Whether your business has been around for decades or just getting off the ground, it's tough to argue the importance of marketing for long-term sustainability. With all the new tools and trends online, though, it's easy to get into a situation where your marketing is working against you.

This post is intended as a checklist to make sure you're being taken seriously online. If you're not familiar with the nuances of Facebook or Twitter, you might fall victim to some of these points without even realizing it. Take a couple minutes to assess your web presence; it could mean the difference between getting a laugh or getting a lead.

10) Your website template looks like a website template.

With thousands of Wordpress themes and website templates in all formats, make sure you test and find the one that works best for your needs. If you can't afford a custom design or you want to get online right away, it will be worth a bit of extra research to avoid looking like a cookie-cutter operation. Too many "businesses" online are popping up overnight - set yourself apart from them by finding a template that matches your personality and professionalism.

9) Stock photos are taking over your content.

There are a lot of great photographs out there because it's easy to be a great photographer. Smart phones have higher resolution and more features than a traditional point-and-shoot digital camera, and they certainly produce better resolution than you'll ever need online. But if you absolutely MUST use a stock photo, please search long and hard for the right one. If your customers have seen it before, you're not providing anything worthwhile to them.

8) You have a Facebook profile instead of a Facebook page.

Don't know the difference between a Facebook profile and a Facebook page? Your customers probably do. And you don't want to come across as being 'social media illiterate' when you're trying to use the medium to build a reputation. The biggest difference is that profiles are for individuals and pages are for businesses, celebrities or politicians, and organizations. In fact, if you are using a personal profile to represent your business, you're in violation of the Facebook Terms of Service. Here's a great blog post from HubSpot on how to create a business page on Facebook.

7) You haven't Tweeted in months.

Perhaps, in a fit of motivation or blind determination, you finally set up a Twitter account. For a few days or even a full week, you were committed to Tweeting and following and listening and joining the conversation. But it didn't last long because you didn't have a real plan. So now, everyone who checks out your profile on Twitter can see that you didn't follow through; not a great reputation to have. But before you rush to post your next Tweet, jot down a plan of attack... or it might be better to just delete your profile.

6) No one can find your website.

Search engine optimization is an ongoing process that can take months or years for optimum results, but there are ways to show up in some searches without the long timeline. The easiest is to rank for local searches first; create a profile on Yelp, Google Places, and Yahoo Local Listings and you'll be well on your way.

5) Your "blog" is one post deep.

Similar to number 7; if you set up a blog, wrote one post, and left it for dead, you might risk the perception of lacking follow through. But unlike Twitter, blog posts can take a lot of time to plan and write. So rather than spending lots of hours or lots of money trying to populate it with more articles, a simpler option is to rename the blog page to reflect the one or two articles that are already there. Of course, it's always best to write more articles, but this could help you maintain your reputation in the meantime.

4) "Contact Us" is more like "Fill out this form."

Too many websites have a contact page without a simple way for the visitor to contact them. A form is a nice option to have, but don't forget to also list your phone number, business address, and email address. Simply asking for some contact information and adding a field for questions or comments is a good way to show you're not really interested in hearing from your visitors.

3) You ignore or delete negative comments.

If your customers are willing to take the time to provide feedback, consider yourself lucky. With any negative comment, no matter how public or outrageous, you have an opportunity to respond. Ignoring or deleting negative posts is only going to show other visitors that you don't care about customer service. Use the public forums online to show your dedication to quality; you can't please everyone, but you can show you're trying.

2) You're not aware of conversations about your brand.

You have hundreds or thousands of opportunities each day to join conversations about your industry. But how do you know what people are talking about? Take a few minutes to set up Google Alerts; you'll receive an email every time a specified word or phrase appears on a public web page. Use Alerts especially for monitoring conversations that include your name and your business name. You might be pleasantly surprised about what people are saying, but you can't use it unless you're aware of it!

1) Nothing about your business is original.

The online world is vast, but there's always a need for new content. Web pages become outdated and trends change; search results typically show websites that have recent updates first. There's never an excuse for copying someone else's work without crediting them, and there shouldn't be excuses for using online tools the way everyone else uses them. Be unique, show your personality, decorate your social media profiles, and tell people why they should spend money with you and not one of the thousands of other options they have online. If you had a building on a street with 100 other businesses, why would someone stop into yours?

