwise, your self-serving links and comments will hurt your reputation. By the way, to get started, why don’t you visit my social media pages and become a Facebook fan(www.facebook.com/pages/Web-Marketing-Today/85187746383) or aTwitter follower (www.twitter.com/ralphwilson) — please! Thank you!

20. Promote Your Site in Online Forums and Discussion Lists — “old school” social media. The Internet offers thousands of very targeted e-mail based discussion lists, online forums, and groups made up of people with very specialized interests. Use Google Groups(groups.google.com) to find appropriate groups. Search online for blogs or other forums.

Don’t bother with groups consisting of pure spam. Instead, find groups where a serious dialog is taking place. Don’t use aggressive marketing and overtly plug your product or service. Rather, add to the discussion in a helpful way and let the “signature” at the end of your e-mail message do your marketing for you. People will gradually get to know and trust you, visit your site, and do business with you.

21. Ask Visitors to Bookmark Your Site. It seems simple, but ask visitors to bookmark your site or save it in their Favorites list. I use a widget called AddThis (www.addthis.com). When you put the AddThis JavaScript on your webpage, it automatically determines the title and URL of that page. When visitors click the button on your page, they are automatically taken to a page that allows them to choose which bookmarking service they prefer, and then pre-populates the appropriate form with the title and URL of your webpage. I use AddThis throughout my website, as well as in my newsletters. If you have good content that people want to bookmark, this can generate hundreds of links to your site and significantly raise your rankings.

While you’re at it, would you be so kind as to bookmark this pageusing the button below? Thank you!

Traditional Strategies

Just because “old media” strategies aren’t on the Internet doesn’t mean they aren’t effective. A mixed media approach can be very effective.

22. Include Your URL on Stationery, Cards, and Literature. Make sure that all business cards, stationery, brochures, and literature contain your company’s URL. And see that your printer gets the URL syntax correct. In print, I recommend leaving off the http:// part and including only the http://www.domain.com portion.

23. Promote using traditional media. Don’t discontinue print advertising that you’ve found effective. But be sure to include your URL in any display or classified ads you purchase in trade journals, newspapers, yellow pages, etc. View your website as an information adjunct to the ad. Use a two-step approach: (1) capture readers’ attention with the ad, (2) then refer them to a URL where they can obtain more information and perhaps place an order. Look carefully at small display or classified ads in the back of narrowly-targeted magazines or trade periodicals. Sometimes these ads are more targeted, more effective, and less expensive than online advertising. Consider other traditional media to drive people to your site, such as direct mail, classifieds, post cards, etc. TV can be used to promote websites, especially in a local market.

24. Develop a Free Service. It’s boring to invite people, “Come to our site and learn about our business.” It’s quite another to say “Use the free kitchen remodeling calculator available exclusively on our site.” Make no mistake, it’s expensive in time and energy to develop free resources, such as our Research Room (www.wilsonweb.com/research/), but it is very rewarding in increased traffic to your site — and a motivation to link to the site! Make sure that your free service is closely related to what you are selling so the visitors you attract will be good prospects for your business. Give visitors multiple opportunities and links to cross over to the sales portion of your site.

E-Mail Strategies

Don’t neglect e-mail as an important way to bring people to your website. Just don’t spam, that is, don’t send bulk unsolicited e-mails without permission to people with whom you have no relationship. Many countries have anti-spam laws.

You can find lots of details and tips on e-mail marketing in my book The E-Mail Marketing Handbook(www.wilsonweb.com/ebooks/handbook.htm). I’ll mention just a few important elements here. You can learn more from our articles on e-mail marketing (www.wilsonweb.com/email/) as well as the e-mail section of the Research Room (www.wilsonweb.com/search/cat.php?querytype=category&subcat=me_Email-Gen).

25. Install a “Signature” in your E-Mail Program to help potential customers get in touch with you. Most e-mail programs allow you to designate a “signature” to appear at the end of each message you send. Limit it to 6 to 8 lines: Company name, address, phone number, URL, e-mail address, and a one-phrase description of your unique business offering. Look for examples on e-mail messages sent to you.

