Small Business Guides: Creating Free Web Publicity

So, let’s take a closer look.

Search engines drive most web traffic. How do you make sure those engines are driving clients to you?

Well, the more content you have to index, the more links a search engine can use to refer to you.

Example: Bob the boat builder has a website to sell his boats. On his website, he also posts short articles he writes about boats and sailing. When someone asks a search engine about sailing, a link to Bob's website is included, even though his main focus is selling boats.

Now, Bob isn't giving away any trade secrets; he's just writing about some of the more common aspects of buying and owning a boat. But he's developing interest from a group of people who normally would never have found his site.

Businesses with happy customers have a group of people willing to promote products. How do I capitalize on my existing customers?

Keeping in touch with customers creates repeat business. Depending on how you do it, you can also bring in new customers. Email and websites offer a free and easy way to stay in touch.

Example: Helen runs a bed and breakfast. Once a month she emails a newsletter to former and prospective guests. She lists upcoming events in the area, chats about tips for traveling and tells stories about fun times guests have had. At the bottom, Helen always includes a note encouraging her readers to pass the newsletter along to friends and family.

Helen uses information she already has on hand. She uses information she already has to create resources. Tips for travelers, or similar topics (a few come to mind: what to look for in a good B and B, what time of year is the best for visiting her area, etc.) are valuable resources, and if her customers know of a friend in need of that information, they'll forward Helen's newsletter.

There are tons of forums, networks and email lists online. How can I use the ones that are relevant to my business?

These networks are already in place, and creating publicity in them is very easy. It helps to stay involved in discussions that don't directly relate to your business because it boosts your credibility. And finding these groups are easy! Just search for "forum," combined with the name of your product or service.

Example: Eddie runs EBay auctions for antiques. He has joined a number of forums that discuss antiques and is active in giving advice, discussing good pieces and more. He also posts links to every auction he runs.

Now, many forums don't want people just to post their product in an effort to get business, so Eddie tries to ask questions about his products, like "What kind of color scheme would this piece go with?"

Eddie tries to take the best photos he can to post with his auctions. He also posts his photos to Flickr.com, a photo-sharing website. He includes the information that the item is for sale on EBay and gets attention from other potential buyers.

A few things to keep in mind...

Websites and emails stick around. An article you post on your website today will still be showing up in searches next year, which means a continual return on the investment of just a few minutes.

However, most publicity on the web is of the slow but sure variety. That article may only be relevant to one person a month, but that's one more customer every month than you had before.