The bottom line: your reputation takes maintenance, even on the Internet. Just like you wouldn't let dust and grime build up in your store, don't leave a bunch of dusty cobwebs laying around the net. Put in some elbow grease and you can step back and watch it shine.

Click to download this FREE whitepaper today from CreAgent Marketing and Marc Rubin Associates.

"Seven Statistics that Prove your Business Should be on Facebook."

Whether you're a business owner, marketing consultant, or social media expert, there are always ways to get better and more creative with your marketing. The following is a list of 25 ways I've been able to improve my skills as a marketer and entrepreneur over the years. I hope they're helpful, and I hope you'll share some of your own tips and techniques!

1) Write a Blog. If you don't know what your message is, start writing it out. Let other people see how you struggled with different directions and new ideas, why you chose to focus on particular goals over others, and what your true voice is. Eventually, the message will write itself.

2) Read a Blog. Or better yet, read lots of them. And they don't have to be about marketing. Try something likeSteve Pavlina's Personal Development Blog if you need an inspirational change of pace.

3) Watch a Documentary. Lots of marketers are audio and visual learners - if you're one of them, it might be more helpful to watch something like Art & Copy by Doug Pray than to read several different blogs or filter through YouTube videos.

4) Forgive Yourself. We've all had our share of marketing blunders... times we thought we had the next huge idea or promised an ROI we couldn't deliver. Rather than keeping that mistake in the back of your head and letting it turn you into a middle-of-the-road, run-of-the-mill marketing professional, give yourself credit for trying and don't let it keep you from trying again. It's hard to be the best on the first attempt, so if at first you don't succeed....

5) Find the Right Setting. Sometimes our talents don't line up with our passions. So if you're sure marketing is right for you, find the place that will bring out your best. It might be a nonprofit, a small retail shop, a law firm, a corporate powerhouse, or your own consultancy.

6) Join a New Community. There are lots of social media sites out there, sites where you can share interests and give (or get) feedback. If you're caught up in the most popular like Facebook, Twitter, and LinkedIn, it might be time to try some new venues. Check out niche communities like dailymile.com for runners and coastr.com for beer drinkers. Here's a full list of niche social networking sites.

7) Share Something Valuable. A blog is a great way to share content, but eBooks and whitepapers can provide more in-depth information for your potential clients. For example, CreAgent Marketing offers this free whitepaper on Facebook statistics in exchange for your email address. It's a great way to grow your list of contacts!

8) Make it a Story. Every business has some history, maybe a few lucky breaks and turning points. Share the story of your business or a particular product you developed. When people can personally relate, they're more likely to become a customer.

9) Have Fun. People having fun attracts people who want to have fun. Just take it from those fish market people in Seattle; they could have been another seafood stand in Pike Place, but they decided to have fun at work. As a result, you can watch a live web cam as crowds of tourists surround the world-famous fish market every day.

10) Watch Less TV. It may sound counter-intuitive for a marketing professional to ignore what's happening in the television world. But you're good at what you do and you don't have to get all your ideas from one medium. If you really need inspiration, watch some YouTube videos instead.

11) Remember Your Purpose. Every marketer has a role to play. It's easy to get caught up in side-jobs and menial tasks, but don't let them drag you down. You're there to do something creative, so take a step back and look at the big picture; that should be a nice reminder about why you were hired in the first place.

12) Take a Hike. Literally. Don't sit in front of a blank computer screen trying to brainstorm the next big idea. Get away from your desk with a specific idea in mind. Talk about it with co-workers or let it simmer in your own brain while you do something more active.

13) Join a Meetup Group. I'm part of a group of business folks who meet one morning every month to talk about marketing trends and ideas. Meetup.com is a great website for finding similar groups in your area - and these groups are invaluable for networking and new ideas.

14) Take a Free Marketing Class Online. The Cheap Revolution has a great list of 99 free online classes on business and entrepreneurship. Pick one that relates to marketing and get started!

15) Know Your Energy. Everyone brings a natural energy to their job (and life in general). This is especially important in marketing because of the way our profession requires us to work with all different people. Figure out your marketing energy and you'll be able to identify strengths and weaknesses in your approach.

16) Speak Up. Whenever you're the one in front of the room, others listen. So look for opportunities at local volunteer group meetings (Rotary, Lions Club) and Chamber of Commerce events. You might have to get over your fear of public speaking... so it's a good way to kill two birds with one stone.

