Website
If you're serious about having an online presence then you're going to need a website. First things first, get your domain name right. Try and pick a domain that is catchy, memorable and more importantly relevant to your product/service. Secondly, get the site right. It's important to invest a lot of thought into your site as it's a virtual representation of your brand. Try and think about what you want the public to see, how do you want to portray yourself?
Original Content
Original content is a biggy when it comes to exposure. No matter what industry you're in, you should always try to be the best resource - give people a reason to keep coming back to your site. This is especially important if you're selling a product that doesn't necessarily require any further interaction after the selling transaction. If you've got the means to make videos, original images or infographics then that's a bonus. Original content if also good for search engines so if you're going to get writing then be aware of your keywords - write about what's relevant to your business or engines like Google will send traffic your way that won't necessarily convert to sales or returning visitors.
Blogging
Blogs are also great for containing original content but the difference is usually that blogs are less formal and more conversational. While your website might be good for posting informative articles, your blog will always be better for stories about your company, any updates you have, PR and even photos from the Christmas do. Again, blogging can be good for traffic via search engines but because of the personal nature of blogs they're usually for those interested your company.
Search Engines
There's that phrase again - search engines. No matter who you are, you'll need to befriend search engines to get your site referenced or you'll be loosing out on a load of customers you didn't even know you had. Submit your URL to Google, Bing and Yahoo (and anywhere else you want) and they'll start matching your site against search terms. You can also maximise sites like StumbleUpon.com and Reddit.com that can be another source of traffic and exposure if used in the right way. Be wary though as sites like that aren't directed at your target audience so, again, your traffic might not help. If you're looking for sales then you might not see any benefits from this kind of thing.
Forums/Knowledge
Going back to the 'best resource' point made earlier, forums is another way prove how much you know about your industry. A lot of people try and use forums for advertising by posting about their latest deals or new products but most of the time, that'll just get you kicked out for spamming. The trick with forums is subtlety. Find a forum related to what you do and give people advice, start conversations and get your name around. Making the most of your signature is important as it will be seen in every comment you post so get your company name and a sentence on what you do in there. Don't over do it though or you'll still probably look spammy!
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