Do you remember when the first internet sites hit the scene?  They were static, mostly text, and pretty much looked like an ugly brochure.

Then the graphic designers jumped on the bandwagon, and sites began to look better, use flash, and even music (remember the old “midi files” that used to blare from your speakers, with no hope of shutting it off?).  Still, though, websites were just a splashier version of the company brochure.  And while absolutely everyone needed a website, it really didn’t do much more than just sit out there and get a hit once in awhile.  We have even learned the science of driving traffic to our website – but once there, who knew if that ever resulted in actual sales?

Welcome to the age of Web 2.0 – the age when your website can do so much more for your company!  The entire reason for your website to exist has now changed to a finely-tuned marketing tool.  One where the focus has shifted from simply stating your marketing message, to information or offers that provide customer value.

By providing valuable content across the board, in blogs and social media sites, in advertising, and throughout your Web site, your online presence becomes an asset to your community of followers who become loyal to your brand and are far more likely to purchase your products and services.

Following are some guidelines to help you format a new strategy to fully harness the power of the web in your business:

1. Learn the needs of your customers.  Then fill those needs. By finding out what people are talking about, and thus, what their needs are, you set yourself in a prime position to be the one that meets those needs.  “Listen” regularly to blogs, Twitter, Facebook and LinkedIn.  You’ll be amazed at what you learn.  Once you enter the discussion, you build relationships.  Once relationships are established,  they often lead to trust.  Trust often leads to sales.

2.  Don’t “toot your own horn” too loudly. People have gotten smarter over the years and they really don’t like to be blatantly sold to.  By helpfully participating in conversation, you are setting yourself up as the expert.  People learn quickly to trust what you have to say because it is helpful, and not because you are selling them the solution.  That comes later as they seek you!

3.  Check, re-check, and then check again. As you participate in more and more conversations by offering helpful thoughts, make sure that what you offer is factual, and can be backed up by other sources.  It is easy to get into a conversation and make statements that turn out to be less than factual (it can happen to even the most well-intentioned person).  If you can, link your sources to back up your claims.  This has an additional benefit – those quality links will work wonders for your SEO.

The real power of Inbound Marketing lies in the power of the referral. If you become a trusted resource, providing valuable, timely, accurate information, your reputation will spread and your business will grow.