Today Jessica Gottlieb wrote a great post about how small businesses should and should not engage online. Jessica makes an excellent point when she says make the best product that you can make. Give the best service that you can give.

The biggest challenge of running a small business is gaining consumer attention. Large companies invest millions of dollars each year to get consumers to notice them. So how will you get your customers  attention?

The digital space offers a plethora of opportunities to spread the word about your business or cause on a small budget. Since digital marketing is kind of my thing I thought I would offer some un-solicited advice. All of these tips can apply to both small businesses and non-profits.

• Don’t get caught up in the hype

Do not get a Facebook page because everyone else has one. Get a Facebook page because you are going to use it for a specific purpose.

• Start Your Own Blog

Adding a blog to your website can be in-valuable. I suggest starting a content calendar as a reminder to post regularly. What will you write about? Industry news, special events (before & after), New products, Specials you are running, Links to reviews and online mentions, Newspapers articles about your company. Use your blog to start a conversation with your consumers about who you are and what you have to offer.

• Encourage Customer Reviews

When customers search for your business one of the top results will be Yelp.com. Encourage regular customers to submit a review of your business. Offer special discounts for customers that leave a review on Yelp. Pay attention to the reviews that you receive some of your most valuable insights can come from these.

• Social Media Profiles

I suggest you be as many places as you can be. Create a Facebook fan page. Create a Twitter profile. Join Flickr & YouTube but only if you are going to update them regularly. Don’t create profiles that you will never use. It will make you look sloppy. What kind of updates? Links to your blog posts, event notifications, Specials you are hosting, and new products.

• Blogger Outreach

I know at the beginning I mentioned blogger outreach isn’t the best approach for every business. However, I do suggest checking out local blogs in your area. Often times there will be bloggers that specifically cover local businesses. I would focus on those bloggers. Reach out and let them know who you are and why you are so fabulous.

Lastly, make the best product you can. Give the best service that you can. Don’t get caught up with the hype that digital media can have. If something works for your business then work it!