17) Learn How to Analyze Statistics. Everywhere online, we're inundated with statistics. Your Facebook page, YouTube video, website, and e-newsletter automatically generate stats that can tell some pretty valuable stories. Spend some time with these numbers and you'll have a much better chance at increasing your visits and views.

18) Use Your Pen. There's something magical about putting ink on a piece of paper. Of course, all the best ideas are written on napkins while people are drinking coffee or beer. But seriously, instead of restraining yourself by the limited layout capabilities in word processors, pull out a blank sheet of paper and start doodling. Your mind will be free to work more naturally and visually.

19) Travel Wisely. If you're like me, you spend a lot of time in the car. Instead of turning on the radio in the hopes you'll hear something that doesn't remind you of a boy-band artist gone solo, download some podcasts on marketing or business trends and listen to them during your commute.

20) Trust Your Instincts. You have more marketing experience than the person across the table. You're the one who went to school for this stuff, or at least took some online courses and spent countless hours reading articles like this one... but everyone has an opinion, especially when it comes to marketing: "the logo should be bigger," "the headlines should be bolder," "the music should be louder." Entertain their perspectives and then make your own decision. Your instincts are probably pretty accurate, so don't let someone's misguided opinion persuade you to do something that's not good for business.

21) Call Yourself a Marketer. Don't kid yourself, you're good at this stuff. So feel free to admit it! Don't hide your marketing aspirations.

22) Create Your Own Success. Even if you're working in an organization that isn't known for creativity or efficiency, that doesn't mean you can't be creative or efficient. Don't get caught up in the politics around you, be good at what you do and you'll get noticed for sure.

23) Use Someone Else's Big Idea. Just because someone already invented it doesn't mean you can't use it for your own organization. Some national marketing campaigns can be adapted and recycled for local use. In these instances, you don't have to explain the concept, you just have to pull it off a little differently.

24) Use Your Own Big Idea. Yeah... the one you stashed away several years ago. Or the one you used for your senior thesis or your last major internship. Go back into your personal archives and reignite the passion you had for marketing in your early years. Remind yourself why you got into this in the first place and you just might find your second wind.

25) Step Away from it All. Take a vacation, or a virtual vacation, or a stay-cation, or whatever it takes to rest your brain for a while. When you lift weights, you have to take rest days in order to get stronger. Your muscles rebuild during the time off. Remember that your brain is a muscle that can become fatigued or strained, and a few extra rest days can make you smarter and stronger.

Thanks for reading - please add to this list by commenting below!

Click to download this FREE whitepaper today from CreAgent Marketing and Marc Rubin Associates.

"Seven Statistics that Prove your Business Should be on Facebook."

How do you currently gather and use feedback? It's a hard question to ask and it's harder to answer, but it can ultimately help generate some buzz if used correctly. Feedback is a powerful tool - even negative feedback can help build a positive reputation... keep reading.

The internet is a place where businesses can be transparent and individuals can be anonymous. That's a dangerous combination if you're thinking about the marketing implications. For example, you can create a business profile on Yelp! where customers can share their honest reviews of your products and services... and suddenly, a forum is created for one disgruntled employee or misinformed client to sound off. It's a scary prospect for many businesses, but it's a risk worth taking.

A lot of websites have a feedback page where they list filtered comments about how great the business is. It's nice to have, but most visitors recognize that these reviews are hand-selected; you're not going to paste a negative review into your website content. But services like Yelp! and Google Local are not as easy to filter. Unless there are swear words or offensive jabs, your reviewers can say whatever they want about your business. At that point, it's up to you to respond efficiently and professionally.

That's how negative feedback can build a positive reputation.

If someone complains about coffee grounds in their favorite drink, you can explain that there was an equipment malfunction and none of the workers caught the mistake in time... that you're sorry and you're happy to give them a free drink if it makes up for the blunder. If a client complains about poor customer service, you can respond by asking for more specific information and promise to sit down with your staff to review the company policies.

Your business isn't perfect, no matter how hard you try. But you can respond to your imperfections if you give people an opportunity to voice their opinions publicly. They'll feel empowered and respected, and you'll feel like you can keep improving on your weaknesses instead of ignoring they exist.

About five years ago, my "business" was just a writing gig that I had on the side; I was doing some freelance work for a graphic designer... and we had one client. I was working almost full time in a coffee shop near Rochester, NY, but I knew I wanted to use my communication / journalism degree for more. As I networked with other freelancers and did informational interviews with agencies, I told everyone who asked that I had my own business.

