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Search for sites that cover your industry and see which ones accept articles from outside writers or companies, as well as allow you to include a byline with a link to your website. These types of sites are more likely to attract an audience you want.
Do you subscribe to email or online newsletters related to your business? Consider contributing an article to those too. Maybe your business could use a newsletter. Sending one regularly provides a way to start a relationship, build it, gain trust and lead customers to your site when they're ready to buy.
You might consider creating a MySpace.com page for your business. It sounds corny but many businesses have succeeded with this approach. Or maybe your site is ripe for a blog. That's an opportunity to connect and engage visitors and customers. Even if few people read or comment, search engines love blogs because they're regularly updated and keep your site's content fresh. The key is to make a commitment to frequently update your blog. Frequently means, at the very least, weekly. Two or three days a week is better.
Business to business blogging works. If your business can't commit to a blog or doesn't have a valid reason to start one, you can get involved with other blogs without having one.
Whitepapers and case studies also help bring attention to a business. A whitepaper is a technical or authoritative report that talks about a problem and how to solve that problem using the company's product or service. Be careful, however, as too many whitepapers turn into sales pitches instead of the informational tool they should be. Writing White Papers: How to Capture Readers & Keep Them Engaged by Michael Stelzner is an excellent book on the topic. You can also write case studies. Each one discusses a specific customer, the problem faced before getting help, and how the company solved the problem.
You can use whitepapers and case studies to entice prospects to come to your site, provide contact information, subscribe to your email newsletter, or take whatever action you want them to.
Source: Marketing Professionals
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