Think Web Presence, not Web Site

Even if you're just now considering getting your business online, most people would agree that the Internet will play an increasingly important role in the future of even the smallest businesses.

Not exactly a controversial statement, but true nonetheless. That doesn't mean however, that you need to spend thousands on a website with all the bells and whistles.

In fact, the rise of social media and dozens of related online services means that you can actually do quite well online with little or no investment in your own online space.

Which is perfect for micro-enterprises and people who's customers spend less time online searching for services in their industry.

Establishing a Web Presence

The important thing is not necessarily having a web site but rather having a good 'web presence' - a way for people to find you online. Whether you do that with a directory listing, a hosted blog or even with a Facebook page - the free and low cost tools available frequently out-perform traditional, stand alone websites.

So what tools can you consider to help develop your web presence - even if you already have your own website?

The blog

For the relative newbies, a blog (short for weblog) is a type of website that allows you to add new content (text, video, whatever) without the need for a designer or any technological know-how. Blogs usually display the content you add in reverse chronological order and will often allow readers to both submit comments and subscribe to receive future updates.

You can setup a blog for free at sites like Blogger.com and Wordpress.org and can add your company logo, contact information, images and a few basic pages about your business.

The benefit of a blog is that by adding frequently updated content you'll do better with search engines like Google and give readers a feel for what you do and how you think. A restaurant could blog about favorite recipes, a B&B about local events and attractions or a charity about their fundraising efforts.

Directories

One of the simplest ways to get yourself online is by adding your business to relevant directories. Although every business should do this, it is particularly useful for people in local trades, as many directory sites will allow your past customers to leave testimonials and ratings.

There are both free directories and paid for directories to choose from, but there's little point in submitting to every directory going. Choose the best ones for you by typing in your industry and location into Google and see where everyone else is listed.

If you are a member of a trade organization (like the Chamber of Commerce for example) then there's a good chance you'll be able to set up a listing on their site - make sure you do and that it's kept up-to-date.

Review Sites

On a similar note, review sites like Trip Advisor (for travel) and Angies List (for local trades) are increasingly the first port of call for many people online - they also tend to perform exceptionally well in search engine results.

The strength of these sites is that they present unbiased reviews of services. The down side (for some businesses) is that the reviews are completely out of your hands.

Good or bad, your best bet is to keep an eye on the sites where you or your industry is discussed and, where possible, use it as a channel to accept and respond to feedback.

Networking Sites, Forums and Online Communities

Professional service providers should list themselves on linkedin.com a business networking site, and if you target younger consumers then a page on Facebook, Bebo or MySpace might be appropriate. Just like traditional networking though, building a social media profile takes time and the willingness to interact. It's not a quick fix but can be a quick route to some kind of online presence.

Similarly forums and other community-based sites can effectively bring together large audiences within a single industry, hobby or even physical location. Do some search engine based research to find the ones relevant to you and then join in - just don't try flogging your wares straight away. Overt self-promotion is usually frowned upon in most online communities but useful advice is welcomed.

Marketplaces

Finally, if you have something to sell, you might also consider online marketplaces like Amazon, eBay or Etsy (for crafts) as good starting points in building your own online presence.

Having said all that, the Internet is one place where you very much 'get out what you put in'. Social media and everything else 'Web 2.0' has made it perfectly possible to be visible online without your own website - but it still takes time, dedication and, more than ever, a willingness to get involved.