26. Publish an E-Mail Newsletter. While it requires a commitment of time, creating a monthly e-mail publication is one of the most important promotion techniques. It could be a newsletter (“ezine”), list of tips, industry updates, or new product information — whatever you believe your customers will appreciate. This is a great way to keep in touch with your prospects, generate trust, develop brand awareness, and build future business. It also helps you collect e-mail addresses from those who visit your site, but aren’t yet ready to make a purchase. You distribute your newsletter inexpensively using e-mail marketing services such as: iContact (www.wilsonweb.com/afd/icontact.htm),Constant Contact (www.wilsonweb.com/afd/constantcontact.htm), and AWeber (www.wilsonweb.com/afd/aweber.htm). If you have a very small list, some of these services let you use their services free until you grow larger. Blogs are very popular, but don’t really replace e-mail newsletters. You have to go to a blog to read it, while an e-mail newsletter appears in your inbox asking to be read.

27. Aggressively Ask for E-Mail Sign-ups. If you want to get subscribers to your e-mail newsletter, you’ll need to work hard at it. Include a subscription form on every page of your website. Promote sign-ups through free whitepapers, e-books, or other products. If you have a local business, ask customers to sign up for your e-mail list to get “special Internet only offers.” Also ask other businesspeople when they give you a business card if you can send them your e-mail newsletter. While only the e-mail address itself is necessary, I always ask for a first name also, so I can personalize the newsletter and the e-mail subject line with the recipient’s name.

28. Send Transactional and Reminder E-Mails. A transactional e-mail is sent to an existing customer to initiate, remind, confirm, or thank the person. Be creative. If you keep careful records, you can send e-mails to customers on their birthday to remind them to return to your site. Subscription confirmation e-mails can also mention several popular products. You might remind customers that it has been three months since their last order and ask if it’s time for a refill. Thank you for your purchase e-mails can offer a coupon to bring your customer back for a future sale. Use your imagination, but don’t pester your customers. You’re there to serve them, not the other way around.

29. Send Offers to Your Visitors and Customers. Your own list of customers and site visitors who have given you permission to contact them will be your most productive list. Send special offers, coupon specials, product updates, etc. They often initiate another visit to your site. If you have a regular newsletter, you can include many of these in your regular e-mailing.

30. Exchange E-Mail Mentions with Complementary Businesses. You might consider exchanging e-mail newsletter mentions with complementary businesses to reach new audiences. Just be sure that your partners are careful where they get their mailing list so you don’t get in trouble with the anti-spam laws in your country.

I’ll mention renting e-mail lists in #37 below under Paid Advertising approaches.

Miscellaneous Strategies

Here are a couple of strategies that don’t fit elsewhere.

31. Announce a Contest. People like getting something free. If you publicize a contest or drawing available on your site, you’ll generate more traffic than normal. Make sure your sweepstakes rules are legal in all states and countries you are targeting. Prizes should be designed to attract individuals who fit a demographic profile describing your best customers. See articles on contests and incentives in our Research Room (www.wilsonweb.com/search/cat.php?querytype=category&subcat=ma_Incentives).

32. Devise Viral Marketing Promotion Techniques. So-called viral marketing uses existing communication networks to spread the word exponentially. Word-of-mouth, PR, creating “buzz,” and network marketing are offline models. Promotion strategy #16 above, “Write Articles for Others to Use for Website and Newsletter Content,” is a kind of viral approach.

The key to the best viral marketing, however, is create something that generates buzz and is so cute / fascinating / fun / bizarre that it gets passed by viewers to their friends via e-mail and social networks — thousands of times — so that it propels more and more people to your website, and, hopefully, helps enhance your brand, produce sales, and ultimately boost profits. Internet marketers often seek to launch viral campaigns on Digg (www.digg.com) or YouTube (www.youtube.com). Digg is a social bookmarking site with such power, that if enough people “Digg” you, you appear on the Digg front page and receive a huge number of visitors in a few hours. If your video goes viral on YouTube, you could get tens of thousands of visits to the site you promote in the video. However, viral marketing is difficult to do well. If you want to pursue this, I suggest you read MarketingSherpa’s How to Viral Market toolkit (www.wilsonweb.com/afd/sherpa_viral.htm). You can find articles on viral marketing in the Research Room (www.wilsonweb.com/search/cat.php?querytype=category&subcat=mm_Viral).