It's always been a dream of mine to work for myself, but I never really knew what that would look like. So maybe I was naive when I told my friends that I owned a business and really was just doing some side-work for extra money. But whether it was naive or not, it made me think carefully about what I was really doing. People asked, "What does your business do," and I'd answer with something general like, "Mostly copywriting, but I'd like to do more design work." My answers were always true, but often I made my 'business' seem bigger than it was.

Looking back, that was probably one of the biggest steps in truly owning my own marketing business. By telling people what I was doing, I forced myself to back it up. My vague, general descriptions became more precise when I realized I was just confusing people. My copywriting turned to website design and internet marketing when I realized I was much more excited about those services. And eventually, my freelance work transitioned into truly owning my own business.

I realize I have a lot of work left to do; there are a lot of steps to take, clients to land, processes to learn, employees to hire, and stumbles to endure. Today, though, when people ask how I was able to start my own business, I tell them I put all my energy toward that goal. I explain that putting energy toward a goal does not mean spending every waking hour tweaking logo ideas and writing business plans. Instead, it means talking about my ideas and telling people that I'm a business owner.

There are plenty of other examples of how this kind of energy can change your mindset. Maybe you're in a similar situation; you're bartending or working in a coffee shop, but your real dream is to be a writer... so don't just tell people that you're a bartender or a barista, tell them you're a writer. They may ask what you've written or what you're working on, how you get paid for your work, whether you've ever been published - the questions you need to be able to answer as a writer. 

Maybe you go out for a jog once in a while, but you can't really picture yourself running a marathon. Start telling people you're a runner, share your ultimate dream of running a marathon and maybe you'll get some tips and stories from athletes who are after the same goal.

There are plenty of things you do every day without real energy. You mow the lawn, but you're not a "landscaper;" you make dinner, but you're not a "cook;" you pick out your clothes in the morning, but you're not a "stylist." So what does it take to embody the definition of these terms? How do you go from "someone who writes" to being a "writer?"

Share your dreams, tell people what you do and what you hope to do, put some real energy towards your goals. You might be the last person to believe what you're saying, but by then, you'll already have the energy and support from everyone else.

I witnessed a couple of eye-opening interactions at a local coffee shop this morning. I've been here hundreds of times, but maybe I've never been quite so observant... anyways, here's how it went:

...actually, before I start the story, I have to give a little background. I know, I'm that storytelling guy. Sorry. Bear with me.

Soul Full Cup is the place in Corning where everyone stops for coffee. They have a neat atmosphere, perfect location, and awesome staff - and you're bound to run into someone you know if you've lived here long enough. Their coffee is good enough, but ironically, I wouldn't say that's the reason I come here. It's the other things listed above that I love about Soul Full.

With that said, I came in for a caramel americano today - it was way too sweet but it did the job. After getting a little work done, I overheard a woman talking about her recent move to Corning. She apparently asked some friends or coworkers where the best place was to get a cup of coffee. They told her that Soul Full Cup had the best coffee, hands down, and that's where she needed to go.

Minutes later, a tourist walked in (Corning is the third most popular tourist city in New York State). She sat outside with her coffee for a bit before walking back in to take several pictures of the inside of Soul Full Cup. I don't want to assume, but I'd be surprised if she didn't run home telling her friends about how amazing this place was.

And she'd be right - except that it's not because of the coffee. The newcomer's advice was also correct - that she needed to go to Soul Full Cup - although not because of the coffee.

So I learned a good marketing lesson today as I sipped my too-sweet americano: people are influenced more by atmosphere and experience than by the product. That's not always true, I know, but it usually is. And when a company can contrive a perfect atmosphere for its product, we can be brainwashed into thinking we need their product whenever we're in that atmosphere:

• If you're on the beach and you want a beer, drink Corona.
• If you're an intense athlete and you're thirsty in the middle of a game, drink Gatorade.
• If you're at a ball game and need some refreshment, drink Coke.
• If you're home and you only want water... at least run it through the Brita Filter first!

And of course, if you're in Corning and you need a cup of coffee, you better go to Soul Full Cup.

(Personal opinion disclaimer: If you're in Corning and you need a damn good cup of coffee, go to Heavenly Cup!)