Now, it may not happen a lot, but every so often an Internet entrepreneur comes up with a business idea that is so totally unique that it doesn’t fall into the usual search engine request categories. Particular startups, niche products or other distinctive items you might be promoting may easily make their way to the top of search engine results, but if consumers aren’t looking for them yet, that’s not really going to help, is it? So, what is a marketer to do?

Of course, there are ways to attract consumers that don’t depend on search traffic. Options like writing articles, social media marketing, email blasts, blog posts and so forth, can garner interest in a new product or service without relying on organic search engine requests. However, you shouldn’t give up on gaining traffic through SEO efforts –just realize that you have to be a little crafty about it.

When you’re selecting keywords for your new, unique product or service, try using those that apply to markets that are similar to yours. Although they may not correlate directly to what you’re selling, they’ll get you into search results for things that people are actually searching for and extend your reach to potentially viable consumers. Even if there isn’t already a product on the market that you can hitch your services to, most likely you can find something that is similar enough that you would still be relevant to the folks doing the searching.

In cases when you can’t really find a product or service out there that is similar enough to yours, change your focus and think instead of your target market. What other kinds of things are they searching for? Think of their demographic aspects – age, gender, income, location, etc. – and redirect your efforts toward relatable content that will attract their interest. Once you get their attention, you can then introduce them to your cool, one-of-a-kind product or service that they don’t even know they need … yet.

Don’t be discouraged if your product or service fails to amass a huge search volume. Think outside of the search engine box and use that clever brain of yours to come up with marketing ideas that are just as unique as your super awesome product.

When it comes to the social media marketing game and trying as a business to amass the largest online community you can, there are some surprisingly simple formulas for creating and developing a mammoth following. In many ways, developing social media contacts for your company and services in cyberspace is a lot like making friends in real life. In order to make new friends in real life, you have to get out into the world to forge connections with new people and the same goes for Internet relationships. To build a tribe of clients and business contacts in social media communities, you have to actively pursue that world through making your own profile and putting yourself out there.

Twitter is a great network to get started with. People there are generally looking for ways to extend their communities so their own thoughts can be heard, so they tend to be very open to following new people. We’ve got three easy steps for building and growing your social network community of followers after you’ve set up your Twitter profile. Think of it like meeting new people at a party. So, treat your Twitter account like a community mixer.

<blockquote><strong>1.  Introduce Yourself</strong>

The way you introduce yourself to a new person on Twitter is to follow them – with the intention being to get them to follow you back. Start your core group by following your friends and people you know will follow your Tweets. Then extend your range to include people who share common interests with you and your business. To begin, find your competitors or experts in your field and follow the people who follow them.</blockquote>

<blockquote><strong>2.  Start a Conversation</strong>

You’re on Twitter, you’ve made the introductions, now it’s time to start making small talk. Tweet your thoughts, tips, ideas, current events or interests on a regular basis, but don’t be overwhelming. Keep the chatter professional and client appropriate, yet make your Tweets unique and authentic. You want to develop a rapport with your followers and the best way to do that is to be yourself.</blockquote>

<blockquote><strong>3.  Throw Your Own Party</strong>

Invite people to hang out with you by advertising your Twitter link on your website, in your email signature and in newsletters or articles. Encourage people who are already your mailing list contacts and blog readers to follow you on Twitter too.</blockquote>

Don’t be shy about approaching new folks to follow. Remember, in general, people who don’t want to meet people tend to avoid social gatherings. It’s the ones who do want to get out, make new acquaintances and forge new relationships, who go to all the events. Now get your virtual cocktail party gear on and enjoy your Tweeting!