Paid Advertising Strategies

None of the approaches described above is “free,” since each takes time and energy. But if you want to grow your business more rapidly, there comes a point when you need to pay for increased traffic. Advertising is sold in one of three ways: (1) traditional CPM (cost per thousand views), (2) pay per click (PPC), and (3) pay per action (PPA) or cost per action (CPA) approaches. Examples of the latter are affiliate program and lead generation programs. Banner ads get such a low click-through rate (0.2%) that I don’t recommend paying much for them. Banner ads typically cost about 50¢ to $1 per thousand page views, except on targeted sites.  Do some small tests first to determine response. Then calculate your return on investment (ROI) before spending large amounts. Here are some methods to explore:

33. Advertise in an E-Mail Newsletter. Some of the best buys are small text ads in e-mail newsletters targeted at audiences likely to be interested in your products or services. Many small publishers aren’t sophisticated about advertising and offer very attractive rates.

More effective (and more expensive) is to send out an appropriate solo e-mail to the targeted list’s subscribers. These often get a good response.

34. Begin an Affiliate Program. Essentially, a retailer’s affiliate program is a CPA program that pays a commission to other site owners whose links to the retailer’s products result in an actual sale. The goal is to build a network of affiliates who have a financial stake in promoting your site. If you’re a merchant, you need to (1) determine the commission you are willing to pay (consider it your advertising cost), (2) select a company to set up the technical details of your program, and (3) promote your program to get the right kind of affiliates who will link to your site. Software and service companies are available to facilitate the process. The problem is getting enough affiliates who will actually work hard to promote your products or services. These “super affiliates” will probably consist of only 1% to 3% of your total number of affiliates. You can learn more by reading articles about affiliate program marketing in the Research Room (www.wilsonweb.com/search/cat.php?querytype=category&subcat=em_Associate).

35. Purchase Pay Per Click (PPC) ads with Google AdWords(adwords.google.com/select/), Yahoo! Search Marketing(www.wilsonweb.com/afd/overture.htm), or Microsoft AdCenter(adcenter.microsoft.com). This strategy is way down the list, but it is vitally important. Most Internet businesses will want to explore using Google AdWords to drive targeted traffic to their websites.

These PPC ads appear on the search engine results page, typically both above and to the right of the organic or natural search engine results. Since they are keyword-driven, they can be quite relevant to what a searcher is trying to find. Your ranking in this list of paid text ads is determined by (1) how much you have bid for a particular search word compared to other businesses, (2) the click-through rate on your ad, and (3) your Quality Score, which reflects the relevancy and quality of your ad and the landing page it points to.

PPC ads can be a cost-effective way to get targeted traffic, since you only pay when someone actually clicks on the link. But I strongly recommend that you study this carefully and expect a learning curve before you invest large sums of money in PPC advertising. Read Andrew Goodman’s book Winning Results with Google AdWords (Second Edition, McGraw-Hill, Dec 2008, ISBN 0071496564). You can findarticles on Paid Search on our site (www.wilsonweb.com/paid-search/) and in the PPC advertising section of the Research Room (www.wilsonweb.com/search/cat.php?querytype=category&subcat=mp_PPC).

36. List Your Products with Shopping Comparison Bots and Auction Sites. If you’re an online merchant, you’ll want to consider this. Shopping bots compare your products and prices to others. Some work on a PPC (Pay Per Click) basis, others on a CPA (Cost Per Action) basis, perhaps with a listing fee. Bots to consider include mySimon(www.mysimon.com), BizRate (www.bizrate.com/), PriceGrabber(www.pricegrabber.com/), and Shopping.com (www.shopping.com). Shopping sites that include comparison features include: eBay(www.ebay.com), Yahoo! Shopping (shopping.yahoo.com), andAmazon Marketplace(www.amazon.com/gp/help/customer/display.html?nodeId=1161232). You pay to acquire first-time customers, but hopefully you can sell to them a second, third, and fourth time, later on.

