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The first step involves making a detailed (if not exhaustive) list of other companies/web sites related to yours. Now carefully formulate approach you are going to take to inform these companies of your existence.
You need to have some feature on your site that might benefit them, which becomes angle you will be using. (You should actually have these features on your site; please don’t lie just to get "angle.")
1. Have a links page. Institute your links first and then inform other sites. Obviously, you can’t link to 500 web sites, but you CAN email them, ask for more information about their company and tell them that you will consider a link to them (make sure that you do add some of these companies, or rotate your links periodically)
2. Write a monthly (or weekly) feature on a related company that is doing something new and/or exciting. Email a large selection of companies, tell them that you might like to feature them in future and ask for more information. (You can email them again when they are featured!)
3. If you feature/review/promote any type of product, you have an immense opportunity to contact hundreds, if not thousands, of companies for information. Most often you will have little trouble getting a response.
Every company loves to talk about itself, and have others in their industry acknowledge them as an important player. Even if your site is small, companies will value exposure you can give them. Your carefully constructed emails will not only stroke their ego, but will let them know who you are. You might develop a correspondence relationship with some, and those that benefit from your features will often help you in return. Others may return to your site periodically to see their feature.
So start sending those emails, but remember… it’s not about you, it’s about them!
Michele Haapamaki writes for Eworksworld, the only Internet Marketing Portal that reviews marketing companies and sites all in one place, so you spend less time searching the web! Send in your tips to our Red Ink Watch, which provides unbiased commentary on the (mostly negative) balance sheets of major Internet companies!