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Do you have a product or service that you want to market on the Internet? Web 2.0 is a modern approach to marketing that utilizes social networks, video campaigns, and other interactive approaches to bring your message to the masses. But one fact has become clear to Web 2.0 marketers: All the forum posts and social networking in the world won’t move your product unless you can provide value to your customers.

Of course you offer a valuable product. The problem is that thousands of other people offer the same thing. So how can you set yourself apart from the competition and give your customers the value they deserve?

To be successful, you need to launch a marketing attack from many different angles. Put yourself in your customers’ shoes. If you want to learn more about real estate investing, are you going to spend time on a bare bones web site that offers nothing but generic advice? Or would you rather browse through a site that contains a thought-provoking blog, hundreds of original content articles, downloadable e-books, videos, and newsletters? All of those features add value to a site, and that value will translate into name recognition and sales.

Many new businesses rush to set up a web site using stock photos and copy script. That might suffice if your business has a strong storefront presence, but imagine trying to draw in customers with nothing more than a sparse set of web pages. Imagine the potential for growth if you were to share daily updates on a blog related to your industry. You could write or outsource a vivid collection of articles that provide valuable information to your readers. What if you developed a complementary e-book full of tips and information for people to download and read at their leisure? You could gain instant credibility by interviewing the leading names on your field. And your readers will appreciate the personal touch of a series of how-to videos or weekly tips delivered to their inboxes.

There are many ways to provide value. The key is to forget about making a sale right at first. Get your site going, fill it with value-added content, and establish a personal relationship with your visitors. It will be your unique blend of informative content, frequent updates, and personal delivery that keeps readers coming back. Once they see how much value they receive from your freebies, they’ll start to wonder what they can get from purchasing your product. Make this logical step easy for them by providing a smooth and easy-to-navigate web site with convenient payment options.

When you provide value on a consistent basis, you begin to establish a reputation for excellence in your field. This reputation will grow with time, and your web presence will grow along with it. Some operations can be outsourced to speed things along, but Google gives preferential treatment to web sites that have been around for a long time. Be patient, build a great site with great content, and prepare to see the sales roll in.

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Branding is defined as the total perceived value of a person or entity, relative to their competitors. Want to see the power of branding in action? Think of fast food hamburgers. Did you see golden arches in your mind? Think of Internet search engines. Did the name ‘Google’ enter your thoughts? Now multiply your reactions by millions upon millions of customers throughout the world. That’s the power of branding.

You can gain an edge over your competitors by developing a personal brand of your own. The elements of branding are slightly different for individuals than for businesses, but the idea is the same. Simply put, you want to distinguish yourself as an expert who has valuable knowledge to share. You want to be the person people turn to when they need a particular product or service.

Look at Oprah Winfrey. She has definitely cultivated a world-wide following with her own personal brand. Do you want to know about money? Suze Orman is a name that comes to mind. Want to improve your health? Dr. Sanjay Gupta is a go-to personality in the medical field. The list goes on and on, but I’m sure you get the point. These people are sought out because they have distinguished themselves as reputable and knowledgeable experts in their respective fields.

You can take the principles of personal branding and apply them to yourself. Broken down to its simplest elements, personal branding is a combination of your physical appearance, your personality, your expertise, and your unique characteristics. Let’s take a look at those qualities, one by one:

Personal Appearance

You don’t have to be drop-dead gorgeous or wear thousand-dollar suits to present a pleasant demeanor. But you do need to look well-groomed and respectable. Take some time with your appearance. Get a haircut that flatters your face, and dress in clothing that fits you well and suits your body type. Most importantly, always practice good hygiene.

Personality

Here again, you don’t need to be a silver-tongued devil to cultivate a following. But you do need to have a strong sense of identity and well-defined goals and values. When people know what you’re about, they will identify with you and seek you out. (It never hurts to be nice, either.)

Expertise

This is the real substance of your personal brand. While packaging is important, your expertise and perceived value will keep people coming back for more. You don’t have to be a rocket scientist to achieve this; if you don’t have paper credentials, you’ll need to cultivate a record of success through client testimonials and measurable results. Put your name out there and attach it to some valuable content. And remember that perception is reality; if everyone thinks you’re an expert, you’re an expert.

Unique Characteristics

This has less to do with physical trappings and more to do with how you handle yourself. Before he was a media hound, Dr. Phil was always being sought out for his advice. Why? Because of his no-holds-barred, straight talk delivery. Why do people with car trouble call into Click and Clack’s “Car Talk” radio show? Because the hosts deliver great advice in a very entertaining manner. When you present your product or service with a personal twist, people will remember you – and isn’t that what this personal branding stuff is all about?

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