37. Rent targeted, commercial e-mail lists. The last website promotion technique I’ll mention is renting targeted e-mail lists. We abhor “spam,” bulk untargeted, unsolicited e-mail, and you’ll pay a very stiff price in a ruined reputation and cancelled services if you yield to temptation here. But the direct marketing industry has developed targeted e-mail lists you can rent — lists consisting of people who have agreed to receive commercial e-mail messages. These lists cost $40 to $400 per thousand or 4¢ to 40¢ per name. Do a smaller test first to determine the quality of the list. Your best bet is to find an e-mail list broker (www.google.com/search?&q=e-mail+list+broker) to help you with this project. You’ll save money and get experienced help for no additional cost. Realize, however, that due to the high cost of renting lists, many businesses won’t generate enough businesses to justify the cost. Run the numbers before you invest.

Whew! That’s it. We certainly haven’t exhausted ways to promote your site, but these will get you started. To effectively market your site, you need to spend time adapting these strategies to your own market and capacity. Right now, why don’t you make an appointment to go over this checklist with someone in your organization? Make this Checklist jump-start for your new Internet marketing strategy.

http://www.wilsonweb.com/articles/checklist.htm

By Amber Singleton Riviere

I recently shared four ways to market your business with content, after areader asked for a more detailed list of specific things small businesses could do to have a continuous marketing/promotional program.

You don’t have to limit your marketing and promotional efforts to content creation, though. Here are a few other ideas to help you get the word out about your business.

1. Create and maintain a high-quality, easy-to-use, self-explanatory web site.

Your web site works for you 24/7/365, so it’s important that it does a good job. It doesn’t need to be beautiful or showy. As a web designer, I would actually recommend clean and easy-to-use over pretty, fun or cute.

When thinking about your web site’s design and functionality, focus on answering these questions for your ideal visitor:

• What is this site about?
• What does this person/company do?
• How much does the service/product cost? How does the service/product work? What else do I need to know about this service/product?
• How can I sign up or purchase this service/product? How can I contact this person/company?
• Should I keep up with this person/company (through a blog, newsletter, regular email coupons/discounts, etc.)? If so, how do I sign up or follow the person/company?

Your site should quickly and obviously answer these questions so that visitors can find their way around your site easily and so that they take action as quickly and painlessly as possible.

2. Use a short and effective email signature.

Every time you send an email, it’s a chance to remind your followers and new contacts what you do. Take advantage of the opportunity. Don’t be spammy. Don’t overdo it. Just provide a concise message to jog their memory and get them to click over to your site every once in a while.

Here’s my signature.

Amber Singleton Riviere
http://www.ambersingleton.com/

I also like my friend Betsy’s.

Betsy Talbot | www.marriedwithluggage.com | Twitter @marriedwluggage

3. Be a guest on other video blogs, podcasts and radio shows.

Monitor places like Twitter, Blogger Linkup, and HARO for opportunities to be interviewed for video blogs, podcasts and radio shows. It’s a great way to expand your reach and get known for your expertise.

4. Invite others to be guests on your blog, video cast or podcast.

One of my best methods for networking actually revolves around guest posts, whether I’m inviting people to contribute to my site or offering content for their sites. It’s been a very effective way to generate interest around my business. It takes a lot of effort to keep up, but it’s worth every minute of it.

I offer guest posts regularly on my site (usually ten or more per month), and what’s great about it is that you usually get the added benefit of promotion to the person’s followers and audience.

5. Participate in online networking.

Twitter, Facebook and LinkedIn are great places to meet new people and get the word out about you and your company or site. Also, be sure to follow and comment on other blogs that target your ideal customer or client. By participating in conversations surrounding your niche, you’ll become known as an expert and a valued source of information.

6. Run promotions and discounts on your services periodically.

Getting potential customers and clients to take action and actually purchase your products or services can be tricky, but if you run occasional discounts, you’ll find customers coming out of the woodwork, and it’s a good way to get new prospects to test the waters with you and your company.

I offer a discount in each of my newsletter issues, as well as occasional discounts on Facebook and Twitter. On that note, running contests can also be a good way to get attention for you and your business, especially on Twitter.

