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5 surefire ways to stand out online

Online marketing now offers so many cost-effective options that it’s hard to know where to focus. Plus, recent studies estimate that a staggering 6 million documents are posted to the Web every day.

You can’t simply launch a site and sit back. You must take action to get noticed.

So here’s a cheat sheet: five smart, affordable ways to bolster your online profile and attract customers to your Web site.

1. Make it easier to find your site.   All the buzz about search-engine marketing is because most people head for a major search engine when researching or purchasing goods and services. Since searchers rarely click below the first few listings, getting your company or product ranked high on results pages can help generate traffic.

   Much of search-engine marketing is complex and time-consuming. But there are three fast ways to improve the odds of prominent placement.

   • The right keywords.   Top rankings come from having content on your site that matches the keywords or (better yet) specific phrases customers use to search for what you sell. The closer or more relevant the match, the higher the engines will rank you.

     You can identify those keywords or phrases by brainstorming with customers, friends and associates to learn the search words they use. You also want to find out keywords your competitors use. Check keywords every month or so to refine the process.

   • Affiliate links.   Search engines like to "see" lots of links from your site and to your site, because that translates into a well-trafficked site, which leads to higher rankings. To find effective links, search for the phrases or keywords associated with the product or service you offer. In your search results, skip competitors, and choose marketers that support what you do. For instance, a kitchenware company might link to a table linens shop. Then send an e-mail or call to ask about exchanging links.
   • Vertical search engines.   Besides the broad horizontal engines, harness the targeted power of engines specific to your industry. You can find these by a search or by checking with professional groups. Also, see the Microsoft Live Search Macros to customize what you need.

     An inexpensive way to boost your search-engine marketing is to sign up for a search-engine advertising service such as Microsoft Office Live adManager or Website Pros. See details here. Also, check out the adManager demo.

      

2. Reward customer error.  Countless numbers of potential customers input a wrong address or misspell the name of the company when searching. Make sure they end up on your site anyway.

   First, buy all the domain names you can. If your primary domain is Widget.com, also register Widget.biz, Widget.net, and Widget.org. That way, you not only attract misguided searchers, but you discourage competitors from registering a version of your name and siphoning your customers.

   In addition, register common misspellings. So if someone types Wigdet.com, your site will still come up.

    

3. Offer e-learning.   The technology to create online courses or solo webcasts is now relatively inexpensive. By investing in producing online courses, you can reach out to remote and large groups of prospects on an ongoing basis.

   One California tax accountant discovered she could create and deliver an online professional training course for less than $50 a month for an unlimited audience. Eventually, her course became so lucrative that she sold her tax practice and focused on conducting online courses.

   You need to keep your skills and knowledge up-to-speed to make this work. Also think about courses that will fuel interest and sales. A lawyer, for instance, might offer an e-course on drafting a will.

   Easy-to-use online software, such as Microsoft Office Live Meeting, can get you started.

    

4. Use offline ads to trigger a search.   Offline and online marketing is increasingly blurred. You see a roadside billboard, a trade journal ad, a URL on a coffee mug and, bam! Next thing you know, you’ve pulled up the browser.

   A recent analysis by the Retail Advertising and Marketing Association found that consumers "take cues from traditional advertising to determine when and where to search." That includes magazine and newspaper ads, store and direct-mail coupons and feature articles (send out those press releases to media contacts!).

    

5. Get friendly with Web 2.0.   The rise of online social networking has been fast and furious. Such real-time and peer-to-peer outlets, such as Facebook, LinkedIn, and MySpace, and the ballooning blogosphere directly reach thousands of customers for mere pennies. You can use these outlets to start online conversations, post editorials or product data, and to announce news or products that build your reputation and expertise.

   You can also launch your own blog to attract customers to return. Remember that blogs demand time and effort to stay timely. To start a blog, check the tips offered by the National Federation of Independent Business trade group (www.nfib.org).

Most of all: Think content, content, content. Good descriptions of your services and compelling calls to action on your Web pages will make customers care and return.

About the author   Joanna L. Krotz is the founder of Muse2Muse Productions, a custom content company for business and consumer magazines, newsletters and digital imprints. Krotz has launched marketing Web sites and e-news portals, as well as created magazines and online marketing for a variety of companies. She is co-author of The Microsoft Small Business Kit, a 500-page guide to launching and running a small business.