On-demand connectivity is in the hands of school children, sales managers, educators, medical personnel, administrators, commuters, college students, CEOs, contractors, designers, writers and broadcasters, entertainers and their agents, husbands and wives, daughters and sons... well, everyone in the modern world. Cellular phones interface with the world wide web on wireless networks available to urban and suburban consumers.

Isn't it a miracle that with some creative search queries, a whole world of information is available at your fingertips in seconds! The web allows us to share what we know with people we may never meet, online, in real time, 24/7. Bloggers, Tweeters, Forums, Manufacturers, Product Reviewers, Online merchants, E-Newsletters and online news articles all encourage their readers to leave comments and critiques: welcome to the Web 2.0 universe. 

As the web's ubiquitous influence on our modern life encourages us to participate within its system, to join the Facebook, Twitter, WordPress culture, how can the average small business build a brand within its niche?

1. Your store is open to the world, 24/7.  When your customers are all over the web already, it makes sense to be where they expect to find you. You do not have to rely on foot traffic into your shop or office, or to wait until business hours to relay details such as driving directions, your calendar of events, or appearance dates.

2. Your website can save you a lot of money. With a website, your company or a single product or service can be presented to the world on demand. Before the internet, your advertising campaign included local radio, television, yellow pages, newspaper, magazine, mailing lists, printed brochures, and telemarketing calls. You had booths at the local business expos with tons of giveaways with your name and phone number printed on them. Your kids put colorful paper flyers on car windshields in the local parking lots. You just broadcast your message and waited for the traffic to come to your door or for the phone to ring. Yes, these campaigns all have their appeal, but they are not necessarily targeted, they are not terribly interactive, and they are not necessarily cost-effective.

3. You can capture a targeted customer list almost free. A well crafted website can act like an interactive brochure that harvests email lists of people who are interested in your product, service, or expertise. If you give people a free gift in exchange for their contact information, you have taken the first step to making a new friend.

4. Enhance your inclusion in Online Directories. Your Yellow Page Account Representative will give you a hyperlink under your name in their own internet directory. You probably can't fit all you have to say into your phone book ad... so buy a one-inch ad with a bold URL. Don't forget to join the Linked-In and Merchant Circle hubs that can also link back to that website.

5. Put a personal face on your business. Fill your "About Us" page with pictures of your crew or office staff. Introduce new employees to your company on the site. Make it personable.

6. Test a new product or service via your website. Ad campaigns should always be tested before a major launch. Use a website to get feedback on an offering before you make an expensive mistake.

7. Don't underestimate the power of good design. Take your message to the next level with clean design and a modern template. A sensible layout with professional graphics create the first impression. Now that you have their attention, what do you want your customers to know about your company?  How are you going to solve his problems better than your competition? If you are not a wordsmith, hire a copywriter.

8. Position yourself as an expert in your field. Use the website to cover the basics about your company. However, by writing and publishing articles about timely subjects, you are building a reputation as an expert. Use your years of experience to help others solve their problems and you will be on your way.

9. Use a website as an anchor for your blog or e-newsletter. There are a lot of companies and celebrities with a presence on Twitter, Facebook and MySpace... without company websites. With Twitter, for example, one gets instant, total (temporary) gratification with this voice on the web. Yes, these venues are free and fun... but for brand-building and serious business, though, invest in a company website. Use the company website site as a hub for your Web 2.0 life.

10. Grow your company online. If you are just getting a new company started, a website can help you gain rank in search engines. You can make your home consulting business a serious contender in your niche.