Promoting a business doesn’t always have to be difficult. The key, though, is consistency.  Select the methods that work best for you and then stick with them. Do them on a regular basis, even if you’re not seeing immediate results. It takes some time to gain traction, but if you’re persistent, you’ll eventually hit the tipping point and business will start to snowball.

http://gigaom.com/collaboration/6-easy-ways-to-market-your-business/

by Larry Dotson

1. Stop procrastinating and start finishing all your business tasks. Do one at a time. Do not get caught up thinking that you can never get them all done.
2. Organize your marketing and advertising into a plan. Create a list of daily, weekly, monthly and all other future promotional plans.
3. End your slow sales periods by planning ahead. Plan to add extra bonuses, hold a sale or package your product with other products.
4. Hire a business coach to help improve yourself and business. They could help increase your sales, motivate you, balance your workload, etc.
5. Improve your negotiation skills. This’ll improve your business because you’re always negotiating ad swaps, supply prices, joint ventures, wages, etc.
6. Attend trade shows and seminars that are related to your specific industry. Pass out business cards or brochures about your business.
7. Speed up your internet access. You can get your online business tasks done faster which will help you stay ahead of your competition.
8. Stay away from being too comfortable with your income or life. You should always be making new goals for yourself and developing new sales ideas.
9. Stay away from becoming a workaholic. Your mind needs time away from your business life. This will help your brain think clearly while working.
10. Create and follow short/long term goals for your business. The short goals can create early success and the long term goals can create future success.
11. Look for different ways to prove your business and products to your audience. You could collect testimonials, hold surveys, do scientific tests, etc.
12. Try new business ideas and strategies. Do not be afraid of changing what you’re doing. You could try out technology, advertising, marketing, etc.
13. Find a strategic business partner. Look for ones that have the same objective. You can trade leads, share marketing info, sell package deals, etc.
14. Create a “PR” web page for your business. List information that could be considered newsworthy for e-zines, newspapers, magazines, etc.
15. Brand your name and business. You can easily do this by just writing articles and submitting them to e-zines or web sites for republishing.
16. Become well known by speaking or chatting at seminars. The seminars could be held offline, in a chat room, by telephone or via e-mail.
17. Remember to take a little time out of your day or week to brainstorm. New ideas are usually the difference between success and failure.
18. Model other successful business or people. I’m not saying out right copy them, but practice some of the same habits that have made them succeed.
19. Get free advice from successful online business owners. Participate in business chat rooms and message boards to chat with them.
20. Take risks to improve your business. Sometimes businesses don’t want to advertise unless it’s free, sometimes you have to spend money to get results.
21. Outsource part of your workload. You’ll save on most employee costs. You could out source your secretarial work, accounting, marketing, etc.
22. Pick a good name for your business and product. Your names should be memorable and describe the kind of product your offering.
23. Use logos and slogans for your business. They make it easier for people to remember and identify your business.
24. Make your small business look big on the world wide web. Design your web site using professional graphics, ordering systems, organized layouts, etc.
25. Advertise your online business by dressing in clothes that are imprinted with your ad. It could be a T-shirt, ball cap, coat, etc.
26. Give a percentage of your profits to a cause your customers would like. It could be a charity, school, environmental improvements, etc.
27. Take harsh criticism the right way and improve your online business. Don’t get down in the dumps, improve the situation so it doesn’t happen again.
28. Try bartering before you buy services, supplies and equipment for your business. You can use the extra money you save on advertising your business.
29. Make sure you’re always creating new products and services or improving old ones. Most products or services won’t stand the test of time online.
30. Use free advertising as much as possible. Test a wide variety of free advertising options like banner and link exchanges, classifieds, newsgroups, etc.
31. Split the cost of online advertising and marketing by sharing a web site with a similar, non-competing business. You would both put up half the cost.
32. Compete with the highly branded businesses by practicing good customers service, strong product quality and speedy service.
33. Use time saving promotional software. You can automate your search engine submissions, posting to online classified sites, etc.
34. Invest a percentage of your profits right back into your business. Spend it on marketing, product improvement, customer service, advertising, etc.
35. You’ll save money buying your business supplies in bulk quantities. You could get a membership at a wholesale warehouse or buy them through a mail order wholesaler. Buy the supplies you are always running out of.

http://www.thewritemarket.com/dotson/index.php?dotson=business&title=35%20Killer%20Business%20Boosters

“Free” is a word that perks up ears and piques interest. In marketing, sometimes “free” is too good to be true, but in some instances, free is good.

