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.

Training executives for promoting their business via social media outlets is becoming a huge focus for many companies. Social networking communities hold great potential for marketing, branding and building your company image. In fact, many companies are hiring employees expressly to manage their social networking media for them.

As this popularity grows and more and more people turn to social networking communities as a top vehicle for communication and information, it’s vital that businesses become involved in them and use the potential of the interaction within those networks. Part of that involves training your employees on how to promote themselves and your company through social media, and how to keep their communities in check while making sure to not blur the lines between business and personal networks.

Here are a few tips to get you started:

• Make sure that your employees are savvy in social networking. Introduce them to the top three networks and give them brief rundowns on how each works.
• Take care to warn them about mixing business with pleasure. For example, your customers shouldn’t be given access to your employees’ photos of their beer chugging adventure at Oktoberfest.
• Help your workers get their professional accounts started by providing examples of appropriate profiles.
• Give your employees samples of suitable status updates they can use on their accounts to promote your business.
• Create a series of Tweets for employees to send out with links to your website.

With 90 million users on LinkedIn, 175 million on Twitter, and over 500 million on Facebook, social networks are insanely popular and are becoming a top resource for businesses from every industry across the board. In the past few years, the widespread use of these communities has changed the face of business and people are including their LinkedIn, Facebook and Twitter links in their email signatures, on their websites and even on their business cards.

By making sure your company and your employees are well versed in the social media game, you stay current in the online conversation and up-to-date in the ever expanding world of social media marketing.

These days everyone seems to be obsessed with social media. From Facebook updates to Twitter tweets, you can keep track of what most of your friends are doing or feeling or thinking twenty-four hours a day. And, if you’re active with your account, they can keep track of your thoughts and ideas as well, which is why your business absolutely must have profiles with regular updates in both of these communities.

Marketing through social media is different than traditional methods of advertising and promoting your business. Rather than selling products, the goal of social media marketing is to create a relationship with your clients that is more than simply buyer-seller based. Through your Facebook and Twitter accounts you can get to know your clientele and learn how you can further accommodate their needs. You can also show them that you care about those needs and are in business for reasons other than just making money.

It’s important to know that effective social media marketing is not something that’s going to happen overnight. Dedication (and patience) is key and regular, consistent posts on both of your accounts are essential for becoming part of the online conversation.  While the occasional tweet or Facebook update can offer a discount on your product or advertise a sale, you should keep the majority of your content focused on adding value for your clientele with things like providing helpful hints or tips.

The goal is to create an authentic persona for your business. People like dealing with people, and social media marketing is a way to remind your clientele that your business is more than just a shopping cart on a website.

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If you’re not promoting your business on Facebook, then you may be missing out on a chance to contact a large number of people every day. Facebook has turned into one of the most popular social networks on the Internet and it’s an outstanding place to market your products and services. When you post your ad on Facebook you’ll see a boost in the amount of activity on your website almost immediately.

One way to market your business on Facebook is via social ads. You can use social ads to contact individuals based on their gender, age or interests. It’s also an excellent idea to incorporate pictures into your ads since images attract more attention than plain text.

You can create a Facebook group or fan page to market your business. By doing so, you can invite friends, family, colleagues and associates to become a follower of the page or join the group. You can use the invite task on Facebook to ask all everyone you know to join and ask them to invite their acquaintances, which will generate untold followers and a lot more publicity.

Word of mouth via Facebook is another way you can reach the world with your message. Try to become friends with as many people as possible, and join groups that relate in some way to your product or business. That will help you connect with others online and they will then be more apt to purchase from you. Selling to a friend is typically easier than selling to stranger.

Marketing your business takes time and persistence. It also requires you to use every tool at your disposal. Facebook is just one of many ways you can reach your target audience, bring added traffic to your website, and thus improve your SEO results.