This is part three in a four-part series on how to build your company’s brand image. Read part two.

Once you are confident that the site is working for you, it’s time to get it out to prospective customers.

Position yourself in places where your prospective buyers are going, including association newsrooms and community forums, trade magazine sites, RSS feeds, industry-related blogs – anything that speaks to your intended demographic. Look into buying ad space on these sites, post commentary with a link to your site, or propose sharing links to drive similar prospects to complementary sites.

For example, a local real estate agent may include a link to a title or mortgage company and vice versa. Or a flower shop can advertise on “romantic” restaurants’ sites. There are a lot of ways to get creative and get your name and brand visible.

In addition, services such as Google AdWords have become a powerful and effective marketing tool for small business owners. To get the most out of services such as AdWords be sure to take the following steps:

• Know the specific audience demographics and geographic region for your products and services
• Structure each campaign based on a simple goal
• Choose powerful keywords that resonate with your target audience
• Include a strong call to action to draw people to your site
• Continually review your online advertising and make changes when needed

There are many free and low-cost tools that can help you to drive traffic to your site and generate sales — from sponsored links and search marketing services to setting up pages on social networking sites such as Facebook and LinkedIn.

Also, don’t be afraid to take advantage of multimedia opportunities to add some excitement to your marketing reach. The potential for reuse of content at almost no cost is very high. If you are presenting at a trade show for example, why not record your presentation and digitize it for redistribution? Podcasts can be very simple and effective marketing tools.

Next: Learn how to explore other avenues to establish your brand