How can you market your Web site on a limited budget? It can be done. Here are 30 things you can do to get started today.

1. Write a press release on a new product or offering and send it to some free press release distribution sites. Follow their guidelines for submission so you don’t waste your time editing and re-doing work.

• 24-7PressRelease.com
• PRLog.org
• 1888PressRelease.com

2. Send the press release to your local media outlets, or any niche media outlets that may be interested in what you do.

3. Update your Google Maps Listing, make sure the information is accurate, and then have them verify your ownership via mail or SMS message.

4. Find a social media site that pertains to your niche, sign up, make a profile and participate. Don’t start off trying to sell your product – you’ll be tarred and feathered. Be a helpful part of the community first, mix in brand messages later.

5. Join a forum and contribute to your online community. Use indirect messages for sales such as a forum signature or your forum user name.

6. Talk to the locals or others in your business – this is a great opportunity to request and share some link love.

7. Comment on blogs that are relevant to your Web site’s topic and be sure to leave your URL. Even if a nofollow tag is attached, you could gain a bit of traffic.

8. Submit your site to DMOZ.

9. Check out your niche on Wikipedia, WikiTravel, and other wiki sites, and see if you can get a link. Don’t be “salesy” or try to game the system; the editors will just delete the information. Instead, provide appropriate information and follow the rules for linking on the site.

10. Write a “how-to” article that addresses your niche forWork.com. This is kind of fun and a good resource for getting mentions and links. Looking at your product or service in a step-by-step manner is often enlightening in several ways. It can help you better explain your products and services on your own Web site.

11. Write unique HTML page titles for all of your pages.

12. Share your photos at Flickr – get a profile, write descriptions, and link to your Web site. Don’t share photos you don’t own or have permission to use.

13. Start a blog. There’s nothing wrong with getting the basics of blogging down by using a free service from Blogger or WordPress.

14. Set up and verify a Webmaster Central Account at Google.

15. Make sure your Yahoo Local city listing is up to date.

16. Update and optimize your description and URL at Yellowpages.com. They’ll try to get you to spend money on an upgraded listing or some other search marketing options. Don’t bother with that, but make sure the information is accurate and fresh.

17. Submit a product (or 20) to GoogleBase.

18. Make a slideshow of your products into a video and upload to Youtubeor MetaCafe, making sure to optimize your title and descriptions. Once it’s uploaded, write a new page and embed the video on your own Web site.

19. Try a new free keyword tool for researching Web site optimization, then see #20.

20. Add a page to your site focused on a top keyword phrase you found in #19.

21. Build a Facebook Business Page and start a community focused on your niche.

22. Install Web analytics on your site, if you don’t already have them. Google Analytics is pretty good and it’s free. Something is better than nothing.

23. Start Twittering – it’s a great way to network with like-minded individuals.

24. Set up a MyBlogLog account for your new blog (see #13).

25. Set up a feed reader and add good marketing blogs, then skim headlines and read applicable items when you have time. Gaining and maintaining knowledge is a great way to invest in the future of your Web site.

26. Try a new way to write an ad for a struggling PPC (define) ad group or campaign.

27. Set up a CrazyEgg heat mapping test for your most important pages, then analyze where the user’s eye finds and clicks on information on your Web site. Consider moving things around accordingly.

28. Set up a map for your storefront or area at CommunityWalk.com and then embed it on your “how to get here” or “about us” page.

29. Find out who’s linking to your competitors and e-mail them asking for a similar opportunity. Be careful not to act like you’re “entitled.” Look for opportunities for a mutually beneficial partnership, and suggest some things you can do for their business in exchange for their help with yours.

30. Read the small business SEM column at Search Engine Watch – yes, I know, it’s a shameless plug.

Carrie Hill