Pay Per Click
One of the best ways to attract new custom is through Pay-Per-Click search engine marketing, however many people see PPC as a miracle solution for generating leads.
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PR 2.0 - Online Reputation Management
PR 2.0 is one of those phrases that imply a leap forward on the current model, an evolutionary step of great import, but of course it's just the same thing as it ever was - enhancing your company's reputation - except that it is taking place in the online sphere.
Whether it is using newsworthy press releases; signing up to online forums to make positive points about, or point people towards, your company and mentioning specific products or making beneficial comparisons between your product and those of a rival; generally trying to guide or steer online opinion to paint your company in a good light; starting a blog; using social media such as Digg and del.icio.us to generate buzz; the use of social/professional networking sites such as LinkedIn, the business of PR 2.0 (horrible phrase, let's not use it again) is exactly the same as plain old traditional PR. It just takes place online.